Authors: Julia Heigl; Markus Voeth
Owing to its cost-effectiveness, proximity to the market, and inherent job task, the sales force appears to be an ideal internal information provider, which is frequently utilized in practice. Although studies have revealed mixed results concerning the validity of the information provided by the sales force, no research has yet comprehensively addressed the resulting uncertainty regarding the quality of the information and the associated fear of fatal errors when basing decisions thereon. Against this background, the aim of the present paper is to introduce an integrative model that applies the Theory of Planned Behavior to explain influences on high quality information reporting by the sales force. More concretely, after (1) providing an overview of problems and causes of low information quality in market research by salespeople, we (2) theoretically derive and discuss antecedents of information quality and (3) introduce possible moderating effects. Our study thereby offers researchers and practitioners a starting point to determine under which conditions the sales force is a reasonable alternative to external sources of market information and which factors should be controlled to improve the quality of the information reported.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)