Better Measurement Practices are Critical to Better Understanding of Sales Management Issues

Churchill Jr., Gilbert A.
March 1992
Journal of Personal Selling & Sales Management;Spring92, Vol. 12 Issue 2, p73
Academic Journal
The study of personal selling and sales management shares a characteristic common to other areas of scientific inquiry. If knowledge and understanding of its phenomena are to advance, then its measurement tools must also, This article overviews the conceptual foundations of measurement in terms of how they apply to sales research. It reviews the notions of reliability and validity and the types of evidence they provide regarding the quality of measures. It also offers suggestions on how sales researchers should proceed when working with new or borrowed measures.


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