Measurement of High School Students' Attitudes Toward Recruiting Incentives

摘要

A two-phased survey using the MAGNES technique was conducted to measure the attitudes of American youth with respect to an array of possible US Army recruiting incentives. The primary focus of the survey was on Phase II, the attitudes of high school seniors and juniors. Phase I, a preliminary exercise, concentrated on individuals who had recently enlisted but had yet to enter the service, referred to as 'contracts'; and those who were being contacted by recruiters as a matter of routine, a group referred to as 'contracts'. Respondents were selected by the 'cluster' approach in sampling using distributed recruiting stations (by recruiting districts) and high schools (by Census Divisions). Respondents with the highest mental aptitude consistently weighted post-high school, post-service financial education assistance as the most desirable incentive. Those with lower mental aptitudes appeared to be more influenced by the size of the enlistment bonuses. All respondents including those with the highest mental aptitudes displayed considerable interest in items related to personal economic security. Work experience in a job skill that would be useful in civilian life also was rated relatively high by all mental categories. A comparison of results between Phases I and II disclosed considerable agreement; however, the former appeared to be biased by the greater number of lower mental aptitude respondents.