Thesis (MEcon)--Stellenbosch University, 1990. / AFRIKAANSE OPSOMMING: Die doel van hierdie ondersoek is om 'n psigometriese toets=
battery te ontwikkel wat gebruik kan word in die keuringsproses
van advertensieverteenwoordigers.
Uit literatuur het geblyk dat daar 'n teoretiese raamwerk bestaan
naamlik 'n samevallende geldigheidsmodel waarvolgens die navorsings=
projek uitgevoer kan word. Eienskappe word ook geldentifiseer wat
kerunerkend van suksesvolle verteenwoordigers is. Genoegsame bewyse
is gevind dat persoonlikheid, belangstelling en aanleg belangrike
eienskappe van suksesvolle verteenwoordigers is. Die navorsings=
probleem wat ontstaan is "of die sukses van advertensie=
verteenwoordigers in die koerantsektor voorspel word deur middel van
'n keuringsbattery bestaande uit psigometriese toetse?\I Psigometriese
toetse wat psigometriese eienskappe meet gebaseer op belangstelling,
aanleg en persoonlikheidsmetings wat Nasionale Pers se suksesvolle en
onsuksesvolle advertensieverteenwoordigers van mekaar onderskei, wat
sodoende in die toekoms tydens die keuringsproses gebruik kan word om
beter advertensieverteenwoordigers te keur. Om'n antwoord op die
navorsingsprobleem te kry was dit nodig om die advertensieverteen=
woordigers by die verskillende dagblaaie wat onderskeidelik as die
suksesvolle en onsuksesvolle presteerders bestempel kan word aan die
hand van die volgende kriteria te identifiseer: kornrnissieverdien,
prestasiebeoordeling en 'n kornbinasie van die kriteria. Dit was ook
nodig om die nie-kognitiewe eienskappe naamlik: persoonlikheid,
belangstelling en aanleg te identifiseer wat die suksesvolle
presteerders beskryf. Hierdie eienskappe word gemeet deur die
volgende toetse:
Stellenbosch University http://scholar.sun.ac.za
die Sest.ienpersoonlikheids~faktorvraelys, Gestruktureerde
Objektiewe Rorschachtoets, 19-Veld-Belangstellingsvraelys en die
Senior Aanlegtoets.
Hierdie meetinstrumente is geselekteer op grond van die
waarskynlikheid dat hulle die eienskappe meet wat kenmerkend van
suksesvolle presteerders is gebaseer op grond van inligting
voortspruitend uit 'n posontleding en literatuurstudie.
Die respondente was 77 advertensieverteenwoordigers wat binne die
koerante-sektor van Nasionale Pers werksaarn is. Vervolgens is
van kontrasgroepe gebruik gemaak om die eienskappe wat kenmerkend van
die suksesvolle advertensieverteenwoordigers is mee te bepaal asook
'n sarnevallende geldigheidsmodel waardeur die korrelasies tussen
advertensieverteenwoordigers se metings op die psigometriese toetse
en aanslae op die prestasiebeoordelingsinstrument bereken is.
Op grond van die kontrasgroepe se resultate is daar nie genoegsarne
be\vyse gevind dat daar 'n beduidende onderskeid tussen suksesvolle
en onsuksesvolle advertensieverteenwoordigers op grond van hul
persoonlikheid-, belangstelling- en aanlegtellings gemaak kan word
nie. Dit was egter moontlik om op grond van die resultate van 'n
meervoudige regressie-ontleding 'n psigometriese toetsbattery saarn te
stel vir die keuring van advertensieverteenwoordigers. Deur
stapsgewyse regressie is 'n regressie-vergelyking wat 6 veranderlikes
insluit verkry met 'n meervoudige korrelasie van 0,62 tussen die
betrokke voorspellers en die prestasiebeoordelingmetings.
Stellenbosch University http://scholar.sun.ac.za
Deur die samestelling van 'n voorspellingsmodel is gevind dat die
huidige keuringsmetode wat gebruik word met 19,34% verbeter kan word
indien 'n psigometriese toetsbattery as een van die fases in die
keuringsbattery ingesluit word. Sodoende slaag hierdie ondersoek in
sy doel om 'n psigometriese toetsbattery daar te stel wat in die / ENGLISH ABSTRACT: The pu.t"poseof .this investigation is to develop a pscyhometric test
battery which can be used in the selection process of advertising
representatives.
Literature showed that a theoretical framework exist namely a
concurrent validation model upon which such a research project can be
based. Typical characteristics of the successful representatives are
also identified. Sufficient proof was found that personality,
interest and ability are important characteristics of successful
representatives. The research problem which excist is whether "the
success of advertising representatives in the newspaper industry
can be predicted by means of a test battery consisting of
psychometric tests?" Psychometric tests which measures
characteristics that differentiate between the successful and
unsuccessful advertising representatives of Nasionale Pers based on
their personality, interest and ability measures which in future can
be used in the selection process to select successful advertising
representatives. To answer the research problem it was necessary to
identify the successful and unsuccessful achievers at the various
newspapers based on the following criteria: commission earned,
preformance evaluation and a combination of the named criteria. It
was also necessary to identify the non-cognitive characteristics of
the good achievers namely: personality, interest and ability.
Four psychometric tests were used in the research project namely: the
Sixteen Personality Factor Questionnaire, Structured Objective
Rorschachtest, 19-Field Interest Questionnaire and the Senior
Aptitude Test.
Stellenbosch University http://scholar.sun.ac.za
The measuring instruments were selected on the basis that they
sufficiently measure the characteristics which are typical of
successful representatives based on the job analysis and a study of
the relevant literature.
The respondents were 77 newspaper advertising representatives
employed at Nasionale Pers. Contrast groups were used to determine
the typical characteristics of a successful advertisement
representative and a congruent validity model where by the
correlations between the pscychometric tests and the scores of
advertising representatives on the preformance appraisal instrument
are determined.
Based on the findings of the contrast groups no sufficient evidence
could be found that a distinction can be drawn between the successful
and unsuccessful advertising representatives based on their
personality, interest and ability scores. By using a multiple
regression analysis it was possible to construct a psychometric test
battery that can be used in the selection of advertising
representatives. By means of stepwise regression, a multipile
equation including six variables were determined. A multipile
correlation of 0,62 were found between the relevant predictors and
the preformance appraisal scores.
By making use of a prediction model it was found that the current
selection procedure could be improved by 19,34% if the psychometric
test battery is included as one of the phases in the selection
battery. This study therefor succeeds in its purpose to develop a
psychometric test battery which can be included in the selection
process of advertising representatives.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/67263 |
| Date | 04 1900 |
| Creators | Marais, Adriaan |
| Contributors | De Jager, L. C., Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Industrial Psychology. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | af_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 123 p. |
| Rights | Stellenbosch University |
Page generated in 0.0027 seconds