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