A lack of understanding of the relationships among measures of salesperson performance exists in practice and in the retailing/sales management literature. This article examines the relationships among three commonly used measures—one outcome (sales volume) and two judgmental measures (managerial evaluations and salesperson self-evaluations). We empirically demonstrate that not all judgmental measures are related to outcome measures; that is, salesperson self-evaluations are significantly related to sales volume, but managerial evaluations are not. The study also examines the efficacy of retailers using short outcome-measuring periods for evaluation purposes. The results suggest that outcome measure variance within salespeople for short periods is high and therefore these data should be used with caution.
|Original language||English (US)|
|Number of pages||8|
|Journal||Journal of the Academy of Marketing Science: Official Publication of the Academy of Marketing Science|
|State||Published - Jun 1993|
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics