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------------------------ .----- -------------------I OBCHOD A MARKETINGMYSTERY SHOPPING AS AN INSTRUMENTOF MARKETING RESEARCHPavia Stankovcl!, Marcela Vaculikovcl!the project that is focused on two activities. That1. IntroductionUndoubtedly, quality staff members are a significant competitive advantage. The whole sale process and its successful conclusion are dependentupon the seller's behaviour, their knowledge abouta product, their readiness for dealing, appearanceand the whole impression. People become an important part for creating stable and long-term relationship. For evaluation of the sales communicationprocess can use mystery shopping method.Mystery shopping (also called mystery customerresearch, situation research) is a research methodthat is based on the principle of so-called secretshopping. Secret shopping is used to find out thelevel of sale and the readiness of individual shops ortheir staff members to cope with the arrival of the potential customer or with a telephone call. During theresearch process there is observed the seller's behaviour and also the time spent waiting, form and therealization of the offer, interior, atmosphere, visageand the neatness of seller and other features whichcan influence the success of the selling process. [2]The concept of mystery shopping also appearsas a part of the new and more elaborated method,so-called mystery coaching. This term is a combination of terms mystery shopping/calling (measurement of the care of customers realized throughcandid camera or telephone tapping) and coa·ching (goal-directed guiding of teams). "The aim ofmystery coaching" is according to authors PhDr. A.Rihova and MUDr. M. Kalenda "concentrated development of the quality of the care provided to customers that is based on the detailed knowledge ofthe level of the care and on the estimate of the fieldswhich require changes in the overall approach, inemployees' behaviour and competence and in thecompany's processes and systems." [3]2. Process of Mystery ShoppingProcess of mystery shopping consists of threephases. (fig. 1) First, there is a preparation ofstrana 108is purchaser's activities, which have to be carriedout inside the organization before the assignmentof the topic to the mystery shopping agency and theactivities of the agency - preparation of the researchfor the purchaser of the project. Purchaser and theagency must closely cooperate on every activity: Selection of the agency by the purchaser andthe preparation of a supply by the agency.Meeting of representatives from both parties. Arrangement and specification of requirementson the conduction of the mystery shopping. Specification of a contract, arrangement ofthe conditions of the mystery shopping conduction, contract signing etc. Preparation of a control sheet. Selection of inquirers (mystery shoppers). Training of mystery shoppers. Preparation of the mystery shopper's timeplan and a route plan.Second phase represents the process ofmystery shopping itself. Secret customers visitor contact a branch office bye-mail of telephone,whereas they behave according to a scheduleprepared in advance. Mystery shoppers behavenaturally; they can adapt the conversation to theirstate of mind or their own feeling within the frameof objective research. [4] The process of mysteryshopping involves the following activities:- Visiting chosen brand branch offices according to the given plan.- Filling out the control sheet by the mysteryshopper.During the third phase - the evaluation - theagency draws up a final report with the use of theknow-how of the company. In the report there aredescribed obtained facts and stated strong andweak points:- Handing of the control sheet from the mystery shopper to the responsible staff worker.- Evaluation of the control sheet by an educated staff member, analysis of the obtained1 ! 2007E M

OBCHOD A MARKETINGFig. 1: Process of Mystery ShoppingI. A preparation of the projectDetermination ofpurposesSelection of the mysteryshopping agencySelection of inquirers(mystery shoppers)and traningof mystery shoppersII. The process of mystery shoppingVisiting chosen shopFilling out the control sheetby the mystery shopperm. The evaluationEvaluation of the control sheetanalysis of the informationpreparation of the reportPresentation of the reporthanding in the finalrecommendationsand suggestionsImplementationof the suggestionsDActivities of the organizationCooperate between the organization and the agencyActivities of the agencySource: ownE M1/2007strana 109

,--------------------------- -.----. -OBCHOD A MARKETING-information, preparation of the report for thepurchaser.Presentation of the information gained inthe research of the sale process quality,handing in the final recommendations andsuggestions.can be used in the wide range of commercial sphere;survey can be realized in competitive orcomparable shops;data can be used for effective developmentof staff workers;mystery shopping leads to increase incustomers' contentment, increase in theefficiency of the firm, effectiveness of theprocess and to the improvement of thecompany image.3. Control SheetThe control sheet is the basic document forboth purchaser and the mystery shopping provider. Through the control sheet we can checkin detail the sale process that is focused on thegiven topic and particular services. Control sheetis a supplementary instrument of evaluation ofthe mystery shopping which evaluates especiallyfollowing parameters: [4]- the first impression, interior, behaviour of staffworkers, their neatness and appearance;- the first contact, addressing, beginning ofthe communication;- extent to what customer's needs werefound out;- communicative skills of the seller;- scope of supply, advantages and discountsprovided;- realization of the selling itself, supplementary sale;- providing information about after-salesservice, contact on the customer service,guarantee periods;- sand-off and acknowledgements.The control sheet contains a list of criteria, forexample appendix 1; each of them can be evaluated by a certain number of points (for example fromo to 5) and mystery shopper's notes. Moreover,control sheet confirms the performed activities andinforms about the questions asked through the saleprocess. Total amount of points from the visitedbrand branch office represents the staff quality, level of staff and provided offer and also proves thatthe services were presented to customer.4. Advantages and Disadvantagesof Mystery ShoppingAdvantages of mystery shoppingprovides immediate answers for the questionsin the real situation and on the given place;every piece of information is analysed byeducated staff member (mystery shopper);strana 110Disadvantages and limitations of mysteryshoppinghas to be provided and analysed byeducated staff member;necessarily, the workers who conduct theresearch have to strictly follow the principles of ICEjESOMAR and correspondinglegislation concerned with data protectionmust not be carried out for other reasonsthan research (for example for supervisionof the activities of identifiable persons/individuals that could be used for theirpossible disciplinary recourse);it is not allowed to make an audio ora video record of the mystery shoppingprocess, unless the respondent agrees inadvance [1];workers are obliged to minimize the violation of the standard activity of the examinedsubject;duration of survey (proceeding of mysteryshopping itself) should not exceed theusual length of the selling process.5. Outline of the Situation of Mystery Shopping Agencies in theCzech RepublicThere is The SIMAR association in the CzechRepublic, which observes the ethical rules andcorrectness in development and which alsocreated ethical standards for work in the mysteryshopping field. ESOMAR association (EuropeanSociety for Opinion and Marketing Research) issimilar to SIMAR association and has the sameaims within the frame of the whole world. In addition, some organisations in the Czech Republicare members of ESOMAR association too. Mystery shopping in the Czech Republic is mostly pro-1/2007E M

OBCHOD A MARKETINGvided by companies that offer complex servicesin the field of the market research, public opinionresearch. There can be mentioned several examples: Kleffnamm a partner CR, s. r. 0., DM Czechs. r. 0., Brand Brother s. r. 0., United Interactive,NMS - Network Media Service s. r. 0., Incoma, s.r. 0., Stem/Mark, a. s., GFK Praha, s. r. 0., TomasLanger, Ppm Czech, s. r. 0., etc.The price list of marketing agencies for mystery shopping (10-minute visit done once permonth by one inquirer in two brand branchoffices) is in the range between 11 500 CZKand 20 000 CZK. Some agencies charge extrafor the presentation of the research - the pricemeets 5,000 CZK. However, the realisation ofregular visits in 45 brand offices in the wholecountry moves the price notably higher that isbetween 70,000 CZK and 160,000 CZK permonth. There can be some discounts in case ofregular visits, usually up to 15 % of the suggested price on agreement. Presented price offerof the agencies usually includes the price forthe use of the know-how, the mystery shopper'sremuneration, indirect costs and the profit ofthe company. Presented prices can be differentfrom the final prices on agreement, which depends on the requirements and the duration ofthe whole project.When selecting an agency it is necessary toobserve and consider the agency's history, headquarters and place of business, presentationof the services, promptness and quality of thedealing with demand, personal meetings with theagency representatives and their presentation, references from other clients - possibility of contact,national and international marketing experience,price offer, time plan etc.shoppers are those who appreciate good serviceand enjoy being reimbursed for doing what comes naturally.References:[1] Ceska agentura pro podporu obchodu/CzechTrade: Mystery shopping [online]. Praha: c19972005 [18.10.2004] [cit. 1.9.2005]. DostupnyzWWW:http://www.businessinfo.cz/cz/ clanky/ sl uzby/mystery-shopping/1 000477/19444/[2] HEINZ, V. AKADEMIE Dr. Orlity, s.r.o.: Mystery shopping - Tajny nakup [online]. Praha:c2002-2005 [7.9.2003] [cit. 1.9.2005]. rt 1[3] KALENDA, M.; RIHOvA, A. ImageLab - Modernf rfzenf: Mystery coaching [online]. Praha: c2005[cit. 1.9.2005]. Dostupny z WWW:http://www.imagelab.cz/?36[4] Network Media Service s. r. 0.: Mystery shopping [online]. Praha: c2001-2005 [cit. 1.9.2005].Dostupny z WWW:http://www.nms.cz/cz/prod 5] Paidmania: Mystery shopping tery/index/9442[6] SIMAR, sdruzenf agentur pro vyzkum trhua verejneho mfnenf: Mystery shopping [online].Praha: c2004-2005 [1.1.2000] [cit. 1.9.2005].Dostupny z WWW:http://www.simar.cz/standards/ qual itativestandards/mysteryshopping.aspxIng. Pavia Staiikova, Ph.D.Ing. Marcela VaculikovaUniverzita TomMe Bati ve Zlfne6. ConclusionA mystery shopper poses as a regular customer and visits an establishment (hotel, restaurant,shopping centre, financial institution, telecommunication, administration etc.) for the purpose ofevaluating the customer service, presentation,product quality and other specific details asrequested by the client. They are given specificinstructions to follow when visiting, and they mustfile a written report - control sheet - after leavingthe establishment. Mystery shopping is a seriouswork. Important decisions are made based on thedata of supply. People who make good mysteryE MFakulta managementu a ekonomikyUstav managementuMostnf 513976001 Zlfnstankova@fame.utb.czDoruceno redakci: 15.9.2006Recenzovano:3. 10. 2006Schvaleno k publikovanf: 15. 1. 20071/2007strana 111