Accession Number:

ADA143116

Title:

Youth Attitude Tracking Study. Fall 1981.

Descriptive Note:

Technical rept.,

Corporate Author:

MARKET FACTS INC CHICAGO IL PUBLIC SECTOR RESEARCH CORP

Personal Author(s):

Report Date:

1982-04-01

Pagination or Media Count:

371.0

Abstract:

Beginning with the Fall 1980 survey, the sample size was doubled to include females. Subsequent surveys have been conducted annually and include cross-sectional samples of both sexes. In YATS 1981, 5201 males and 5213 females were surveyed. There was no significant change in overall positive propensity for either males or females. The percent of youth interviewed in 1981 who estimated the starting pay was smaller than in 1980 and the starting pay was severely underestimated. Messages stressing opportunities and teaching or learning a trade dominated both male and female recall of advertising content.

Subject Categories:

  • Psychology
  • Personnel Management and Labor Relations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE