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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. 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, movle tickets, and so on. Smaller numbers actually work full time as shoppers. mpanies 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 formances-a practice that costs far less than employing mystery shoppers-many companies still rely on these mystery inspections and feel the results help them raise the bottom line-customer satisfaction. Over time, companies have been created that "hire these volunteer shoppers and provide them with assignments 2005, there were around 500 companies managing volunteer shoppers. The business as a whole is worth about $6 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 easler. Companies are also much more conscious of maintain quality, hiring mystery shoppers provides companies with a way to discover whether or not their stores are adhering companies' standards. These mystery shoppers engage in meaningful observations to improve the implementation of marketing strategy to the Secret shopping provides research to evaluate: Multiple Choice Buyer behavior Service standards Target markets Merchandising The marketing concept requires information about: Multiple Choice Customers Products Competition Suppliers data Marketing information systems provide marketers with a good source of Multiple Choice Primary Secondary Online Post-secondary Mystery shoppers provide a source of data. Multiple Choice Primary Secondary Online Post-secondary Which of the following research tactics would evaluate buyer behavior patterns? Multiple Choice Mystery shoppers Phone surveys Online surveys Focus group
