Page 368 - Foundations of Learning, 4th Edition (Revised)

Examples of Criteria, Attributes, and Scales

Consider a situation where the performance of a salesperson is being assessed. Initially, a larger criteria
list, with six criteria, is generated (refer to Table 13.2). Each criterion has attributes associated with it. The
attributes are measured using scales. In this example, three sample qualitative scale values are presented
to represent different levels of performance (above average, average, and below average). The numerical
values for the scales are fictional and are provided simply for example purposes.

From this large list, the assessor must narrow the focus (in agreement with the salesperson) to come up
with a smaller “criteria list.” Normally attributes and scales are determined only for those criteria chosen
for the final criteria list.

Table 13.2

Scale

Criterion Attribute Above Below
Average Average
Average

Number of hours worked per week 50 40 35

Diligence Number of phone contacts made for appointments per week 30 15 8

Number of sales presentations made per week 10 5 2

Number of sales made per week 52 1

Productivity Amount of revenue per week $50k $20k $10k

Ratio of sales presentations to sales made 2 to 1 3 to 1 5 to 1

Number of sales seminars attended per year 42 1

Self-growth Quality of time management Above Average Average Below Average

Honesty and ethics Above Average Average Below Average

Appearance Neatness and cleanliness Above Average Average Below Average
Business attire, clothing Above Average Average Below Average

Quality of a sales presentation Above Average Average Below Average
Above Average Average Below Average
Knowledge Knowledge of products Above Average Average Below Average
base

Knowledge of market and competitor’s products

Follow Quality of the follow-up service after the sale Above Average Average Below Average
through Repeat business, % of customers who buy again
75% 50% 25%

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