The study of personal selling and sales management shares a characteristic common to other areas of scientific inquiry. If knowledge and understanding of its phenomena are to advance, its measurement tools must also. This article reviews the notions of reliability and validity and the types of evidence they provide regarding the quality of measures.
The study of personal selling and sales management shares a characteristic common to other areas of scientific inquiry. If knowledge and understanding of its phenomena are to advance, its measurement tools must also. This article reviews the notions of reliability and validity and the types of evidence they provide regarding the quality of measures.
The study of personal selling and sales management shares a characteristic common to other areas of scientific inquiry. If knowledge and understanding of its phenomena are to advance, its measurement tools must also. This article reviews the notions of reliability and validity and the types of evidence they provide regarding the quality of measures.