MYSTERY SHOPPER ONLINE

TRAINING MANUAL

VERSION 1.1

ISSUED: OCTOBER 2003

CONTENTS

INTRODUCTION

Introduction to Mystery Shopper Online

Our Commitment To Quality In Training, Performance And Data

SECTION 1

MRSA Code of Professional Behaviour - Summary

ESOMAR Guideline: Conducting Marketing and Opinion Research Using The Internet - Endorsed by the MRSA

ICC/ESOMAR International Code of Marketing and Social Research Practice (including standard definitions)

ESOMAR Guideline: Mystery Shopping

SECTION 2

The Qualities We Look For In a Good Mystery Shopper

SECTION 3

General Guidelines for Conducting MSOL Assignments

SECTION 4

Other Frequently Asked Questions

MSOL Contact Details

INTRODUCTIONINTRODUCTION TOMYSTERY SHOPPER ONLINEThank you for joining up as a mystery shopper with Mystery Shopper Online (MSOL). MSOL was born out of the belief that there had to be a better way to provide Mystery Shopping services. We have employed Internet technology and new methodologies to ensure our clients receive the most accurate and timely feedback possible. MSOL is committed to providing the highest quality mystery shopping and data collection service anywhere.

Mystery Shoppers are those who anonymously observe and document the quality of service at a store or business on a given day. This allows clients to evaluate a sample of service delivery, product knowledge and/or facility maintenance from a completely independent and reliable source. Mystery Shopper Online "assignments" are used to:- Improve service to customers,- Reward store managers and other staff, and- To ensure that outlets are complying with established guidelines.

This training manual is designed to provide MSOLs shoppers with the necessary skills required to collect quality data. It will also ensure shoppers have the most up-to-date knowledge, from around the globe, regarding the collection of market research data and mystery shopping practices.

Now that you have joined-up to become a mystery shopper, we ask that you please read this manual and complete the new training section in the Members area of the website. This new training system has been designed to meet the strict standards of Interviewer Quality Control Australia (IQCA) and, very importantly, protects your rights to privacy and confidentiality as mystery shoppers.

All answers for the online tests can be found in this manual, except for some industry-specific commonsense questions. The whole process, including reading this manual, will take you approximately 2 hours. You are not required to purchase or pay for anything during the training process and as it is completely web-based, you do not require any equipment beyond your computer, web browser and a connection to the Internet.

After the initial training questionnaire, you will be asked to indicate your availability in your area that you want to shop and whether you want to complete some project-specific training. Additional training modules cater for different types of businesses that we do work for, for example: hospitality versus other retail. You will need to have completed the corresponding training modules to be able to conduct assignments in that industry.

When youve read this manual, please keep it for your future reference. We realise there is a lot to take in initially, but if you follow these guidelines and conduct mystery shopping assignments in the spirit of this manual then we will be happy to offer you future mystery shopping assignments on behalf of our clients.IQCA quality auditors will make annual inspections of MSOLs company records to verify compliance with IQCA standards (qualifying companies are issued with Accreditation Certificates). MSOL will undertake these regular audits, or tests, and your commitment to this training process will determine whether we meet the accreditation criteria.

The IQCA Standards for Audits and Observations include the following quality control practices; (1) TRAINING: a minimum of 2 hours of reading and simulated audit activity training for all auditors (or mystery shoppers), training covers the MRSA Code of Professional Behaviour, training of supervisors (especially in relation to the verification of audits/mystery shops), (2) IDENTITY CARDS: auditors/shoppers are issued with identity cards for use during in each audit/assignment, (3) SURVEY ADMINISTRATION: auditors and supervisors are briefed on every job they are assigned, a supervisor monitors entire interviewing process through to verification, each assignment includes a declaration by the auditor attesting to the fact that the data was collected according to the MRSA Code of Professional Behaviour and (4) VERIFICATION: processes ensure all auditors/shoppers are included in the verification process and a representative sample of each auditors work is verified and audit verification is completed within two weeks of the original audit//assignment being completed.

Please be aware that MSOLs supervisors may sometimes need to phone or email you to clarify your answers. Please dont feel this is checking-up on you, its just the only way we can ensure the integrity of the data we collect. It is also a great opportunity for us to gain feedback from the whole network of shoppers. Please always feel free to discuss any problems or suggestions with any of the MSOL staff and again, thank-you for joining up with www.mysteryshopper.com.au.

Our Commitment To Quality In Training, Performance And Data

MSOLs shoppers are required to be full-trained and, through us, abide by the guidelines set by the MRSA (Market Research Society of Australia) and the ICC/ESOMAR international Code of Conduct. We specifically adhere to the ICC/ESOMAR guideline Conducting Marketing and Opinion Research Using The Internet. Please see this guideline (endorsed by the ICC - International Chamber of Commerce) and others, in Section 1 of this manual.

In order to guarantee our customers that we are meeting, if not exceeding, industry best practice, we are working through a voluntary accreditation process with IQCA (Interviewer Quality Control Australia). This process is underway and ongoing. However please be assured that we strive, at all times, to maintain industry best practice in the collection, editing and verification of all of our data.

Below is information and contact details for those bodies we align ourselves with, in order to provide the most reliable, consistent and independent mystery-shopping service available

THE MARKET RESEARCH SOCIETY OF AUSTRALIA LIMITED (MRSA) is a body of over 1,600 market research professionals who are dedicated to increasing the standard and understanding of market research in Australia. The Society assists members to develop their careers by heightening professional standards and ethics in the fields of marketing and social and market research.For further information regarding the MRSA or to confirm the membership of Mystery Shopper Online, please contact:

MRSA National Office and ACT, NSW & Qld Secretariat

Level 2, 345 Pacific Highway, Crows Nest, NSW 2065Tel: 02 9955 4830Fax: 02 9955 5746

Email: mrsa@mrsa.com.auWebsite: www.mrsa.com.au

ESOMAR is the World Association of Opinion and Marketing Research Professionals, founded in 1948. ESOMARs mission is to promote the use of Opinion and Marketing Research, for improving decision making in business and society, worldwide. ESOMAR is a pioneer in protecting respondents privacy. Its Codes of Conduct are constantly reviewed to ensure that researchers guarantee respondents privacy irrespective of the techniques or the technologies used to carry out research.

ESOMARVondelstraat 1721054 GV AMSTERDAMThe Netherlands

Tel: +31-20-664 21 41Fax: +31-20-664 29 22

Website: www.esomar.nl

INTERVIEWER QUALITY CONTROL AUSTRALIA (IQCA) is the quality assurance scheme established by the market research industry in Australia to ensure that the data collection procedures used by research companies will provide reliable, high quality results. Research companies that meet these standards may apply for IQCA accreditation. Annual audit reviews of accredited research companies are carried out to ensure the standards are maintained and to foster a quality assurance culture within the organisation.

To confirm our membership of the IQCA Accreditation scheme, please visit:

www.mrqa.com.au

SECTION ONE

MRSA Code of Professional Behaviour Summary

Key principles

Market researchers depend upon the willing co-operation of the public and the business community. This co-operation is based on public and business confidence that market research is carried out honestly, objectively and without unwelcome intrusion or disadvantage to respondents.

The purpose of market research is to collect and analyse information and not to directly sell or promote goods or services, influence respondents' opinions or engage in other non-research activities. It is in this spirit that the Code of Professional Behaviour has been devised. The general public, business community and other interested parties are entitled to complete assurance that every market research project is carried out strictly in accordance with this Code and that their rights of privacy are respected.

The key principles of professional market research have been taken from the full text of the Code of Professional Behaviour of the MRSA and are binding on its membership. This summary of key principles cannot be taken as a substitute for the full Code.

Responsibilities to respondents'

Respondents' identities must not be revealed without their consent to anyone not directly involved in the market research project or used for any non-research purpose.

Nobody shall be adversely affected or harmed as a direct result of participating in a market research study.

Respondents must be able to check without difficulty the identity and bona fides of researchers.

Respondents' co-operation in a market research project is entirely voluntary at all stages; they must not be misled when being asked for their co-operation.

No child under 14 years shall be interviewed without their parents'/guardians'/responsible adults' consent.

Researchers' professional responsibilities

Researchers must not, whether knowingly or negligently, act in any way, which could bring discredit on the market research profession or lead to loss of public confidence. Researchers must always strive to design research which is cost-efficient and of adequate quality, and then to carry this out. Researchers must not undertake any non-research activities (e.g. telemarketing and push polling).

Researchers' and clients' mutual rights and responsibilities

Market research must always be conducted according to the principles of fair business practice.

Researchers must ensure that clients are aware of the existence of the Code and of the need to comply with its requirements.

Clients' identities, information about their businesses, and their commissioned market research data and findings remain confidential to the clients unless both clients and researchers agree the details of any publications.

Researchers must provide clients with all appropriate technical details of any research project carried out for those clients.

The research findings must always be reported accurately and never used to mislead anyone in any way.

ESOMAR GUIDELINE:CONDUCTING MARKETING AND OPINION RESEARCH USING THE INTERNET - Endorsed by the MRSA

BASIC PRINCIPLES

All marketing and opinion research carried out on the Internet must conform to the rules and spirit of the main ICC/ESOMAR International Code of Marketing and Social Research Practice and also to Data Protection and other relevant legislation (both International and national). Such research must always respect the rights of respondents and other Internet users. It must be carried out in ways, which are acceptable to them, to the general public and in accordance with national and international self-regulation. Researchers must avoid any actions, which might bring Internet research into disrepute or reduce confidence in its findings.

INTRODUCTION

The rapid growth of the Internet has opened dramatic new opportunities for collecting and disseminating research information worldwide. At the same time it raises a number of ethical and technical issues, which must be addressed if the medium is to be used effectively and responsibly for marketing and opinion research purposes.The fact that the Internet is inexpensive to use and difficult to regulate means that it can be open to misuse by less experienced or less scrupulous organisations, often based outside the research industry. Any Internet surveys which fall seriously below the high standards promoted by ESOMAR and other leading professional bodies will make it more difficult to use the medium for genuine research and could seriously damage the credibility of such research, as well as being an abuse of the goodwill of Internet users generally.ESOMAR has issued this Guideline to protect the interests both of Internet respondents and of the users of Internet research findings. Because information technology and the Internet are evolving and changing so rapidly it is not practicable to discuss in detail all the technical features of Internet research in such a Guideline. This therefore concentrates on the main principles, which must be followed in carrying out research on (or about) the Internet and in reporting the findings of such research.

REQUIREMENTS

Co-operation is voluntary

Researchers must avoid intruding unnecessarily on the privacy of Internet respondents. As with all forms of marketing and opinion research, respondents' co-operation must at all times be voluntary. No personal information should be sought from, or about, respondents without their prior knowledge and agreement.In obtaining the necessary agreement from respondents the researcher must not in any way mislead them about the nature of the research or the uses, which will be made of the findings. They should also be alerted to any costs that, they may incur (eg of on-line time) if they co-operate in the survey. Respondents are entitled at any stage of the interview, or subsequently, to ask that part or all of the record of their interview be destroyed or deleted and the researcher must conform to any such request where reasonable.

The researcher's identity must be disclosed.

Respondents must be told the identity of the researcher carrying out the project and the address at which they can without difficulty re-contact the latter should they wish to do so.

Respondents' rights to anonymity must be safeguarded

The anonymity of respondents must always be preserved unless they have given their informed consent to the contrary. If respondents have given permission for data to be passed on in a form, which allows them to be personally identified, the researcher must ensure that the information will be used for research purposes only. No such information may be used for subsequent non-research purposes such as direct marketing, list-building, credit rating, fund raising or other marketing activities.

Data security

Researchers should be prepared to offer respondents adequate security in transmission of sensitive data. Researchers must also reasonably ensure that any confidential information provided to them by clients or others is protected (eg by firewall) against unauthorised access.

Reliability and validity

Users of research and the general public must not be in any way misled about the reliability and validity of Internet research findings. It is therefore essential that the researcher:a.Follows scientifically sound sampling methods within the constraints of the medium b.Publishes a clear statement of the sample universe definition used in a given survey, the research approach adopted, the response rate achieved and the method of calculating this where possible c.Publishes any appropriate reservations about the possible lack of projectability or other limitations of the research findings resulting from non-response and other factors. It is equally important that any research about the Internet (e.g. to measure penetration, usership, etc), which employs other data collection methods, such as telephone or mail, also clearly refers to any sampling, or other, limitations on the data collected.

Interviewing minors

It is incumbent on the researcher to observe all relevant laws specifically relating to minors. ESOMAR requirements about the precautions to be taken are set out in the ESOMAR Guideline on Interviewing Minors. According to the ESOMAR Guideline, permission of a responsible adult must be obtained before interviewing a minor aged under 14 and asking questions on topics generally regarded as sensitive should be avoided wherever possible and in any case handled with extreme care. Researchers must use their best endeavours to ensure that they conform to the requirements of the Guideline referred to, for example by introducing special contacting procedures to secure the permission of a parent before carrying out an interview with a child. Where necessary researchers should consult ESOMAR or their national society for advice.

Unsolicited E-mail

Researchers will keep unsolicited E-mail to a minimum, and reduce any inconvenience or irritation such E-mail might cause to the recipient by clearly stating its purpose in the first sentence and keeping the total message as brief as possible. An option to exclude the respondent from further mailings relating to this research project, or to any follow up research resulting directly from it, should also be provided wherever practicable. ICC/ESOMAR International Code of Marketing and Social Research Practice

Introduction

Effective communication between the suppliers and the consumers of goods and services of all kinds is vital to any modern society. Growing international links make this even more essential. For a supplier to provide in the most efficient way what consumers require he must understand their differing needs; how best to meet these needs; and how he can most effectively communicate the nature of the goods or services he is offering.

This is the objective of marketing research. It applies in both private and public sectors of the economy. Similar approaches are also used in other fields of study: for example in measuring the public's behaviour and attitudes with respect to social, political and other issues by Government and public bodies, the media, academic institutions, etc. Marketing and social research have many interests, methods and problems in common although the subjects of study tend to be different.

Such research depends upon public confidence: confidence that it is carried out honestly, objectively, without unwelcome intrusion or disadvantage to respondents, and that it is based upon their willing cooperation. This confidence must be supported by an appropriate professional Code of Practice, which governs the way in which marketing research projects are conducted.

The first such Code was published by the European Society for Opinion and Marketing Research (ESOMAR) in 1948. This was followed by a number of Codes prepared by national marketing research societies and by other bodies such as the International Chamber of Commerce (ICC), which represents the international marketing community. In 1976 ESOMAR and the ICC decided that it would be preferable to have a single International Code instead of two differing ones, and a joint ICC/ESOMAR Code was therefore published in the following year (with revisions in 1986).

Subsequent changes in the marketing and social environment, new developments in marketing research methods and a great increase in international activities of all kinds including legislation, led ESOMAR to prepare a new version of the International Code in 1994. This new version sets out as concisely as possible the basic ethical and business principles, which govern the practice of marketing and social research. It specifies the rules, which are to be followed in dealing with the general public and with the business community, including clients and other members of the profession.

ESOMAR will be glad to give advice on the implementation of this Code; and also offers an arbitration and expert assessment service to help resolve technical and other disputes relating to marketing research projects.

Other aspects of marketing - in particular Direct Marketing and Advertising- are covered by separate International Codes of Practice published by the ICC. Copies of these may be obtained from the ICC Secretariat in Paris.

Definitions

(a) Marketing research is a key element within the total field of marketing information. It links the consumer, customer and public to the marketer through information which is used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; improve understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective.

Marketing research specifies the information required to address these issues; designs the method for collecting information; manages and implements the data collection process; analyses the results; and communicates the findings and their implications.

Marketing research includes such activities as quantitative surveys; qualitative research; media and advertising research; business-to-business and industrial research; research among minority and special groups; public opinion surveys; and desk research.

In the context of this Code the term marketing research also covers social research where this uses similar approaches and techniques to study issues not concerned with the marketing of goods and services. The applied social sciences equally depend upon such methods of empirical research to develop and test their underlying hypotheses; and to understand, predict and provide guidance on developments within society for governmental, academic and other purposes.

Marketing research differs from other forms of information gathering in that the identity of the provider of information is not disclosed. Database marketing and any other activity where the names and addresses of the people contacted are to be used for individual selling, promotional, fund-raising or other non-research purposes can under no circumstances be regarded as marketing research since the latter is based on preserving the complete anonymity of the respondent.

(b) Researcher is defined as any individual, research agency, organisation, department or division, which carries out or acts as a consultant on a marketing research project or offers their services so to do. The term includes any department etc. that belongs to the same organisation as that of the client. A researcher linked to the client in this way has the same responsibilities under this Code vis--vis other sections of the client organisation, as does one who is completely independent of the latter.The term also covers responsibility for the procedures followed by any subcontractor from whom the researcher commissions any work (data collection or analysis, printing, professional consultancy, etc.), which forms any part of the research project. In such cases the researcher must ensure that any such subcontractor fully conforms to the provisions of this Code.

(c) Client is defined as any individual, organisation, department or division (including one which belongs to the same organisation as the researcher) which requests, commissions or subscribes to all or any part of a marketing research project.

(d) Respondent is defined as any individual or organisation from whom any information is sought by the researcher for the purposes of a marketing research project. The term covers cases where information is to be obtained by verbal interviewing techniques, postal and other self-completion questionnaires, mechanical or electronic equipment, observation and any other method where the identity of the provider of the information may be recorded or otherwise traceable.

(e) Interview is defined as any form of direct or indirect contact, using any of the methods referred to above, with respondents where the objective is to acquire data or information, which could be used in whole or in part for the purposes of a marketing research project.

(f) Record is defined as any brief, proposal, questionnaire, respondent identification, check list, record sheet, audio or audio-visual recording or film, tabulation or computer print-out, EDP disc or other storage medium, formula, diagram, report, etc. in respect of any marketing research project, whether in whole or in part. It covers records produced by the client as well as by the researcher.

Rules

A. General

1. Marketing research must always be carried out objectively and in accordance with established scientific principles.

2. Marketing research must always conform to the national and international legislation which applies in those countries involved in a given research project.

B. The Rights of Respondents

3. Respondents' cooperation in a marketing research project is entirely voluntary at all stages. They must not be misled when being asked for their cooperation.

4. Respondents' anonymity must be strictly preserved. If the Respondent on request from the Researcher has given permission for data to be passed on in a form which allows that Respondent to be personally identified:(a) The Respondent must first have been told to whom the information would be supplied and the purposes for which it will be used, and also(b) The Researcher must ensure that the information will not be used for any non-research purpose and that the recipient of the information has agreed to conform to the requirements of this Code.

5. The Researcher must take all reasonable precautions to ensure that Respondents are in no way directly harmed or adversely affected as a result of their participation in a marketing research project.

6. The Researcher must take special care when interviewing children and young people. The informed consent of the parent or responsible adult must first be obtained for interviews with children.

7. Respondents must be told (normally at the beginning of the interview) if observation techniques or recording equipment are being used, except where these are used in a public place. If a Respondent so wishes, the record or relevant section of it must be destroyed or deleted. Respondents' anonymity must not be infringed by the use of such methods.

8. Respondents must be enabled to check without difficulty the identity and bona fides of the Researcher.

C. The Professional Responsibilities of Researchers

9. Researchers must not, whether knowingly or negligently, act in any way, which could bring discredit on the marketing research profession or lead to a loss of public confidence in it.

10. Researchers must not make false claims about their skills and experience or about those of their organisation.

11. Researchers must not unjustifiably criticise or disparage other Researchers.

12. Researchers must always strive to design research which is cost-efficient and of adequate quality, and then to carry this out to the specifications agreed with the Client.

13. Researchers must ensure the security of all research records in their possession.

14. Researchers must not knowingly allow the dissemination of conclusions from a marketing research project, which are not adequately supported by the data. They must always be prepared to make available the technical information necessary to assess the validity of any published findings.

15. When acting in their capacity as Researchers the latter must not undertake any non-research activities, for example database marketing involving data about individuals which will be used for direct marketing and promotional activities. Any such non-research activities must always, in the way they are organised and carried out, be clearly differentiated from marketing research activities.

D. The Mutual Rights and Responsibilities of Researchers and Clients

16. These rights and responsibilities will normally be governed by a written Contract between the Researcher and the Client. The parties may amend the provisions of Rules 19-23 below if they have agreed to this in writing beforehand; but the other requirements of this Code may not be altered in this way. Marketing research must also always be conducted according to the principles of fair competition, as generally understood and accepted.

17. The Researcher must inform the Client if the work to be carried out for that Client is to be combined or syndicated in the same project with work for other Clients but must not disclose the identity of such Clients.18. The Researcher must inform the Client as soon as possible in advance when any part of the work for that Client is to be subcontracted outside the Researcher's own organisation (including the use of any outside consultants). On request the Client must be told the identity of any such subcontractor.

19. The Client does not have the right, without prior agreement between the parties involved, to exclusive use of the Researcher's services or those of his organisation, whether in whole or in part. In carrying out work for different Clients, however, the Researcher must endeavour to avoid possible clashes of interest between the services provided to those Clients.

20. The following Records remain the property of the Client and must not be disclosed by the Researcher to any third party without the Client's permission: (a) Marketing research briefs, specifications and other information provided by the Client (b) The research data and findings from a marketing research project (except in the case of syndicated or multi-client projects or services where the same data are available to more than one Client). The Client has however no right to know the names or addresses of Respondents unless the latter's explicit permission for this has first been obtained by the Researcher (this particular requirement cannot be altered under Rule 16).

21. Unless it is specifically agreed to the contrary, the following Records remain the property of the Researcher:(a) Marketing research proposals and cost quotations (unless these have been paid for by the Client). They must not be disclosed by the Client to any third party, other than to a consultant working for the Client on that project (with the exception of any consultant working also for a competitor of the Researcher). In particular, they must not be used by the Client to influence research proposals or cost quotations from other Researchers.(b) The contents of a report in the case of syndicated and/or multi-client projects or services where the same data are available to more than one Client and where it is clearly understood that the resulting reports are available for general purchase or subscription. The Client may not disclose the findings of such research to any third party (other than to his own consultants and advisors for use in connection with his business) without the permission of the Researcher. (c) All other research Records prepared by the Researcher (with the exception in the case of non-syndicated projects of the report to the Client, and also the research design and questionnaire where the costs of developing these are covered by the charges paid by the Client).

22. The Researcher must conform to currently agreed professional practice relating to the keeping of such Records for an appropriate period of time after the end of the project. On request the Researcher must supply the Client with duplicate copies of such Records provided that such duplicates do not breach anonymity and confidentiality requirements (Rule 4); that the request is made within the agreed time limit for keeping the Records; and that the Client pays the reasonable costs of providing the duplicates.

23. The Researcher must not disclose the identity of the Client (provided there is no legal obligation to do so), or any confidential information about the latter's business, to any third party without the Client's permission.

24. The Researcher must on request allow the Client to arrange for checks on the quality of fieldwork and data preparation provided that the Client pays any additional costs involved in this. Any such checks must conform to the requirements of Rule 4.

25. The Researcher must provide the Client with all appropriate technical details of any research project carried out for that Client.

26. When reporting on the results of a marketing research project the Researcher must make a clear distinction between the findings as such, the Researcher's interpretation of these and any recommendations based on them.

27. Where any of the findings of a research project are published by the Client the latter has a responsibility to ensure that these are not misleading. The Researcher must be consulted and agree in advance the form and content of publication, and must take action to correct any misleading statements about the research and its findings.

28. Researchers must not allow their names to be used in connection with any research project as an assurance that the latter has been carried out in conformity with this Code unless they are confident that the project has in all respects met the Code's requirements.

29. Researchers must ensure that Clients are aware of the existence of this Code and of the need to comply with its requirements.

E. Implementation of the Code

Queries about the interpretation of this Code, and about its application to specific problems, should be addressed to the international Secretariats of the ICC or ESOMAR.

Any apparent infringement, if it applies solely to activities within a single country, should in the first place be reported immediately to the appropriate national body (or bodies) in that country. A list of such bodies which have adopted this Code will be found in the Appendix. That national body will then investigate and take any appropriate action, notifying the ICC/ESOMAR of the outcome in the case of proven infringement.

Apparent infringements should be reported directly to the Secretariats of the ICC or ESOMAR in cases where: (a) There is no appropriate national body, (b) The national body is unable to take action or prefers the issue to be dealt with by the international body, (c) More than one country is involved, as with international projects.

ESOMAR Guideline: Mystery Shopping

Introduction

"Mystery Shopping"* is a long-established research technique used by a wide variety of commercial, governmental and other organisations. Its purpose is to help such bodies to assess and improve the standards of service they provide to their customers, by comparing their achieved performance against their own organisation's targets and against the standards provided by competitors and other organisations.

The approach involves the use of evaluators who are specially trained to observe and measure the nature and quality of the services being offered to customers. They collect the required information by calling upon or contacting the organisation's outlets or other points of contact with the public, acting as if they are actual or potential customers for such services and carrying out a series of pre-determined tests involving observation and/or interviewing. Similar calls may be made on competitors' and other comparable outlets in order to provide yardsticks against which to assess the client's own quality of service.

Although some assessment of service quality can sometimes be obtained by directly interviewing customers themselves there are very many situations where the relevant information can only be obtained by using Mystery Shopping techniques. With the growing importance of services of all kinds in modern society such research is therefore also becoming increasingly important for both economic and social reasons.

Provided that it is carried out professionally and with appropriate safeguards Mystery Shopping is a valid and legitimate form of research. It does have certain unique characteristics, however, which distinguish it from other types of research. In particular the 'respondent' is not in this case normally aware at the time that they are the subject of research - by definition this could invalidate the findings of the study. This means that it is essential that when researchers undertake work of this kind they conform scrupulously to the principles and spirit of the ICC/ESOMAR International Code of Marketing and Social Research Practice and to current Data Protection legislation. Researchers should take every care to ensure that as far as possible individual privacy is respected and that individual respondents will not be harmed as a result of such research. The Requirements which follow deal with the main points to be considered in this connection. In some countries stricter regulations may apply. In all such cases these national legislative requirements will take precedence.

Surveys, which are based upon observation alone, while not themselves strictly Mystery Shopping, must conform to similar principles (in particular to Code Rules 4 and 5).

* Note: this is the most commonly used title but the approach also goes by other names such as "Mystery Customer Research" or "Situation Research".

Researchers must not undertake Mystery Shopping studies, which would be used for non-research purposes, such as checking the performance of specific identified individuals for possible disciplinary action or as a method of boosting product distribution or sales by creating an apparent consumer demand for a product or service. Such activities are banned under Rule 15 of the Code.

Requirements

ESOMAR expects researchers to conform to the following Requirements when carrying out Mystery Shopping research:

1. Mystery Shopping studies must be designed and carried out in ways, which avoid unreasonably wasting the time and money or abusing the goodwill of the organisations and individuals being researched. Researchers must take great care to minimise the risk of any disruption to the normal working of the organisation being researched.

2. Individual members of staff must not be identifiable in the report on a Mystery Shopping study (this issue is normally unlikely to arise in the case of 'competitive' Mystery Shopping). Similarly reporting should not be at individual outlet/branch level since in many cases this would implicitly identify specific individuals (e.g. because there is only one relevant staff member at a given location): data should be reported on only at a higher, aggregated level.

3. The interviews must not be electronically recorded unless respondents have agreed to this in advance. Electronical recording of interviews is not permitted if this could endanger the anonymity of respondents.

4. If for any research purposes (eg. for fieldwork quality checking or further follow-up research) individuals or individual outlets/branches are to be identified respondents must have agreed to this in advance. Any such agreement must be restricted to the use of individual information for research purposes only; any other use is not permissible. The identity of respondents must not be revealed to the client but to other researchers only.

5. Mystery Shopping calls on the client's own organisation. The client should be made aware of any time and other operational costs to the organisation of the calls involved and agree to these in advance. In addition, in order to minimise any staff concerns about such research:

(a)It is good practice (and in some countries, a legislative requirement) to inform staff - and also any relevant staff association, works council etc. - if the organisation proposes to carry out Mystery Shopping studies (but not necessarily the timing or precise details of these). Staff should be told the objectives and general nature of such research; and given reassurances that individuals and individual outlets/branches will not be identified in the reports (but see 4b below) and that no disciplinary or similar action will be taken vis--vis individuals as a result of the research.

(b)Where staff remuneration to any extent depends on commission or bonuses, consideration may need to be given to making good any losses of salary as a result of time spent in dealing with Mystery Shopping calls.

6. Mystery Shopping calls on non-client organisations. Occasionally there will be agreement (not necessarily a formal one) within a given industry to accept 'competitive' Mystery Shopping calls in the interests of general quality improvement. Where no such agreement exists, it is even more important that the time and other demands created by such calls are kept to a minimum (and generally-acceptable) level. What this level is likely to be will vary with the nature of the calls (e.g. the proportion of observation to interviewing time), by industry and possibly by country:

(a)Simple observational checks of shopper/staff behaviour are unlikely to create problems of this kind provided that there is no interference with the normal working of the organisation (although it may be necessary to deal with possible management objections).

(b)Similarly with calls where the interviewing of staff members lasts only 2-3 minutes in total, or calls where a purchase is made the value of which is commensurate with the time taken up by the call.

(c)In other cases the acceptable length of time spent with members of staff may be determined by local codes of practice. Where these do not exist it is recommended that, unless there is some strong technical reason to the contrary, such time should normally not exceed: - 10 minutes in manufacturing and retail businesses (other than automotive) - 15-20 minutes in other service industries and businesses

(d)If the project is one where part of the evaluation involves some follow-up paperwork by the organisation called on (e.g. provision of a brochure etc.) this must also be kept to a minimum.

(e)If Mystery Shopping calls are made on self-employed or professional people, etc., where time spent on an interview may literally cost them (lost) money, consideration should be given to reimbursing the individuals involved at an appropriate professional rate.

7. Where there would be difficulty in conforming to the preceding recommendations the activity should not be regarded as a form of market research and should not be carried out by, or under the name of, a market research organisation.

SECTION TWO

THE QUALITIES WE LOOK FOR IN A GOOD MYSTERY SHOPPER

1Anonymity:

A good mystery shopper is always anonymous. A mystery shopper should be able to visit the same location a number of times without being detected by the staff. Mystery shoppers do not take forms on the premises with them and do not take notes when they are visible during their shopping time.

2Reliability:

A mystery shopper who does not reliably complete assignments is of no value to our company and will quickly be eliminated from our shopper pool. Of course, we realize that occasionally a situation arises that prevents a shopper from completing an assignment they have agreed to take. Reliable shoppers contact us immediately to inform us of the situation. Reliable shoppers submit their reports within the 24-hour deadline after completing the shop.

3Accuracy:

Forms must be completed in detail. Areas cannot be left blank. Questions cannot be overlooked. Your written observations must agree with the way you scored questions. If we have to contact you to ask for missing information or clarify what you have submitted, your payment may be reduced and your status as a shopper could be jeopardized.

4Review:

After you submit your shopping questionnaire online it is reviewed by a supervisor, who checks it for completeness, detail, accuracy and to be certain that it meets the high standards of Mystery Shopper Online. You must be accessible to a supervisor during daytime hours and available to discuss your report, if necessary.

5Other Considerations:

-You must be at least 18 to complete an assignment.

-You cannot shop a store or company where you or any member of your household is employed.

-Names are very important: Your report loses most of its value if it does not correctly identify the people involved. If you are unable to get a name, an accurate description is the only acceptable alternative. (When describing people, use factual items, such as gender, height, hair colour and length, approximate age, glasses, etc. Please avoid descriptions that could be offensive to employees, such as heavy set, chubby, "foreign", etc).

-Follow the specific instructions and complete all sections of the questionnaire: If you fail to purchase the correct item, fail to visit a department or dont fill in a section your questionnaire cant be sent to the client and you risk not getting reimbursed for the shop and losing future assignments.

-Some assignments call for you to write brief paragraphs about your experience: These are very important to the client. When making written comments, the comments must agree with your scoring. When you score something as no, be sure to comment on why you scored it that way. Report your detailed factual observations and personal reactions, not what you feel others might think. Frame your comments as I felt or I observed rather than They should or customers like

-If an assignment is assigned at a particular time and date it is so we can measure all of a clients stores at the same time to get a really clear comparison. If you find you cant do an assignment and youve already booked it online please let us know at least 24 hours before so we can re-allocate the assignment.

-Please keep your details page updated. None of your details will be made available to anyone outside of Mystery Shopper Online. We will however give our clients a snapshot of our database, for example we may tell them how many 30 years olds we have or how many shoppers wear glasses, so they can then target these groups for specific research purposes.

-Please read ALL emails and assignment details carefully, as they will always provide important information regarding the shop and the client.

SECTION THREE

General Guidelines For Conducting MSOL Assignments

(1) Review the questionnaire and assignment details prior to accepting the assignment and again before undertaking the assignment: - Pay careful attention to your requirements i.e. what to purchase, when the assignment is to be conducted and due; as well as attention to detail on service, product and facilities. Please print the assignment details and the questionnaire.

(2) Visit the correct location: - If unsure of location, call the location or email Mystery Shopper online to get directions or to clarify its location if needed. Check the address on your assignment to make sure you go to the correct location.

(3) Shop only on the assigned day and conduct the assignment at the exact time noted on the assignment details: - Contact Mystery Shopper Online if there is any issue with conducting the assignment after acceptance online. We require a minimum 48 hours notice to arrange alternative shoppers.

(4) Purchase the goods/services as per the assignment requirements: - The assignment details will specify what you are to purchase as part of the assignment. If other people are joining you this will not be reimbursed or to be included in the assignment. You are to order for them separately. The client requires specific feedback on the items listed in the requirements.

(5) Note the temperature of the food: - If required for a food retailer, the temperature of the food should be done immediately after receiving the food. This applies to dine in, or drive thru. Evaluate all aspects of the food relevant to the assignment i.e. temperature, taste, appearance and packaging. Temperature of hot food drops significantly within minutes of packing if takeaway.

(6) Note times: - Ensure that you are discreet at all times, particularly when assessing times. Observe and note the exact time in minutes and seconds when entering the restaurant, joining a queue, are greeted, receiving your purchase and departure and ensure this is translated accurately into the assignment. Do not use approximates record the ACTUAL TIME if required to do so.

(7) Note facilities for cleanliness and maintenance: - Evaluate the restroom upon entering the location. Observe dining room tables, floors, ceiling etc whilst inside the premises. Evaluate thoroughly the exterior cleanliness and maintenance, including windows, car park, garbage rooms, signage etc. For Drive Thru checks, please park the car & use the restrooms to check the dining room and rest room cleanliness and maintenance.

(8) Pay attention to the employees: - Your assignment will be specific to the employee(s) that serve you for Service, however, some questions are general to all employees in regards to dress standards, behaviour etc. Check for nametags, but do not ask for names. If the service member does not have a nametag, please provide a full description.

(9) Comments: - Please keep comments of a personal or colloquial nature out of the assignment (positive or negative) and ONLY comment as to specific issues relating to this experience.

(10) Confidentiality: - As per the terms of becoming a mystery shopper, confidentiality is critical. Under NO circumstance are you to reveal your identity; also under No circumstance are you to fill in the assignment on the premises (including car park) or to have it in view of employees. If there is an issue with your meal or service etc, then correct it immediately with the service person or manager without revealing your identity.

(11) Complete the assignment: - Mystery Shopper online requires assignments to be entered ONLINE WITHIN 24HRS. We recommend that you enter all details in immediately after conducting the assignment. Alternatively, write all responses on the questionnaire you have printed and then enter the information as soon as possible within the 24 hours time period.

SECTION FOUR

Other Frequently Asked Questions

What does a Mystery Shopper do?

Mystery Shoppers visit specific stores and businesses anonymously for the purpose of observing and reporting on the quality of customer service delivered. The answers submitted by our mystery shoppers enable clients to make employment decisions, reward staff for excellent performance, redirect staff who perform poorly and evaluate adherence to company service standards.

The Mystery Shopper process begins with on-line training. After completing initial education our shoppers are able to select assignments, complete jobs by visiting a site or performing a telephone evaluation and finally entering job data into the online database.

Why should I become a Mystery Shopper?

Being a Mystery Shopper is well suited to anyone who would benefit from:- Receiving free products and/or services (on certain assignments).- Highly flexible hours.- Contributing to a higher level of customer service.- Having a diverse number of shopping experiences.- You'll be able to participate in educational sessions via online training.

How much does a Mystery Shopper get paid?

Mystery Shoppers are independent contractors who receive rewards in the form of gift vouchers, or bank deposits. In addition, on many assignments, free goods and/or services are also available. The amount you will get paid varies by the type of assignment you complete. Payments generally range between $15 to $80 per assignment.

Do I need previous experience as a Mystery Shopper?

No, previous experience is not necessary. Shoppers are recruited based on the information provided in their online application form, their aptitude and ability to meet assignment requirements. Mystery Shopping Online offers extensive online training, which will broaden your understanding of the Mystery Shopper industry, and assist you in becoming a highly effective Mystery Shopper.

What is the application process?

The process of applying to start work with Mystery Shopping Online as a Mystery Shopper is as follows:

- Go to the online application. - Fill out the application thoroughly and professionally. (The application is the main method of decision-making regarding shopper selection; therefore it is in your best interest that the information provided be presented proficiently.) - Your application will be reviewed and kept in our database for a period of 12 months. - When there is work in your area you will be sent an email message. If you successfully accept the assignment before other shoppers, you are then able to enter the rest of our web site and get your assignment.

I submitted an application some time ago and have not heard from anyone.When can I expect to be contacted?

Shoppers are used based on the availability of work in their area of residence. After you have submitted your application, we may not contact you immediately so do not worry if you do not hear from us. We will get in touch with you as soon as there is Mystery Shopping available in your area.

All applications are kept in the database for a period of 12 months.

Who will supervise my work?

Mystery Shopper Online Coordinators supervise all aspects of shopper work. There is always someone available by email or telephone if a Mystery Shopper has a problem or question (please see MSOL Contact Details).

How will I receive and submit my assignments?[THIS SECTION MAY NEED TO BE REFINED BASED ON ANY NEW PROCESSES NOT COVERED HERE]All assignments are posted online. You are always told ahead of time what the assignment details are, including:- An approved expense amount (if applicable).- The exact location of the assignment.- Approved hours for the assignment.- Assignment deadline(s).- Details and nature of the procedure.

As a Mystery Shopper you will be able to submit your completed assignments using the online forms provided. Invitations to accept a mystery shopping assignment to be conducted in your suburb will be emailed to all shoppers who chose that suburb. For us to send you assignment notices, you must have registered the suburbs where you are available for shopping assignments in the "Tell us where you want to shop" area in the members section of the Mystery Shopper site.

You will know when you have successfully accepted an assignment online, as an email will be sent congratulating you (or one advising you have been unsuccessful). As well, the booked status in the "Collect your Assignment" area will change from "no" to "yes". When you have successfully accepted an assignment you will then be able to access the required questionnaire for that assignment in the "Fill in Your Assignment Questionnaire" area, familiarizing yourself with the questionnaire (and printing it out if required) before you carry out the assignment. This area is also where you complete your questionnaire.

When completing a questionnaire the site may time you out (depending on the total time you have spent online) and not accept your submitted answers. Please keep this in mind. You will know you have successfully submitted your questionnaire when you receive a message screen saying, "Thank you for submitting the questionnaire, we will be in touch shortly".

Will I incur any expenses working as a Mystery Shopper?

No. Assignments that require shoppers to purchase a meal, retail item, etc. have a stipulated expense amount that is reimbursed once the assignment has been completed. Each assignment varies in length and requirement ranging from 10 minutes upwards and averaging 25 minutes (this includes getting the information about the job from the web-site, doing the job and typing in the results on our web-site afterwards). The rewards are specified by the client and MSOL, and will be reflective of the required spend, time and difficulty of the assignment.

Will I need to travel to complete assignments for Mystery Shopper Online?

Extra travel costs are not covered. Since Mystery Shopper Online does not cover travel costs, most Mystery Shoppers do not travel to complete assignments. You should only accept assignments that you will be able to complete in your area. If you decide to work outside your immediate area, you are responsible for any associated costs.

Can I refuse certain assignments?

Yes. You select only the assignments you are interested in and willing to complete given the job parameters.

After accepting an assignment, how long will I have to complete the shop and submit my report?

New jobs are posted on an ongoing basis and all assignments include details such as:- Approved expense amount (if applicable).- The exact location of the assignment.- Approved hours for the assignment.- Assignment deadlines.

It is very important that you select only the assignments that you will be able to complete by the indicated deadline. Keep in mind that all assignments need to be submitted within 24 hours of completing the job.

Can I tell my friends to apply?

Yes! Tell all your online friends to visit us at www.mysteryshopper.com.au. We would love to show them around.

Computer Equipment

What software do I require to work with Mystery Shopper Online?

Mystery Shopper Online recommends that our shoppers maintain an up-to-date browser and email program on their system.

At this time, the browsers we suggest you use are: Netscape Communicator 4 (excluding 4.05 and 4.08) or Microsoft Explorer 4.0+.

If you need to upgrade, please use the following links to access the latest versions of browsers from Netscape and Microsoft.

What type of computer will I require to work with Mystery Shopper Online?

N.B. If you are able to complete the online application without anomalies, you have the necessary basic hardware. If not, you can upgrade your software.

Any computer capable of running recent versions of Netscape or MS Internet Explorer should be sufficient. We do strongly recommend a minimum of 28,800 baud rate modem.

How much knowledge of the Internet do I need?

You should be familiar with all the basic functions of your browser. Mystery Shopper Online does not provide specific Internet training or technical support. You are expected to provide this.

Do I have to pay for my own Internet connection?

Yes. All shoppers with Mystery Shopper Online are considered independent contractors and are therefore responsible for their own operating expenses (i.e. computer, Internet access, maintenance etc.)

Do I require my own computer?

Although having your own computer is an advantage, it is not necessary. You require an email address where you can be reached, as well as regular access to the Internet in order to select and submit assignments.