Primus Sales Force Case Study Example | Topics and Well Written Essays - 1500 words

Primus Sales Force - Case Study Example If the researcher gets the questions wrong, chances are that the respondents will get it wrong too and this means that the credibility of the findings will be compromised (Babbie, 2001). In order to eradicate this problem, it is imperative that the questions are asked with utmost clarity and efficiency. The following is an analysis of the quality of the survey questions administered to the sales representatives and managers of Primus Financial Company. It will analyze the issues that pertain to phrasing, the extent to which the questions measure the impact on the attitudes and behaviors and the extent to which they are actionable. Phrasing of the survey questions is as important as the content of the question. The phrasing should enhance the respondent’s understanding (Crossman, 2014). Therefore, the question should be phrased in the simplest and clearest way possible. To that end, these questions did not err a bit. The questions are very simple, clear and objective. For example, question number 2, which asks whether the intranet portal provides useful information in helping the employee do their job. It is simple and straightforward. All the seven questions that were employed asked for one piece of information, using simple wording and avoiding technical jargon. But despite being simple, these questions are vague. For example, question 1 and 2 which ask whether the monthly sales magazines and the intranet portal provide ‘useful’ information to the employees which aids in the performance of their jobs. The term ‘useful’ is vague. Coupled by the fact that the scale method is us ed to rate the answers, it becomes subjective as what level is useful to one employee may not be useful to another. Also, the amount the sales representative may find useful may not be the same for a sales manager. There is therefore an element of vagueness and ambiguity which if not addressed will compromise the validity