This Is AuburnElectronic Theses and Dissertations

An Analysis of Sales Training Effectiveness within the Housing Market




Robinson, John Cheney, IV

Type of Degree



Education Foundation, Leadership, and Technology


The purpose of this study was to assess the performance outcomes of a sales training program. This study is unique in a number of ways. First, it focuses on an under-studied area (sales training effectiveness). Second, it is directed at the evaluation of sales training programs completed by Realtors within the housing industry. Finally, it investigates the effectiveness of sales training programs by evaluating the reaction, learning, behavior, and results of Realtors. A review of the sales training evaluation methods literature yielded three models—Kirkpatrick Model (Catalanello & Kirkpatrick, 1968; Kirkpatrick, 1959a, 1959b, 1960a, 1960b, 1977, 1979, 1996), Sales Training Evaluation Model (STEM) (Lupton, Weiss, & Peterson, 1999), and an Utility Analysis Model (Schmidt, Hunter, & Perlman, 1982; Boudreau, 1983; Honeycutt, Karande, Attia, & Maurer, 2001)—for determining training effectiveness. Of the three models, Kirkpatrick’s Model (1996) was deemed the best fit for the current study and therefore, was selected. A multiple regression procedure was conducted to determine whether the steps of Kirkpatrick’s Model (1996) were positively related to results. Additionally, the analysis permitted the researcher to control for the effects of other variables that may have an important relationship with the dependent variable (Kleinbaum, Kupper, Muller, & Nizam, 1998). To assess the hypotheses, results was the dependent variable, while the independent variables were reaction, learning, and behavior.