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Applications and Implementation DETERMINING THE REWARDS SALESPEOPLE VALUE: A COMPARISON OF METHODS *
Author(s) -
Churchill Gilbert A.,
Pecotich Anthony
Publication year - 1981
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1981.tb00097.x
Subject(s) - conjoint analysis , value (mathematics) , task (project management) , computer science , palatability , scaling , mathematics , statistics , machine learning , economics , preference , medicine , management , geometry , pathology
Although salesmanagers can attempt to motivate salespeople by manipulating their rewards, these manipulations will fail if salespeople do not value the rewards and their levels. Methods for determining valued rewards can therefore be important to those charged with their determination. This study compares three measurement schemes for assessing salespeople's valences for various rewards: functional measurement, conjoint analysis, and thermometer scaling. All three schemes produce similar conclusions as to how rewards are valued and the acceptable tradeoffs among them. Thermometer scaling outperformed the others with respect to the time it took to secure the judgments and the palatability of the task, while conjoint measurement performed least well in these respects.