Cliente oculto: um estudo da técnica na pesquisa qualitativa

• Autor(a) principal: Christovam, Antonieta
• Data de Publicação: 2009
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/1369
• topic: Cliente oculto; Pesquisa de mercado; Pesquisa qualitativa; Mystery shopper; Qualitative research; Customer perception; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS

The purpose of this study was to discuss the technique of qualitative research known as mystery shopper as a mean to decrease the biases shown by other qualitative techniques. As an specific goal, this work brought the possibility to overview all the other techniques in comparison to mystery shopper. The theory brought in this study supported an historical context to social research and its appliance to corporate field, mainly to marketing area. Also was discussed the definitions of quantitative and qualitative research, deeply of the last one applied to marketing research. An exploratory research was made, a case study, aiming to verify the possibility to apply a model originated from the theoretical research. This study contributed to verify the possibility of using mystery shopper technique in any type of company. This research brought the possibility to access customers´ perspective, helping in a closer analysis of an expected pattern and to lower the biases because of the possibility this technique gives to reanalyze all collected material