search query: @author Marmorstein, H. / total: 7
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| Author: | Lambert, D. M. Marmorstein, H. Sharma, A. |
| Title: | Industrial salespeople as a source of market information |
| Journal: | Industrial Marketing Management
1990 : MAY, VOL. 19:2, p. 141-148 |
| Index terms: | SALESMEN MARKETING INFORMATION INDUSTRIES MARKETING RESEARCH |
| Language: | eng |
| Abstract: | Several studies cast doubt upon the ability of the sales force to provide unbiased information about the needs and preferences of customers. Research compared the accuracy of the perceptions of the outside sales force to the telemarketing personnel. Methodology is described, accuracy of the sales force's perceptions of customer's importance weights are reported. Performance levels expected by customers are compared to the prediction of the sales force. Predictions of the customers' importance weights are accurate, but various attributes were overestimated. Expected performance levels were far less accurate. Managerial implications are discussed. |
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