خط مقدم رقابت شرکت ها نیروی فروش آن ها تلقی شده و عملکرد نیروی فروش شاخص حیاتی و نبض کلیدی عملکرد شرکت در بازار رقابتی است. شناسایی عوامل اثرگذار بر این عملکرد موجب برنامه ریزی بهتر و تقویت عوامل مذکور و تسهیل آن ها می گردد. در این مطالعه محققان تلاش می کنند تا با رویکرد چند سطحی، عوامل مؤثر بر عملکرد نیروی فروش را در دو بعد ادراکات شغلی (سطح نیروی فروش) و سازمان فروش شناسایی نمایند. به دلیل ماهیت بافت فروش و قرار داشتن نیروهای فروش در درون واحد فروش، نیاز به رویکرد چندسطحی در بررسی عوامل مؤثر بر فروش ضروری است. بنابراین محققان تلاش می کنند تا با طرح زمینه مقدماتی از روش شناسی رویکرد چند سطحی، الگوی پیشنهادی دو سطحی عوامل مؤثر بر عملکرد نیروی فروش را طراحی نموده و معادله های مربوطه را ارائه نمایند
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