MYSTERY SHOPS

Mystery shops are usually conducted as a method of quality control and are used for almost every type of industry, including fast food and full serve restaurants, department stores, banks and other financial institutions, automotive stores and car dealerships, specialty stores, etc. In order to do this, trained observers shop at specified stores or service locations posed as a typical shopper. A typical mystery shop can take anywhere from 15 minutes to an hour or more, and depending on the type of industry, a purchase may be made and/or food may be tried. The shopper submits an observation report, detailing the shopping experience.

REFERENCES

• Tricia Barnes, Wirthlin Research, McLean, VA
• Pat Smith, Survey Center, Hickory Hills, IL
• Ray Capozzi, MPS Research, Fairlawn, NJ