job analysis report - retail salesperson

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JOB ANALYSIS

REPORT for the classification of

Retail Salesperson

December 2014 | Marcus Bost Jr.| West Chester Univers ity of Pennsylvania

RETAIL SALESPERSON JOB ANALYSIS REPORT Page 1

Table of Contents

Executive Summary .......................................................................................................................2

Position Classification & Context .................................................................................................3

Preliminary Information Gathering ............................................................................................4

O*NET .........................................................................................................................................4

Subject Matter Experts .................................................................................................................4

Interviews .....................................................................................................................................4

Job Analysis Questionnaire ...........................................................................................................5

Development & Administration ...................................................................................................5

Questionnaire Format ...................................................................................................................5

Rating Scales ................................................................................................................................5

Data Analysis ..................................................................................................................................6

Computation of Mean Rating and Critical Values .......................................................................6

Data Analysis Table .............................................................................................................6

Task & KSAO Linkage Procedure .............................................................................................10

Linkage Table.....................................................................................................................10

Linkage Results Summary.........................................................................................................12

Job Description.............................................................................................................................14

References .....................................................................................................................................16

Appendices ........................................................................................................................................

Appendix A: O*NET Summary Report ........................................................................................

Appendix B: Interview Questionnaire ............................................................................................

Appendix C: Job Analysis Questionnaire.......................................................................................


Executive Summary

This report details the methods and procedures used to analyze the job of a Retail Salesperson classification within the RadioShack Corporation. The data analysis, results and

final job description, are included in the latter pages of this report. The job analysis project was conducted in order to identify the tasks, knowledge, skills, abilities and other characteristics

(KSAOs) that are essential in successfully performing on this job. The Occupational Information Network (O*NET) was consulted as a preliminary source for gathering general information regarding the tasks and KSA’s involved in performing the job of a retail salesperson. Subject

Matter Experts (SMEs) were also interviewed to collect information regarding the job. The information gathered from ONET and interviews was combined to develop relevant task and

KSAOs statements. A questionnaire based on the identified statements was then administered to three SMEs, who rated each statement with regard to frequency and importance for the job. The resulting data was then aggregated to create a combined average score for each statement. The

KSAO statements that exceeded the designated cutoffs were then linked to the accepted task statements to affirm their validity. This information was then used to create a job description for

the job of Retail Salesperson.


Position Classification & Context

The position of a retail salesperson is common and widespread across industries like clothing, sporting goods, supplies dealers and consumer electronics. The basic function that this

position’s tasks are based upon, regardless of industry, is the service provided to customers. Typical duties of a Retail Salesperson include greeting customers, assisting customers in the

search of products, answering customer issues by identifying their needs and offering appropriate suggestions, selling products to customers, processing customer transactions (purchases, returns, exchanges), contributing to company goals and objectives together with a team of salespersons.

For the purpose of this project, the retail salesperson position was analyzed as it occurs

within the consumer electronics industry. Specifically, the RadioShack Corporation, which is an American franchise that sells computers, music players, accessories, TVs, as well as other consumer electronic devices and products. The job of a retail salesperson, in this setting, consists

of the same tasks typically found across industries; however there is a need for relevant product knowledge relating to consumer electronics, and an expected adherence to company/store

policies.(O*NET, 2104; DayJob 2014)


Preliminary Information Gathering

O*NET

The Occupational Information Network (O*NET) provides a comprehensive database of

occupational information and was developed by the National Center for O*NET Development.

The O*NET OnLine database contains hundreds of occupation-specific summary reports which

list tasks, KSAs, activities, qualifications and other information related to a given job. The data

used to construct the content provided within each descriptor is consistently updated by ongoing

surveys administered to job incumbents and occupational analysts (O*NET, 2014).

The O*NET OnLine database was consulted to obtain background information on the

position of a retail salesperson, which was utilized in the development of the job analysis

questionnaire. The ONET summary report can be found in Appendix A.

Subject Matter Experts

A total of two Subject Matter Experts (SMEs) were identified to assist with the

information gathering phase of the project; Jordy Flores, a store manager who was first hired as a

retail salesperson and then promoted after 1 year, was identified for his relevant experience from

multiple perspectives regarding the position. He has been in his supervisory role for 1 year. A

second SME, Demyra Cruz, with 1 year of experience in the examined position, was identified as

an incumbent with useful and current knowledge to assist in the job analysis project. One

additional SME, who wishes to remain nameless, was asked to help complete the job analysis

questionnaire; however this person was not interviewed. All SMEs worked in the same store

location.

Interviews

To gather information regarding specific job related tasks and KSAOs, each SME was

asked to complete a pre-constructed interview questionnaire. Subject Matter Experts were asked

questions related to the following; major job functions, a typical day on the job, biggest

challenges to successful job performance, types of training offered (first-hired/ongoing), and

critical incidents of exceptionally good or poor performance, etc. After receiving the interview

sheet, the SMEs were given two weeks to complete and return the survey. The information

obtained was used to develop the job analysis questionnaire. (Appendix B contains a copy of the

interview sheet issued to each SME.)


Job Analysis Questionnaire

Development & Administration

Utilizing the information obtained from O*NET OnLine and the interviews with SMEs a

job analysis questionnaire was developed. The questionnaire contained a collection of 57

statements deemed relevant to the Tasks (20), Knowledge (8), Skills (12), Abilities (10), and

Other Characteristics (7) associated with successful performance of a Retail Salesperson. The

questionnaires were then distributed to three SMEs for completion. The SMEs who completed

the questionnaire were the same persons interviewed prior, with one additional SME added

during this phase of the project. This SME was an incumbent of the Retail Salesperson position,

with over a year of experience in that role.

Questionnaire Format

The job analysis questionnaire consisted of 57 statements separated by job tasks and

relevant KSAOs. The SMEs were informed that the purpose of the questionnaire was to collect

information regarding the major duties and competencies required for successful job

performance within the role of a retail salesperson. They were asked to rate each of the

statements with regard to the frequency and importance as it related to the position. Included at

the end of the survey was space to offer any comments or additional information relevant to the

position that was not covered in the given statements.

Rating Scales

The rating scales for frequency and importance, as well as details regarding each rating

were provided on the questionnaire. The scale for frequency was listed from 0-3, with 3 being

most frequent. The scale for importance was listed from 0-2, with 2 being most essential. The

table below matches that provided to each SME. (See Appendix C for copy of the Job Analysis

questionnaire.)

Table 1 - Rating Scales

Frequency

0 Task is not performed/KSAO is not used as part of this job

1 Rarely performed/used

2 Occasionally performed/used

3 Frequently performed/used

Importance

0 Unimportant: There would be no negative consequences if this task is not performed or not performed properly/if this KSAO was not presently held.

1 Important: Job performance would be diminished if this task is not performed properly/if this KSAO was not sufficiently held.

2 Essential: This job could not be performed effectively if the incumbent did not properly complete this task/sufficiently hold this KSAO.


Data Analysis

Computation of Means and Critical Values

After collecting the completed job analysis questionnaires, the data for frequency and

importance ratings for each rater was organized into an excel file. Based on this data an average

importance rating (MI) and average frequency rating (MF) was computed for each statement on

the questionnaire (Tasks and KSAOs). This was calculated by summing each rater’s

importance/frequency rating and dividing that number by the total number of raters (3). These

values were then added together (MI + MF) to obtain a combined average rating (CR) for each

item.

To delineate which items were to be retained and which were to be excluded, cutoff scores were used. Statements obtaining any of the following were eliminated from the analysis;

× Average rating of 0.75 or below on frequency

× Average rating of 0.75 on below on importance × Average combined rating of less than 3.5

Out of the 57 statements listed on the questionnaire, 18 received scores that fell below the designated cutoffs and were therefore excluded. The high majority of scores being rated as sufficiently frequent and/or important to successful job performance means that most of the

statements were job relevant.

Data Analysis Tables

The following tables depict the mean values for importance, frequency and their

combined average rating for each of the given Task and KSAO statements.

Table 2 - Data Analysis

Tasks

Item

Average

Importance

Rating

Across

Raters (MI)

Average

Frequency

Rating

Across

Raters (MF)

Combined

Average

(CR)

1 Greet and assist customers (in-person, over the phone) to determine their

questions, needs, and reasons for their patronage.

3.0 2.0 5.0

2 Provide information about the store and merchandise to customers.

3.0 1.3 4.3

3 Maintain a safe and clean store to ensure a

welcoming and organized environment for customers.

2.3 1.3 3.7

4 Accept deliveries and restock merchandise to ensure that inventories

2.3 1.7 4.0


stay updated.

5 Count money and balance registers to

complete transactions and maintain data. 3.0 2.0 5.0

6 Complete cash and credit payments at

point of sale in an accurate and timely manner.

2.7 1.7 4.3

7 Maintain knowledge of the location of

store merchandise to accurately and efficiently assist customers and restock product.

2.3 1.7 4.0

8 Stay abreast of new products and

advances in technology relevant to store services.

2.3 1.3 3.7

9 Answer customer questions and inquiries

using well-informed and specific responses to increase consumer trust and

satisfaction.

2.3 1.3 3.7

10 Update planograms in order to maximize sales.

2.0 1.3 3.3

11 Sell products to multiple customers. 2.0 1.0 3.0

12 Offer solutions to customer needs or

wants to maintain customer satisfaction. 3.0 1.3 4.3

13 Process customer returns and exchanges in accordance with store policy.

2.0 1.0 3.0

14 Meet defined sales/metric goals to achieve organizational objectives.

1.3 1.7 3.0

15 Use sales techniques to persuade customers to purchase products, to

effectively upsell products and to close more sales.

2.3 1.7 4.0

16 Build secure, lasting relationships with

customers by providing consistent and thoughtful customer service based on diverse backgrounds, values and interests.

2.7 1.0 3.7

17 Maintain knowledge of current sales and promotions to increase effectiveness at

closing sales.

2.0 1.7 3.7

18 Maintain knowledge of store/company policies and regulations.

1.7 1.3 3.0

19 Work in collaboration with peers and supervisors to accomplish sales goals or

solve customer issues to improve store performance.

2.0 1.3 3.3


20 Effectively deal with customer complaints

to maintain customer satisfaction and identify organizational issues.

2.0 1.7 3.7

Knowledge

1 Knowledge of sales techniques and tactics (referrals, offering options, upselling) to

show, promote and move products.

2.3 1.3 3.7

2 Knowledge of proper spelling, grammar,

punctuation and overall structure for the English language.

1.7 1.3 3.0

3 Knowledge of basic arithmetic and application of math relating to store processes such as addition, subtraction,

multiplication and division.

2.0 1.0 3.0

4 Knowledge of the uses of store technology such as computers to process

customer transactions, check inventory, and research product information.

2.3 1.7 4.0

5 Knowledge of typical consumer use of

computers, cell phones, accessories and other devices.

2.3 1.7 4.0

6 Knowledge of standards of quality relating to customer and personal service.

2.0 1.7 3.7

7 Knowledge of marketing strategies and

tactics, including product demonstration and customer engagement.

2.0 1.3 3.3

8 Knowledge of inventory tracking,

updating, and other inventory management procedures.

2.3 1.7 4.0

Skills

1 Persuade others to maintain or change their minds or behavior.

2.0 1.3 3.3

2 Effectively express ideas and information

in written and verbal form. 2.0 1.0 3.0

3 Actively listen and facilitate conversations in a professional manner.

2.3 1.3 3.7

4 Identify strengths and weaknesses of alternative conclusions or approaches to

customer issues.

2.3 0.7 3.0

5 Tying product knowledge to practical, relatable experiences or situations for

customers.

1.7 1.0 2.7

6 Being aware of and understanding the

behaviors and reactions of others. 1.7 0.7 2.3


7 Maintain professional attitude and standards of service when dealing with

challenging situations.

2.3 1.3 3.7

8 Quickly adapt to changing information within expected knowledge or content

areas.

3.0 1.7 4.7

9 Efficiently organize daily, weekly and monthly responsibilities in order of

priority.

2.3 1.3 3.7

10 Adjust behaviors or communication styles to suit customer needs and shopping types.

1.7 0.3 2.0

11 Creatively find ways to engage and solve costumer and store issues.

2.7 1.3 4.0

12 Make decisions based upon identifying

the problem, gathering information, determining best solution and evaluating the outcome.

3.0 1.7 4.7

Abilities

1 Ability to make logical decisions and recommendations to specific, detailed

problems.

2.7 1.7 4.3

2 Ability to comprehend oral and written information.

3.0 1.3 4.3

3 Ability to coherently express information

and ideas in both oral and written form. 2.3 1.3 3.7

4 Ability to stand on feet most of the work

day. 3.0 2.0 5.0

5 Ability to kneel down, bend over or reach

up to grab products. 2.7 1.0 3.7

6 Ability to work under stressful or pressured situations.

2.3 1.3 3.7

7 Ability to tell when something is wrong or is likely to go wrong.

2.3 1.3 3.7

8 Ability to receive and apply feedback or

positive criticism. 2.0 1.3 3.3

9 Ability to effectively work with peers and

supervisors on various tasks on a daily basis

2.3 1.3 3.7

10 Ability to quickly learn or deduce details and pertinent information about others.

1.0 0.3 1.3

Other Characteristics

1 An interest in technology, its application

and advancement. 2.7 1.0 3.7


2 Motivation to meet or exceed sales goals and expected job duties.

2.3 1.3 3.7

3 Willingness to receive required and/or

optional ongoing training. 2.7 1.7 4.3

4 Previous experience in a competitive sales environment.

2.0 0.7 2.7

5 Positive, confident and enthusiastic attitude and demeanor.

2.7 1.3 4.0

6 Previous experience having to meet

individual targeted metrics/sales goals. 2.0 1.0 3.0

7 History of punctuality, in arriving to work and finishing projects on schedule.

2.7 1.3 4.0

Task and KSAO Linkage Procedure

After obtaining a shortlist of Task and KSAO statements, a linkage process was

conducted in order to rate each KSAO with respect to whether it is related to the performance of one or more of the tasks that were retained. The results showed the KSAO statements 9, 15, 16,

19, 20, 22, 23 and 25 had no relationship to the established Task statements. Since the same KSAO statements received acceptable scores in mean frequency, importance and combined rating it could be that although they are required for successful job performance, the identified

task statements are not an exhaustive list.

Table 3 - Linkage Analysis

Retail Salesperson (RadioShack) Task/KSAO Linkage Results

KSAO Statements

Tasks with a

relationship to

this KSAO

1 Knowledge of sales techniques and tactics (referrals, offering options, upselling) to show, promote and move products. 11

2 Knowledge of the uses of store technology such as computers to process customer transactions, check inventory, and research product information.

2, 6

3 Knowledge of typical consumer use of computers, cell phones,

accessories and other devices. 1, 2, 9, 10

4 Knowledge of standards of quality relating to customer and personal service. 12, 14

5 Knowledge of inventory tracking, updating, and other inventory management procedures. 4


6 Actively listen and facilitate conversations in a professional manner. 1, 2, 9, 10, 12

7 Maintain professional attitude and standards of service when dealing with challenging situations.

14

8 Quickly adapt to changing information within expected

knowledge or content areas. 8, 13

9 Efficiently organize daily, weekly and monthly responsibilities in order of priority.

10 Creatively find ways to engage and solve costumer and store

issues. 10, 14

11 Make decisions based upon identifying the problem, gathering

information, determining best solution and evaluating the outcome.

10, 14

12 Ability to make logical decisions and recommendations to specific, detailed problems. 9, 10

13 Ability to comprehend oral and written information. 1, 4, 9, 14

14 Ability to coherently express information and ideas in both oral

and written form. 2, 9, 10

15 Ability to stand on feet most of the work day.

16 Ability to kneel down, bend over or reach up to grab products.

17 Ability to work under stressful or pressured situations. 16

18 Ability to tell when something is wrong or is likely to go wrong. 12, 14

19 Ability to receive and apply feedback or positive criticism.

20 Ability to effectively work with peers and supervisors on various

tasks on a daily basis

21 An interest in technology, its application and advancement. 8

22 Motivation to meet or exceed sales goals and expected job duties.

23 Willingness to receive required and/or optional ongoing training.

24 Positive, confident and enthusiastic attitude and demeanor. 1,12

25 History of punctuality, in arriving to work and finishing projects on schedule.


Linkage Analysis Summary

To summarize the results of the linkage analysis each identified KSAO was linked to a task statement is specified below;

× Greet and assist customers (in-person, over the phone) to determine their questions,

needs, and reasons for their patronage; Knowledge of typical consumer use of

computers, cell phones, accessories and other devices. Actively listen and facilitate conversations in a professional manner. Ability to comprehend oral and written information. Positive, confident and enthusiastic attitude and demeanor.

× Provide information about the store and merchandise to customers; Knowledge of

the uses of store technology such as computers to process customer transactions, check inventory, and research product information. Actively listen and facilitate conversations in a professional manner. Ability to coherently express information and ideas in both oral

and written form. × Maintain a safe and clean store to ensure a welcoming and organized environment

for customers.

× Accept deliveries and restock merchandise to ensure that inventories stay updated;

Knowledge of inventory tracking, updating, and other inventory management procedures. Ability to comprehend oral and written information.

× Count money and balance registers to complete transactions and maintain data.

× Complete cash and credit payments at point of sale in an accurate and timely

manner; Knowledge of the uses of store technology such as computers to process customer transactions, check inventory, and research product information.

× Maintain knowledge of the location of store merchandise to accurately and

efficiently assist customers and restock product.

× Stay abreast of new products and advances in technology relevant to store services;

Quickly adapt to changing information within expected knowledge or content areas. An interest in technology, its application and advancement.

× Answer customer questions and inquiries using well-informed and specific

responses to increase consumer trust and satisfaction; Knowledge of typical consumer

use of computers, cell phones, accessories and other devices. Actively listen and facilitate conversations in a professional manner. Ability to make logical decisions and

recommendations to specific, detailed problems. Ability to coherently express information and ideas in both oral and written form.

× Offer solutions to customer needs or wants to maintain customer satisfaction;

Knowledge of typical consumer use of computers, cell phones, accessories and other devices. Actively listen and facilitate conversations in a professional manner. Creatively


find ways to engage and solve costumer and store issues. Make decisions based upon identifying the problem, gathering information, determining best solution and evaluating

the outcome. Ability to make logical decisions and recommendations to specific, detailed problems. Ability to coherently express information and ideas in both oral and written

form.

× Use sales techniques to persuade customers to purchase products, to effectively

upsell products and to close more sales; Knowledge of sales techniques and tactics (referrals, offering options, upselling) to show, promote and move products.

× Build secure, lasting relationships with customers by providing consistent and

thoughtful customer service based on diverse backgrounds, values and interests;

Knowledge of standards of quality relating to customer and personal service. Actively

listen and facilitate conversations in a professional manner. Ability to tell when something is wrong or is likely to go wrong. Positive, confident and enthusiastic attitude and demeanor.

× Maintain knowledge of current sales and promotions to increase effectiveness at

closing sales; Quickly adapt to changing information within expected knowledge or

content areas.

× Effectively deal with customer complaints to maintain customer satisfaction and

identify organizational issues; Knowledge of standards of quality relating to customer and personal service. Maintain professional attitude and standards of service when

dealing with challenging situations. Creatively find ways to engage and solve costumer and store issues. Make decisions based upon identifying the problem, gathering

information, determining best solution and evaluating the outcome. Ability to comprehend oral and written information. Ability to work under stressful or pressured situations. Ability to tell when something is wrong or is likely to go wrong.

A final job description was created based on the above linkage analysis


Job Description

Job Title: Retail Salesperson (RadioShack)

General Summary Report: Greets and assists customers in-store and over the phone. Handles

customer questions and processes customer purchases. Sells products to customers, keeps

inventory up to date, and maintains cleanliness of store.

Tasks

× Greet and assist customers (in-person, over the phone) to determine their questions,

needs, and reasons for their patronage.

× Provide information about the store and merchandise to customers.

× Maintain a safe and clean store to ensure a welcoming and organized environment for

customers.

× Accept deliveries and restock merchandise to ensure that inventories stay updated.

× Count money and balance registers to complete transactions and maintain data.

× Complete cash and credit payments at point of sale in an accurate and timely manner.

× Maintain knowledge of the location of store merchandise to accurately and efficiently

assist customers and restock product.

× Stay abreast of new products and advances in technology relevant to store services.

× Answer customer questions and inquiries using well-informed and specific responses to

increase consumer trust and satisfaction.

× Offer solutions to customer needs or wants to maintain customer satisfaction.

× Use sales techniques to persuade customers to purchase products, to effectively upsell

products and to close more sales.

× Build secure, lasting relationships with customers by providing consistent and thoughtful

customer service based on diverse backgrounds, values and interests.

× Maintain knowledge of current sales and promotions to increase effectiveness at closing

sales.

× Effectively deal with customer complaints to maintain customer satisfaction and identify

organizational issues.

Knowledge

× Knowledge of sales techniques and tactics (referrals, offering options, upselling) to show,

promote and move products.

× Knowledge of the uses of store technology such as computers to process customer

transactions, check inventory, and research product information.

× Knowledge of typical consumer use of computers, cell phones, accessories and other

devices.

× Knowledge of standards of quality relating to customer and personal service.

× Knowledge of inventory tracking, updating, and other inventory management procedures.


Skills

× Actively listen and facilitate conversations in a professional manner.

× Maintain professional attitude and standards of service when dealing with challenging

situations.

× Quickly adapt to changing information within expected knowledge or content areas.

× Efficiently organize daily, weekly and monthly responsibilities in order of priority.

× Creatively find ways to engage and solve costumer and store issues.

× Make decisions based upon identifying the problem, gathering information, determining

best solution and evaluating the outcome.

Abilities

× Ability to make logical decisions and recommendations to specific, detailed problems.

× Ability to comprehend oral and written information.

× Ability to coherently express information and ideas in both oral and written form.

× Ability to stand on feet most of the work day.

× Ability to kneel down, bend over or reach up to grab products.

× Ability to work under stressful or pressured situations.

× Ability to tell when something is wrong or is likely to go wrong.

× Ability to receive and apply feedback or positive criticism.

× Ability to effectively work with peers and supervisors on various tasks on a daily basis

Other Characteristics

× An interest in technology, its application and advancement.

× Motivation to meet or exceed sales goals and expected job duties.

× Willingness to receive required and/or optional ongoing training.

× Positive, confident and enthusiastic attitude and demeanor.

× History of punctuality, in arriving to work and finishing projects on schedule.

Minimum Qualifications

× Minimum 18 years of age

× High school diploma, GED or equivalent


References

DayJob Limited. (2014). Sales assistant job description. Retrieved November 21, 2014, from

http://www.dayjob.com/content/sales-assistant-job-description-429.htm

O*NET OnLine. (2014). 41-2031.00 - Retail Salespersons. Retrieved November 21, 2014, from

http://www.onetonline.org/link/summary/41-2031.00

Occupational Information Network. (2014). O*NET Resource Center - Overview.

Retrieved November 21, 2014, from http://www.onetcenter.org/overview.html


Appendix A

O*NET Summary Report

Summary Report for:

41-2031.00 - Retail Salespersons

Sell merchandise, such as furniture, motor vehicles, appliances, or apparel to consumers.

Sample of reported job titles: Sales Associate, Sales Consultant, Sales Clerk, Sales Person,

Customer Assistant, Clerk, Sales Representative, Design Consultant, Salesman, Bridal

Consultant

Tasks

Greet customers and ascertain what each customer wants or needs.

Describe merchandise and explain use, operation, and care of merchandise to customers.

Recommend, select, and help locate or obtain merchandise based on customer needs and

desires.

Compute sales prices, total purchases and receive and process cash or credit payment.

Answer questions regarding the store and its merchandise.

Prepare sales slips or sales contracts.

Maintain knowledge of current sales and promotions, policies regarding payment and exchanges, and security practices.

Maintain records related to sales.

Demonstrate use or operation of merchandise.

Place special orders or call other stores to find desired items.

Prepare merchandise for purchase or rental.

Watch for and recognize security risks and thefts, and know how to prevent or handle these situations.

Inventory stock and requisition new stock.

Ticket, arrange and display merchandise to promote sales.

Exchange merchandise for customers and accept returns.

Clean shelves, counters, and tables.

Help customers try on or fit merchandise.

Sell or arrange for delivery, insurance, financing, or service contracts for merchandise.

Estimate and quote trade-in allowances.

Open and close cash registers, performing tasks such as counting money, separating charge slips, coupons, and vouchers, balancing cash drawers, and making deposits.

Estimate quantity and cost of merchandise required, such as paint or floor covering.

Bag or package purchases, and wrap gifts.

Estimate cost of repair or alteration of merchandise.

Rent merchandise to customers.


Knowledge

Customer and Personal Service — Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment,

meeting quality standards for services, and evaluation of customer satisfaction.

Sales and Marketing — Knowledge of principles and methods for showing, promoting,

and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

English Language — Knowledge of the structure and content of the English language

including the meaning and spelling of words, rules of composition, and grammar.

Mathematics — Knowledge of arithmetic, algebra, geometry, calculus, statistics, and

their applications.

Skills

Active Listening — Giving full attention to what other people are saying, taking time to

understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.

Persuasion — Persuading others to change their minds or behavior.

Speaking — Talking to others to convey information effectively.

Service Orientation — Actively looking for ways to help people.

Negotiation — Bringing others together and trying to reconcile differences.

Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.

Reading Comprehension — Understanding written sentences and paragraphs in work related documents.

Coordination — Adjusting actions in relation to others' actions.

Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses

of alternative solutions, conclusions or approaches to problems.

Monitoring — Monitoring/Assessing performance of yourself, other individuals, or

organizations to make improvements or take corrective action.

Time Management — Managing one's own time and the time of others.

Abilities

Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences.

Oral Expression — The ability to communicate information and ideas in speaking so others will understand.

Speech Clarity — The ability to speak clearly so others can understand you.

Speech Recognition — The ability to identify and understand the speech of another

person.

Near Vision — The ability to see details at close range (within a few feet of the

observer).

Problem Sensitivity — The ability to tell when something is wrong or is likely to go

wrong. It does not involve solving the problem, only recognizing there is a problem.


Written Comprehension — The ability to read and understand information and ideas

presented in writing.

Written Expression — The ability to communicate information and ideas in writing so others will understand.

Category Flexibility — The ability to generate or use different sets of rules for combining or grouping things in different ways.

Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense.

Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).

Information Ordering — The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters,

words, pictures, mathematical operations).

Selective Attention — The ability to concentrate on a task over a period of time without

being distracted.


Appendix B

INTERVIEW QUESTIONNAIRE

JOB ANALYSIS

Name: ________________________________________________________

Job Title: ________________________________________________________

How Long in this Role: ___________________________________________________

Introduction

Reason for interview

Explain how data will be used

Maintain confidentiality

1. If you divided your job into major functions, what would they be? What are the major job responsibilities?

_______________________________________________________________ _______________________________________________________________

2. Describe a typical day on the job from the beginning of the shift to the end. How much time do you spend doing each thing?

__________________________________________________________________ __________________________________________________________________ __________________________________________________________________

3. Are there any activities that do not necessarily happen every day that you consider an

important part of your job? ________________________________________________________________________ ________________________________________________________________________

______________________________________________________

4. If you broke down the major functions of the job into individual tasks, what would they be? ________________________________________________________________________ ________________________________________________________________________

______________________________________________________

5. Who are the other people that you work with on the job? In what ways do you interact (Peers, Subordinates, Supervisors)

o Peers:

o Subordinates:

o Supervisors:


6. What are the biggest challenges or problems faced on the job for both new and experienced employees? Why are they challenges or problems?

For new employees: _____________________________________________________________________

_____________________________________________________________________ ___________________________________________________ For experienced employees:

_____________________________________________________________________ _____________________________________________________________________

___________________________________________________ 7. Think of the best performing person you have seen in this job. What makes this person a better

performer than an average performer? ________________________________________________________________________

____________________________________________________________ _______________________________________________________________

8. Think of the worst performing person you have seen in this job. What makes this person worse than an average performer?

_____________________________________________________________________ _____________________________________________________________________ ___________________________________________________

9. What kinds of errors or mistakes can someone in this job make? What are the consequences?

_____________________________________________________________________ _____________________________________________________________________ ___________________________________________________

10. If you were asked to hire a new person for the job, what would you look for? What kind of

knowledge, skills, or abilities would be required? _____________________________________________________________________ _____________________________________________________________________

___________________________________________________

11. What types of formal/classroom training and on-the-job training do employees in this job receive?

When first hired:

Ongoing (e.g. annual): 12. Critical incidents (example situations) of exceptionally good or poor performance (situation,

action, result) _____________________________________________________________________

_____________________________________________________________________ _____________________________________________________________________


Appendix C

Job Analysis Questionnaire

Retail Salespersons

Statement of Informed Consent:

You are being asked to participate in a job analysis project which is being conducted by Marcus

Bost Jr, a graduate student at West Chester University. Your participation in this questionnaire

is voluntary. No one will be able to associate your responses with your identity. No personal

information of any kind will be asked or recorded. The information will be collected for

educational purposes only and your responses will not have any direct or indirect administrative

impact. There are no known or foreseeable risks associated with participating in this survey. You

may choose not to take the questionnaire, to stop responding at any time, or to skip any questions

that you do not want to answer.

Purpose:

The primary purpose of this questionnaire is to identify the tasks, as well as the knowledge,

skills, abilities, and other characteristics (KSAOs) that are required for successful job

performance within the role of a Retail Salesperson. Information about the specific tasks of the

job, as well as the KSAOs required to perform these tasks, is being collected from individuals,

such as yourself, who have been identified as Subject Matter Experts (e.g. individuals who

currently perform the job or supervise those who perform the job). Please take the time to

accurately rate each item in terms of their frequency and importance. You will be provided space

at the end of the questionnaire to offer more relevant information regarding the position that was

not covered in the survey. Any questions regarding this project or to return the questionnaire via

email, contact Marcus Bost Jr at [email protected].

Frequency

0 Task is not performed/KSAO is not used as part of this job

1 Rarely performed/used

2 Occasionally performed/used

3 Frequently performed/used

Importance

0 Unimportant: There would be no negative consequences if this task is not performed or not performed properly/if this KSAO was not presently held.

1 Important: Job performance would be diminished if this task is not performed

properly/if this KSAO was not sufficiently held.

2 Essential: This job could not be performed effectively if the incumbent did not properly complete this task/sufficiently hold this KSAO.


Instructions:

This questionnaire will ask you to rate the tasks and KSAOs that are required to successfully

perform the job of a Retail Salesperson. You will rate each of the statements across two

dimensions; frequency and importance based upon your knowledge of the position as an

incumbent or supervisor. Please ensure that you read through each statement carefully and fill in

both columns appropriately. After completing the ratings, you will be provided space to note any

comments you may have that could be beneficial or relevant to the project. Thank you for your

participation!

Rating Scales: Read each of the following statements carefully and indicate your

responses in the appropriate cells

Description (Tasks)

Frequency 0 - Not

Performed

1 – Rarely

Performed

2 - Occasionally

Performed

3 - Frequently

Performed

Importance 0 - Unimportant

1 - Important

2 - Essential

1. Greet and assist customers (in-person, over the phone) to determine their questions, needs, and reasons for their patronage.

2. Provide information about the store and merchandise to

customers.

3. Maintain a safe and clean store to ensure a welcoming and organized environment for customers.

4. Accept deliveries and restock merchandise to ensure that

inventories stay updated.

5. Count money and balance registers to complete transactions and maintain data.

6. Complete cash and credit payments at point of sale in an

accurate and timely manner.

7. Maintain knowledge of the location of store merchandise to accurately and efficiently assist customers and restock

product.

8. Stay abreast of new products and advances in technology relevant to store services.

9. Answer customer questions and inquiries using well-

informed and specific responses to increase consumer trust and satisfaction.

10. Update planograms in order to maximize sales.

11. Sell products to multiple customers.

12. Offer solutions to customer needs or wants to maintain

customer satisfaction.


13. Process customer returns and exchanges in accordance with store policy.

14. Meet defined sales/metric goals to achieve organizational

objectives.

15. Use sales techniques to persuade customers to purchase products, to effectively upsell products and to close more sales.

16. Build secure, lasting relationships with customers by

providing consistent and thoughtful customer service based on diverse backgrounds, values and interests.

17. Maintain knowledge of current sales and promotions to

increase effectiveness at closing sales.

18. Maintain knowledge of store/company policies and regulations.

19. Work in collaboration with peers and supervisors to

accomplish sales goals or solve customer issues to improve store performance.

20. Effectively deal with customer complaints to maintain

customer satisfaction and identify organizational issues.

Description (Knowledge)

Frequency 0 - Not Used

1 - Rarely Used

2 - Occasionally

Used

3 - Frequently Used


1 - Important

2 - Essential

1. Knowledge of sales techniques and tactics (referrals,

offering options, upselling) to show, promote and move products.

2. Knowledge of proper spelling, grammar, punctuation

and overall structure for the English language.

3. Knowledge of basic arithmetic and application of math relating to store processes such as addition,

subtraction, multiplication and division.

4. Knowledge of the uses of store technology such as computers to process customer transactions, check inventory, and research product information.

5. Knowledge of typical consumer use of computers, cell phones, accessories and other devices.

6. Knowledge of standards of quality relating to customer and personal service.

7. Knowledge of marketing strategies and tactics,

including product demonstration and customer engagement.

8. Knowledge of inventory tracking, updating, and other

inventory management procedures.


Description (Skills)


1 - Rarely Used

2 - Occasionally

Used

3 - Frequently Used


1 - Important

2 - Essential

1. Persuade others to maintain or change their minds or

behavior.

2. Effectively express ideas and information in written and verbal form.

3. Actively listen and facilitate conversations in a

professional manner.

4. Identify strengths and weaknesses of alternative conclusions or approaches to customer issues.

5. Tying product knowledge to practical, relatable

experiences or situations for customers.

6. Being aware of and understanding the behaviors and reactions of others.

7. Maintain professional attitude and standards of service when dealing with challenging situations.

8. Quickly adapt to changing information within expected knowledge or content areas.

9. Efficiently organize daily, weekly and monthly responsibilities in order of priority.

10. Adjust behaviors or communication styles to suit

customer needs and shopping types.

11. Creatively find ways to engage and solve costumer and store issues.

12. Make decisions based upon identifying the problem,

gathering information, determining best solution and evaluating the outcome.

Description (Abilities)


1 - Rarely Used

2 - Occasionally

Used

3 - Frequently Used


1 - Important

2 - Essential

1. Ability to make logical decisions and

recommendations to specific, detailed problems.

2. Ability to comprehend oral and written information.

3. Ability to coherently express information and ideas in both oral and written form.

4. Ability to stand on feet most of the work day.

5. Ability to kneel down, bend over or reach up to grab


products.

6. Ability to work under stressful or pressured situations.

7. Ability to tell when something is wrong or is likely to

go wrong.

8. Ability to receive and apply feedback or positive criticism.

9. Ability to effectively work with peers and supervisors

on various tasks on a daily basis

10. Ability to quickly learn or deduce details and pertinent information about others.

Description (Other Characteristics)


1 - Rarely Used

2 - Occasionally

Used

3 - Frequently Used


1 - Important

2 - Essential

1. An interest in technology, its application and advancement.

2. Motivation to meet or exceed sales goals and

expected job duties.

3. Willingness to receive required and/or optional ongoing training.

4. Previous experience in a competitive sales

environment.

5. Positive, confident and enthusiastic attitude and demeanor.

6. Previous experience having to meet individual

targeted metrics/sales goals.

7. History of punctuality, in arriving to work and finishing projects on schedule.


Additional Information: Please use the space below to provide any additional comments

you may have about the position that was not covered in the questionnaire.

Thank you for your time and effort in completing this survey!

job analysis report - retail salesperson

Recruiting & HR

job of retail salesperson

job analysis project

retail salesperson position

final job description

general information

ksao statements

consumer electronics

ksaos statements