TITLE

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

AUTHOR(S)
Churchill Jr., Gilbert A.
PUB. DATE
March 1992
SOURCE
Journal of Personal Selling & Sales Management;Spring92, Vol. 12 Issue 2, p73
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
6291462

 

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