Aufsatz(elektronisch)#11. März 2017
Mystery Shopping als onderzoeksmethodiek in het domein van het toegepast onderzoek
In: KWALON: Tijdschrift voor Kwalitatief Onderzoek, Band 22, Heft 1
ISSN: 1875-7324
Mystery Shopping as a research methodology in the domain of applied research
Jacqueline Smith & Karlijn Uijtewaal
The article introduces the qualitative research method of Mystery Shopping in the domain of applied research. To that end, its principles and applications are addressed. Next the methodological steps to be taken are outlined and procedures to be followed are presented. Finally, ethical issues regarding the use of Mystery Shopping are discussed.