Mystery Shopper

[Description] [Pros] [Cons] [Common Uses] [Resources]

Description

This qualitative data collection method uses a researcher who poses as a client or customer of your service to collect information on how well your service is working. The researcher uses the service observing whether the service is friendly, protocols are observed, and services are provided in a timely fashion.

A research instrument is developed to document the factors of interest, such as time in/out, checklist for protocols or steps to follow, or other skills to be observed. Staff of your program do not know or expect the “mystery shopper,” so information gathered is more objective.

Pros

• Collect a variety of information about a service without interruption of the service
• Identify service problems before target audience reports them.

Cons

• Time consuming
• May take away from regular appointments or other resources your program could use for serving audience
• Researcher must be highly skilled in active listening, probing, acting and other skills so as to record necessary information without disrupting the service or the staff
• May affect staff trust or morale, if they feel they are being observed without good reason.

Common Uses

• Conduct a needs assessment
• Observe the following of counseling protocols (such as on a hotline)
• Record the timing and flow of clinic services.

Resources

Quirk’s Marketing Research Review (http://www.quirks.com)

Qualitative Research Consultants Association (http://www.qrca.org)