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V diplomskem delu obravnavamo metodo navideznega nakupovanja, ki jo uvrščamo med kvalitativne raziskave, in na primeru turističnih agencij predstavljamo njeno uporabno vrednost v poslovni praksi. V teoretičnem delu smo opredelili metodo navideznega nakupovanja, predstavili njene prednosti in pomanjkljivosti, področja uporabe, etične vidike, jo primerjali s tradicionalnimi raziskavami merjenja zadovoljstva potrošnikov in podrobneje predstavili potek izvajanja programa navideznega nakupovanja. Nadalje smo obravnavali kakovost storitev, pri čemer smo poudarili posebnosti turističnih storitev in opozorili na pomen izvajanja marketinških raziskav v turizmu. V praktičnem delu smo z uporabo metode navideznega nakupovanja merili kakovost posredovanja storitev v turističnih agencijah. Pri tem smo uporabili raziskovalno tehniko opazovanja z udeležbo, kjer smo s pomočjo navideznih kupcev ugotavljali, v kolikšni meri opazovane turistične agencije izpolnjujejo predhodno opredeljene standarde s področja zunanje in notranje podobe poslovalnic ter prodajnega osebja. Na podlagi rezultatov raziskave smo ugotavljali konkurenčne prednosti opazovanih podjetij in identificirali področja, na katerih so še potrebne izboljšave. V sklepnem delu povzemamo najpomembnejše ugotovitve diplomskega dela in podajamo pregled hipotez, ki smo jih preverjali s pomočjo raziskave. In the thesis we discuss the method of mystery shopping, which falls within the scope of qualitative research, and present its applicable value in business practice in the case of travel agencies. In the theoretical part we defined the method of mystery shopping, its advantages and deficiencies, fields of use, ethical aspects, compared it with traditional researches of customer satisfaction measuring and thoroughly presented the course of the mystery shopping program. Then we discussed the quality of service, where we stressed out the particularities of tourist services and highlighted the importance of marketing researches in tourism. In the practical part we measured the quality of service delivery in travel agencies with the use of the mystery shopping method. We used the research technique observation through participation, where we used mystery shoppers to assess the extent, to which travel agencies meet the previously set standards from the fields of outer and inner image of branches and the sales personnel. Based on the results of the research we identified the competitive advantages of the observed companies and identified fields, which would need improvement. In the conclusion we summarize the most important findings of the thesis and provide an overview of hypotheses, which we checked with the help of the research.

Ena izmed metod raziskave trga je tudi navidezno nakupovanje, ki je med podjetji vedno bolj priljubljeno, saj za relativno ugodno ceno prejmejo koristne informacije o prodajnih procesih v njihovih prodajnih enotah. Te informacije pa so rezultati ocen, ki jih z opazovanjem določi navidezni kupec. V Sloveniji navidezne nakupe izvajajo predvsem agencije za raziskavo trga, ki imajo svojo bazo navideznih kupcev. Zanimivi so rezultati raziskave, ki sem jo opravila v praktičnem delu in je potekala v obliki poglobljenih intervjujev in sicer z agencijami, navideznimi kupci, zaposlenimi v prodajnih enotah kjer se izvajajo navidezni nakupi ter z realnimi strankami. Rezultati so pokazali, da agencije v Sloveniji sicer so kredibilne in da vedo kaj delajo ter da se trudijo po svojih zmožnostih, da navidezne nakupe izpeljejo po pričakovanjih naročnika. Vendar pa je raziskava pokazala tudi napake v sami izvedbi navideznih nakupov in člen v celotni verigi, ki bi moral biti najmočnejši, se je izkazal za najšibkejšega in to je vloga navideznih kupcev. V praktičnem delu je torej opisan postopek izvajanja navideznih nakupov pri nas ter vzroki za napake, ki se pri izvedbi dogajajo ter predlogi za izboljšavo na podlagi dobljenih rezultatov. One of the methods of marketing research is also the mystery shopping. One of the reasons why is so popular for companies to use it as a research programme, is relative low price for useful informations they get about purchasing proces in their retails. This informations are obtained by the mystery shoppers as results of observational checks. In Slovenia in most cases mystery shopping is carrying out by agencies for marketing research. In diploma we made research using in-depth interviews technique with agencies, mystery shoppers, employees in retails where the mystery shopping programme is used and with real costumers. The results of research showed, that agencies in Slovenia have their credibility as Mystery shopping providers, they do their best and try to please client expectation. But on the other hand the results also showed the mistakes in providing mystery shopping. The part in the chain which should be the strongest, seem to be the weakest. And that part is role of mystery shoppers. In the part of practical work we described how is mystery shopping provided in Slovenia. As well we mentioned the causes for mistakes that are made during observation and we put some advices how to avoid the mistakes and do mystery shopping better.