The article shows the innovational approaches of carrying out marketing research of the service quality in the retail self-service shops with the help of “Mystery Shopping” method. The algorithm of making marketing research “Mystery Shopping” in the self-service shops was developed.
Keywords: Mystery Shopping, self-service shop, marketing research, retail trade, segmentation, consumer, Mystery Shopper
Cite as: Antipona Yu. & Sorochan, D. (2012). Adapting of marketing research methodology “Mystery Shopping” to the specifics of retail self-service shops. Marketing and Management of Innovations, 1, 89-95. https://doi.org/10.21272/mmi.2012.1-09