A Method for Investigating the Cognitive Processes and Knowledge Structures of Expert Salespeople

C. David Shepherd C. David Shepherd received his Ph.D. in Marketing at the University of Tennessee, Knoxville. He is currently an Assistant Professor at the University of Tennessee at Chattanooga. His experience includes over five years in sales and sales management with the Burroughs Corporation. Dr. Shepherd has published in the proceedings of the Academy of Marketing Science and the American Psychological Association. His primary area of interest is sales force management, with a particular focus on expertise and ethics in personal selling.

Joseph O. Rentz Joseph O. Rentz received his Ph.D. in Marketing at the University of Georgia. He is currently an Associate Professor of Marketing at the University of Tennessee, Knoxville. His research has appeared in various publications, including the Journal of the Academy of Marketing Science, the Journal of Advertising, the Journal of Marketing, and the Journal of Marketing Research. His primary interests are measurement, research methodology, and cohort analysis.

Abstract

Researchers are increasingly focusing on the mental processes and knowledge structures of salespeople. Of particular interest are expert (or highly skilled) salespeople. This article presents a method for investigating the cognitive processes and knowledge structures of expert salespeople. The method examines both declarative and procedural knowledge by combining several techniques traditionally seen in the cognitive sciences, namely the critical incident technique, vicarious role play using simulated problem situations, and content analysis of verbal protocols. Examples of an application of this procedure with a food broker sales force are used to illustrate certain aspects of the method.

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A Method for Investigating the Cognitive Processes and Knowledge Structures of Expert Salespeople

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A Method for Investigating the Cognitive Processes and Knowledge Structures of Expert Salespeople

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