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| Author: | Morrison, L. J. Colman, A. M. Preston, C. C. |
| Title: | Mystery customer research: Cognitive processes affecting accuracy |
| Journal: | Journal of the Market Research Society
1997 : APR, VOL. 39:2, p. 349-361 |
| Index terms: | MARKETING RESEARCH METHODOLOGY CUSTOMERS |
| Language: | eng |
| Abstract: | Mystery customer research is a technique of quality assessment in the retail sector where it's called mystery shopping, and also in the service sector. Research in cognitive psychology suggests a number of potential threats to the reliability and validity of data collected through its use. Various factors associated with the encoding, storage and retrieval of information by mystery customer assessors should also be taken into account in designing mystery customer surveys. |
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