Abstract
Logistics managers need to collect timely and accurate data on
customers′ needs, as well as customer perceptions of the firm′s and
competitors′ performance levels. Today, a large number of companies
collect this from their salesforce - a good, inexpensive and
timely source of customer and competitive information but caution is
needed since a majority of salespeople are inaccurate. Reviews the
conceptual issues associated with using the salesforce to collect
information and reports results of an empirical study which examined the
accuracy of salesforce information.