Accession Number:

ADA013670

Title:

Navy Recruitment Potential in Junior Colleges

Descriptive Note:

Final rept. Sep 74-Jul 75

Corporate Author:

HAY ASSOCIATES WASHINGTON DC

Report Date:

1975-07-01

Pagination or Media Count:

195.0

Abstract:

The major objective of this survey research project was to estimate the Navy recruitment potential of male, junior college students. The results of a national survey of 807 students suggest that a promising recruitment market exists for officer and enlisted recruiting, including both the active force and the Reserve. A second objective was to determine if the enlistment potential of male, junior college students varies in terms of common demographic characteristics such as age, education, race, family income, mental ability, etc. There were very few instances of demographic variables being related to enlisted potential or officer potential. A final objective was to determine the relative preference of male, junior college students with respect to alternative recruitment strategies. This involved the evaluation of preferred alternative modes of contact, e.g., the recruiter or the various advertising media. Survey findings document the importance of the recruiter, and suggest promising media and appeals which could be employed in recruitment advertising directed to this target market segment.

Subject Categories:

  • Humanities and History

Distribution Statement:

APPROVED FOR PUBLIC RELEASE