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Research and Case Analysis

Analyze (the attached article): Motivating Salespeople to sell new products: The Relative Influence of Attitudes, Subjective Norms, and Self-Efficacy, Frank Q. Fu, Keith A. Richards, Douglas E. Hughes, & Eli Jones, Journal of Marketing, Vol. 74 (November 2010), 61-76)

The analysis should be framed against each and every one of the steps presented in the Sekaran & Bougie (2010) research process diagram.

The analysis itself should be a comparative assessment of how well the author (or authors) of the selected research have fulfilled (or not) each of the steps and sub-steps presented in the Sekaran process.

The focus of the analysis should be on the research process, not as much on the research content itself.

Be careful not to paraphrase what the author(s) has already stated in the published research.

Again the analysis should be on assessing the adherence to the research process.

Look at not only each step (and sub steps) but also how each step serves as a "stepping stone" for the next step. The interrelationships among the steps are also relevant to the analysis.

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Sekaran's Steps:
1. General Observations: The paper Motivating Salespeople to sell new products: The Relative Influence of Attitudes, Subjective Norms, and Self-Efficacy, Frank Q. Fu, Keith A. Richards, Douglas E. Hughes, & Eli Jones, Journal of Marketing, Vol. 74 (November 2010), 61-76) begins with general observations about new products and their importance in the marketplace. The article also makes observations on the role of sales persons in selling new products. The general observations seems to be adequate.
2. Preliminary data gathering: There is preliminary data gathering in the article related to new products, role of salesperson in selling new products, the affect of attitudes on salesperson's performance, the subjective norms of salespeople, and self-efficacy. This preliminary data gathering is mainly from literature.. For instance, the author collects information that salespeople have discretion in terms of what they focus on and how they spend their energy. There is also a diagrammatic depiction of subjective norms, attitudes, and self-efficacy on the selling intentions of the sales person. The preliminary data gathering is good.
3. Literature Review, Definition of Problem, and Research Questions: The literature review is focused on new product performance, theory of planned behavior, and the sales force. The article tries to justify that the theory of planned behavior is an excellent predictor of intention and behavior. Even though the literature review is adequate the definition of the problem and research questions are not ...

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