A pesquisa de cliente oculto e a prática de seleção dos pesquisadores

Leonardo Vendramini Casartelli; Mariana Lima Prates; Alexandre Luzzi Las Casas; Regiani Salvático Pereira da Silva

doi:10.21710/rch.v17i0.289

Authors

Leonardo Vendramini Casartelli PUC-SP
Mariana Lima Prates PUC-SP
Alexandre Luzzi Las Casas PUC-SP
Regiani Salvático Pereira da Silva PUC-SP

DOI:

https://doi.org/10.21710/rch.v17i0.289

Keywords:

marketing research, mystery shopping, mystery shopping selection.

Abstract

The quality search has led companies to be concerned with customer service. The mystery shopper research became one of the main ways used by companies to assess the quality of its service delivery, which outsource these surveys with specialized research agencies. However, hiring the investigator may be critical to the research success. The aim of this study is to understand how companies select the mystery shoppers and how is the results validation to minimize errors. It was developed a qualitative survey with 20 companies belonging to the Brazilian Association of Research Companies (ABEP) located in different Brazilian states. It was observed that the study main results are that companies can not be completely sure that the selected researcher is ideal for research and to avoid errors, they incorporate procedures to researchers selection process as the results validation.

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Author Biography

Leonardo Vendramini Casartelli, PUC-SP

Graduado em AdministraÃ§Ã£o pela PUC-SP, Mestrando em AdministraÃ§Ã£o pela PUC-SP e atuaÃ§Ã£o profissional na Ã¡rea de marketing.

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