Behavioral expectation scales versus nonanchored and trait rating systems: A sales personnel application

Abstract

There are presently available several empirical comparisons between behavioral expectation scales (BES) and other rating scales (Bernardin, 1977; Borman & Dunnette, 1975; Burnaska & Hollman, 1974; Keaveny & McGann, 1975). In many of these studies the rater-ratee population has consisted of faculty members and students (Bernardin, 1977; Keaveny & McGann, 1975; Schwab, Heneman, & Decotiis, 1975). Only a handful of scientifically sound investigations comparing BES and other rating scales have used manager-subordinate populations. The importance of sales personnel in organizations, the general lack of previous research using sales employees as subjects in examining BES, and the significance of performance evaluation prompted the present study. Specifically, the study examined estimates of rating leniency, halo error, interrater agreement, and the degree of ratee differentiation of BES, nonanchored, and trait evaluation systems.