Abstract
This study began with an extensive literature review combined with a quantitative study and personality trait testing and involves the medical sales representatives of several multinational pharmaceutical companies which are members of the Taiwan Pharmaceutical Marketing and Management Association (TPMMA). Their sales forces range from 50 to 200 and all used automation systems in their daily sales operation. These systems were not the same for all companies, since they developed systems independently of one another; however they were very similar in function and design. The members of the sales force had different experience in using the systems and received different levels of support and training. Similarly, each sales force management group was free to develop and use sales force automation (SFA) systems based on their own business needs and financial standing. The product lines were different for each sample company as was their competitiveness in the market place. Key words: Pharmaceutical company, personality traits, human factor, Taiwanese enterprises, sales force automation.
Highlights
Conceptual framework and research method for personality traits and sales force automation usage is an important topic
The questionnaire used in this study consisted of three main parts; Part A, Demographic Data; Part B, sales force automation (SFA) Usage; and Part C, Personality Trait Survey Form
A revised version of Costa and McCrae’s (1999) NEO-PI (NEO PI-RTM) is used which consists of 240 items and is considered to be the best five-factor model (FFM) for measuring personality traits
Summary
Conceptual framework and research method for personality traits and sales force automation usage is an important topic This quantitative study included 42 questions answered using the five-point Likert scale, designed to measure the frequency of hits and degree of agreement with sales force automation system usage by medical sales representative in their daily sales operations. These 42 questions were adopted from Engle and Barnes (2000) and were categorized into five usage grouping: planning and territory management, administration and information exchange, within company communication, active sales tools and passive sales tools. Each domain is further broken down into six subdomains for personality description (Costa and McCrae, 1997; Goldberg, 1999a; Goldberg, 1999b; Goldberg et al, 2006)
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