DECA Sports and Entertainment Marketing Practice Exam

What term describes a market research method where an individual poses as a shopper?

1. Mystery shopper

2. Field researcher

3. Consumer analyst

4. Focus group participant

The correct answer is: Mystery shopper

The term that describes a market research method where an individual poses as a shopper is "mystery shopper." This approach is widely used by businesses to assess the quality of customer service, adherence to company standards, and overall shopping experience from the perspective of a typical consumer. Mystery shoppers typically evaluate various aspects of the shopping process, such as employee interaction, product availability, cleanliness of the store, and pricing accuracy. Their evaluations provide valuable insights to businesses, allowing them to identify areas for improvement and enhance customer satisfaction. Other terms mentioned, such as field researcher, consumer analyst, and focus group participant, refer to different roles in market research. A field researcher collects data in real-world settings, a consumer analyst analyzes data to understand consumer trends, and a focus group participant provides feedback in a discussion setting. However, none of these roles involves the covert observation of a shopping experience like a mystery shopper does.