Extra Credit #2
This extra credit assignment will cover topics related to observational research and survey design. For the first part of the extra credit assignment, you will need to read The Essential Guide to Mystery Shopping
and answer a series of questions related to the article. For the second part of the assignment, you will need to design an online survey in Qualtrics. The completed assignment should appear on one MS Word file. Submit the file to the corresponding drop box on Blackboard. This extra credit assignment is worth 7.5 bonus points. The deadline is Monday, October 16
th
at 11:59 pm CST.
1. We briefly covered mystery shopping in Chapter 6 of the textbook. Read The Essential Guide to Mystery Shopping
produced by the market research firm Intouch Insight and then answer the following questions using complete sentences: a)
According to Intouch Insight, what are the benefits of mystery shopping?
Assessing the implementation of brand standards, revealing gaps in employee training, collecting
objective metrics along your customer journey, evaluating you competition
b) Discuss the five tips/best practices for mystery shopping described in the article. Only score key metrics:
only score the questions specifically related to the key metrics
Keep questions objective:
remove personal biases to collect hard data and not opinions
Limit the number of observations required: keep number of observations between 10-15
Pick the right partner:
service providers can offer expertise and help manage workloads
Don’t work in isolation:
combine different data from different channels
c) If an organization in Kansas City wants to conduct an observation study using mystery shoppers, which organizations could they hire? (Conduct a simple Google search to discover mystery shopping suppliers in the Kansas City area.)
Advanced Feedback, Secret Shopper, The Brandt Group
2. Chapter 6 covers survey research. For this part of the extra credit assignment, you will design an online survey in Qualtrics. Assume that you have been hired to design a fan experience survey
for the MSU football team. The survey needs to include a clear instructions section and at least five closed-ended questions that gauge customer satisfaction with different aspects of Plaster Stadium (e.g., seating, concessions, scoreboard quality) and the gameday experience. https://missouristate.co1.qualtrics.com/jfe/form/SV_cutGs1KSXB6LdgW
To access Qualtrics, click on the following link: https://missouristate.qualtrics.com/
. Type in your BearPass Login ID (e.g., abc123) and the same password you use to log in to your email. Once you click on the “Log in” button, you will be directed to the actual Qualtrics site. You will design the online survey in Qualtrics. Qualtrics has a helpful how-to page on its website: https://www.qualtrics.com/support/survey-platform/survey-module/survey-module-overview/
. There are also several informative YouTube videos that provide introductions to Qualtrics. Once you have completed the survey, publish it, create a hyperlink to the survey, and copy-and-paste the hyperlink to the end of the Word file that contains your answers to Question #1. The file that you submit to Blackboard should contain all three answers to Question #1 and the link to the survey. I recommend trying the link at least once before submitting. You will not receive credit for broken links.
