Biases Inherent in Self-Rating Measurement Scales—A Potential Solution: The Case of Customer Orientation Measures

Abstract

Within a sales management context, measurement scales are often used in support of a variety of sales management decisions. Since the results of aptitude, personality, or behavior-based measures will often influence sales management decisions, it is important to strive for accurate measures. There is a critical link between good measures of these important constructs and the ability to make accurate managerial decisions concerning issues such as recruitment, motivation, and training. This paper has two objectives; to contribute to our understanding of the measurement of customer orientation and to improve the measurement of salesperson behaviors and attitudes.