JOB ANALYSIS REPORT for the classification of Retail Salesperson December 2014 | Marcus Bost Jr.| West Chester University of Pennsylvania
Jul 15, 2015
0
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.......................................................................................
RETAIL SALESPERSON JOB ANALYSIS REPORT Page 2
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.
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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)
RETAIL SALESPERSON JOB ANALYSIS REPORT Page 4
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.)
RETAIL SALESPERSON JOB ANALYSIS REPORT Page 5
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.
RETAIL SALESPERSON JOB ANALYSIS REPORT Page 6
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
RETAIL SALESPERSON JOB ANALYSIS REPORT Page 7
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
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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
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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
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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
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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.
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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
RETAIL SALESPERSON JOB ANALYSIS REPORT Page 13
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
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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.
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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
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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
RETAIL SALESPERSON JOB ANALYSIS REPORT Page 17
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.
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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.
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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.
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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:
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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) _____________________________________________________________________
_____________________________________________________________________ _____________________________________________________________________
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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.
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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.
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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
Importance 0 - Unimportant
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.
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Description (Skills)
Frequency 0 - Not Used
1 - Rarely Used
2 - Occasionally
Used
3 - Frequently Used
Importance 0 - Unimportant
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)
Frequency 0 - Not Used
1 - Rarely Used
2 - Occasionally
Used
3 - Frequently Used
Importance 0 - Unimportant
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
RETAIL SALESPERSON JOB ANALYSIS REPORT Page 26
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)
Frequency 0 - Not Used
1 - Rarely Used
2 - Occasionally
Used
3 - Frequently Used
Importance 0 - Unimportant
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.
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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!