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market-researchとmystery-shoppingに関するnabinnoのブックマーク (7)
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nabinno 2013/10/18
- jma-research-institute
- mystery-shopping
- shopper-marketing
- market-research
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覆面調査士 - Wikipedia
覆面調査士（ふくめんちょうさし、英:mystery shopper）は、マーケティング手法の一つである「覆面調査（ミステリーショッピング）」を専門に行う者の資格で、一般社団法人覆面調査士認定機構が認定する民間資格である。 覆面調査士は、専門的な知識及び技術を持って、依頼を受けた店舗などに対して覆面調査（顧客を装い訪問し、スタッフ・社員のサービスや施設のチェック）を行う者をいう。 名称は「覆面調査士養成講座」を運営している「一般社団法人覆面調査士認定機構」の登録商標である。 覆面調査士の活動場所としては、コンビニエンスストア、飲食店、宿泊施設、服飾店、薬局、銀行など多岐にわたる。2011年の調査では、月間6万店舗以上が覆面調査を導入しているとされており、これは2006年の調査結果から171％伸びている。 今後は、覆面調査を行っているというステータスや消費者へのポーズだけでは不十分になるため、
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ミステリーショッピング - Wikipedia
ミステリーショッピング（英語: Mystery Shopping）とは、主に接客サービス向上のために行われる、消費者側の視点に立ったマーケティングリサーチの手法のひとつ。日本では覆面調査とも呼ばれる。 サービスの品質の維持、および向上を行うには、定期的な測定や調査が必要であり、このとき利害関係者を除いた、第三者による調査が有用な場合がある。サービス提供者は、通常の調査では知ることのできない情報を入手するため、調査員がその身分を隠し、一般人に扮してサービスを受けた結果を、依頼者にフィードバックする。 これをサービスの提供側から見れば、どの消費者が調査官であるのか、あるいは調査が行われていること自体が謎（ミステリー）であり、サービスの品質をより消費者に近い立場で知ることができると考えられる。もっとも、定期的に調査を実施しているチェーン店などでは、公式・非公式のルートで実施内容の一部（購入商品や
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