EMPIRICAL AND JUDGMENT-BASED SALES-FORCE DECISION MODELS: A COMPARATIVE ANALYSIS*

Multiple-predictor empirical and single-predictor judgment-based models represent the two basic types of sales-force decision models (SDMs). The important similarities and differences between the two modeling approaches are identified and discussed. The SDM literature is reviewed to determine how each model type has been applied and to evaluate previous attempts at model validation. A research study designed to compare the normative sales-call allocations generated from each modeling approach is presented. Study results indicate that empirical and judgment-based SDMs would produce similar normative guidelines. The implications of this finding are discussed.