Microcomputer Applications: Microcomputer Applications: Accelerating the Salesperson Learning Curve

Marketing researchers, in general, have increased their usage of multi-item scaled measures dramatically in the past decade. This article relates a project that categorized and summarized the uses of these measures during the 1980's. It describes first some general findings vis-a-vis all areas of marketing research and then gives some highlights of sales related measures in specific. Finally, based on our observations during the course of the project we make some basic recommendations for the improvement of scale-measurement and reporting.