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Conquering the mountain. Creating a collaborative client relation by pushing the boundaries of traditional qualitative research
Trenton Haack and Sara Heathscott, ESOMAR, Qualitative Research, Cannes, November 2004
This paper highlights the specific benefits and insights gained from the research efforts between Burke, Inc.
This paper highlights the specific benefits and insights gained from the research efforts between Burke, Inc. and Olympus America. Covering a handful of different projects and countless business objectives, the paper provides an analysis of the key success factors, experiences, and innovations that were instrumental in successfully executing a productive and collaborative research program.
Public Transport: The Role of Mystery Shopping in Investment Decisions
Justin Gutmann and Alan Wilson, International Journal of Market Research, Vol. 40, No. 4, 1998
This paper looks at London Underground's use of mystery shopping as an input to investment decisions relating to the improvement of the travel environment.
This paper looks at London Underground's use of mystery shopping as an input to investment decisions relating to the improvement of the travel environment. The paper starts by briefly reviewing the literature on mystery shopping, it then considers London Underground and the procedures involved in its mystery shopping activity. The paper discusses the role of mystery shopping scores in London Underground's Value of Improvements Model. This Model helps to determine priorities for the many improvements that can be made to the travel environment. Finally the paper looks at the applicability of London Underground's approach to other service organisations.
Are you being served? Mystery shopper research and its effects upon the UK retailing sector
John Groves-Hill and Melanie Poulton, ESOMAR, Retailing Research, Madrid, November 1997
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.
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. It describes what it is, why it is used, how it works, where it is used, who uses it and the typical results that it provides. Most critically, this paper illustrates why mystery shopping has become such an invaluable part of the retailer's assessment of performance. We hope to give a real insight into a technique which, until now, has been - ironically - something of a 'mystery' itself.
Mystery customer research: cognitive processes affecting accuracy
Carolyn C Preston, Andrew Colman and Lisa J Morrison, International Journal of Market Research, Vol. 39, No. 2, 1997
Mystery customer research is a technique of quality assessment in the retail sector (where it is called mystery shopping) and also in the service sector.
Mystery customer research is a technique of quality assessment in the retail sector (where it is called mystery shopping) and also in the service sector. It is growing rapidly in popularity, but research in cognitive psychology suggests a number of potential threats to the reliability and validity of data collected through its use. In particular, various factors associated with the encoding, storage and retrieval of information by mystery customer assessors are likely to influence the accuracy of the results and individual differences between assessors should also be taken into account in designing mystery customer surveys. A number of specific recommendations designed to minimise errors arising from memory failures and distortions are outlined and discussed.
Competitor mystery shopping: methodological considerations and implications for the MRS code of conduct
Jill Hillier and Janet Dawson, International Journal of Market Research, Vol. 37, No. 4, 1995
The study presented here examines the views of the client perspectives on competitor mystery shopping in the light of the increased use of this technique in the research industry.
The study presented here examines the views of the client perspectives on competitor mystery shopping in the light of the increased use of this technique in the research industry. Acceptable levels (length and frequency of assessments) are explored by industry sector, as are the implications these findings may have for The Market Research Society Code of Conduct. The influence of industry sector is examined. It is shown that this factor seems to determine the degree of acceptability of competitor mystery shopping. We would recommend that the Professional Standards Committee adopt the levels outlined in this discussion in order to set practical standards which can be added to the current MRS Code of Conduct or incorporated into MRS Code of Conduct guidelines.
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Online shopping, ecommerce
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