Marketers sometimes collect primary information by usingso-called mystery shoppers who visit stores anonymously(as if they were customers) and note such critical factors asstore appearance and ambiance, items in stock, and qualityof service including waiting time and courtesy of employees. Prepare a list of data you would want to obtain from amystery shopper surveying a chain of electronics stores inyour area. Devise a format for gathering the information thatcombines your need to compile the data electronically andthe researcher’s need to remain undetected while visiting thestores
Marketers sometimes collect primary information by usingso-called mystery shoppers who visit stores anonymously(as if they were customers) and note such critical factors asstore appearance and ambiance, items in stock, and qualityof service including waiting time and courtesy of employees. Prepare a list of data you would want to obtain from amystery shopper surveying a chain of electronics stores inyour area. Devise a format for gathering the information thatcombines your need to compile the data electronically andthe researcher’s need to remain undetected while visiting thestores
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Marketers sometimes collect primary information by using
so-called mystery shoppers who visit stores anonymously
(as if they were customers) and note such critical factors as
store appearance and ambiance, items in stock, and quality
of service including waiting time and courtesy of employees. Prepare a list of data you would want to obtain from a
mystery shopper surveying a chain of electronics stores in
your area. Devise a format for gathering the information that
combines your need to compile the data electronically and
the researcher’s need to remain undetected while visiting the
stores
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