Raising professional standards

There has been rapid growth in demand for Mystery Shopping, as assuring the quality and consistency of service delivery has become one of the most important elements in the customer relationship mix.

Raising professional standards - ICC/ESOMAR international code of marketing and social research practice

Introduction

Effective communication between the suppliers and the consumers of goods and services of all kinds is vital to any modern society. Growing international links make this even more essential. For a supplier to provide in the most efficient way what consumers require he must understand their differing needs; how best to meet these needs; and how he can most effectively communicate the nature of the goods or services he is offering.

This is the objective of marketing research. It applies in both private and public sectors...

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