Research Design & Methodology

Problem Statement:
Indian business leaders spend $15 billion per year on sales training, but approximately 50% of these
businesses’ salespeople fail to reach their annual sales targets (Boichuk et al., 2014). An estimated
90% of top performers in virtually every industry possess high emotional intelligence (Kidwell,
Hardesty, Murtha, &Shibin, 2012), suggesting that high emotional intelligence can be used to improve
sales performance. The general business problem investigated by this study is that companies are
experiencing smaller returns on their training and development investments in sales professionals.
The specific business problem is that some business leaders have a limited understanding of the
relationship between the sales performance of Indian-based sales professionals and emotional
intelligence and its central constructs of Self-awareness, Self-regulation, socialization, Empathy, and
Motivation.
Purpose Statement:
The purpose of this quantitative correlational research study is to examine the relationship between
emotional intelligence and sales performance of Indian based Life Insurance sectors Sales
professional.

The independent variables are (a) Wellbeing, (b) Self-Control, (c) Emotionality, (d) Sociability, and (e)
Global Trait. The dependent variable is the sales performance of India-based Life Insurance sales
professionals.
The targeted population consisted of business-to-business Life Insurance sales professionals located
throughout the Mumbai in India. The intended business results of this study consists of developing
emotional intelligence sales training and recruitment programs that lead to higher sales quota
attainment. These findings have social implications for sales and business leaders
Who may use these results to seek and hire emotionally intelligent sales professionals and train
existing sales professionals about emotional intelligence competencies to improve company-wide
sales performance.

Nature of the Study:

A quantitative method is chosen for this study. Quantitative research seeks to examine the
significance of relationships or causes through numerical interpretation, not to explore abilities or
perceptions (Fisher &Stenner, 2011). The quantitative method is appropriate for this study because
the purpose of the study is to analyse numerical data and infer the results to a larger population. The
qualitative method is useful for examining the attitudes held by individuals or similarities among
participants (Schaefer& Rothman, 2012), but would not have permitted testing whether emotional
intelligence varied with sales performance. A mixed-methods approach is beneficial when research is
designed to provide a comprehensive understanding of a problem or phenomenon (Brannen& Moss,
2012). The qualitative and mixed-methods approaches were therefore not deemed appropriate for
this study. The decision to use a quantitative method came from the need to evaluate the relationship
between independent and dependent variables.

An experimental correlation design is chosen for this study. Correlation research examines the
presence and strength of relationships among covariates (Delost&Nadder, 2014; Pilcher& Bedford,
2011). The correlation design is appropriate for this study because the aim of this study is to
understand the relationship between a set of independent variables (a) Wellbeing, (b) Self-Control, (c)
Emotionality , (d) Sociability , and (e) Global Trait with dependent variable sales performance of
India-based Life Insurance sales professionals.

Experimental design is the strongest of all research designs as it requires manipulation, control, and
random assignment (Delost&Nadder, 2014). Limited resources prevented me from conducting an
experimental design. Descriptive designs study the existing state of a situation or circumstance
(Bernard, 2013), which is not a study goal.

Scope of study :

This study is conducted for the Retail employees and Direct Business employees at L9O grade of the
target company from the insurance industry of all 16 states of the target company.
Company name could not be shared due to confidentiality.

Research Question:
The overarching research question for this study is:
What is the relation among (a) Wellbeing, (b) Self-Control, (c) Emotionality , (d) Sociability , and (e)
Global Trait and Sales Performance?

Hypothesis
The Three hypotheses proposed for this study included:
H10: All the 5 elements of EI are not equally important in sales professional people.
H1a: All the 5 elements of EI are equally important in sales professional people.
H20: Sales professional who is high on Emotional intelligence will not deliver better sales performance.
H2a: Sales professional who is high on Emotional intelligence will deliver better sales performance.
H30: Sales professional whose EI score is high will not be perceived & experienced as emotionally
matured professional by people who have worked with him or experienced his work.
H3a: Sales professional whose EI score is high will be perceived & experienced as emotionally matured
professional by people who have worked with him or experienced his work.
Research Method and Design:
Conduct a quantitative correlational research study to examine the relationship between emotional
intelligence and sales performance of India-based sales professionals. The independent variables were
(a) Wellbeing, (b) Self-Control, (c) Emotionality , (d) Sociability , and (e) Global Trait . The dependent
variable is the sales performance of India-based Life Insurance sales professionals.

Research Method:
Select a quantitative method as the best fit for assessing the relationship between emotional
intelligence and sales performance of India-based sales professionals, and resources available to
complete the study. Quantitative research relies primarily on collecting and analyzing numerical data
(Bansel& Corley, 2012; Cooper & Schindler, 2011), and are frequently used to determine relationships
between variables (Bernard, 2013). Mengshoel (2012) suggested using a quantitative method when
research requires the generation of variables to prove a hypothesis. The decision to use a quantitative
method came from the need to evaluate the relationship between emotional intelligence and sales
performance of India-based sales professionals, and resources available to complete the study in a
timely manner.
I did not select a qualitative or mixed methods study. Using a qualitative method would produce a rich
description of the experiences (Erlingsson&Brysiewicz, 2013; Schleifer& Rothman, 2012) of India-
based Life Insurance sales professionals. Such a method would not permit testing whether emotional
intelligence varied with sales performance. Mengshoel (2012) suggested the use of a mixed methods
approach when combining a qualitative and quantitative method to enhance research outcomes.
Conducting a mixed methods study would yield both comprehensive investigation of the situation or
circumstance and theory testing (Bernard, 2013; Freshwater, 2014; Teddlie&Tashakkori, 2011;
Zohrabi, 2013). To complete such a study would require more resources than available to me. Given
business leaders have a limited understanding of the relationship between emotional intelligence and
sales performance, using quantitative techniques is the best option available to test for a relationship
between variables with limited resources.

Research Design:

I will consider experimental, descriptive, and correlational designs before selecting a correlational
research design for this study. A quantitative study that explores relationships between variables must
use a correlational design (McCusker, &Gunaydin, 2014; Pilcher& Bedford, 2011; Trusty, 2011). With
experimental research, the focus is on determining if a particular treatment will influence an outcome
by manipulating variables (Bansel& Corley, 2012; Larwin&Larwin, 2011).

While descriptive designs examine the current condition of a situation or circumstance (Bernard,
2013; Borbasi& Jackson, 2012; Ingham-Broomfield, 2014; Revicki, & Schwartz, 2014), I instead plan to
examine the relationship among variables using numerical data. Because my research did not
manipulate any variables, or describe the current state, a correlational design is the most appropriate
strategy of inquiry for measuring the relation.
Population and Sampling

A sample of 50 employees (large sample) was selected for the study from a population size of 350
employees from 16 states from the target company. The factors considered for this group was age
and years of experience in order to study the emotional intelligence factors and the correlation with
sales performance the tool used in a 180 degree study for the employee and his immediate manager.
This group of sales professionals is aligned to the study of research question by representing a blend
of human characteristics while working in a sales environment requiring emotional intelligence.

The sample of 50 employees was selected using stratified random sampling. Each state is considered a
stratum and hence we have 18 strata contributing to the sample. The sample sizes of 50 employees
were collected on the basis of the % of employees for each of the sates making a population of 350
employees so as to mirror the pollution segregation appropriately in the sample. Post stratification
each employee in the sample was selected through Random sampling.

Statistical power is “the probability of rejecting the null hypothesis and speaks to the likelihood of
confirming the alternative hypothesis or research hypothesis” (Liu, 2012, p. 427). High statistical
power helps establish credibility regarding the research hypothesis (Liu, 2012). The accepted value for
statistical power is 80% (Bernard, 2013). In psychological research, the standard alpha level (α) is .05,
which means there would be a 95% chance the correct conclusion is reached (Noordzij et al., 2011). A
trade-off exists between Type I and Type II errors. Type 1 error rejects the null hypothesis when it is
true. Type II error rejects an alternative hypothesis when it is true.

Data collection-

Data was selected from primary and secondary method.

180 degree survey of emotional intelligence factors was collected by administering TEI-QUE SF
questionnaire to the employees and the managers of the selected sample.

KPI on performance was taken from secondary source of stored available data from the repository of
the target company in the period Oct-20 to Dec20 which is the closest data point available when the
survey was launched.
We have selected 2 KPI’s (Total Retail income) and Direct Business income for our correlation study.
Data Analysis and Interpretations
Statistical Analysis:

1) Age Distribution:

2) State Wise count of Employees:

3) Gender:
All the data consisted of male data
 Results
Table 1.

Reliability Statistics

Cronbach's Alpha Based on

Cronbach's Alpha Standardized Items N of Items
0.809 0.927 6

Table 1. Shows reliability statistics of the data. Observed Cronbach’s alpha which suggests about inter
reliability of the data was 0.809. Hence, we may say that that data is consistent enough to move ahead for
analysis.

Table 2. Descriptive Statistics

Standard
Mean Deviation Min Max
Age 32.86 4.682 24 42
Years of experience 4.9 2.297 2 11
Well Being 5.092 0.81 3 6.8
Self Control 4.423 0.687 3.167 6

Emotionality 4.4875 0.975 2.625 7

Sociability 4.657 0.876 3 6.667

Global trait 4.905 1.279 2.5 7

TOTAL
Employee Average_E 4.7248 0.719 3.6 6.2
Well Being 5.163 0.899 3.167 6.833
Self Control 4.34 0.576 2.833 5.667

Emotionality 4.4075 0.892 2.75 6.375

Sociability 4.663 0.755 3 6.5

Global trait 4.91 1.032 3 7

Manager Average_M 4.699 0.775 3.5 6.667

% Ach Total Retail income 0.559 0.562 0.025 3.186
% Ach Total Direct income 0.824 0.539 -0.083 2.739
Table 2. Shows Descriptive Statistics for all measures Descriptive statistics is used to describe the basic
features of the data in a study. They provide simple summaries about the sample and the measures.
Descriptive statistics are typically distinguished from inferential statistics. With descriptive statistics you are
simply describing what is or what the data shows. With inferential statistics, you are trying to reach
conclusions that extend beyond the immediate data alone. For instance, we use inferential statistics to try to
infer from the sample data what the population might think. Descriptive Statistics are used to present
quantitative descriptions in a manageable form. In a research study we may have lots of measures. Or we may
measure a large number of people on any measure. Descriptive statistics help us to simplify large amounts of
data in a sensible way. Each descriptive statistic reduces lots of data into a simpler summary

After studying the data and checking for normality and found data is normally distributed with an average age
of 32.86 with min age of 24 years and maximum age of 42 years with a standard deviation of 4.68.

Each of these factors were tested in the tool using TEI-QUE SF with different combination of questions.
This tool was used for self assessment and manager assessment in a 180 degree survey.
The result shows summary of the average Scoring on the four factors on the below questions mapped with
each of the factor.

Well-being: 5, 20, 9, 24, 12, and 27

Self-control: 4, 19, 7, 22, 15, and 30
Emotionality: 1, 16, 2, 17, 8, 23, 13, and 28
Sociability: 6, 21, 10, 25, 11, and 26
Global Trait EI Score 3, 18, 14, and 29

Employee’s self assessment score and manager perception score on all four factors and global trait is almost similar
on all 5 factors.

Table 3. Correlation Matrix

RI DB Age YOE
Wellbeing 0.104 -0.1 0.125 0.031

Self_Control 0.234 -0.248* 0.089 0.008

Emotionality -0.021 -0.076 -0.05 -0.017

Sociability 0.166 -0.269* -0.159 -0.151

Employee EI
Global_trait 0.143 -0.205 -0.002 -0.092

0.11 -0.145 -0.052 -0.101

Total EI
Manager's perception Well_Being 0.186 -0.015 0.001 -0.146
about Employees Self_Control 0.23 0.058 -0.098 -0.067
EI(MPE)
Emotionality 0.147 -0.023 -0.054 -0.01
 Sociability 0.063 0.144 -0.025 0.025

Global_trait 0.047 0.134 0.026 0.037

Total_EI_M 0.141 0.069 -0.03 -0.031

RI 1 -0.237 0.173 -0.151

DB 1 0.089 0.147

Age 1 .570

YOE 1
Note: RI- Total Retail Income, DB- Total Direct Business, YOE- Years of experience
* p < 0.1, **p<0.05,***p<0.01

In Table 3, we see the correlation between the measures. Two sales parameters namely Retail Income (RI) and
Direct Business (DB) were compared with emotional intelligence (EI) The emotional intelligence of employees,
as well as manager’s perceptions about the same employees’ EI, was collected. Hence we had two scores of EI
obtained. We found a weak positive correlation between EI and RI (r = 0.11), and its subscales Wellbeing(r =
0.104), Self Control(r = 0.234), Emotionality(r = -0.021), Sociability(r = 0.166), and Global Trait(r = 0.143).
Similarly, the Manager's perception of the Employee’s EI(MPE) and RI has a weak positive correlation.
Although, these correlations were insignificant. Alternatively, there was a weak negative correlation between
EI (R- 0.14) and DB(r = -0.145). We found a significant negative correlation between EI and Self Control(r =
-0.248) and EI and Sociability(r = -0.269). The Manager's perception of the Employee’s EI(MPE) and DB did not
have a significant relationship.

Multiple Linear Regression was used to see the effect of the independent variables (Employee EI, Age, Years of
experience, Manager's perception about Employee EI)satisfying the regression equation on dependent
variables(Retail Income, direct business). Analyses to assess the validity of assumptions regarding
multicollinearity, normality were completed. Results indicated no serious violations.

Table 4. Regression Coefficients- Retail Income

Predictive Variables R R2 F B Beta t Sig

(Constant) 0.383 0.147 1.936 -1.23 -1.408 0.166

Age 0.046 0.385 2.298 0.026

Years of experience -0.088 -0.36 -2.138 0.038

Avg Employee EI 0.056 0.071 0.505 0.616

Avg Manager EI 0.093 0.128 0.917 0.364

* p<0.05

Table 4- By predictor variables, the regression model, age and years of experience are a significant
predictor of sales performance for Total Retail Income & Average Employee EI and Average Manager
EI is not significant, F = 1.936, p = .121. sample multiple correlation coefficient is .383.
Approximately 14.7% of the variance in sales performance can be attributed to emotional
intelligence and its composite scales. The predictive equation is:

Table 5. Regression Coefficients- Direct Business

Predictive Variables R R2 F B Beta t sig

(Constant) 0.220 0.048 0.573 0.836 0.945 0.35

Age 0.001 0.011 0.061 0.952

Years of experience 0.03 0.129 0.728 0.471

Avg Employee EI -0.112 -0.149 -1.005 0.32

Avg Manager EI 0.07 0.1 0.678 0.501

Table 5- By predictor variables, the regression model is not a significant predictor of sales
performance for Total Direct Income, F = 0.573, p = .684. Sample multiple correlation coefficient
is .220. Approximately 4.8% of the variance in sales performance can be attributed to emotional
intelligence and its composite scales. :

Table 6. Correlation between Average score of Employee EI and Managers EI

Pearson 0.182
Correlation
Sig. (2-tailed) 0.206

Conclusion:

The purpose for this study was to examine the relationship between emotional intelligence and sales
performance. Pearson’s coefficient and multiple linear regression analysis were used to test for the
existence of a relationship between the variables of emotional intelligence, Well-Being, Self-Control,
Emotionality, Sociability, Global Trait and sales performance.
The conclusion from this analysis is that age and years of experience of an employee holds
significance in achieving sales performance of RI.

After analyzing these results, we may say that:

Conclusion Hypothesis 1

H10: All the 5 elements of EI are not equally important in sales professional people.

H1a: All the 5 elements of EI are equally important in sales professional people.

On the basis of the inferences derived from table 3,4 and 5 we can comfortably say that the sales
performance of the employees is not dependent on the emotional intelligence and a better predictor of sales
performance is age and years of experience. This was proved using Pearson correlation coefficient and
multiple linear regressions. Hence we reject the alternate hypothesis and accept the null hypothesis.

Conclusion Hypothesis 2

H20: Sales professionals who are high on Emotional intelligence will not deliver better sales performance.

H2a: Sales professional who is high on Emotional intelligence will deliver better sales performance.

The emotional intelligence score of employees self assessment and his immediate managers perception of
Emotional intelligence were collected and hence we had two sets of score of emotional intelligence. There
was a weak positive correlation between EI and RI(Retail income) as depicted in table 3 i.e. 0.11 and a
negative correlation between EI and DB ( Direct Business) i.e -.145. Also the subfactors like well being self
control sociability and global trait have a weak positive correlation with RI(Retail income) and emotionality
has negative correlation with RI(Retail Income)Similarly the sub factors show a negative correlation . Hence
Emotional intelligence and Performance do not have strong correlation. Therefore we reject alternate
hypothesis and accept the null hypothesis .

Conclusion Hypothesis 3

H30: Sales professional whose EI score is high will not be perceived & experienced as an emotionally mature
professional by people who have worked with him or experienced his work.

H3a: Sales professionals whose EI score is high will be perceived & experienced as emotionally
mature professional by people who have worked with him or experienced his work.

Since there is weak correlation between the employee self perception score on emotional intelligence
factors and managers perception (people people who have worked with him or experienced his work)
of the employees emotional intelligence score, we reject alternate hypothesis as sales professionals
whose EI score is high has weak correlation with the perception of his immediate manager (people
who have worked with him or experienced his work.)

Limitations
Every study has weaknesses (Bernard, 2013). My initial limitation is that each research
participant provided sales performance attainment specific to their employers’ sales
expectations. Sales leaders employ a sales performance method that best meet a company’s
unique business needs, making generalizations to other businesses difficult.

The next limitation is that research participants reported prior year sales attainment, as opposed
to, multi-year sales performance. Limited resources prevented gathering a multi-year
performance study. My company sales participants would be encouraged, through company
leadership email, to participate in the optional emotional intelligence assessment. Study
participants may have felt compelled to score well and manipulate the emotional intelligence
assessment.

My study was limited to a sample size of 50 and only for Sales Frontline employees. Scope can be
increased to Insurance broking industry and sample size can be increased.

Delimitations
Bernard (2013) defined delimitations as the boundaries of a study. The scope of this quantitative
study is to examine the relationship between emotional intelligence and sales performance of sales
professionals. A boundary of this study included those Insurance sales professionals were invited to
participate through a stratified random sampling method from my company and my connections. As a
result, findings might only be applicable to those population samples, as opposed to other sales
organizations and industries.
In light of findings from the reviewed studies, two fundamental aspects are to be discussed in further details.
First, as already mentioned, most studies make it reasonable to assume that high trait EI would positively
predict indexes of well-being and social adaptation. However, in line with its conceptualization as a personality
trait we found that the value of trait EI is not adaptive in every context (Sevdalis et al., 2007). It might be
supposed that higher trait EI individuals both attend to negative stimuli and show an higher sensitivity to
affective cues. Although this oversensitivity might be assimilated to an initially greater mood deterioration in
some circumstances, as after the exposure to negative mood induction (e.g., Petrides & Furnham, 2003), it
might also allow high trait EI individuals to detect the finest affective cues from the environment and react in a
more affective-driven modality than low trait EI individuals. However, in order to understand in which
circumstances and to what extent trait EI is related to such reactions, further examinations of this issue are
needed.
Scoring Key of TEI-QUE

The 30 item short form needs further testing as it claims to measure both a single latent trait
and a factor structure

Competing Claims for the TEIQue-SF

The TEIQue-SF is a 30-item trait emotional intelligence measure (Table 1) based on 15 facets
and four factors (Well-being, sociability, self control & emotionality) identified by Petrides from
his larger 130-item TEIQue (Freudenthaler et al. 2008). The four factor structure has been
replicated in the long form TEIQue by Freudenthaler et al. (2008). To construct the short form
of the measure, two items from each of the facets were selected based on their correlation with
the corresponding facet, resulting in a global EI score. Petrides (2006) has claimed that the
short form principally measures a single global trait of emotional intelligence, but also claims
that it measures the same four factors present in the 130 item long form of the TEIQue.

According to Petrides the items are associated with the factors as follows:
Well-being: 5, 20, 9, 24, 12, and 27
Self-control: 4, 19, 7, 22, 15, and 30
Emotionality: 1, 16, 2, 17, 8, 23, 13, and 28
Sociability: 6, 21, 10, 25, 11, and 26

Note that items 3, 18, 14, and 29 contribute only to the global trait EI score. (Petrides 2006)
Petrides (2006) calls this an a priori factor structure and does not expect it to be replicable in a
factor analysis. He does not expand on this but in a separate and subsequent paper he
presents more compelling evidence that the short form measures a single global trait (Cooper
& Petrides 2010), and is most useful as a quick measure of EI (the TEIQue-SF takes 7 minutes
as opposed to 25 for the longer version). So, whilst it is clear that Petrides favours the single
global trait interpretation of the TEIQue-SF he nevertheless claims it can also be legitimately
used to construct an a priori four-factor structure of emotional intelligence. On the face of it
these claims do not seem to be entirely consistent with each other. To understand the
relationship