JOB

ANALYSIS
REPORT
for the classification of

Retail Salesperson

0
December 2014 | Marcus Bost Jr.| West Chester University of Pen
 liminary 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; , 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, z, 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 3

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.

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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

Average Average
Importance Frequency Combined
Item Rating Rating Average
Across Across (CR)
Tasks Raters (MI) Raters (MF)
1 Greet and assist customers (in-person,
over the phone) to determine their
3.0 2.0 5.0
questions, needs, and reasons for
their patronage.
2 Provide information about the store
3.0 1.3 4.3
and merchandise to customers.
3 Maintain a safe and clean store to ensure
a welcoming and organized environment 2.3 1.3 3.7
for customers.
4 Accept deliveries and restock
2.3 1.7 4.0
merchandise to ensure that
inventories
RETAIL SALESPERSON JOB ANALYSIS REPORT Page 5
 stay updated.

5 Count money and balance registers to

3.0 2.0 5.0
complete transactions and maintain
6 data.
Complete cash and credit payments at
point of sale in an accurate and 2.7 1.7 4.3
timely manner.
7 Maintain knowledge of the location of
store merchandise to accurately and
2.3 1.7 4.0
efficiently assist customers and
restock product.
8 Stay abreast of new products and
advances in technology relevant to 2.3 1.3 3.7
store services.
9 Answer customer questions and inquiries
using well-informed and specific
2.3 1.3 3.7
responses to increase consumer trust
and satisfaction.
10 Update planogra ms in order to
2.0 1.3 3.3
maximize sales.
11 Sell products to mult ip le customers. 2.0 1.0 3.0
12 Offer solutions to customer needs or
3.0 1.3 4.3
wants to maintain customer
13 satisfaction.
Process customer returns and
2.0 1.0 3.0
exchanges in accordance with store
14 policy.
Meet defined sales/metric goals to
1.3 1.7 3.0
achieve organizational objectives.
15 Use sales techniques to persuade
customers to purchase products, to 2.3 1.7 4.0
effectively upsell products and to
close more sales.
16 Build secure, lasting relationships with
customers by providing consistent and
2.7 1.0 3.7
thoughtful customer service based on
diverse backgrounds, values and interests.
17 Maintain knowledge of current sales
and promotions to increase effectiveness 2.0 1.7 3.7
at closing sales.
18 Maintain knowledge of
1.7 1.3 3.0
store/company policies and
19 regulations.
Work in collaboratio n with peers and
supervisors to accomplish sales goals
2.0 1.3 3.3
or solve customer issues to improve
store performance.

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RETAIL SALESPERSON JOB ANALYSIS REPORT Page 8
20 Effectively deal with customer
complaints 2.0 1.7 3.7
to maintain customer satisfaction
and identify organizational issues.
Knowledge
1 Knowledge of sales techniques and
tactics (referrals, offering options, 2.3 1.3 3.7
upselling) to show, promote and move
2 products.
Knowledge of proper spelling, grammar,
punctuatio n and overall structure for 1.7 1.3 3.0
the English langua ge.
3 Knowledge of basic arithmetic and
applicatio n of math relating to store 2.0 1.0 3.0
processes such as addition, subtractio
n, mult ip licat io n and divis io n.
4 Knowledge of the uses of store
technology such as computers to process
2.3 1.7 4.0
customer transactions, check
inventory, and research product
5 information.of typical consumer use of
Knowledge
computers, cell phones, accessories and 2.3 1.7 4.0
other devices.
6 Knowledge of standards of quality
2.0 1.7 3.7
relating to customer and personal
7 service.
Knowledge of marketing strategies and
tactics, includ ing product demonstratio 2.0 1.3 3.3
n and customer engageme nt.
8 Knowledge of inventory tracking,
updating, and other 2.3 1.7 4.0
inventory management
Skills procedures.
1 Persuade others to mainta in or
2.0 1.3 3.3
change their minds or behavior.
2 Effective ly express ideas and informatio
2.0 1.0 3.0
n in written and verbal form.
3 Actively listen and facilitate
2.3 1.3 3.7
conversations in a professional manner.
4 Identify strengths and weaknesses of
alternative conclusio ns or approaches 2.3 0.7 3.0
to
5 customer product
Tying issues. knowledge to
practical, relatable experiences or 1.7 1.0 2.7
situatio ns for customers.
6 Being aware of and understand ing
1.7 0.7 2.3
the behaviors and reactions of others.

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RETAIL SALESPERSON JOB ANALYSIS REPORT Page
10
7 Maintain professional attitude and
standards of service when dealing 2.3 1.3 3.7
with challenging situations.
8 Quickly adapt to changing
information within expected 3.0 1.7 4.7
knowledge or content areas.
9 Efficiently organize daily, weekly
and monthly responsibilities in order 2.3 1.3 3.7
of
10 priority.behaviors or communicatio n
Adjust
styles to suit customer needs and 1.7 0.3 2.0
shopping types.
11 Creatively find ways to engage and
2.7 1.3 4.0
solve costumer and store issues.
12 Make decisions based upon identifying
the problem, gathering information,
3.0 1.7 4.7
determining best solution and
evaluating the outcome.
Abilities
1 Ability to make logical decisions
and recommendations to specific, 2.7 1.7 4.3
detailed
2 problems.
Ability to comprehend oral and
3.0 1.3 4.3
written information.
3 Ability to coherently express information
2.3 1.3 3.7
and ideas in both oral and written form.
4 Ability to stand on feet most of the work
3.0 2.0 5.0
day.
5 Ability to kneel down, bend over or
2.7 1.0 3.7
reach up to grab products.
6 Ability to work under stressful
2.3 1.3 3.7
or pressured situations.
7 Ability to tell when something is wrong
2.3 1.3 3.7
or is likely to go wrong.
8 Ability to receive and apply feedback
2.0 1.3 3.3
or positive criticism.
9 Ability to effectively work with peers and
supervisors on various tasks on a 2.3 1.3 3.7
daily basis
10 Ability to quickly learn or deduce
1.0 0.3 1.3
details and pertinent informatio n about
others.
Other Characteristics
1 An interest in technology, its
2.7 1.0 3.7
application and advancement.

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2 Motivation to meet or exceed sales
2.3 1.3 3.7
goals and expected job duties.
3 Willingness to receive required and/or
2.7 1.7 4.3
optional ongoing training.
4 Previous experience in a competitive
2.0 0.7 2.7
sales environme nt.
5 Positive, confident and enthusiastic
2.7 1.3 4.0
attitude and demeanor.
6 Previous experience having to meet
2.0 1.0 3.0
individual targeted metrics/sales
7 goals.
History of punctuality, in arriving to
2.7 1.3 4.0
work and finishing projects on schedule.

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
Tasks with a
KSAO Statements relationship to
this KSAO
1 Knowledge of sales techniques and tactics (referrals,
offering options, upselling) to show, promote and move 11
2 products.
Knowledge of the uses of store technology such as computers
to process customer transactions, check inventory, and 2, 6
research product information.
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
14
dealing with challenging situations.
8 Quickly adapt to changing information within expected
8, 13
knowledge or content areas.
9 Efficiently organize daily, weekly and monthly responsibilities
in order of priority.
10 Creatively find ways to engage and solve costumer and store
10, 14
issues.
11 Make decisions based upon identifying the problem,
gathering information, determining best solution and 10, 14
evaluating the outcome.
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
2, 9, 10
and written form.
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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RETAIL SALESPERSON JOB ANALYSIS REPORT Page 12
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.
RETAIL SALESPERSON JOB ANALYSIS REPORT Page 13
 Creatively

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 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 ( )

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.

RETAIL SALESPERSON JOB ANALYSIS REPORT Page 14

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 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
RETAIL SALESPERSON JOB ANALYSIS REPORT Page 17
 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?

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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?

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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 mb816541@wcupa.edu.

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

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 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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Instructio ns:

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
Frequency Importance
0 - Not 0 - Unimportant
Performed 1 - Important
1 – Rarely 2 - Essential
Description (Tasks) Performed
2 - Occasionally
Performed
3 - Frequently
Performed
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.

Frequency Importance
0 - Not Used 0 - Unimportant
1 - Rarely Used 1 - Important
Description (Knowledge)
2 - Occasionally 2 - Essential
Used
3 - Frequently Used
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,ofmultiplication
4. Knowledge andtechnology
the uses of store division. 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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RETAIL SALESPERSON JOB ANALYSIS REPORT Page 25
 Frequency Importance
0 - Not Used 0 - Unimportant
1 - Rarely Used 1 - Important
Description (Skills)
2 - Occasionally 2 - Essential
Used
3 - Frequently Used
1. Persuade others to maintain or change their minds
or
behavior. express ideas and information in
2. Effectively
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.product knowledge to practical, relatable
5. Tying
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.

Frequency Importance
0 - Not Used 0 - Unimportant
1 - Rarely Used 1 - Important
Description (Abilities)
2 - Occasionally 2 - Essential
Used
3 - Frequently Used
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

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 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.

Frequency Importance
0 - Not Used 0 - Unimportant
1 - Rarely Used 1 - Important
Description (Other Characteristics)
2 - Occasionally 2 - Essential
Used
3 - Frequently Used
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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  Additiona l Informatio n: 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!

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