A New Tool for Sales Managers
Open Access
- 1 May 1964
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 1 (2) , 32-38
- https://doi.org/10.1177/002224376400100205
Abstract
The efficiency of the sales force could be improved if the effect of personal selling could be measured before a sale was completed. The experiment described here measured a central aspect of the prospective buyer's decision process—the change in his awareness and attitudes after receiving a sales call. Two scaling devices developed by psychologists and used extensively in advertising research were used.Keywords
This publication has 1 reference indexed in Scilit:
- Verbal Attitudes and Behavior: A Paradigm for the Study of Message Transmission and TransformationPublic Opinion Quarterly, 1960