ANALYSIS OF THE WORKER 73 
the criterion. These points should be emphasized in the 
later selection and construction of examinations. 
As a matter of caution it should be borne in mind that 
the ratings, as well as the original analysis, are open to 
errors of judgment. If, however, the investigator has good 
cooperation and the raters are carefully trained in the use 
of the scale, the results will be suggestive. In addition, it 
may later be found that the scale is reliable and valid enough 
to warrant its use by interviewers of applicants for the job. 
Cook and Manson (36) carried through an analysis of 
abilities necessary in effective retail selling, which serves 
well to illustrate the value of sound procedure. The first 
step was to obtain, by carefully planned interviews with 
customers, the data for constructing a list of traits important 
for retail salespeople. Some questions were framed to bring 
out desirable traits, others undesirable ones. The answers, 
recorded verbatim, were later translated into trait terms. 
The traits most often mentioned, in order of frequency, were: 
Interest in customer; merchandise information; display of 
merchandise; interest in work; courtesy; alertness: appear- 
ance; and ability to size up customer. For 5 of these traits, 
graphic rating scales were constructed. A scale for rating 
the “total sale” furnished the criterion against which could 
be checked the several ratings of the salespeople. After 
training in the use of these scales, 8 professional shoppers 
rated 75 sales episodes, and 7 representative customers rated 
another 75 sales situations. The regression equation was 
then used to determine the proper weight of each of the 5 
traits. It was found that the 2 qualities weighted heaviest 
by the professional shoppers are alertness (speed with which 
the sale progresses) and interest in customer; but the order 
of importance as determined by the representative custom- 
ers was: (1) Interest in the customer, (2) display of mer- 
chandise, (3) alertness, (4) merchandise information, (5) 
courtesy. The customer does not want to be hurried. 
Courtesy, apart from its expression through interest and the 
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