TITLE

A Method for Investigating the Cognitive Processes and Knowledge Structures of Expert Salespeople

AUTHOR(S)
Shepherd, David; Rentz, Joseph O.
PUB. DATE
September 1990
SOURCE
Journal of Personal Selling & Sales Management;Fall90, Vol. 10 Issue 4, p55
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article provides a method for studying the cognitive processes and knowledge structures of highly skilled, or expert salespeople. The intent is to clarify the method rather than to provide any in-depth analysis of these cognitive processes or knowledge structures. The strength of the method lies in its holistic approach and the realism of the problem situation generated by the critical incident technique. The subject's verbal protocol data provides a data base of information that can be analyzed in various manners. Just as a quantitative researcher may use several statistical tools to analyze data, the qualitative researcher may use multiple coding schemes in the content analysis process. This allows the researcher to focus the various coding schemes on differing aspects of the research questions. The method provides a study of knowledge differences among salespeople, and supports the burgeoning stream of research into cognitive sales scripts. Further, although not designed as a sales training tool the insights offered by this method should enhance current sales training programs and the development of expert systems in personal selling.
ACCESSION #
6654822

 

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