The development and evaluation of a discrepancy needs assessment model with implications for planning supplementary adult marketing education programs

Abstract

Statement of the Problem

The purpose of the study was to develop and evaluate a discrepancy needs assessment model that could be used to plan supplementary adult marketing and distributive education programs. Research questions addressed in the study were: (1) Is the discrepancy needs assessment model effective according to the evaluation criteria identified by Newstrom and Lillyquist; (2) Does a relationship exist between the salesperson's self assessment and the competence rating of his/her immediate supervisor; (3) Does a relationship exist between the salesperson's self assessment and the importance rating of his/her immediate supervisor; (4) Does a relationship exist between the salesperson's product line and the competence rating of his/her immediate supervisor; and (5) Does a relationship exist between the salesperson's product line and the salesperson's self assessment competence rating?

Research Procedures

Two populations were used in the study: (1) 260 full-time sales associates employed by Leggett department stores in the state of Virginia; and (2) the 30 supervisors of the 260 sales associates. A 17-item needs assessment instrument was developed, validated and reliability tested by the researcher. Statistical analysis included Spearman and Pearson correlations, ANOVA, post hoc testing, factor analysis and mean rankings.

Conclusions

It is concluded that there is very little relationship between sales associate and supervisor ratings of selling competence. Also, it is concluded that there is very little relationship between sales associate and supervisor ratings of importance of the selling activities. It is concluded that a relationship existed between supervisor ratings of sales associate competence and the product line sold by the sales associates. Finally, it is concluded that product line is not related to sales associate self assessment ratings of selling competence.

A training course outline was developed and reviewed by: MDE professionals involved with supplementary adult programs; store managers from Leggett department stores; and Leggett staff members that assisted with the data collection. Each group completed a survey form that reflected the evaluation criteria identified by Newstrom and Lillyquist. The course outline was given a positive review by each group.