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Die ontwikkeling van 'n psigometriese toetsbattery vir die keuring van advertensieverteenwoordigers in 'n Suid-Afrikaanse media-groep
Thesis (MEcon)--Stellenbosch University, 1990.
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| Format: | Thesis |
| Language: | af_ZA |
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Stellenbosch : Stellenbosch University
2012
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| _version_ | 1867613945400918017 |
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| access_status_str | Open Access |
| author | Marais, Adriaan |
| author2 | De Jager, L. C. |
| author_browse | De Jager, L. C. Marais, Adriaan |
| author_facet | De Jager, L. C. Marais, Adriaan |
| author_sort | Marais, Adriaan |
| collection | Thesis |
| dc_rights_str_mv | Stellenbosch University |
| description | Thesis (MEcon)--Stellenbosch University, 1990. |
| format | Thesis |
| id | oai:scholar.sun.ac.za:10019.1/67263 |
| institution | Stellenbosch University (South Africa) |
| language | af_ZA |
| last_indexed | 2026-06-10T12:44:12.049Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from SUNScholar — Stellenbosch University Repository |
| publishDate | 2012 |
| publishDateRange | 2012 |
| publishDateSort | 2012 |
| publisher | Stellenbosch : Stellenbosch University |
| publisherStr | Stellenbosch : Stellenbosch University |
| record_format | dspace |
| source_str | SUNScholar — Stellenbosch University Repository |
| spelling | oai:scholar.sun.ac.za:10019.1/67263 Die ontwikkeling van 'n psigometriese toetsbattery vir die keuring van advertensieverteenwoordigers in 'n Suid-Afrikaanse media-groep Marais, Adriaan De Jager, L. C. Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Industrial Psychology. Psychometrics Advertising, Newspaper Newspaper employees -- Psychological testing Psychological tests Dissertations -- Industrial psychology Theses -- Industrial psychology 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. Masters 2012-08-27T12:09:46Z 2012-08-27T12:09:46Z 1990-04 Thesis http://hdl.handle.net/10019.1/67263 af_ZA Stellenbosch University 123 p. application/pdf Stellenbosch : Stellenbosch University |
| spellingShingle | Psychometrics Advertising, Newspaper Newspaper employees -- Psychological testing Psychological tests Dissertations -- Industrial psychology Theses -- Industrial psychology Marais, Adriaan Die ontwikkeling van 'n psigometriese toetsbattery vir die keuring van advertensieverteenwoordigers in 'n Suid-Afrikaanse media-groep |
| title | Die ontwikkeling van 'n psigometriese toetsbattery vir die keuring van advertensieverteenwoordigers in 'n Suid-Afrikaanse media-groep |
| title_full | Die ontwikkeling van 'n psigometriese toetsbattery vir die keuring van advertensieverteenwoordigers in 'n Suid-Afrikaanse media-groep |
| title_fullStr | Die ontwikkeling van 'n psigometriese toetsbattery vir die keuring van advertensieverteenwoordigers in 'n Suid-Afrikaanse media-groep |
| title_full_unstemmed | Die ontwikkeling van 'n psigometriese toetsbattery vir die keuring van advertensieverteenwoordigers in 'n Suid-Afrikaanse media-groep |
| title_short | Die ontwikkeling van 'n psigometriese toetsbattery vir die keuring van advertensieverteenwoordigers in 'n Suid-Afrikaanse media-groep |
| title_sort | die ontwikkeling van n psigometriese toetsbattery vir die keuring van advertensieverteenwoordigers in n suid afrikaanse media groep |
| topic | Psychometrics Advertising, Newspaper Newspaper employees -- Psychological testing Psychological tests Dissertations -- Industrial psychology Theses -- Industrial psychology |
| url | http://hdl.handle.net/10019.1/67263 |
| work_keys_str_mv | AT maraisadriaan dieontwikkelingvannpsigometriesetoetsbatteryvirdiekeuringvanadvertensieverteenwoordigersinnsuidafrikaansemediagroep |