Date of Award

1993

Document Type

Thesis

Degree Name

Master of Business Administration

Department

Business

First Advisor

Daniel W. Kemper

Second Advisor

Patrick Akers

Third Advisor

Sheldon Chesky

Abstract

This thesis focused on the effects of video-based sales training methods on field sales performance. The study also evaluated the effects of feedback systems on performance.

Research in the field of training methodology presents a positive review of "high technology" methods . Most of the studies focus on the benefits of easy administration , reduced cost or improved performance . However, most reviews are anecdotal . There is little empirical data which studies the use of these medium and their effects on field sales performance.

In reviewing the research on feedback systems, the studies have shown that feedback can have a positive impact on sales performance. Studies in this area are limited to "inside" sales populations. Few studies have evaluated the benefits of feedback on field sales personnel.

The purpose of this study is to evaluate the effects of video-based sales training methods and compare sales performance to "traditional" training . Traditional training methods for this paper include lecture and slide presentations . Additionally , it is postulated that reaction scores to the video-based training will be more favorable than reactions to the "traditional" training media . A third hypothesis will evaluate the effects of sales feedback on field sales performance .

The Healthcare field sales force from Calgon Vestal Laboratories will participate in this study . The study population includes the 190 market specialist located in the 48 contiguous United States. The study will divide the group into a control and experimental group for each of the hypotheses . Hypothesis one and three will use the same study population .

A Likert-type survey was used to measure reactions from the different training methods . Pre and post training surveys were compared between the control and experimental groups. Sales, sales calls and sample orders were used for feedback and to measure sales performance for both the video-based training and the feedback studies .

The results of the study indicate the acceptance of video-based training methods over "traditional" methods in the sample population . The analysis from the feedback program and the reaction survey did not support accepting either hypotheses .

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