Mystery Shopping is used to conduct marketing research and evaluate job performance, the quality of service, and other indicators, which are essential for a particular company. Therefore, this approach should also be used for the Canadian Tire store on Carling Avenue in order to determine the strength and weaknesses of the business. Considering the fact that it has an offline point and adherence to Internet shopping by customers, the research should be conducted on the hydride level. Firstly, it should imply an in-person visit to the store and proving service in real life. Secondly, it should include a telephone conversation on clarifying some issues, such as requesting some help on the choice of product or service. Thirdly, mystery shopping should also involve an attempt to purchase a product or order the service via Internet resources. It is essential to follow the Code of Conduct of the Marketing Research and Intelligence Association (MRIA) while evaluating the company’s operation (MRIA Code OF Conduct for market and social media research, 2018). One of them may be considered extremely important, which requires keeping confidential all proprietary information regarding the client and the findings of the experiment.
Another company, a frozen chicken manufacturer of processed foods Pinty’s, is determined to launch a new line of organic chicken nuggets. In order to realize this intention, it is essential to estimate the target audience via social media research. In this regard, MRIA codes of conduct should also be fulfilled. For instance, it is crucial to avoid unintended disclosure of personally identifiable information, which is collected via the research (MRIA Code OF Conduct for market and social media research, 2018). In addition, the practices, which involve violence, harm, and humiliation should not be applied to conducting the research (MRIA Code OF Conduct for market and social media research, 2018). This way, the analysis will be beneficial for the company and safe for the participants and other people.
Reference
MRIA Code OF Conduct for market and social media research. (2018, April). The Common Standards of Disclosure & Member Declaration for the Issuance of Survey Research into the Canadian Marketplace.