Previous studies have not discussed the structure of scale usage and the network of scales. Therefore, researchers do not have a clearly quantitative and qualitative pattern to understand the scales used in personal selling and sales management. This study solved the gap with the scales used in
The Journal of Personal Selling and Sales Management
). The objectives of the study are: first to provide a frequency ranking of scales, identifying the most used scales in order to understand the changes of scale usages over the decades; second, to develop the scale networks by social network analysis in order to explore the relations between scales; third, to point out the gaps and opportunities in research.