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Adapting of marketing research methodology “Mystery Shopping” to the specifics of retail self-service shops
Journal: Marketing and Management of Innovations (Vol.3, No. 1)Publication Date: 2012-03-24
Authors : Yu.K. Antipona; D.V. Sorochan;
Page : 89-95
Keywords : Mystery Shopping; self-service shop; marketing research; retail trade; segmentation; consumer; Mystery Shopper;
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Abstract
The article shows the innovational approaches of carrying out marketing research of the service quality in the retail self-service shops with the help of Mystery Shopping method. The algorithm of making marketing research Mystery Shopping in the self-service shops was developed.
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Last modified: 2013-04-18 07:13:59