Cliente oculto: um estudo da técnica na pesquisa qualitativa

Detalhes bibliográficos
Ano de defesa: 2009
Autor(a) principal: Christovam, Antonieta lattes
Orientador(a): Serralvo, Francisco Antonio
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Pontifícia Universidade Católica de São Paulo
Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
País: BR
Palavras-chave em Português:
Palavras-chave em Inglês:
Área do conhecimento CNPq:
Link de acesso: https://tede2.pucsp.br/handle/handle/1369
Resumo: 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