OA

Mystery Shopping als onderzoeksmethodiek in het domein van het toegepast onderzoek

Mystery Shopping as a research methodology in the domain of applied research

Jacqueline Smith & Karlijn Uijtewaal

The article introduces the qualitative research method of Mystery Shopping in the domain of applied research. To that end, its principles and applications are addressed. Next the methodological steps to be taken are outlined and procedures to be followed are presented. Finally, ethical issues regarding the use of Mystery Shopping are discussed.