wilson vs.

prince tennis

Mystery Shopping Research: A Case Study

if you haven’t heard, i love tennis.

I’m excited that I got to swing my love for tennis into my studies. Check out the match-up below, where we look into Wilson versus Prince Tennis from the perspective of a mystery shopper.

the assignment

Guidelines

For this assignment, imagine that you have been assigned to conduct a netnography (digital ethnography) for your favorite brand, nonprofit, or organization. You may choose any that you love, including one that you work for. Identify a single social media post or series of posts to analyze. Read the posts and consider both the comments and how the brand interacted. (Tip: This assignment is more effective if you choose a post that includes a significant level of engagement, or a series of posts that show a conversation between the brand and its audience.)

Describe/Critique:

A description of the consumer cohort based on your research/analysis.

A theme that emerged from the data that you analyzed. Be sure to reference this week’s lesson.

Analysis of the sentiment with examples. Include visuals for illustration purposes.

The Megaphone Effect and how that can impact the organization/brand’s image.

A marketing suggestion that you would make based on what you learned.

The advantages/disadvantages of a netnography and how it relates to the ethnographic approach are discussed in Fusch et al.

  • The consumer journey

  • Problem to Solve

  • Mystery Shopper Research

  • Methodology

  • wilson analysis

  • wilson analysis

  • wilson analysis

  • prince analysis

  • prince analysis

  • ads in and ads out

  • impacts on consumer decision-making

  • product choice

  • jolie, the researcher

  • overall

  • references

professor feedback

score: 19.5/20

Problem ID/Solution: 2.0/2.0

“Very good setup and detail introducing the problem and potential solution. I liked how you brought your process (Mystery Shop) into it up front. You analyzed this as a brand manager vs. a consumer - I liked that perspective.”

Information Search & Digital Exploration: 5.0/5.0

“Excellent analysis of each brand.  The website portion was multi-faceted and strategic. Good points about the celebrity endorsements.  Regarding the social media analysis, you explored it well with community-building - the only other component would be to share some current social comments from followers. And you covered some distribution angles. Well done! Great summary page.”

Consumer Decision-Making: 4.5/5.0

“You went deep in this section on the brand comparisons, but take a step back and reflect on concepts from Solomon [textbook] and integrate them in. But, don't let that take away from what was an incredibly well done analysis.”

Decision & Purchase Intention: 5.0/5.0

“OK. You provided an insightful direction and rationale.”

Post-Purchase Reflection/Insights: 2.0/2.0

“Wonderful analysis and you worked in FF&N [Fusch, Fusch and Ness].”

Conclusion/Final Thoughts: 1.0/1.0

“Excellent analysis and overall summary.”