To help establish a motivating classroom environment, a set of behaviorally anchored rating scales (BARS) was developed to evaluate marketing cases. Seven relevant tasks and corresponding behavioral anchors were identified; both undergraduate and graduate students participated. The system presented offers many advantages which bring it closer to an ideal evaluation system. Marketing professors should not hesitate to adopt BARS similar to the set described.
Get full access to this article
View all access options for this article.
References
1.
BloodMilton R., Spin-offs from Behavioral Expectation Scale Procedures,Journal of Applied Psychology, 1974, Vol. 59, No. 4, 513–515.
2.
BloomBenjamin S.Taxonomy of Educational Objectives, The Classification of Educational Goals, Handbook I: Cognitive Domain. New York: David McKay Company, 1965.
3.
BormanWalter C.DunnetteMarvin D., Behavior-Based Versus Trait Oriented Performance Ratings: An Empirical Study,Journal of Applied Psychology, 1975, Vol. 60, No. 5, 561–565.
4.
BurnaskaRobert F.HollmannThomas D., An Empricial Comparison of the Relative Effects of Rater Response Biases on Three Rating Scale Formats,Journal of Applied Psychology, 1974, Vol. 59, No. 3, 307–312.
5.
CampbellJ.P.DunnetteM.D.ArveyR.D.HellervikL.W., The Development and Evaluation of Behaviorally Based Rating Scales,Journal of Applied Psychology, 1973, Vol. 57, No. 1, 15–22.
6.
CocanougherA.B.IvancevichJ.M., ‘BARS’ Performance Rating for Sales Force Personnel,Journal of Marketing, 1978, Vol. 42, No. 3, 87–95.
7.
CroweAngelaCroweAlan. Mathematics for Biologists. London: Academic Press, Inc., 1969.
8.
FutrellCharles M.SwanJohn E., The Impact of Marketing Management Control Systems on Salesman's Job Satisfaction, 1975 Combined Proceedings of the American Marketing Association, Series No. 37, 521–524.
9.
GuionR.M.Personnel Testing. New York: McGraw-Hill, 1965.
10.
KearneyWilliam J., The Value of Behaviorally Based Performance Appraisals,Business Horizons, 1976, Vol. 19, No. 3, 75–83.
11.
LawlerEdward E.III, Developing a Motivating Work Climate,Management Review, July 1977, 25–28, 37–38.
12.
LocanderW.B.StaplesW.A., Evaluating and Motivating Salesmen with the BARS Method,Industrial Marketing Management, 1978, Vol. 7, 43–48.
13.
OsburnHobart G.ManeseWilfredo R.How to Install and Validate Employee Selection Techniques. Washington, D.C.: American Petroleum Institute, 1972.
14.
ReedJerome B., A Competency-Based Method of Grading for the Marketing Principles Course,Journal of Marketing Education, April 1979, 45–51.
