Mystery shopper motivations: A grounded theory analysis

Abstract

This study addresses the need for more research regarding mystery shopping evaluations by conducting a grounded theory analysis of the motivations of mystery shoppers, integrating quantitative survey data into the results. First, a detailed literature review provided researchers with a guideline for volunteer and employee motivations. Next, a qualitative study using information from interviews with current mystery shoppers was conducted using a 3-stage grounded theory method of analysis. The results identified 14 dimensions of mystery shopper motivations, including: enjoyment, excitement, escapism, undercover aspect, impact, personal development, learning opportunity, discretionary compensation, nondiscretionary compensation, pride, exclusivity, prestige, client benefit, and mystery shopping company benefit. Finally, a model is presented showing these motivators as variables that are influential in the motivation to perform mystery shops