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The thesis deals with mystery shopping and its use in practice. The goal of thesis is to identify and analyze the possibilities to use this method as a tool for the effective control of sales staff. The thesis is divided into three chapters. The first chapter contains information about retailing and its division. The second chapter deals with mystery shopping including: introduction of the method and its history, MS technics, internationally valid standards for MS and characteristic of the mystery shopper. The last chapter focuses on practical research which was carried out in cooperation with O'Neill company.

Mystery shopping is used in a variety of service industries to measure service performance, as a training tool for employees, and to ensure the safety and security of the product offered. The persons performing this activity, mystery shoppers, experience various motivations, some of which are similar to employees and/or volunteers. These motivations can be intrinsic, where the performance of the activity is a reward itself, or extrinsic, meaning performance of the activity is a method for attaining a reward. The dominance of intrinsic or extrinsic motivation can shift within the individual, which is termed motivation crowding. Individuals can crowd in when intrinsic motivations are supplemented and supported by extrinsic motivations, or crowd out if extrinsic motivations become the dominant factor, devaluing the activity and reducing intrinsic motivation. This study examines the motivations of mystery shoppers and examines whether the tenets of motivation crowding are supported using a mixed methods research design. The objectives for the study were to identify, classify, and measure mystery shopping motivations using motivational theory to test for the presence of motivation crowding, as reflected in the initial two hypotheses: H1: There are salient dimensions of motivation influencing individual participation in mystery shopping activities. H2: Mystery shoppers experience motivation "crowding in" after initial performance of mystery shopping activities, with intrinsic motivations increasing. To address the first hypothesis, the study began with a qualitative research approach utilizing semi-structured interviews with current mystery shoppers. Through qualitative analysis, 14 constructs of mystery shopper motivations were identified. The constructs were then utilized to develop the Mystery Shopper Motivation Scale, following the eight-step scale development process defined by DeVellis (2003). The scale was then refined through pre-testing and pilot testing, and was used in a survey administration to 323 current mystery shoppers. Through factor analysis, the motivations identified were quantitatively supported, and then dependent t-tests indicated the presence of motivation crowding affecting mystery shoppers. However, unanticipated increases in extrinsic motivations prompted further analysis of motivations based on mystery shopping experience levels, resulting in the addition of a third hypothesis: H3: The direction of motivation crowding is dependent on the mystery shopper's level of experience. H3a: Mystery shoppers who have performed less than 10 mystery shops will crowd in, with an increase in intrinsic motivations and a decrease in extrinsic motivations. H3b: Mystery shoppers who have performed between 10-24 mystery shops will crowd in, with an increase in both intrinsic and extrinsic motivations, and intrinsic motivations remaining the dominant factor. H3c: Mystery shoppers who have performed 25 or more mystery shops will crowd in, with an increase in both intrinsic and extrinsic motivations, but extrinsic motivations becoming the dominant factor. Results supported motivation crowding as dependent on the experience level of the mystery shopper, prompting the categorization of three distinct mystery shopping phases of activity: the novelty phase, the exploratory phase, and the career phase. Empirical results of the survey were then compared to a subsequent round of qualitative analysis of mystery shopper online forums. Recommendations for future research include longitudinal studies of novelty phase mystery shoppers, examination of the effects motivation crowding may have on mystery shopper behavioral intentions, and incorporation of the perceived costs associated with mystery shopping.

Master thesis deals with analysis of sales practices of Independent Beauty Consultants in a selected company. The aim of the thesis is to evaluate the sales practices of Independent Beauty Consultants at Mary Kay company and to propose optimization recommendations. The thesis is divided into free parts: theoretical, methodological and practical. The theoretical part is based on literature and describes the qualities of a professional salesperson and an effective process of personal selling. The methodological part defines the target group and explains the application of the chosen methods such as: personal interview, questionnaire survey and mystery shopping. The practical part focuses on Independent Beauty Consultants and analyzes their sales practices. Optimization recommendations are proposed on the basis of the findings of research.

The aim of the paper is to render the usage possibilities overview of the marketing survey method called Mystery shopping in testing the service quality provided to customers. The outputs of the survey should provide the information about organizational process' weaknesses and qualities used in contact with the customer. Based on these findings, the entity is enabled to accept such steps as to improve the quality of the services provided.

Spojením oblastí marketingového výzkumu a analýzy spokojenosti klientů v bankovním sektoru vznikla práce se jménem "Analýza bankovních služeb pomocí metody mystery shopping". Práce je spojením teoretického úvodu a praktické části rozdělěné do dvou oblastí, jimiž jsou dotazování bankovních klientů a mystery shopping provedený na pobočkách bank. Cílem práce je zjistění míst nižší spokojenosti bankovních klientů a navrhnutí opatření vedoucích k zvýšení této spokojenosti.

This thesis deals with the mystery shopping, which is described from a theoretical and practical point of view. For its application in practice has been chosen area of Czech mobile operators. Telecommunications market in the Czech Republic points to a highly competitive environment. The aim of the work will be understanding and comparison of the advantages offered services and customer access levels for O2, T-Mobile and Vodafone in terms of three different clients (pensioners, students and entrepreneurs). As a result, this work should provide recommendations on what type of customer should each operator to focus the media with regard to perceived competitive advantage, and on what segment would in turn be incorporated into the future.

The thesis is focused on the research method of Mystery Shopping, used for anonymous and impartial evaluation of service quality and customer service. In the theoretical part I will examine how and why the method is used, what is the procedure for its application and how the results are then interpreted. An important part is the ethical codes that are specific to this method. In the practical part I will use theoretical areas of knowledge which will then be applied into practice. In the selected company measures of the level of customer service are examined with the just-mentioned method. After the research I was able to reveal the company's management strengths and weaknesses in customer care, and advise them on which areas should be addressed in the next period. I also suggested ways to optimize methods for the mystery shopping company to give better information about the company's management level customer service to stores.

Title: adidas and Nike Brand Stores Quality Comparison through the Eyes of Customers Objectives: Mystery Shopping is the instrument used to inspect the quality of adidas and Nike branded stores through the eyes of customers. Subsequently, the selected stores are compared and potential enhancements are proposed. Methods: Mystery Shopping - questionnaire focused on retail. Results: In terms of exterior, as well as interior, the Nike stores are ahead of the ones of adidas as the American brand has always been well-known for trying to initiate positive visual perception. On the contrary, adidas has provided better service quality demonstrated by modesty and higher selling effort from sales assistants towards customers. Also, adidas sellers have been more settled and disciplined. Additionally, adidas stores have worked more properly in terms of overall functioning. When comparing the stores of both brands with those in other world cities (Amsterdam, Berlin, Glasgow, London, New York, Tokyo), Prague stays behind. It has to fill the gap in the assortment and in the stores equipment, as well as in the service provided by sellers. Keywords: Marketing mix, retail, Mystery Shopping, adidas, Nike.

This thesis deals with the topic of internal outsourcing of mystery shopping management within the multinational company Ipsos. The company has currently set up a Global Support Center for mystery shopping in Prague. The Global Support Center is supposed to create shopper panels (i.e. groups of mystery shoppers available to conduct mystery shopping tasks in a given country) in as many countries as possible and manage mystery shopping projects in these countries from the Czech Republic. The goal of this thesis is to find the most suitable market for the shopper panel construction, the market where panel construction is a priority over other markets.After analysing the different markets worthy of consideration through an application of the CAGE analysis and the Porter´s Five Forces, France has been chosen as the most reasonable market to pursue when constructing the shopper panels.