The mysterious buyer (mystery shopping, мистери shopping)
Gathering and granting and gives Clients of the information which serves as the guide to action precise representation about the company: as she(it) looks in eyes of buyers and as far as it corresponds(meets) to expected standards of consumers.
Mystery shopping is a method of an estimation of conditions of trade, quality of service with the help of the dramatized purchases made by experts of the research company (the mysterious buyer).
Specially prepared person comes in the company under a kind of the usual client, communicates with the seller / adviser, asking it(him) under beforehand developed script. The script takes into account all interesting aspects of activity of the company: quality of work of the attendants, a price level, assortment of the goods, a site and an interior of shop etc.
The volume of sample strongly can vary depending on a research problem(task), a degree of depth of a researched problem, quantity(amount) of firms - competitors etc.
The method мистери shopping allows to lead(carry out) an estimation (or check) activity of firm to analyse various aspects of functioning of firm eyes of the real consumer. The method allows in to estimate activity of the various companies (the customer and competitors) from a position of the consumer.
On the basis of results of research мистери shopping models of market advantages and lacks of the Customer are under construction in comparison with competitors, and also the competitive environment is analyzed, of the decision on improvement of quality of service make.