Original title: Marketingový výzkum v praxi - Mystery shopping
Translated title: Using of Marketing research - Mystery shopping
Authors: Dundrová, Lenka ; Průšová, Petra (advisor) ; Buriánek, Jiří (referee)
Document type: Bachelor's theses
Year: 2012
Language: cze
Abstract: Bakalářská práce se zabývá metodou marketingového výzkumu zvanou Mystery shopping. V práci najdete popis samotné metody, historii Mystery shopping a proč využít této metody. Je zde také napsáno, kde a kdo jej využívá a jaké jsou techniky Mystery shoppingu. Na konci teoretické částí jsou popsány jednotlivé fáze výzkumu. Praktická část práce se zabývá analýzou dat z mystery callingu, které jsou na základě pochybnosti o jejich kvalitě, podrobeny kritické analýze. V závislosti na zjištěných výsledcích jsou dána doporučení, jak se chybám tohoto typu vyhýbat. ABSTRACT: This thesis is about a marketing research method known as Mystery shopping. In this paper you will find a description of the method, a history of Mystery shopping and the reasons why you should use this method. There is also written where it is used and by whom, and what the mystery shopping techniques are. At the end of the theoretical part we describe particular steps of the research. The empirical part of the thesis deals with the analysis of the data from our mystery calling. Since there were doubts about its bad quality, we subjected the data to critical analysis. Based on the gained results, we give recommendations on how to avoid this type of mistakes. Klíčová slova: Mystery shopping, Mystery calling, Mystery shopper, Fiktivní...

Institution: Charles University Faculties (theses) (web)
Document availability information: Available in the Charles University Digital Repository.
Original record: http://hdl.handle.net/20.500.11956/48083

Permalink: http://www.nusl.cz/ntk/nusl-312369


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Universities and colleges > Public universities > Charles University > Charles University Faculties (theses)
Academic theses (ETDs) > Bachelor's theses