THE RETAIL INTERNSHIP: EVALUATING GOALS AND OUTCOMES OF A COLLEGE-LEVEL EXPERIENTIAL EDUCATION PROGRAM (RETAIL TRAINING, FASHION MERCHANDISING)
Abstract
A three-phase impact evaluation of the Purdue retail internship program was conducted in order to determine the effectiveness and outcomes of the retail internship. In the first phase, the goals-based evaluation, data was collected through a survey of faculty, employers, and interns on goals important to a retail internship, rank of important goals, and satisfaction with the Purdue program in attaining important goals. The results of a Kruskal-Wallis analysis of variance on ranked data, and a chi-square test on goals ranked or not ranked in the top five goals indicated a significant difference in ranking on only one of 15 general goals. The three participant groups considered the Purdue retail internship program to be satisfactorily attaining general goals perceived as important. In the second phase, the performance evaluation, retail interns and two non-equivalent control groups (practicum students, classroom students), were given a pretest and posttest instrument containing 29 retail activities. Subjects rated their perceived skill in performing the activities at the beginning of the semester in which the internship occurred and again 14 weeks later in the conclusion of the internship. Analysis of variance with one repeated measure indicated that in comparison to a practicum experience the internship had a positive differential effect in eight of the 29 retail activities. The analysis also showed that regardless of the intensiveness of the experience, retail experience per se led to increased skills. No differences were found between the interns and the classroom control group. For the third phase, the outcome evaluation, students graduating from the retail management program who had experienced an internship and those who had experienced a practicum provided information on interviewing, placement and salary offers through a survey questionnaire. T-test of mean scores and chi-square analysis indicated that there was no difference in the placement rate or the initial salary offers of the two groups. Retail experience had an impact on the development of retail skills. However, the differential impact of the internship on perceived performance of retail activities and on job placement and salaries was minimal. Implications were noted for other similar retail internship programs.
Degree
Ph.D.
Subject Area
Business education
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