Comparing Projective With Self-Rating Measurement Scales: An Application to Customer-Orientation Measures

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
James S. Boles, Professor (Creator)
The University of North Carolina at Greensboro (UNCG )
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Abstract: Within a sales context, measurement scales are often used to support both academic research and managerial decision making. Improvement in measurement scales should lead to the development of better theories as well as more effective managerial decisions. This paper examined a projective measurement technique as an alternative to traditional self-report measures. Data were collected on customers' orientation from three perspectives, a direct self-report by salespeople, a projective technique by salespeople, and a customer-orientation measure completed by retail buyers. A total of 484 salespeople and 484 retail buyers participated in the study, responding to an adaptation of the Selling Orientation Customer Orientation scale. Comparisons of the scores among the three groups were made. The mean from the projective scale was between the mean for the direct scale and the mean for the buyer scale. Also, the self-report measure produced the smallest variance while the projective scale produced the largest variance. These results indicated support for the projective technique in reducing self-report bias.

Additional Information

Psychological Reports 74 (April, 1994), 427-434
Language: English
Date: 1994
selling orientation, customer orientation, measurement scales

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