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Marketing Research Articles Related to Mystery Shopping

Marketing Research Articles Related to Mystery Shopping

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Mystery shopping: uses and abuses

Published
November 1991
Author
Jim Bryson
Abstract
This article presents advantages and disadvantages to using mystery shopping as a consumer research tool. The author also discusses an alternative strategy, post-transaction sampling, which focuses more directly on a customer’s experience and perceptions rather than a paid shopper’s.

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.

Mail survey, mystery shops and other research contribute to Connecticut bank's customer satisfaction efforts

Published
October 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
People's Bank employed on a variety of research tools to make sure its service was up to customer standards, including an annual mailed survey of checking account holders, focus groups at branch locations and an ongoing mystery shopping program.

Mystery shopping fuels Texaco's employee excellence program

Published
January 1996
Author
Lisa Heutel
Abstract
Mystery shopping has been growing in popularity. This article discusses that growth and how Texaco used mystery shopping to research its excellence program, Building Tomorrow Together, by reviewing each of its wholesale and retail gas stations and truck stops.

How to ensure an objective mystery shop

Published
January 1996
Author
Dan Prince
Abstract
Mystery shopping won't work if managers and employees claim it isn't objective. This article discusses how to ensure an objective and credible mystery shop, including scoring-sheet design and review, potential mystery shopper screening, shopper trial runs and re-shop encouragement.

Mystery shopping for the financial services industry — then and now

Published
January 1996
Author
Barry Leeds
Abstract
Marketing research is fairly new to the financial industry. This article discusses the history of mystery shopping, the first type of market research accepted by the banking industry, and provides several examples of how to use mystery shopping to increase sales and improve service.

Mystery shopping 101

Published
January 1997
Author
Al Goldsmith
Abstract
In practice for decades, mystery shopping has been gaining in popularity. This article discusses the basics of mystery shopping.

Patterns revealed: the evolution of a mystery shopping program

Published
January 1997
Author
Donna Garrou
Abstract
Mystery shopping is a proven form of customer-oriented research. Patterns can be observed when new programs are implemented. This article discusses the four stages of new mystery shopping programs: denial, acceptance, primary rewards and cultural indoctrination.

Mystery shopping scams hurt researchers, consumers

Published
January 1997
Author
Mark Michelson
Abstract
Mystery shopping has become a popular target of scam artists. This article discusses scams, their negative results and reporting to the Federal Trade Commission.

Taking the mystery out of mystery shopping

Published
January 1997
Author
Mark Michelson
Abstract
Mystery shopping is a popular tool for evaluating the shopping/buying process. This article discusses mystery shopping, including why the method is used, who does the shopping, cost, what makes the method effective and the future of mystery shopping.

Mystery shopping makes sure salespeople sing praises of Yamaha digital pianos

Published
January 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
Yamaha used mystery shopping to stimulate interest in and sales of the company's digital pianos.

Mystery shops help Bose make sure its customer service matches its reputation for quality

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.

Using mystery shopping for discrimination and sales practices monitoring

Published
January 1998
Author
Paul C. Lubin
Abstract
As mystery shopping has evolved from its roots as an evaluator of retail conditions, companies have used the method for a variety of uses. This article discusses mystery shopping as a tool for monitoring discrimination in sales practices.

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.

High-tech mystery shopping: Using audio and video shopping effectively

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.

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.

Putting a positive spin on mystery shopping

Published
January 1998
Author
Mary Baum
Abstract
Mystery shopping can only effect change in an organization if the whole company gets on board. Management must support the process, believe the report and take action on the results, while frontline employees need to see the big picture and their role in it. This article discusses how to get different levels of employees to buy in to mystery shopping.

Mystery shopping reports: Are quality and timeliness competing priorities?

Published
January 1999
Author
Elaine Buxton
Abstract
With the increasing demand for quick turnaround and the widespread availability of the Internet, e-mail and interactive voice response, the quality of mystery shopping reports can be questionable. This article discusses what goes into a quality mystery shopping report.

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.

The many uses of mystery shopping

Published
January 1999
Author
Karen Gomes Moore
Abstract
Mystery shopping programs can be used in several ways. This article discusses the many uses of mystery shopping, including preparing for and monitoring the competition, recognizing good employees and measuring training.