Abstract:
The purpose of this research was to analyze the needs of Buriram United
Megastore personnel for English communicative innovation in Muang district, Buriram
province. 18 personnel of Buriram United Megastore were purposively selected as a
sample group. A questionnaire and focus group discussion form were utilized in data
collection. The statistics used in data analysis were percentage, mean, Standard
Deviation, and content analysis. The results showed that among the four skills, the
questionnaire respondents viewed that English is necessary for personnel at the
highest level (4.72). Speaking skills (4.72) and listening skills (4.66) were needed the
most. Both English for Specific Purposes vocabulary and conversations regarding
selling and offering services are necessary for the personnel at the highest level (4.55).
The innovation they needed was in the form of booklets (4.72) and video clips (4.61).
They needed 15 topics to be included in the English communicative innovation. The
results of this research can be used for developing an innovation for organizing a
training course for Buriram United Megastore personnel and personnel in shops with
the similar nature as Buriram United Megastore.
