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A research technique allowing businesses to evaluate the quality of the service they and their competitors provide to customers. It involves trained professional researchers posing as real customers, assessing the nature and quality of the service they receive and reporting this in aggregate form to the client.
About the AQR Glossary:
This glossary is compiled and maintained by the Association for Qualitative
Research, the foremost authority on qualitative practice, training and
innovation, and the global hub of qualitative thinking.
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