Youth Attitude Tracking Study. Fall 1982.
MARKET FACTS INC CHICAGO IL PUBLIC SECTOR RESEARCH CORP
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In 1982, YATS surveyed 5940 young men and 1200 young women. The 1982 YATS revealed the following significant findings 1 Increased positive propensity among certain population subgroups accounted for most of the overall increase in the 1982 composite measure. The changes were not uniform across different segments of the target market. 2 Positive propensity males exhibited greater differentiation in 1982 in their Service preferences. Youth were simultaneously positively inclined toward a smaller number of Services than in previous surveys. 3 Starting pay continued to be underestimated by target market youth. Informing them of actual starting pay did not have a net favorable effect of increasing aggregate propensity. 4 Unaided awareness of service advertising and total aided plus unaided awareness of advertising increased for the active duty services. 5 There were no statistically significant 1981-1982 changes in any of the active duty service enlistment propensities, or in the composite measure. Fewer than one in seven young women expressed positive propensities toward any of the four services in 1982. and 6 Awareness of the Services recruitment advertising increased among females.
- Personnel Management and Labor Relations