THE ROLE OF MYSTERY SHOPPER

Ena izmed metod raziskave trga je tudi navidezno nakupovanje, ki je med podjetji vedno bolj priljubljeno, saj za relativno ugodno ceno prejmejo koristne informacije o prodajnih procesih v njihovih prodajnih enotah. Te informacije pa so rezultati ocen, ki jih z opazovanjem določi navidezni kupec. V Sloveniji navidezne nakupe izvajajo predvsem agencije za raziskavo trga, ki imajo svojo bazo navideznih kupcev. Zanimivi so rezultati raziskave, ki sem jo opravila v praktičnem delu in je potekala v obliki poglobljenih intervjujev in sicer z agencijami, navideznimi kupci, zaposlenimi v prodajnih enotah kjer se izvajajo navidezni nakupi ter z realnimi strankami. Rezultati so pokazali, da agencije v Sloveniji sicer so kredibilne in da vedo kaj delajo ter da se trudijo po svojih zmožnostih, da navidezne nakupe izpeljejo po pričakovanjih naročnika. Vendar pa je raziskava pokazala tudi napake v sami izvedbi navideznih nakupov in člen v celotni verigi, ki bi moral biti najmočnejši, se je izkazal za najšibkejšega in to je vloga navideznih kupcev. V praktičnem delu je torej opisan postopek izvajanja navideznih nakupov pri nas ter vzroki za napake, ki se pri izvedbi dogajajo ter predlogi za izboljšavo na podlagi dobljenih rezultatov.One of the methods of marketing research is also the mystery shopping. One of the reasons why is so popular for companies to use it as a research programme, is relative low price for useful informations they get about purchasing proces in their retails. This informations are obtained by the mystery shoppers as results of observational checks. In Slovenia in most cases mystery shopping is carrying out by agencies for marketing research. In diploma we made research using in-depth interviews technique with agencies, mystery shoppers, employees in retails where the mystery shopping programme is used and with real costumers. The results of research showed, that agencies in Slovenia have their credibility as Mystery shopping providers, they do their best and try to please client expectation. But on the other hand the results also showed the mistakes in providing mystery shopping. The part in the chain which should be the strongest, seem to be the weakest. And that part is role of mystery shoppers. In the part of practical work we described how is mystery shopping provided in Slovenia. As well we mentioned the causes for mistakes that are made during observation and we put some advices how to avoid the mistakes and do mystery shopping better