Wykorzystanie metody mystery visitor w badaniu interakcji z uczestnikami targów
Use of mystery visitor method for researching interactions with trade fair participants

Summary/Abstract: The marketing activity of trade fair participants can be researched through an auditorium questionnaire and personal interview, which have already received considerable attention in the scientific literature. Another research method of examining exhibitors and visitors, which has not been sufficiently discussed yet, is a mystery visitor. The article aims to present opportunities for using the mystery visitor in the context of the exploration of trade fair interactions. Both the complexity of such interactions and the very essence of the method were demonstrated. Observation made during the world’s greatest retail real estate trade fair – MAPIC, held in Cannes, served as the basis for exemplification. A free-form interview, as a method of extensive research of fair interactions – complementary to the mystery visitor, was also referred to. In this case, research results received at SCF – the biggest Polish exhibition event devoted to the retail real estate industry staged in Warsaw – were also mentioned.

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