Group 4 - PGDM D - Kashish Dabas

2021
ASSESMENT TOOL FOR A MARKETING

EXECUTIVE
Submitted To – Prof. Umesh Bamel
Submitted By – Group 4
1) Kashish Dabas 20PGDM210

2) Kavya Pradeep 20PGDM211
3) Pavan Kumar N 20PGDM220
4) Puneet Pachauri 20PGDM222
5) Divya Marwaha 20FPM01
6) Akansha Misra 20FPM02
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CHAPTER PLAN
• Chapter 1- Conceptual Framework & Objective
• Chapter 2 – Aptitude Test
• Chapter 3- The Big Five Model
• Chapter 4- Myers Briggs Model
• Chapter 5- Emotional Intelligence
• Chapter 6- Research Methodology
• Chapter 7- Data Analysis & Observations (The Big Five Model,

Myers Briggs Model, Emotional Intelligence)
• Chapter 8- Final Word
• Exhibits
• References
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Chapter One- Conceptual Framework & Objective
“We shall not disentangle the complexity of managerial work if we insist on viewing the
manager simply as a decision maker or simply as a motivator of subordinates.”
~ Henry Mintzberg
The definition of what a Manager does was first proposed by Henry Fayol in the year 1916
and since then it has dominated the vocabulary of Management. According to him, Managers
“Plan, Organize, Coordinate, and Control.” However, defining in real terms of what a
Manager actually does seems to be out of the scope of this definition. In fact, these four words
do not describe the actual work of managers at all; they describe certain vague objectives of
Managerial work. Therefore, it’s not only the knowledge of an employee or manager which
makes the difference but also the behavior and personality that aligns with the specific job
requirements Later in the early 1970s, Henry Mintzberg proposed a similar yet a bit more
diversified model to describe characteristics of Managerial Work. According to him,
“Managerial Work assumes a number of distinctive characteristics. The quantity of work is
great; the pace is unrelenting; there is great variety, fragmentation, & brevity in the work
activities; the manager must concentrate on issues that are current, specific and ad hoc, and
to do so, he finds that he must rely on verbal forms of communications”.
Therefore, in order to build the assessment tool for selecting employees for any job positions
it is imperative to understand job requirements and then determining a suitable candidate for
the job position.
The process needs to be bifurcated into stages to understand and get a holistic perspective of
the potential employee.
Therefore, at first, we identified the roles and responsibilities of a marketing executive in a
chemical industry. The following are the criteria’s / job description –
• To generate business by various marketing tools and networking.
• Take care of complete sales cycle start from inquiry to payment collection, followed by
repeat order, showcasing good negotiation skills.
• Achieve set sales targets, collection targets and business development targets.
• Involve aggressively in successful product trials followed by approvals from new customers.
• Collect & record relevant market data / information & competitor information.
• Should be enthusiastic to develop a new territory by introducing product portfolio to new
prospects.
• To be instrumental in product development, also new product for new application in close
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coordination with R&D.
• To be instrumental in timely resolution of any techno commercial issues of the clients.
• To be proactive with new business opportunities & carry out market research activities in
given new product / new application segment of business.
Therefore, we categorize the numerous other tasks performed by the managers other than
just “planning, organizing, coordinating and controlling”. This is primary done to highlight
the various qualities a manager / Executive should possess.
FIGURE 1.1- Mintzberg’s Division of Managerial roles
To develop an assessment tool for a marketing executive in a chemical we identified 5

major competencies –
• Basic Industry Knowledge
• Analytical and Presentation Skills
• Communication and Negotiation Skills
• Planning and Coordination Skills
• Customer Relationship Management Skills
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Chapter One- Building the Assessment Tool
Each of the managers are made to go through a four-tier process which testifies to their both
Aptitude and Emotional, Behavioral traits
The tests include: Aptitude Test, The Big Five Test, Myers Briggs Test, The Emotional
Intelligence Test
Therefore, the assessment tool proposed will understand each and every aspect of the
prospective candidate in order to select and recruit the most appropriate candidate for the
position so that he / she fits the job aptly.
The Big Five Emotional

Test Intelligence Test
•This will help to • This will highlight
identify the the personality type
knowledge and skill of the candiDate and
of the candidate as will help the
well as subject •This model will help company decide •This will help
expertise. the comapny whether he/ she is a identifying the
understand suitable candidate emotional
•This can be
conducted through
employees on the keeping in mind the qutionent of the
basis of 5 job requirements candidate because
an open ended
paramenter - EQ is as important
question - answer
session or through a •Openesss as IQ.
structured •Extraversion
questionnaire •Conscientiousness
•Agreeableness
•Neuroticism
Myers Briggs
Aptitude Test Test
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CHAPTER TWO - THE APTITUDE TEST
Aptitude Test is subject to test the educational background and knowledge of the potential
employee and thus should be focused towards subject knowledge and skills possessed by the
candidate. The aim of this test is to identify that whether the candidate provide the minimum
qualifications required to perform the job role.
The test is subjective and depends upon the manger interviewing the candidate. The manager
may ask variety of question upon his/ her own discretion.
Some examples of the type of questions which may be asked are mentioned below –
1) The Cost Of 17 Apples, 9 Oranges, 13 Bananas Is Rs 130, Whereas Cost Of 13 Oranges, 7
Apples And 10 Bananas Is Rs 100. Find the Cost Of 1 Apple, 1 Banana And 1 Orange Put
Together?
A. Rs 10
B. Rs 15
C. Rs 30
D. Rs 35
2) The difference between a two-digit number and the number obtained by interchanging the
digits is 36. What is the difference between the sum and the difference of the digits of the
number if the ratio between the digits of the number is 1 : 2 ?
A.4
B.8
C.16
D. None of these
3) Cube Has Colors Blue, Red, yellow Each on Two Opposite Sides. Cube Is Divided Into
"32 Small Cubes And 4 Large Cubes". Question: How Many Cubes (on 36 Cubes) Have Blue
At Least One Side. How Many Cubes Have Colors On Two Sides?
4) The It Giant Tirnop Has Recently Crossed A Head Count Of 150000 And Earnings Of $7
Billion. As One Of The Forerunners In The Technology Front, Tirnop Continues To Lead The
Way in Products And Services In India. At Tirnop, All Programmers Are Equal In Every
Respect. They Receive Identical Salaries Ans Also Write Code at the Same Rate. Suppose 12
Such Programmers Take 12 Minutes to Write 12 Lines of Code In Total. How Long Will It
Take 72 Programmers to Write 72 Lines of Code In Total?
A. 70 Minutes
B. 12 Minutes
C. 15 Minutes
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CHAPTER THREE- THE BIG FIVE MODEL
FIGURE 2.1-The Big Five Model Traits

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FIGURE 2.2- Ocean Framework

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FIGURE 2.3- OCEAN – High & Low Scorers

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CHAPTER FOUR- MYERS BRIGG’S TEST
Myers-Brigg’s theory is an adaptation of the theory of psychological types produced by Carl

Gustav Jung. It is based on 16 personality types, which Jung viewed as stereotypes. They act
as useful reference points to understand your unique personality. At the heart of Myers
Briggs theory are four preferences:
▪ People and things (Extraversion or "E"), or ideas and information (Introversion or "I").
▪ Facts and reality (Sensing or "S"), or possibilities and potential (Intuition or "N").
▪ Logic and truth (Thinking or "T"), or values and relationships (Feeling or "F").
▪ A lifestyle that is well-structured (Judgment or "J"), or one that goes with the flow
(Perception or "P").
FIGURE 3.1- Key Personality types

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16 PERSONALITY TYPES
FIGURE 3.2-Combinations of types

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CHAPTER FIVE- EMOTIONAL INTELLIGENCE
Emotional intelligence is the ability to manage your

own emotions and the emotions of others both
individually and in group. People with higher
emotional intelligence find it easier to maintan
interpersonal relationships and fit in groups. They are
also likely to manage stress effectively and are less
likely to suffer from depression. Emotional
Intelligence is a part of human psyche that one can
develop by learning and practicing new skills. There
is no correlation between EQ and IQ, in other words
academic aptitude (IQ) has no connection with how
people deal with their emotions (EQ). A person can
be smart but to
succeed as a good manager one needs to be emotionally intelligent.
FIGURE 4.1
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FIGURE 4.2
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CHAPTER SIX- USING THE ASSESSMENT TOOL
Interview processes was conducted with managers. Each of them was subjected to four level
questionnaire process.
The first round conducted was to understand the aptitude the person.
In the second round, potential employee was subjected to a situational and hypothetical test
and it was conducted to test how effectively the managers communicate with their subordinates
and superiors.
The third round was a three - tier process wherein the managers were exposed to three different
psychological tests in order to get a deeper understanding of their behavioral and personality
mannerisms (see Exhibit 1). We applied the assessment tool with four potential candidates to
test the tool made and to analyze the results. The analysis is in the next section.
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CHAPTER SEVEN- DATA ANALYSIS &OBSERVATIONS
THE BIG FIVE MODEL*
EXTRAVERSION
EXTRAVERSION
HIGH HIGH
MED MED
MOHIT RAJESH ANILA SAURABH
ANALYSIS- Extraversion refers to be sociable, excitable, assertive, expressive, warm,

energetic, seeks excitement. A person high on this parameter tends to be an extrovert. He /she
is assertive, gregarious and socially active. A person low on this factor tends to be an
introvert. He/she is reserved, timid and quiet. According to our analysis two of the potential
candidates interviewed exhibit a medium scale whereas 2 of them are high on extraversion
which indicates that they are highly interactive and like talking to people.
* See Exhibit 2
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AGREEABLENESS
AGREEABLENESS
HIGH HIGH HIGH
MED
ANALYSIS-Agreeableness refers to being altruistic, kind cooperative, trusting, showing

prosocial behaviors. A person who is high on this parameter is warm, cooperative and
respects other’s opinion. People who score low on agreeableness are cold, disagreeable and
antagonistic. Three of the candidates interviewed depict a high scale on agreeableness.
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CONSCIENTIOUSNESS
CONSCIENTIOUSNESS
HIGH HIGH HIGH
MED
ANALYSIS- Being conscientiousness refers to be goal directed, organized, detail conscious,

planned in their approach reliable self-disciplined and achievement-focused. A person high on
this parameter is responsible, dependable and persistent. Those who score low on this
dimension are easily distracted, disorganized and unreliable. Three potential employees out of
four stands high on this parameter.
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EMOTIONAL STABILITY
EMOTIONAL STABILITY
HIGH HIGH HIGH
MED
ANALYSIS-Emotional stability also referred to as Neuroticism when reversed. This

parameter taps a person’s ability to withstand stress. People with positive emotional stability
tend to be calm, self -confident and secure. Those with high negative scores tend to be
nervous, anxious, depressed and insecure.
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OPENNESS TO EXPERIENCE
OPENNESS TO EXPERIENCE
HIGH HIGH HIGH HIGH
ANALYSIS-Being open to ideas, curious, imaginative, creative, adventurous, embracing

change and even unconventional. Extremely open people are creative, curious and artistically
sensitive. Those at the other end of the category are conventional and find comfort in the
familiar.
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MYERS BRIGGS MODEL **
1. Mohit Chawla
ANALYSIS- A ESFJ personality type represents Extraversion, Sensing, Feeling and Judging.
This indicates they are typically described as outgoing and gregarious. They are interested in
concrete, immediate details rather than abstract or theoretical information. They tend to think
more about the personal impact of a decision rather than considering objective criteria. They
like to plan things out in advance. Planning helps people with this personality type feel more
in control of the world around them.
** See Exhibit 3
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2. Rajesh Marwaha
ANALYSIS- A ESTJ personality type represents Extraversion, Sensing, Thinking and

Judging. They are dedicated individuals, people with the Executive personality type take them
up when they are the right thing to do, and they will be finished so long as they remain the right
thing to do. A person with this personality type is strong willed, they are honest individuals
and trust facts far more than abstract ideas or opinions. They are loyal, patient and royal. When
Executives say they’ll do something, they keep their word, making them very responsible
members of their families, companies and communities. They are excellent organizers; people
with this personality type have no problem distributing tasks and responsibilities to others fairly
and objectively, making them excellent administrators.
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3. Anila Madan
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4. SAURABH JHA
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EMOTIONAL INTELLIGENCE TEST***
PERSONALITY TRAITS Mohit Rajesh Anila Saurabh

Chawla Marwaha Madan Jha
Self-Awareness Accurate Self High High Medium Medium

Assessment
Self Confidence High High High Low
Self- Self-Control Medium High Medium Medium
Management Adaptability High Medium Medium Low
Social Empathy Medium High Medium Medium
Awareness Service High High Medium High
Relationship Influence Medium High Medium Medium
Management Teamwork &
High High High Low
Collaboration
ANALYSIS-Self-Awareness- It is a parameter that helps one individual analyses situation

and know about their own strengths and weakness and it means behaving with humility. All
the candidates scored between a high and medium score which represents they could judge
their strengths easily.
Self-Management- refers to how people react on harsh situations, how quickly they take
decisions and how quickly they react. All the candidates scored between medium and high
except for one person. Candidates need to take a thoughtful decision because decisions
without analyzing situations and facts can have a long-term negative impact on the company.
Social awareness- This refers to understanding other person’s emotions and feelings. Giving
due consideration to what others feel is very important. All the Candidates scored in between
medium – high on this parameter.
Relationship management – How a person manages his or her equation with their peers and
colleagues is very important for a positive work environment. Maintaining a good
interpersonal relationship is important for an individual. Three out of the four candidates
interviewed scored high on this parameter.
*** See Exhibit 4

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CHAPTER EIGHT- FINAL WORD
To assess the competencies of a candidate it is extremely important to first understand the job
requirements for which he/ she is being hired for, after understanding the job profile the recruiter
needs to map the candidate’s skills and competencies to the job for which he /she is being hired for.
It is imperative to understand that not just the skills and competencies of the candidates but also the
personality traits of the employee are an equal important aspect. Appropriate training and learning
sessions during induction can still equip the hired employees with the necessary skills required to
perform the job but personality traits is extremely important as it provides base and motivation for
appropriate training. Therefore, for the assessment tool we included both soft skills as well as
aptitude skills.
Learnings from the project –
• Behavioral skills are equally important along with aptitude skills, it is important for a
candidate to be a right fit for the organization.
• It is important to devise the right assessment tool in alignment with job specification.
• Correct mix and balance of assessment of soft and hard skills testing should be done.
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EXHIBIT-1
RESPONDENT INTERVIEW QUESTIONNAIRE
Q1.A Situation question. (For analyzing communication skills of an effective manager)
You are working as a graduate trainee in an electronics company and are currently part of an
international project team looking at new routes to market. During a conference call you are
finding it difficult to understand what one of your colleagues is saying. She is a graduate trainee
like you and you have met her a few times during a couple of conferences you both attended
and you got on well. Her accent is very strong and she has a tendency to speak very quickly
when she is nervous. She is one of a number of people dialing in from outside of the UK. You
are in a meeting room with the project lead and a couple of other colleagues. You can see that
your colleagues are also finding it difficult to understand her. What would you do?
TASK:
Select the answer that you would be most likely to choose and the one you would be least
likely to choose.
1. When your colleague is no longer speaking, send her an instant message explaining that
she may benefit from slowing down a little as there are a few people who are finding it
difficult to understand her in the room where you are.
A.) MOST B.) LEAST
2. After the call acknowledge your concerns to the others in the room and suggest that
you all compare notes to make sure you have a shared understanding of what she was
actually saying.
A.) MOST B.) LEAST
3. Mention your concerns to the project lead after the call, offering to speak to your
colleague if the project lead would like you to, explaining that you have a working
relationship with her.
A.) Most B.) Least
4. Call your colleague afterwards to ask how she is finding the project and tactfully
mention that at times you found it difficult to understand what she was saying, politely
suggesting that just slowing down a little would help.
A.) Most B.) Least

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BEHAVIORAL TESTS FOR MANAGERS:
1. Big 5 model
2. Sixteen Personalities test/Myers Briggs personality test
3. Emotional Intelligence test

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EXHIBIT-2
THE BIG FIVE MODEL QUESTIONNAIRE

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EXHIBIT-3
MEYRS BRIGGS TEST QUESTIONNAIRE

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EXHIBIT -4
EMOTIONAL INTELLIGENCE TEST QUESTIONNAIRE

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EXHIBIT-5
RESPONSES
1) MOHIT CHAWLA
Q1. What motivates you to stay focused?
My single and foremost motivation every day I wake up in the morning is each day is a new
day with new beginning and opportunity to learn and contribute to the society.
HOW TO TACKLE BOSS: I try to remain as calm as possible as if I will be when talking to
any other office mate of mine. I have a very friendly attitude towards all of my office mates.
Q2.A Situation question. (For analyzing communication skills of an effective manager)
when she is nervous. She is one of a number of people dialling in from outside of the UK. You
TASK:
likely to choose.
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1. When your colleague is no longer speaking, send her an instant message explaining
that she may benefit from slowing down a little as there are a few people who are finding it
difficult to understand her in the room where you are.
A.) MOST B.) LEAST
actually saying.
A.) MOST B.) LEAST
A.) Most B.) Least
A.) Most B.) Least

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2) RAJESH MARWAHA
Q1. What motivates you to stay focussed?
The sheer passion for international marketing and desire to outperform the peers and be rated
as exceptional performer in the company keeps me motivated to each time give the best. Also
being head of the department the duties go beyond the normal expectations as I am always in
very close touch with the management.
Q2.A Situation question. (For analysing communication skills of an effective manager)
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TASK:
likely to choose.
that she may benefit from slowing down a little as there are a few people who are finding
it difficult to understand her in the room where you are.
A.) MOST B.) LEAST
actually saying.
A.) MOST B.) LEAST
A.) Most B.) Least
A.) Most B.) Least
QUES – How do tackle your boss?
Ans- I choose the time of discussion when my boss is calm and there are no disturbances
like incoming calls or visitors to the cabin. Then before starting any discussion I give him
an general overview about the market. Then I come to the specifics seeking his guidance.
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3) ANILA MADAN
- Everyday newness/learning and challenges keeps me focussed .
TASK:
likely to choose.
A.) MOST B.) LEAST
actually saying.
A.) MOST B.) LEAST

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A.) Most B.) Least
A.) Most B.) Least
QUES – How do you tackle your boss?
- Open, Honest and Straightforward communication using logic and facts.

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4) Saurabh Jha
Internally motivated, want to keep people happy and satisfied
finding it difficult to understand what one of your colleagues is saying. She is a graduate
trainee like you and you have met her a few times during a couple of conferences you both
attended and you got on well. Her accent is very strong and she has a tendency to speak very
quickly when she is nervous. She is one of a number of people dialling in from outside of the
UK. You are in a meeting room with the project lead and a couple of other colleagues. You can
see that your colleagues are also finding it difficult to understand her. What would you do?
TASK:
likely to choose.
A.) MOST B.) LEAST
actually saying.
A.) MOST B.) LEAST

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A.) Most B.) Least
A.) Most B.) Least
QUES – How do you tackle your boss?
ANS- I keep him updated with all the activities. I take his guidance and advice on all official
matters.
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REFERENCES
Mintzberg, Henry (October, 1971). Managerial Work-Analysis From Observation.

https://www.linkedin.com/company/barbeque-nation/?originalSubdomain=in
https://www.practiceaptitudetests.com/personality-test/
https://www.16personalities.com/estj-personality
https://positivepsychologyprogram.com/big-five-personality-theory/
http://inspirebusinesssolutions.com/blog/5-main-components-of-emotional-
intelligence
http://www.humanmetrics.com/personality/estj
https://www.onlinepersonalitytests.org/personality-test/esfj
https://www.myersbriggs.org/my-mbti-personality-type/mbti- basics/

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2021

ASSESMENT TOOL FOR A MARKETING

Submitted To – Prof. Umesh Bamel

1) Kashish Dabas 20PGDM210

• Chapter 1- Conceptual Framework & Objective

• Chapter 2 – Aptitude Test

• Chapter 3- The Big Five Model

• Chapter 4- Myers Briggs Model

• Chapter 5- Emotional Intelligence

• Chapter 6- Research Methodology

• Chapter 7- Data Analysis & Observations (The Big Five Model,

• Chapter 8- Final Word

Chapter One- Conceptual Framework & Objective

FIGURE 1.1- Mintzberg’s Division of Managerial roles

To develop an assessment tool for a marketing executive in a chemical we identified 5

Chapter One- Building the Assessment Tool

The Big Five Emotional

CHAPTER TWO - THE APTITUDE TEST

CHAPTER THREE- THE BIG FIVE MODEL

FIGURE 2.1-The Big Five Model Traits

FIGURE 2.2- Ocean Framework

FIGURE 2.3- OCEAN – High & Low Scorers

CHAPTER FOUR- MYERS BRIGG’S TEST

Myers-Brigg’s theory is an adaptation of the theory of psychological types produced by Carl

FIGURE 3.1- Key Personality types

FIGURE 3.2-Combinations of types

CHAPTER FIVE- EMOTIONAL INTELLIGENCE

Emotional intelligence is the ability to manage your

CHAPTER SIX- USING THE ASSESSMENT TOOL

CHAPTER SEVEN- DATA ANALYSIS &OBSERVATIONS

THE BIG FIVE MODEL*

MOHIT RAJESH ANILA SAURABH

ANALYSIS- Extraversion refers to be sociable, excitable, assertive, expressive, warm,

HIGH HIGH HIGH

MOHIT RAJESH ANILA SAURABH

ANALYSIS-Agreeableness refers to being altruistic, kind cooperative, trusting, showing

HIGH HIGH HIGH

MOHIT RAJESH ANILA SAURABH

ANALYSIS- Being conscientiousness refers to be goal directed, organized, detail conscious,

HIGH HIGH HIGH

MOHIT RAJESH ANILA SAURABH

ANALYSIS-Emotional stability also referred to as Neuroticism when reversed. This

HIGH HIGH HIGH HIGH

MOHIT RAJESH ANILA SAURABH

ANALYSIS-Being open to ideas, curious, imaginative, creative, adventurous, embracing

MYERS BRIGGS MODEL **

ANALYSIS- A ESTJ personality type represents Extraversion, Sensing, Thinking and

EMOTIONAL INTELLIGENCE TEST***

PERSONALITY TRAITS Mohit Rajesh Anila Saurabh

Self-Awareness Accurate Self High High Medium Medium

ANALYSIS-Self-Awareness- It is a parameter that helps one individual analyses situation

*** See Exhibit 4

CHAPTER EIGHT- FINAL WORD

Learnings from the project –

RESPONDENT INTERVIEW QUESTIONNAIRE

Q1.A Situation question. (For analyzing communication skills of an effective manager)

A.) MOST B.) LEAST

A.) MOST B.) LEAST

A.) Most B.) Least

A.) Most B.) Least

BEHAVIORAL TESTS FOR MANAGERS:

2. Sixteen Personalities test/Myers Briggs personality test