Page 73 - Skills Needed for Effective International Marketing: Training Implications
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                       a much higher fifty-six skills or 85 percent.  Narrow innerquartile ranges or

                       central tendencies indicating high degrees of consensus were increased by 15


                       percentage points from round two to round three.


                              Round two of the Delphi survey resulted in twenty skills or 30 percent with

                       wider innerquartile ranges of two or three, whereas round three resulted in ten


                       skills or 15 percent.  Wide innerquartile ranges or central tendencies indicating

                       lower degrees of consensus were cut in half from round two to round three.  A


                       higher degree of consensus for importance ratings was achieved during round

                       three of the Delphi survey when compared to round two of the Delphi survey.



                       Possession of Skills


                              Active international marketing practitioners were surveyed regarding the

                       degree that employees possessed the identified skills.  Degree of possession


                       ratings were collected across an eight-point Likert scale, where 1 = "do not

                       possess" and 8 = "strongly possess."  The results of the survey are presented in


                       table 6.


                              Ratings were collected across an eight-point Likert scale, where 1 = "do

                       not possess," and 8 = "strongly possess," regarding the degree to which

                       companies perceived that employees possessed each of the sixty-six skills.  Of


                       these ratings, three skills or 5 percent were rated seven; twelve skills or


                       18 percent were rated six; thirty skills or 46 percent were rated five; twenty skills

                       or 30 percent were rated four; and one skill or 1 percent was rated three.


                                                        © 1998 Ralph Jagodka
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