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Marketing Research Articles Related to Mystery Shopping

Marketing Research Articles Related to Mystery Shopping

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21st century mystery shopping

Published
January 2005
Author
Ron Welty
Abstract
From digital photos to e-mailed reports, the mystery shopping process is benefiting from advances in technology.

A guide to success

Published
January 2004
Author
Chris White
Abstract
An overview of how to install a mystery shopping program, from choosing a provider to training shoppers and designing questionnaires.

A prescription for continued growth

Published
January 2007
Author
Rachael Narsh
Abstract
Since beginning its mystery shopping program, drug store giant Walgreens has seen consistent improvement in its scores. Company-wide buy-in and management backing are credited with helping the program succeed.

An established shopper program can be the answer for customer service management

Published
January 1998
Author
Gary Harper
Abstract
Mystery shopping can be a valuable tool when done successfully, which includes making sure the program is complete and well thought-out. This article details a general set of guidelines for mystery shopping success.

Association creates new standards for mystery shopping industry

Published
January 1999
Author
Jen Chamberlain
Abstract
Though mystery shopping has been used for more than 40 years, only recently did the industry band together and form a trade association, the Mystery Shopping Providers Association (MSPA). The MSPA addresses problems created by misleading advertising, private investigator licensing, has global scope and holds an annual conference.

Beyond customer service

Published
January 2006
Author
David Rich
Abstract
Mystery shopping has a number of applications beyond the usual measurement of frontline employee performance, including brand-building, image tracking, performance improvement, and competitive audits.

Beyond mere measurement

Published
January 2005
Author
Judith Ann Hess
Abstract
Cites two examples of a swimwear store and a bridal store to illustrate how retailers can use mystery shopping.

Building equity

Published
January 2003
Author
Frank Aloi
Abstract
How do banks increase sales and enhance relationships in the current erratic, untrusting markets? In light of the tough market, financial institutions are reevaluating their sales and service strategies. More and more financial institutions are using shop studies to monitor how current and potential customers perceive them. This article discusses important steps to consider in initiating a program in the financial services industry.

Built well to work well

Published
January 2008
Author
Michael J. Britten
Abstract
The various groups within a company that will be using a mystery shopping program must agree on many things at the outset, such as what the program will measure, how the information will be used and how the program will be organized. Only then can all parties benefit from the process and get the most from what can be an expensive and labor-intensive exercise.

Constructing an effective mystery shopping program

Published
January 1998
Author
Donna Guido
Abstract
Mystery shopping has become an important tool for researchers. As with all tools, it is important to recognize what it can and cannot do well. This article discusses how to construct an effective mystery shopping program.

Delivering results

Published
January 2005
Author
Colleen Maher
Abstract
The United States Postal Service uses a wide-ranging mystery shopping program to determine compliance with procedures and identify areas of improvement.

Detecting and eliminating racial profiling and unfair sales practices in consumer lending

Published
January 2010
Author
Paul C. Lubin
Abstract
Unfair treatment and inappropriate sales in financial institutions often negatively impact minorities and those less knowledgeable about financial products. Market research can help banks guarantee fair treatment of minority and non-minority consumers applying for credit and also help ensure sound sales and service practices to improve the consumers’ ability to make appropriate decisions.

Evaluating customer service over the telephone

Published
November 1992
Author
Illona Guzman
Abstract
Shopper studies usually involve in-person visits. However, when a prospective customer is looking for a new bank, or an auto parts store at which to buy an accessory, or even a restaurant at which to dine that evening, the decision is often made from the telephone conversation. This article explores potential applications of telephone shopper studies to provide information about this aspect of service.

Evolving customer satisfaction through brand authenticity

Published
October 2009
Authors
Jeff Hall, David Robbins and Kerry Colligan
Abstract
If the goal is to deliver an authentic brand experience, rather than measuring the customer experience based solely on internal organizational metrics and procedures, firms must also understand how customers perceive it. The authors use case studies to examine what happens when brands do and do not align with customer perceptions and expectations.

Extending excellence

Published
January 1998
Author
Joseph Rydholm, Quirk's Editor
Abstract
Bose Corporation uses mystery shopping conducted via telephone and in-person to monitor performance of salespeople.

Going for the gold

Published
January 1999
Author
Joseph Rydholm, Quirk's Editor
Abstract
Sonic Drive-in uses the Sonic Games, an annual incentive program that uses mystery shopping, to motivate frontline employees.

High-tech mystery shopping:

Published
January 1998
Author
Stephanie Smith
Abstract
Mystery shopping has become a standard corporate practice, with results that can be used in training and employee reward programs. This article discusses how companies that use results in a positive manner can be enhance their efforts by adding audio and video. The discussion includes benefits of audio and video shopping, how audio and video shopping work, cost and using mystery shopping effectively.

How CiCi’s Pizza used mystery shopping to set company-wide standards/evaluation metrics

Published
March 2010
Authors
John F. "Skip" Cindric, Mae Nutley and Steve Hawter
Abstract
CiCi’s Pizza commissioned a mystery shopping study to identify ways employees could help guests feel welcome and establish corporate standards by which performance could be measured - including know-your-name service and satisfying special requests.

How marketing research can help the restaurant industry get through the recession

Published
March 2009
Authors
Joseph Rydholm, Quirk's Editor and Emily Goon, Quirk's Content Editor
Abstract
Three researchers specializing in the restaurant field offer their thoughts on how food purveyors can use research to keep customers coming through their doors. Their advice: focus on value, appeal to consumers' emotions and make sure your staff is upholding your brand's promise. Mystery shopping can help with the latter effort, while other forms of research can help determine how target market segments define value and how to trigger emotional responses to dining out.

How should we set up our mystery shopping program?

Published
January 2000
Author
Greg Cole
Abstract
For many companies, implementing a mystery shopping program can be confusing. This article outlines the typical information mystery shopping provider companies need to put a program together.

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