A1 Journal article (refereed), original research

A within-person theoretical perspective in sales research: outlining recommendations for adoption and consideration of boundary conditions

Publication Details
Authors: Childs Dayle R. N., Lee Nick, Dewsnap Belinda, Cadogan John W.
Publisher: Taylor & Francis (Routledge): SSH Titles
Publication year: 2019
Language: English
Related Journal or Series Information: Journal of Personal Selling and Sales Management
Volume number: 39
Issue number: 4
Start page: 386
End page: 399
Number of pages: 14
ISSN: 0885-3134
JUFO-Level of this publication: 1
Open Access: Not an Open Access publication


In the sales literature it is standard practice for researchers to collect cross-sectional data frommultiple salespeople, and to compare those salespeople on the data obtained. This between-per-son approach is suitable for research aiming to draw conclusions between salespeople. However,many salesperson processes are dynamic and vary within salespeople over time, requiring datasetswith repeated-measures. This article highlights the need to adopt a within-person theoretical per-spective in sales research. Critically, the article shows how our present understanding of boundaryconditions may change depending on whether a between-person or within-person level of ana-lysis is adopted. Using examples from the sales literature, we show how the practical implicationsfrom between-persons research designs do not necessarily generalize to the within-person level.Further, we explain the methodological and analytical considerations that researchers mustaccount for when undertaking within-person research. Furthermore, the article provides decisioncriteria that help to identify when within-person analysis should be conducted, outlining analysistools that are capable of correctly estimating within-person effects without bias. Examples of howwithin-person research can enhance theory within future sales research, and how within-personresearch may influence management implications are also discussed. Finally, potential remedies towithin-person research barriers are given.

Last updated on 2020-20-03 at 10:03