Mystery shopping is becoming more acceptable as a market research tool with each passing day. It originated as a method to find out how happy consumers are with retail companies as well as find out how effective their employees go about their duties but it's now been adopted even by airline companies, auto dealerships, restaurants and many other companies. Companies employee secret shoppers to provide feedback on how effective their employees are in customer services and how much they appreciate their companies.
Mystery shopping is a method used to find out how excellent their customer service is. Mystery shopping is an easy way to get the best out of your customer service employees in order to satisfy your customer needs and help boost profits through increased sales.
Many firms have mystery shopping departments for employing mystery shoppers for their range of companies. Critics believe that mystery shopping is one of the best options when it comes to market research because the shoppers always talk about specific aspects of the companies exactly as they see it just like any ordinary shopper and they can't be noticed by other shoppers as well as company employees.
Squidoo. (2011). Retrieved from Mystery Shopping- A Research Tool: http://www.squidoo.com/mystery-shopping-a-research-tool