Are you being served? Mystery shopper research and its effects upon the UK retailing sector

Mystery shopping has been around for over a decade, but has only recently risen to real prominence. This paper examines the reasons for the growth of mystery shopping in the United Kingdom.

Are you being served? Mystery shopper research and its effects upon the UK retailing sector

John Groves-Hill and Melanie Poulton MSS Marketing Research (United Kingdom)

INTRODUCTION

When you ask for help in finding an item in a supermarket, what do you expect to happen:

  1. The assistant says, 'I don't know' and walks off?
  2. The assistant indicates the area where it is likely to be with a wave of the hand?
  3. The assistant stops what they are doing, escorts you to ...

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