A sales manager decides to evaluate his representatives based only on the dollar values of their sales each month. A colleague points out that some of his representatives have very large, wealthy regions, whereas others have sparsely populated, poorer regions. The colleague suggests that the dollars in sales might be more of a reflection of the wealth of the region rather than of the representative's performance. The colleague is suggesting the measure has poor:

Question

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The colleague's suggestion highlights the poor relevance of using the dollar values of sales as the sole measure to evaluate the representatives' performance. The measure does not reflect the varying conditions or circumstances under which the representatives work, such as the wealth of their regions. Thus, the measure is not relevant in assessing the representatives' performance.

A Sales Manager Decides to Evaluate His Representatives Based Only