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FORMALIZATION OF SALES FORCE MARKET INFORMATION GENERATION

This paper proposes and tests a measure of the formalization of sales force market information generation. The measure, called the formalization of sales force market information generation scale, is an adaptation of an organization formalization scale used by Ayers, Dahlstrom & Skinner (1997). The resulting 5-item scale showed a coefficient alpha of .885. This paper also briefly reviews literature related to market information, market information generation, formalization and formalization of sales force market information generation.