Youth Attitude Tracking Study II, Wave 15 - Fall 1984.
Abstract
This report documents part of the Joint Market Research Program sponsored by the Office of the Assistant Secretary of Defense (Force Management and Personnel). The Youth Attitude Tracking Study II (YATS II) is a key component of the Joint Market Research Program which contributes to policy formation and the development of recruiting marketing strategies. The Military Services provide comments and guidance through the Joint Market Analysis and Research Committee (JMARC). YATS II provides annual data about the propensity of young men and women to enlist in the active military and in the Reserve Component. It also measures awareness of military advertising, contact with recruiters, and knowledge of the financial incentives for enlisting. The current report consists of 10 chapters describing the methodology for and results of the 1984 YATS II survey. Chapters 1-3 discuss the background and methodology for the study. Chapters 4-7 present descriptive results for the three market groups--young males, older males, and females. Enlistment propensity provides the organizing theme for these analyses and presentation of results. Chapters 8-9 present a segmentation analysis in which Recruiting Priority Groups (RPGs) are defined and examined for young males and females. Chapter 10 presents multivariate analyses having implications for ways to target the market. The remaining sections of this summary highlight the methodology of the study and the key results.
Document Details
- Document Type
- Technical Report
- Publication Date
- Apr 01, 1985
- Accession Number
- ADA161857
Entities
People
- Frederick W. Immerman
- George H. Dunteman
- L. L. Guess
- Mary E. Mccalla
- Robert M. Bray
Organizations
- RTI International