Earl Honeycutt, Martha and Spencer Love Term Professor of Marketing, presented "Reducing Research Problems When Evaluating Sales Training" on November 5 at the 49th Society for Marketing Advances Conference held in Memphis, Tenn.
The paper was co-authored by Sharon Hodge, chair of the Department of Marketing & Entrepreneurship, and Ashraf Attia, professor of marketing at the State University of New York at Oswego. The paper was also published in the conference proceedings.
An abstract of the paper is provided below:
“Sales management literature stresses the necessity of empirically assessing sales training effectiveness at higher levels: salesperson behavior and performance. This research seeks to improve the sales training evaluation process by analyzing an empirical study of a global firm and the resulting actions that led to evaluation problems. The failure to quantitatively assess sales training can be attributed to managerial attitudes, evaluation restrictions, methodology issues and lack of empirical evidence. Sales managers and sales trainers are offered recommendations for reducing evaluation problems in future studies.”