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Marketing Research: Mystery Shopper

This activity is important because, as a manager, you must be able to determine whether your employees are performing effectively and efficiently, with a minimum of errors and disruptions. In order to do this, you will need to conduct a performance appraisal, an evaluation that measures employee performance against established standards. Performance appraisals allow managers to make informed decisions about promotions, compensation, training, and termination. The goal of this activity is to demonstrate your understanding of the performance appraisal process by aligning examples of each step and placing them in the appropriate order.

Read the case and answer the questions that follow.

This is how mystery shopping works: Mystery shoppers enter establishments pretending to be regular customers. They come with mental checklists and scrutinize both how they are treated and the appearances of the establishment. Some use digital cameras and computer equipment to document these conditions. Many mystery shoppers work on a part-time basis, earning free merchandise, meals, movie tickets, and so on. Smaller numbers actually work full-time as shoppers.

Companies rely on the information provided by mystery shoppers to make sure employees are following company guidelines. Some companies actually provide company bonuses based on employees' performances during mystery inspections. Although a number of companies utilize online and phone customer surveys to judge performancesa practice that costs far less than employing mystery shoppersmany companies still rely on these mystery inspections and feel the results help them raise the bottom linecustomer satisfaction.

Mystery shopping itself is estimated to be more than a $1.5 billion industry, one that relies heavily on the gig economy. In addition to the basic checklists discussed above, companies such as IntelliShop are adding loss prevention and royalty assurance to their list of audits. These audits will be announced, and more thorough, observing operations from the back office. The main goals of these audits will be to ensure procedures are consistent, foster an honest atmosphere among staff and clients, and verify that franchise owners are reporting sales data accurately. Many companies feel the biggest benefit of mystery shoppers is having an objective person giving valid feedback frequently, sometimes as often as weekly.

oftice. The main goals of these audits will be to ensure procedures are consistent, foster an honest atmosphere among staff and clients, and verify that franchise owners are reporting sales data accurately. Many companies feel the biggest benefit of mystery shoppers is having an objective person giving valid feedback frequently, sometimes as often as weekly. Secret shopping provides research to evaluate Multiple Choice merchandising. buyer behavior. service standards. target markets. can be a great substitute for focus groups to gather useful information for marketing decisions. Multiple Choice All of the answers are correct. None of the answers are correct. Social networks Landline telephones Mailing questionnaires staff and clients, and verify that franchise owners are reporting sales data accurately. Many companies feel the biggest benefit of mystery shoppers is having an objective person giving valid feedback frequently, sometimes as often as weekly. Marketing information systems provide marketers with a good source of data. Multiple Choice post-secondary online secondary primary office. The main goals of these audits will be to ensure procedures are consistent, foster an honest atmosphere among staff and clients, and verify that franchise owners are reporting sales data accurately. Many companies feel the biggest benefit of mystery shoppers is having an objective person giving valid feedback frequently, sometimes as often as weekly. Mystery shoppers provide a source of data. Multiple Choice post-secondary primary secondary online staff and clients, and verify that franchise owners are reporting sales data accurately. Many companies feel the biggest benefit of mystery shoppers is having an objective person giving valid feedback frequently, sometimes as often as weekly. Which of the following research tactics would evaluate buyer behavior patterns? Multiple Choice focus group mystery shoppers online surveys phone surveys