Levels of analysis and sources of data in sales research: a multilevel-multisource review |
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Authors: | Jeff S. Johnson Bradley J. Horn |
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Affiliation: | 1. Henry W. Bloch School of Management, University of Missouri-Kansas City, 5110 Cherry Street, Kansas City, MO 64110, USA;2. College of Business Administration, University of Nebraska-Lincoln, 512 N. 12th Street, Lincoln, NE 68588, USA |
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Abstract: | Sales researchers are increasingly adopting a multilevel-multisource (MLMS) approach to answer many key questions involving sales managers, salespeople and customers. MLMS research involves the acquisition and analysis of data collected from two or more sources pertaining to multiple hierarchical levels and presents a number of opportunities and challenges for sales researchers to consider. The authors highlight the benefits and the drawbacks of MLMS research and describe various approaches for implementing an MLMS collection and analysis. Additionally, a review of the MLMS studies conducted in the sales domain is provided which summarizes and delineates relationships tested in the extant literature. Based on this review, the authors advance a number of underdeveloped areas of research where MLMS approaches can be applied to further the understanding of the dynamic conditions that typify sales research. |
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Keywords: | multilevel multisource hierarchical linear modelling sales and sales management |
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