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Protocol Analysis: An Appropriate Methodology for the Study of Salespersons

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Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference

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Abstract

The use of protocol analysis as a methodology to study the making and use of strategies by salespersons is presented. The manner in which the methodology can be adapted to a salesperson's context is suggested. Finally the implications and possible contributions of protocol analyses in the area of sales management are discussed.

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Authors and Affiliations

  1. Ecole des Hautes Etudes Commerciales de Montréal, Akron, USA

    Robert Desormeaux & Jacques A. Nantel

Authors
  1. Robert Desormeaux
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  2. Jacques A. Nantel
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Editor information

Editors and Affiliations

  1. University of Akron, Akron, OH, USA

    Jon M. Hawes

  2. Illinois State University, Normal, IL, USA

    George B. Glisan (Co-Editor) (Co-Editor)

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© 2015 Academy of Marketing Science

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Desormeaux, R., Nantel, J.A. (2015). Protocol Analysis: An Appropriate Methodology for the Study of Salespersons. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_67

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