Every time we participate in a focus group, opinion poll, telephone audit, or online survey, send a rebate card with comments by postal mail, or fill out a comment card at a restaurant, we are participating in market research. Mystery shopping is one of the most widely used market research tools used to evaluate customer service, quality, compliance, loyalty, and other issues. This is most widely observed in the hospitality industry. Almost every hotelier and restaurant, whether fine dining...
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