COMPETITOR MYSTERY SHOPPING - METHODOLOGICAL CONSIDERATIONS AND IMPLICATIONS FOR THE MRS CODE OF CONDUCT

The study presented here examines the views of the client perspectives on competitor mystery shopping, in the light of the increased use of this technique in the research industry. Acceptable levels (length and frequency of assessments) are explored, by industry sector, as are th e implications these findings may have for The Market Research Society Code of Conduct. The influence of industry sector is examined. It is shown that this factor seems to determine the degree of acceptability of competitor mystery shopping. We would recommend that the Profession al Standards Committee adopt the levels outlined in this discussion in order to set practical standards which can be added to the current MR S Code of Conduct or incorporated into MRS Code of Conduct guidelines.