37 Reqgulred Intermetion Required Informatlon Marketing Research: Mystery Shopper Part 1ofS Many companies rely on mystery shoppers to conduct marketing research. In recent years, mystery shopping has changed as it has taken on an even more prominent role in the implementation of marketing strategy Before marketers can develop a marketing mix, they must collect in -depth up-to-date information about consumer needs 0103348 Marketing research is a systematic, objective process of getting information about potential customers to guide marketing decisions. Read the case below 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 actually use digital cameras and computer equipment to document these conditions. Many mystery shoppers work on a part-time basis and do so to earn free merchandise. meals, movile 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 employee's performances during mystery inspections. Although a number of companies are now utilizing online and phone customer surveys to judge performances-a practice that costs far less than employing mystery shoppers-many companies still rely on these mystery inspections and feel the resuits help them raise the bottom line-customer satisfaction. Over time, companies have been created that "hire these volunteer shoppers and provide them with assignments. As of 2005, there were around 500 companies managing volunteer shoppers. The business as a whole is worth about $600 million. The new frequent use of mystery shoppers is due in part to the internet, which has made the entire process-from handing out assignments to returning feedback-much easier Companies are also much more conscious of maintaining quality, hiring mystery shoppers provides companies with a way to discover whether or not their stores are adhering to the companies standards. These mystery shoppers engage in meaningful observations to improve the implementation of Secret shopping provides research to evaluate Secret shopping provides research to evaluate: Multiple Cholce Service standards Buyer behavtor Target markets Next > 9 41 f 60 lu uigtover whether or not their stores are adhering to the u.lus. These mystery shoppers engage in meaningful observations to improve the implementation of marketing strategy Part 2 of 5 The marketing concept requires information about Multiple Choice Suppliers Customers Products Competton 10 1940 ofNet rom ale also much more conscious J sloppels provides companies with a way to discover whether or not their stores are adhering to the companies' standards. These mystery shoppers engage in meaningful observations to improve the implementation of marketing strategy Part 3 of 5 Marketing information systems provide marketers with a good source of data 010236 Multiple Choice Primary Secondary Post-secondary Online 30 uots t6 mprove the Part 4 of 5 of @ind) Mystery s oppers roade a source of__ lata. 010224Myst Multiple Cholce Post-secondary Online Primary Secondary s wtn a way t drstover whether or not their stores are adhering to the companies' standards. These marketing strategy mystery shoppers engage in meaningful observations to improve the implementation of Part 5 of 5 Which of the following research tactics would evaluate buyer behavior patterns? Multiple Cholce Phone surveys Online surveys Mystery shoppers Focus group