Sharma, Arun; Rich, Gregory A.; Levy, Michael
March 2004
Journal of Personal Selling & Sales Management;Spring2004, Vol. 24 Issue 2, p135
Academic Journal
In a recent Journal of Personal Selling & Sales Management paper, Jaramillo, Carrillat, and Locander (JCL) further extended our understanding of the errors of salesperson self-report evaluations when compared to managerial evaluations. Our paper provides contrary evidence on three major conclusions drawn in this study. First, we question the assertion by JCL that the correlation between self-report and objective measures of performance is consistently low. Second, we question JCL's claim that the correlation between managerial evaluations and objective measures of performance is consistently high. Third, we question the key finding of JCL that self-report measures of salesperson performance are less accurate than managerial evaluations. We provide an alternative perspective to these issues by highlighting past research on performance measurement. Moreover, we reanalyze data from a previously published study to examine the issues raised by JCL. Our expectation is that this comment will serve as an impetus for further research in this area.


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