ad-a143 r study of the maret potential for recruiting … · to authority, have more tolerance for...

AD-A143 3?? R STUDY OF THE MARET POTENTIAL FOR RECRUITINGNON-PRIOR SERVICE FEMALES F..(U) GREY ADVERTISING INC 3NEW YORK J T HEISLER NAY S0 *?831-6IDIC

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A STUDY OF THE MARKET POTENTIAL FOR RECRUITINGNON-PRIOR SERVICE FEMALES FOR MILITARY SERVICE

VOLUME I

Prepared For:

THE UNITED STATES DEPARTMENT OF DEFENSE

THE GREY MARKETING AND RESEARCH DEPARTMENTJOB #07831-601BK May, 1980 HE/LL/GS/LD/KW

)

CLEARED InZiu OF THIS MATERIAL DOES NOT IMPLYMROp PUBUAO DARTMENT OF DEz.mEs INDORSMP= OF

lit!V)L ACCURACY OR. O~FIXIOX, 4JUL Z 11980 o

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DEPTMENT OF WEISSE,

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07831-601BK DMDC/MRB/TR-79/ 1 - SUPP

8h"AWCf P I6)RGANIZATION 6b OFFICE SYMBOL 7a. NAME OF MONITORING ORGANIZATION

& Research Dept. (if applicable) Defense Manpower Data Center (DMDC) 0

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777 Third Avenue 1600 Wilson Blvd., Suite 400New York, New York 10017 Arlington, Virginia 22209

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Pentagon, 28269 PROGRAM PROJECT ITASKWOKUINO. ACCESSION NO

Washington, D.C. 20301 ELEMENT NO NOI

1I. TITLE (Include Security Classification)

A study of the Market for Recruiting Non-prior Service Females for Military Service

12 PERSONAL AUTHOR(S)Principal Investigaatr Dr. James T. Hais or

13a TYPE OF REPORT 13b TIVC COVr-R:D 14 DATE OF REPORT (Year, Month. Day) 1S PAGE COUNTTechnical ReTorOt May 1980

16 SUPPLEMENTARY NOTATION

17" COSATI CODES !8 SI ;IFCT TF P.MS (Continue on reverse if necessary and identify by block nunber)FIELD I GROUP_ SUB-GROUP Military/Manpower/Active Force/Recruiting/Market/

05 1 09 Research/Non-prior service and Prior service/Male

19 ABSTRACT (Continue on reverse if necessjrv and identity hy bi'ck nuimber)

This is a supplement to the 1979 Youth Attitude Tracking Study.

i

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Unclassified

TABLE OF CONTENTS

PAGE NO.

EXECUTIVE SUMMARY ...... ..................... .i...

PREFACE ..... ... ... ........................... xi

I. INTRODUCTION 1

A. Background ......... ....................... 1

B. Purpose ..... ... .. ........................ 2

C. Research Objectives ..... .. .................. 2

II. METHODOLOGY 4

A. The Sample ......... ....................... 4

B. Interviewing Procedures ..... .. ................ 5

C. Questionnaire Design ....... ................. 5

III. FINDINGS 6

A. Number of Women Eligible For NPS Enlisted Service . . 6

B, Definition of Positive Propensity Group ... ........ 6

C. Current Positive Propensity Group .......... 10

1. Size of Current Positive Propensity Group . . , 10

2. Propensity To Enlist In Specific MilitaryBranches. . . . . . . . ... ........ . 12

3. Profile Of Current Positive Propensity Group. , 13

TABLE OF CONTENTS (CONT'D)

PAGE NO.

D. Changes in Propensity Under Different ConditionsAnd Analyses Of Shift Groups. .. . ... .... ..... 50

1. Propensity to Enlist After Being Made AwareOf Jobs Available. .. .. .. .... .... .... 50

a) Size of New Positive Propensity Group . . . 51

b) Profile of New Positive PropensityGroup. .. .... . .. .... ....... 54

c) Shift Analysis - Shift to Positive vs.Original Positive Group .. .. ... ..... 64

2. Propensity to Enlist After Being Made Aware Of

Possible Future Combat Involvement. .. ...... 76

a) Size of Third Positive Propensity Group . 76

b) Profile of Third Positive PropensityGroup.... . .. . . . . . . 77

c) Shift Analysis - Shift to Non-Propensityvs. Stay Positive Group.. .. ..... . . 86

3. Women Who Have Positive Propensity Under AllConditions - Core Group. .. .. .. . ... . . 92

a) Size of Group. .. .... .... ..... 92

b) Profile of Group. .. .. .. ...... . 93

E. Propensity By Region Under Different Conditions .. .. ... 104

F. Young Women's Job Interests. .. .. ... ... . .... 106

1. Clissification of Jobs By Military .. .. ..... 106

52. Development of Women's Job Interest Clusters . 106

I- TABLE OF CONTENTS (CONT'D)

I PAGE NO.

3. How Clusters Compare To Military Classifi-cations. .. .. . ... .. .. ... .. ... 107

14. Jobs In Which Women Are Most Interested . . . .109

5. Opportunity For Increasing Interest In Non-Traditional Jobs .. .. .. . .. .. ... ... 112

6. Segmentation Based On Job Interests. .. .. .. 113

a) Development Of The Segments .. .. ..... 113

b) Four Segments Of Women .. .. .. .. ... 118

1. Segment A - Clerically Oriented/Office Women .. .. .. .. ......120

2. Segment B - Medically InclinedWomen .. .. .. . .. .. ... ... 129

3. Segment C - Glamour Seeking Women. . 137

I4. Segment D - Independent/Technically

Oriented Women. .. .. .... ... 1467

G. Women vs. Men. .. .. .. .. .. ... .. .. ......159

1. Propensity to Enlist. .. .. .. .. .. .... 159

2. Comparison On Additional Measures .. .. ..... 164

IEXECUTIVE SUMMARY

This summnarizes the findings of A Study of the Market Potential For RecruitingNon-Prior Service Females For Military Service conducted for the Department ofDefense in the Fall of _1979. It consists of three sections: A) OBJECTIVES,B) CONCLUSIONS, and C) IMPLICATIONS. In the conclusions section, page referen-ces are shown in parentheses to enable the reader to locate the pertinent de-tailed findings.

A. OBJECTIVES

Women's Eligibility and Propensity toEnlist in the Military

*How many women 16 to 25 years old are eligible for Non-Prior Service(NPS) enlisted military service?

*What proportion of NPS eligible women, based on current perceptlonsof the military, have a positive propensity to enlist in the militaryand how do they differ from non-propensity women?

*What proportion of NPS women have a positive propensity to enlistin the military under each of two other conditions:

~ - after being made aware of service jobs available to women.

-after also being made aware of possible exposure to combat.

.How do women who have a positive propensity to enlist under eachof these conditions compare?

*Does enlistment propensity differ by census region?

Women's Job Interests

*How does the way women classify jobs compare with the military'sclassification of jobs, e.g., traditional and non-traditional Jobclusters?

How interested are women in specific job types?

Are there different segments of women with different sets of jobinterests, and, if so, what are these segments like?

Women vs. Men

How do women and men eligible for NPS enlisted service compare in termsof positive propensity to enlist in the military and other enlistmentrelated attitudes?

B. CONCLUSIONS

1. Number of Women Eligible For NPS Enlisted Service

Approximately three-fourths of all U.S. women aged 16 - 25 -- 15,314,000 - .

women -- meet eligibility requirements for NPS enlisted military service.

(p.9

2. Propensity to Enlist Based Upon Current Perception of the Military

Opportunity exists to capitalize on the potential represented bywomen with positive enlistment propensity based on current perceptionof the military. Eleven percent of NPS eligible women have a positivepropensity to enlist (including 3% -- 440,000 women* -- who have highpositive propensity and 8% who have moderate positive propensity).

(P. 11)

Strategies employed in recruitment activities designed to attractDositive propensity women should be based on an understanding of their:

Demographics: Positive propensity women are more likely than non-propensity women to be: young (16/17), not employed full-time,unmarried, still in high school, a minority group member, from lowersocio-economic status households.

Personality/Lifestyle Profiles: While both positive propensity andnon-propensity women enjoy challenge and like a job which keeps themon the move, positive propensity women are more likely to: prefer anexciting/adventurous life, enjoy physical activities, be less resistantto authority, have more tolerance for getting dirty and have an out-door orientation.

(p. 25)

Job Interests: While both positive propensity and non-propensity womenexpress interest in a number of jobs currently available to women in themilitary,the level of interest in most types of service jobs is sig-nificantly higher for the positive propensity group, However, interestin blue collar/physical labor jobs is low among both groups of women.

(P. 32)

*As per discussions with Department of Defense personnel and consultants,

projections are wade only for women with hih positive propensity.

-iii- _

Perceived Employment Opportuni ties: Both positive propensity and non-propensity women feel it is difficult to get a full-time job in thecivilian sector.

(p.28)

Incentives: Motivating benefits of importance to a large proportionof bth pops i Li ve l)ropenf.; i Ly and non-propen. i Ly women include:providing men and women equal pay and opportunities, getting the jobyou want, developing your potential, being taught a valuable trade orskill, good income, job security, retirement income. Importantly,neither positive propensity women nor non-propensitv women feel that -

most of the job benefits they desire are more attainable in a civilianjob than in the military.

(pp. 37, 44)

Barriers to Enlistment: Positive propensity women express considerablyless concern than non-propensity women with most problems associatedwith military enlistment. However, they do express moderate concernabout: the need for a long term commitment, not knowing enough aboutmilitary life, the lack of privacy, not being able to choose the jobone wants, the amount of pay. The attitudes of parents also do not appearto be a barrier to enlistment among these women, who express less concernthan non-propensity women with the possibility of parental disapproval.

(p. 39)

3. Opportunity to Expand Positive Propensity Pool

There is considerable potential to attract young women who do not currantlyexpress interest in joining the military.

a. Propensity to Enlist After Being Made Aware of Jobs Available to Women inthe Military

Making women aware of the specific types of jobs available in the militaryhas the net effect of nearly doubling the proportion of women withpositive propensity -- from 11% to 20%. The sub-group with high positivepropensity increases from 3% to 6%.

(pp. 52, 53)

Demographic, Personality/Lifestyle and Attitudinal Profile

A comparison of the positive propensity group after respondentsare made aware of available jobs (20%) to the original positivepropensity group (11%) showed few differences between them. Furtheranalysis compared those women who, when made aware of jobs,shifted topositive propensity (12%')* to women in the original positivepropensity group (11%). The shift group women desire similarjob benefits as women in the original group but they are morelikely than original positive propensity women to view the followingas problems: making a long term commitment, the need to move awayfrom home, parental disapproval and lack of personal privacy.

(pp. 55, 77, 73)

*Twelve percent of women shifted from non-propensity to positive propensity

following increased job awareness. Eight percent of the original group stayedpositive and three percent shifted to non-propensity.

S

- iv-

b. Propensity to Enlist Wheni Also Made Aware of Possible Exposure To

Combat

The potential opportunity for the military to expand the pool of womenthrough increased awareness of jobs available continues even if reg-ulations are changed to include possible combat exposure. When madeaware of possible combat involvement, positive propensity declined from20% (when aware of jobs available) to 15%. While certain kinds ofwomen are likely to drop out under conditions which would permit ex-posure to combat, the group who would remain is still larger than theoriginal positive propensity group (11.%).

(p. 79)


A comparison of the positive propensity group when respondentsare made aware of possible exposure to combat (15%) to both theoriginal positive propensity group (11%0) and the positive pro-pensity group when aware of jobs (20%) revealed relatively fewdifferences among them.

When women who shifted to non-propensity when made aware ofpotential combat exposure are compared to women who continuedto have positive propensity, several differences are revealed.Among other things, women who shift to non-propensity, are

j older, more likely to have family commitments, more concernedabout making a long term commitment, and less likely to enjoyexcitement and danger.

(pp. 80, 87, 90, 91)

C. Women Who Have Positive Propensity To Enlist Under All Conditions-

Core Group

There exists a group of wdomen (6%~) who have a positive propensity toenlist in the military under all conditions: current perception, aware-

p ness of jobs, combat exposure. Their interest in joining the militaryas well as their demogra:)hic,lifestyle and attitudinal profile suggeststhat they are likely to be especially responsive to recruiting effortsby the armed forces.

(p. 92)


Women in this group tend to be younger than NPS eligible womenin general and to have fewer commitments. Additionally, a

L larger proportion of core group women than NPS eligible womeniL are from minority backgrounds. They are more likely than NPSeligible women to: enjoy excitement and danger, prefer physical

-v-

and outdoor work, be mechanically inclined and importantly,not be resistant to authority. They are less concerned thanothers about: having a job where you can stay with family,having to make a long-term commitment, moving away from homeand the possibility of parental disapproval. Fewer of thesewomen feel that civilian jobs are more likely than military

jobs to provide the key job benefits they desire.

(pp. 94,.95, 97, 102, 103)

d. Incentives/Barriers to Enlistment Among Non-Propensity Women

In order to increase the number and quality of women in the positivepropensity pool even beyond the extent to which increased job aware-ness can do so,communications and recruitment activities can be usedto highlight the benefits offered by the military which these womendesire and to neutralize the barriers to enlistment amonq these women.Key benefits for non-propensity women include: equal pay and oppor-tunities, developing your potential, getting the job you want, joosecurity. Key barriers are: the length of the commitment required,the need to move away from home, the lack of personal privacy, theinability to choose the job you want, the possibility of being in-jured. The negative influence of parents among non-propensity womenalso needs to be addressed,

4. Positive Propensity by Region Under Different Conditions

There is relatively little geographic variation in the level of posi-tive propensity to enlist. In fact, none of the 9 census regions ofthe country show a significant difference from national positive pro-pensity levels under the three conditions evaluated: current perception,awareness of jobs, possibility of combat exposure.

(p.10 5 )

5. Job Interests

a. Classification of Military Jobs

Some differences exist in the way women classify jobs compared tothe way the military has classified them. Examination of women'sinterest in 24 jobs found that women's interests formed eight jobclusters: clerical, creative' medical, librarian, chef/cook, tech-nical, land surveyor, and blue collar/physical labor jobs. Whilemost jobs viewed as non-traditional by the military are categorizedby women into a single cluster of blue collar jobs, there areseveral jobs categorized as non-traditional by one or more serviceswhich women classify with traditional jobs.

(p. 107)

-vi-

b, Level of Interest in Various Job Types

Among women eligible for NPS enlisted service, interest is most ex-tensive in clerical jobs, "creative" jobs and medically related jobs(between 17% and 35% are "extremely/very" interested). Interestin other kinds of jobs, including most non-traditional jobs, is con-siderably lower and it is especially low for blue collar/physicallabor jobs (7% or less are "extremely/very" interested).

(p.110)

c, Attitude Segmentation Based on Job Interests

There are 4 distinct segments of women, each having different setsof job interests, information about which the military can use inrecruiting marketing and advertising. Key characterisitics of thesesegments are highlighted below.*

(P.113)

Segment A: Clerically Oriented/Office Women

They account for 31% of NPS eligible women and 35% of theoriginal positive propensity group. These women are moreinterested than other women in traditional women's clericaljobs, in working indoors, and they are more likely to havehad commercial/business training in high school. Theirsocio-economic level is lower than that of other NPS eligihlpwomen.

(p. 120)

Segment B: Medically Inclined Women

They account for 18% of NPS eligible women and 28% of theoriginal positive propensity group. These women are moreinterested than other women in medically related jobs tra-ditionally held by women. They are also more likely-thanother women to have taken college preparatory courses andto have attended college.

(p. 129)

Segment C: Glamour Seeking Women

They account for 17', of NPS eligible women and 17% of theoriginal positive propensity group. They are more interestedthan other women in so-called glamorous jobs (e.g., photo-

*Approximately 25% of women in this sample were excluded from the segmentationanalysis for technical reasons. Thoy )c-- ' un for 7% of the positive propen-sity group. (Spe Technical Appendix for full discussion).

graphers). They tend to be outdoor oriented and show moreconcern than other women with being able to choose the typeof work they want. They are more likely than others to comefrom higher socio-economic level households.

(p. 137)

Segment D: Independent/Technically Oriented Women

They account for 9% of NPS eligible women and 13% of theoriginal positive propensity group. These women are more in-terested than others in jobs that sound technical to them(e.g., computer technician, draftsman). Their high schoolgrades are better than those for other women and they are morelikely to come from households where the head had at leastsome higher education. They are less concerned than othersabout having to move away from home

(p. 146)

6. Propensity to Enlist Among lomen vs. Men

Women currently have less interest in joining the military than do men,A question similar to that used in the Fall, 1979 Youth Attitude TrackingStudy revealed that positive propensity to enlist is-significantly lowerfor women (8%) than for men (22%).

(p. 162)

While positive propensity women place greater emphasis than positive pro-pensity men on such job benefits as getting the job you want, developingyour potential and learning a valuable trade, both groups are equallydesirous of other job benefits (e.g., job security, good income). In ad-dition, both positive and non-propensity women are significantly lesslikely than their male counterparts to feel that many of the job attributesthey desire are more attainable in civilian jobs.

(pp. 172, 175)

-

-viii-

C. IMPLICATIONS

1. Relative to current goals for NPS female enlisted accessions, there issubstantial opportunity for the military to more fully capitalize onthe potential represented by women with positive enlistment propensityas suggested in the conclusions section of this summary.

*Under current conditions, 3% of all NPS eligible women -

440 ,000 women.-- express high positive enlistment propen-s i ty.

*Based on a measure similar to that used in the Fall, 1979Youth Attitude Tracking Study, positive propensity to en-listment among women was about a third of that for men (8%for women vs. 22% for men).

However, in the fiscal year 1979, accession among womenwas about a sixth of that for men (42,050 women vs.273,800 men). Assuming a comparable rate of accession forwomen as that for men if recruiting efforts for the twogroups were made more comparable, this would suggest thepossibility of doubling current accession levels for women,far exceeding the 1980 goal of 51,000 for the active forces.

2. In addition, there is an opportunity for the military to make furtherinroads among current non-propensity women -- including those highquality prospects of particular interest to the military.

Specific actions which the military can employ to realize thisopportunity are as follows:

a. Communications efforts which increase awareness and knowledgeof the range of jobs available to women in the military.

Increasing women s awareness of jobs available substantiallyincreases the percentage of women expressing positive pro-pensity to enlist (from 11% to 20%) even when women areadditionally informed of the possibility of exposure tocombat (15%).

b, Beyond informing women of the range of service jobs available,communications, public relations and local recruiting effortscould be used to create greater recognition of the military withregard to providing important employment and career opportuni-ties for women -- opportunities which NPS eligible women feelthey currently have only limited access to in the civilian sector.

These efforts should be directed to both NPS eligible women aswell as key influencers (e.g., parents) of their career deci-sions.

- ix-

Mnkte igit- -a I It! itL Lhr mii I I tnry a'. (3 11111-- L Ii me .iipluIiiilILoption. Non-properiA y womien dio not feel fullI-time employ-inent is now readily dttalnable in civilian life. And em-ployment could pose increasing problems for womien in thisage range under adverse economic conditions in the future.

Make women more knowledgeable about the ability of themilitary to satisfy important career goals such as learn-ing a trade or skill, equal pay and job security -- bene-fits which women do not strongly associate with civilian*jobs.

-Publicize the positive opportunities the militaryrepresents (e.g,, use women who have developed asuccessful military career as role models for otherwomen in their community).

c. Use communications and support recruitment programs designed toovercome real or perceived barriers to enlistment. Where ex-isting programs are not effectively addressing major barriers(e.g., the length of the commitment required) considerationshould be given to developing new programs or policies.

Create greater saliency of the individual branches of themilitary, including the distinctive requirements and bene-fits offered by each. Some of the negatives women associatewith the military (e.g., having to move away from home) donot apply to the same extent to individual branches such asthe National Guard or Reserves.

Create greater awareness of military programs which offerthe kinds of advantages that could overcome or possiblyoffset concerns women express.

- Delayed Entry Program -- provides women with controlover when they enter the military and the kind ofassignment they receive,

- Programs such as the Veterans Educational AssistanceProgram and advanced training at technical schools offerthe potential for women to receive the kind of educa-tion and training opportunities that may minimize theimpact of current barriers to enlistment.

Keep local recruiters informed of potential barriers tomilitary enlistment and make available and encourage the useof materials which specifically discuss and answer women'squestions about these issues.

Attack misconceptions which may incorrectly be serving asbarriers (e.g., the belief one has no choice in the typeof work one does).

3. There are few regional differences in levels of positive propensity toenlist, suggesting the feasibility of a common nationally-based comm-unications; effort.

4. There may be an opportunity to combine communications programs directedto men and women. Sufficient commonalities exist with regard to careeropportunities men and women both desire and associate with the militaryto consider the development of combined communications efforts in thefuture.

5. Interest in non-traditional blue collar/physical labor jobs is limited,suggesting that more knowledge in and of itself will not necessarilyattract more women into these jobs. However, it may be possible toincrease women's interest in these jobs as a way for them to realizeimportant career desires, including preparing women for jobs that arebecoming accessible to females in civilian life.

6. Knowledge of the existence of different segments of women based ondistinctive job interests can be used by the military in communicationsand recruitment activities.

In line with the military's need to attra'ct women intodifferent kinds of jobs, there is an opportunity to usethis information in communications creative efforts.

-Women doing different jobs can be depicted orfeatured in recruitment communications in a waythat capitalizes on our understanding of dif-ferent kinds of women and which maximizes theextent to which potential enlistees are able toidentify with them

Recruiters can employ more effective screening proceduresto quickly classify prospects in terms of job interestsand use appeals that are most relevant to them.

7. The timing of communications about the military should take into accountthe age at which prospects are most likely to make enlistment decisions.The fact that close to half of current positive propensity women-are16-17 years of age -- suggests the need to reach these women before theyhave made the kinds of family, employment and educational commitments,which preclude or diminish the likelihood of their joining the military.

-xi-

PRE FACE

This study is reported in two volumes:

*Volume 1, which reports the background, purpose and results of thisresearch project

*Technical A pendix, which details the methodological approachemplyedand ana yses of the data conducted to address the stated

purpose of this study

The first volume of the report consists of four basic sections: an Executive

Summnary which summnarizes the conclusions and implications drawn from this

study and the key findings on which they are based, the rntroduction which

reviews the background of this study, specifies its stated purpose and out-

lines the required research objectives to address this purpose, the Meth-

odology which briefly presents an overview of the study design, sampling plan,

and interviewing procedures, and the Findings section which discusses detailed

findings from this study resulting from the analysis of the data on propensity

to enlist under current perceptions of the military and propensity for en-

listment under the two alternative conditions studied,

-1-

I. INTRODUCTION

A. BACKGROUND

The viability of all volunteer military services is currently being debated.

This debate is due in part to the current difficulties in recruiting suff -

cient numbers of qualified young men and in part to the declining birth r.te

which will affect the number of male prospects available throughout the 19EO's.

One possible way to alleviate this potential shortage of qualified male v'flun-

teers would be to increase the number of female enlisted personnel in t-ie

Armed Services. To date, the military has had little difficulty in fillinc its

requirements for women for those jobs which various branches of the military

classify as "traditional" women's jobs (e.g., clerical workers). However, in

order for the military to increase its utilization of women in the Armed Services

it will have to increase the number of women filling jobs now seen by various

branches of the military as "non-traditional" jobs for women.

To date, the data base concerning the size and characteristics of the potential

pool of women 16-25 eligible for Non-Prior Service (NPS) enlisted service is

limited. It affords little insight into these new issues concerning the poten-

tial for expanding the role of women in the military.

_ , . . . . . . . . . .

-2-

B. PURPOSE

The specific purposes of this study are as follows:

To assess the size of the potential pool of NPS eligible women 16-25years of age who have a positive propensity to volunteer for theArmed Services given women's current perception of the jobs andopportunities available to women in the services. This research willfurther determine how this current positive propensity group ofwomen compares to other women of the same age in terms of demographics,personal ity/l ifestyle characteristics, and attitudes.

KTo compare the size of the pool of women 16- 25 years old who havepositive propensity to volunteer for the Armed Services under threeoptions:

- current perceptions

- awareness of job opportunities (including those consideredtraditional and non-traditional for women)

- awareness of corresponding increased possibility of combatexposure under these broader job conditions.

To compare positive propensity women under each of the threeconditions evaluated.

To determine whether an opportunity exists to increase the sizeof the positive propensity pool through "non-traditional" jobopportunities.

C. RESEARCH OBJECTIVES

To address the main purposes for the study stated above, the following specific

research objectives were established:

Women's Eligibility and Motivation to Enlist in the Military

- How many women 16- 25 years old are eligible for NPS enlistedmilitary service?

- What proportion of U'PS eligible women. based on currentperception of the military, have a positive propensity to enlistin the military and how do they differ from non-propensitywomen?

-3- -

-What proportion of NPS eligible women have a positivepropensity to enlist in the military under each of two otherconditions:

..after being made aware of jobs available to women inenlisted service

... also being made aware of possible future combat involve-men t

-And how do women who have a positive propensity to enlist undereach of these conditions differ from each other?

-How does enlistment propensity differ under different conditionsand by census region?

Women's Job Interests

- How does the way women classify jobs compare with the military'sclassification of jobs, e.g., traditional and non-trad-Itionaljob clusters?

- How interested are women in various specific job types?

- Are there different segments of women with different sets ofjobs interests, and, if so, how are these segments bestcharacterized?

Women vs. Men

-How do women and men eligible for NPS enlisted service comparein termis of positive propensity to enlist in the military andother enlistment related attitudes?

The Findings section of this report separately addresses each objective in

the above sequence.

-4-

II. METHODOLOGY*

A. THE SAMPLE

* The data discussed in this report are based on a national probability

sample of households having one or more women 16-25 years of age meet-

ing NJ'S enlistment requirements.

The sample was selected by using a random digit dial technique among

a national probability sample of telephone households. Using this

sampling procedure, 15,243 households were contacted to determine:

j - .if the household had one or more women 16 to 25 yearsof age

*if these women met the eligibility requirements forNPS enlisted service

The sample included women who temporarily live away from home, such as

those living in a college dormitory.

The sample consisted of 1600 respondents screened as:

*16-25 years of age

*No more than two years of college education

*Not single parents of dependent children

*No prior military service

*See Technical Appendix for a comprehensive description of the samplingprocedure and statistical analyses conducted as part of this study.

-5--

In addition, a total of 248 s;upip Iemen Lary intcrviews were conducted in

four of the nine U.S. regions (New England, West North Central, East

South Central and Mountain). These supplementary interviews were ob-

tained using the same random probability screening procedures used in

the national sample. However, they were only included in analyses of

propensity to enlist by region.

B. INTERVIEWING PROCEDURES

The data were collected through a telephone interview using a central

WATS line facility.

Interviewing was conducted during November and December of 1979.

C. QUESTIONNAIRE DESIGN

It should be noted that several questions in this study were designed

to conform to the Market Facts Fall, 1979 Youth Attitude Tracking Study

so that comparisons could be made between women and men concerning

propensity to enlist and

discussion with influencers and

contact with the military recruiting establishment

-6-

III. FINDINGS

A. NUMBER OF WOMEN ELIGIBLE FOR NPS ENLISTED SERVICE

Among the 20,150,000 women in the United States who are 16-25 years old,

about three fourths -- 15,314,000 of these women -- are eligible for NPS

enlisted service. These are women 16-25 years of age who have:

*Never served in the military

*Are not single parents of dependent children

*Do not have more than two years of college

(See Table 1)

About one-fourth -- 4,836,000 16-25 year old women -- are not eligible

for NPS enlisted service for one or more of the following reasons:

*Approximately 20% of 16-25 year old women do not qualifyfor NPS enlisted service because they have more than twoyears of college education

.A small proportion -- 6% of 16-25 year old women -- donot qualify because they are single parents of dependentchildren

*And about 1% of 16-25 year old women are not eligible forNPS enlisted service since they are now serving or havepreviously served in the military.

(See Table 2)

B. DEFINITION OF POSITIVE PROPENSITY GROUPS

Based on a six point scale. women were asked what their likelihood to

enlist in the Imilitary would 1,e under three different conditions.

These conditions are:

-7-

1. Based upon their current perception 7f tne military

2. After being made aware of the broad range of jobs nowavailable to women in the military

3. After being informed that women may, in the future, beeligible to enlist for positions that could potentiallyexpose them to combat

Women in this study were considered to have p( :itive propensity if they

answered "Extremely", "Very", or "Somewhat" likely to enlist in the mili-

tary services after reading a statement describing each condition li;t~d

above. Positive propensity groups consist of two sub-groups:

High Positive Propensity Women:

Women were considered to have high positive propensity if they saidthey would be "Extremely" or "Very" likely to enlist after Leingread the statement describing one of thE above conditions. THis isthe measure that will be used for market estinates,*

Moderate Positive Propensity Women:

Women were considered to have moderate positive propensity if theysaid they were "Somewhat" likely to enlist after being read thestatement describing one of the above conditions,

Throughout this report, the terms 'positive propensity women' or 'posi-

tive propensity group' refer to women in this study who have either hi gj

or moderate positive propensity to enlist in the military.

Women were considered to be non-propensity women if they said they were

"Slightly", "Not too", or "Not at all" likely to enlist in the military

under each condition.

* This procedure was agreed upon based nn discussions with DOD personnel and

consultants. Furthermore, this was also the procedure used in previousresearch conducted by Grey for the military.

Im . . . . . .. . . . . . . . . . . . . . . . . . .' . . . . . . .

TABLE -8

INCIDENCE OF WOMEN 16 - 25AMONG ALL U.S. FEMALES

(90,972,000 females)

(Total Femiales in U..S.:

ALL WOMEN 16 - 25 YEARS OLD

100%(20,150,000)

NOT ELIGIBLE FOR NPS 24% (4,836,000 women)ENLISTEDl S;FRnICE

ELIGIBLE (15,314,000 women)

-9-

TABLE 2

INCIDENCE OF U.S. WOMEN 16 - 25 YEARS OLDELIGIbLE FOR NPS ENLISTED SERVICE

ALL WOMEN 16- 25 YEARS OLD

100%(20,150,000)

W10

NEVER IN THE MILITARY99% 1 ,1% SERVING/SERVED

(19,974,000) IN THE MILITARY

NOT SINGLE PARENT OF DEPENDENT CHILDREN ' AND/OR16%' SINGLE PARENT OF

94% 1 'DEPENDENT CHILDREN(18,941,000)

I.I

NO MORE THAN TWO YEARS OF COLLEGE ' AND/OR

80% 20% , MORE THAN TWO YEARS

(16,120,000) OF COLLEGE

-' - - - - ET)ELIGIBLE FOR NPS ENLISTMENT , 'NOT ELIGIBLE FOR

76% ' 24% 'ONE OR MORE OF(15,314,000) ' ,ABOVE REASONS

I-------------

bI

-10-

C. CURRENT POSITIVE PROPENSITY GROUP

Young women in the sample were read the following statement in order to

determine which women have a positive propensity to enlist in the mili-

tary based upon their current knowledge and perception of the military.

"Now, as I said before, we are interested in evaluatingfuture occupational programs for the Federal Government.I'd like to talk to you about programs in the militaryservices, that is, the Army, Navy, Marine Corps, or AirForce. Base your answers on anything you may have seenor heard about women in the military services."

"Using the phrases "Extremely", "Very", "Somewhat","Slightly", "Not too", "Not at all", please tell mehow likely you would be to enlist in one of the mili-tary services for a period of time within the next twoyears."

1. Size of Current Positive Propensity Group

Based on women's current perceptions of the military, 11% of

women 16-25 years of age eligible for NPS enlisted service

have a positive propensity to enlist.

*3% of those eligible or 444,000 women have a highpositive propensity to enlist ("Extreinely"/" Very'likely).

*8% of those eligible expressed a moderate positivepropensity to enlist ("Somewhat" likely).

(See Table 3)

A second measure of propensity to enlist was included in this

study, comparable to the one used in the Fall, 1979 XgU~lb

Attitude Tracking Stud conducted by Market Facts for the Departmentof Defense, for the purpose of comparing women's and men's propensity

to enlist.*

*See Section on Women Vs. Men, page 159

TAILE 3

',IlI OF JIClINI I'O r.ITIVI PROP R tPI TY GROUP

(Base: Women Eligible Fur NPS Enlisted Service 15,314,000)

CURRENT PROPENSITY TO ENLIST

Slightly/Not Too/Not At Alllikely to Enlist 89% Non-Propensity

fS l Moderate PositivePOSITIVE omewhat likely 11% 8 PropensityPROPENSITY Very/Extremely likely 3 HIGH POSITIVE PROPENSITY

444000 WOMEN

-12-

On this measure, positive propensity to enlist in the military (% say-

ing they "Definitely/Probably" would serve in the Armed Services on

a four point scale) among women was about a third of that for men (8%

for women vs. 22% for men). That is, the ratio was about 1 to 3.

However in fiscal year 1979, accession among women was only about a

sixth of that for men (42,050 women vs. 273,800 men)*. While no direct

conclusions or projections can be made from the present survey data

concerning potential accession levels for women under similar recruiting

and communications efforts as those currently in place for men, this

study suggests that the pool of available women would be more than

ample to meet the military's 1980 accession goal of 51,000 women for

the active forces. Further, these findings suggest that there might even

be the opportunity to increase women's accession levels from their current

1 to 6 relationship to men to more closely approximate the 1 to 3 ratio

observed in the present research (i.e., the possibility of doubling

current accession levels).

2. Propensity to Enlist in Specific Military Branches

Women in this study who indici,'ed a high positive propensity to erlist

were also asked how likely they would be to enlist in specific branches

of the service. Many of these women expressed interest in enlisting

in more than one branch of the military, suggesting that military career

decisions for women (like men) may fall into two stages: the first

centering on thinking in terms of joining the military and the second

in terms of joining a specific branch of the services.

*Source: AOSD Report, October, 1979

-13-

The findings indicate the following levels of high positive propensity

to enlist in specific branches of the service among NPS eligible women:

1.6% or 245,000 indicated a high positive propensity to enlistin the Air Force, making it the most frequent choice of women.

1.5% or 230,000 indicate a high positive propensity to enlistin the Navy.

1% or 153,000 indicated a high positive propensity to enlistin the Amy.

0.8% or 123,000 indicated a high positive propensity to enlistin the Marine Corps, making this the least frequent choice.

(See Table 4)

3. Profile of Current Positive Propensity Group Vs. The Non-PropensityGroup

L a. Demographic Profile

Compared to non-propensity women, current positive propensity women are:

* younger -- more likely to be 16 or 17 years old, and twiceas likely to still be in high school.

less likely to have family or employment commitments

- less likely to be married and

- more unsure of future marriage plans

- less likely to have dependent children

- less likely to be employed full-time

(See Table 5)

K -14- 4

TABLE 4

HIGH POSITIVE PROPENSITY TO ENLIST IN SPECIFIC BRANCHESOF THE MILITARY

(Base: Total Sample)

NPSELIGIBLE PROJECTEDWOMEN NUMBER

HIGH POSITIVE PROPENSITY TO ENLISTIN THE MILITARY 2.9* 444,000*

Branch

Air Force 1.6 245,000

Navy 1.5 230,000

Army 1.0 153,000

Marines 0.8 123,000

Sample base: (1600)Census base: (15,314,000)

*Column adds to more than this figure because many of these women indicate ahigh positive propensity to enlist in more than one branch.

-15-

TABLE 5

INDIVIDUAL DEMOGRAPHICS

- CURRENT POSITIVE PROPENSITY VS. NON-PROPENSITY WOMEN -

(Base: Total In Each Group)

POSITIVE NON- HAVE DEPENDENT POSITIVE NON-PROPENSITY PROPENSITY CHILDREN UNDER PROPENSITY PROPENSITY

AGE WOMEN WOMEN 18 WOMEN W,*..!E__

Yes 8%26% :i

16- 17 48%

26/

No 92 8218- 19 22 16

20- 21 717

22- 23 16

24- 25 7 15

X2 = 45.44, Sig. at .01 X2 = 12.64, gig. at .01

POSITIVE NON- POSITIVE NON-PROPENSITY PROPENSITY EMPLOYMENT PROPENSITY PROPENSITY

MARITAL STATUS WOMEN WOMEN STATUS WOMEN WOMEN

Married 13% Employed full 29% 3Plan to get 32% time 38%married 3

Do not plan to get 38married in next Employed part 23year 31 time 22

Don't know if planto get married 48 Not employed 48{40

35 -

X2 = 25.68, Sig. at .01 X2 = 7.81, Sig. at .05

Base: (181) (1419) (181) (1419)

(CONTINUED)

-16-

Since the active duty military forces often require enlisted

personnel to move away from their current area of residence and

to separate from their families, it is not surprising to find

U that compared to non-propensity women, the current positivepropensity group is younger and less likely to have family

or employment cormmitments.

Although the majority of current positive propensity women,

like non-propensity women are white, a greater proportion of

this positive group are;

from minority groups

-more likely to be Black, Hispanic oranother minority

(See Table 6)

They are also more likely to be:

from lower socioeconomic backgrounds

- more often from households with lowerannual incomes

- more often fronm households where theoccupation of the head of the house islower status , lower paying and the headis less likely to have any college edu-cation

(See Table 7)

Research conducted for the Department of Defense* has suggested

that, for some young people, serving in the military is seen as

a stepping stone to a higher status, higher paying civilian job.

*Youth Attitude Tracking Study, Fall, 1979, Market Facts, Inc.

rI

-17-

TARLE 6

INDIVII)IIAI [rMOGRAPIIIC';

CURRENT POSITIVE PROPENSITY VS. NON-PROPENSITY WOMEN -(CONTINUED)

POSITIVE NON- AVERAGE GRADE POSITIVE NON-EDUCATION PROPENSITY PROPENSITY IN HIGH SCHOOL PROPENSITY PROPENSITYNow In School WOMEN WOMEN D's and below WOMEN 2%- WOMEN /0%

C's and D's 727%

High school 50% 2/ 12 B's and C's 49 46

/

Vocational 10

College 13/Last Grade Completed 7Some high school 8 37 A's and B's 44 47Completed high 19schoolSome college or 9 13more Ll- I____ - _____--2 _____ I - ,

m 2 = 34.78, Sig. at .01 X = N.S.*

POSITIVE NON- POSITIVE NON-HIGH SCHOOL PROPENSITY PROPENSITY PROPENSITY PROPENSITYCURRICULUM WOMEN WOMEN RACE WOMEN WOMEN

Ii

College Preparatory 43% 40%

- - White 76% 87%

Commercial or 3225business

Vocational 25 25 Black 9 -

Hispanic 7 3

Other 8 __4

X 2 =N.S,* X2 = 11.54, Sig. at .01

Base: (181) (1419) (181) (1419)

*N.S. = Not Significant at .05 or .01 level.

-18-

TABLE 7

HOUSEHOLD DEMOGRAPHICS

-CURRENT POSITIVE PROPENSITY VS. NON-PROPENSITY WOMEN-


POSITIVE NON- OCCUPATION POSITIVE NON-PROPENSITY PROPENSITY OF HEAD OF PROPENSITY PROPENSITY

INCOME WOMEN WOMEN HOUSEHOLD WOMEN WOMEN

24% Professional/ 20%Under $10,000 37% Managerial 33%

21 Clerical/Sales 21

16$10,000- $14,999 23 Skilled 20

35 -23

$15,000- $24,999 25 Unskilled 3124

$25,000 or More 15 20 Ote1

x 2 = 14,97, Sig, at .01

POSITIVE NON- POSITIVE NON-EDUCATION OF PROPENSITY PROPENSITY FATHER'S PROPENSITY PROPENSITYHEAD OF HOUSEHOLD .WOMEN WOMEN EDUCATION WOMEN WOMEN

8th grade or less 24% 1%33%

Soe ig shol 018 Some high school 43%11

3842

Completed high 34 Completed high 35school school 2

Trade school l

Some college or : 221 30 Some college 27more or more 21

x2= 31.93, Sig. at .01 - 107T .25, Sig. at .05

Base: (181) (1419) (181) (1419)

(CONTINUED)

For others, it is a way of obtaining a better job than they

could get in the civilian sector. In light of this, it is not

surprising to find that compared to non-propensity women, the

current positive propensity group is more likely to consist of

minorities and women from lower socioeconomic status households.

These women may believe that the military can either provide a

desirable job or the training required to advance outside the

military.

In most regions of the country the proportions of positive arid

non-propensity women are similar.

(See Table 8)

Physically, both groups of women are similar in terms of weight,

sit although the current positive propensity group tends to be some-

what taller, that is 54511 - 516".

(See Table 9)

The two groups of women are very similar in terms of academic

characteristics such as:

*High school curriculum taken

*High school grades achieved

*Math/Science courses taken and passed

(See Table 10)

Communications/recruiting efforts directed at increasing female

accessions should take into account the characteristics noted above.

-20-TABLE 8




POSITIVE NON-PROPENSITY PROPENSITY

CENSUS REGION OF COUNTRY WOMEN WOMEN

6%New England 13% -- 1

Middle Atlantic 15

East North Central 22 2]

8j ~West North Central 2> ~

South Atlantic 16 16

jEast South Central 8 6

10West South Central 12

5

Mountain 5- - -

Pacific 7 12

Base: (181) (1419)

*N.S. =Not Significant at .05 or .01 level.

-21-

TABLE 9



(CONTINUED)

POSITIVE NON- POSITIVE NON-

PROPENSITY PROPENSITY PROPENSITY PROPENSITY

HEIGHT WOMEN WOMEN WEIGHT WOMEN WOMEN

4'5"- 5t2" 15% 23% 80- 114 1bs. 25% 27%

51311 - 514" 28

29 115 - 124 23 25

51511 51611 38 24 125 - 135 28 26

5'7" and over 19 24 135 and over 24 22

X2 = 17.41,Sig. at .01 X2 = N.S.*

Base: (181) (1419) (181) (1419)

*N.S. = Not Significant at .05 or .01 level.

vI

-22-

TABLE 10


CURRENT POSITIVE PROPENSITY VS. NON-PROPENSITY WOMEN -

(CONTINUED)


POSITIVE iON-PROPENSITY PROPENSITY

WOMEN WOMEN DIFFERENCECOURSES HAVE TAKEN AND PASSED % % % pts.

Math Courses

Elementary algebra 69 72 - 3

Plane geometry 42 49 - 7

Intermediate algebra 42 49 - 7

Trigonometry 16 16 + 0

None of these 18 14 + 4

Science courses with electricity/electronics 31 28 + 3

Base: (181) (1419)

Multiple Response

NOTE: Difference needed for statistical significance at the .05 level is 7.4

-23-

b. PersonaliLy/Lifestyle Profile

The personality/lifestyle descriptions of positive propensity

and non-propensity women in this report were prepared with the

aid of a consulting psychologist. These descriptions are based

upon information derived from a series of personality/lifestyle

ratings obtained from all respondents in the study.

The specific characteristics and phrases contained in each

measure include:

PERSONALITY/LIFESTYLECHARACTERISTICS PHRASES RATED

ENJOY A CHALLENGE - I enjoy doing things whichchallenge me.

. MANUALLY INCLINED - I prefer a job that irvelvesworking with my hands.

DESIRE FOR EXCITEMENT - I enjoy a little excitementAND ADVENTURE and danger at times.

- I prefer a quiet, secure lifeto an adventurous one.

* ENJOYMENT OF PHYSICAL - I enjoy doing things that

ACTIVITIES involve quite a bit of

physical exercise.

- I would rather do physical workthan mental work.

DESIRE FOR SEDENTARY/ - I like the type of work whichNON-SEDENTARY LIFE keeps me constantly on the move.

TOLERANCE FOR GETTING - I don't mind workirg at a jobDIRTY where you get dirty or messy.

OUTDOOR/INDOOR - I don't mind being outside inORIENTATION all kinds of weather.

- I like to work indoors ratherthan outdoors

-24-

PERSONALITY/LIFESTYLECHARACTERISTICS PHRASES RATED

MECHANICAL INCLINATION - I like to take things apart andsee how they work.

* RESISTANCE TO - I don't like to be told what toAUTHORITY do.

* OFFICE JOBORIENTATION - I would find it difficult to

work in an office

Young women with positive propensity to enlist in the military have

very different personality/lifestyle characteristics from women

who have little or no interest in a military career. While the

majority of both current positive propensity and non-propensity

women say they enjoy doing things that challenge them, the former

group is significantly more likely to:

- seek out a more active, outdoor lifestyle

.. perferring an exciting life to a quiet life

desiring a non-sedentary life

having an outdoor orientation

- enjoy physical activities and work, including those

which include getting dirty

- be more mechanically oriented

- be less resistent to authority

(See Table 11)

These data would suggest that current positive propensity women to a

greater extent than non-propensity women are better suited to many

aspects of military life. However, among the non-propensity group

there are very likely to be many women who would have no difficulty

adapting to the 'ilitary were thry to de.i d', rn ',w.h r,r .

-25-

tA

4- 'Z.- 0

LL. z

'4-

ea0

LU Li Ln)~4

c, u- to-n.- c

-0

o cn =.Z,4-.C)- Z- = 0414-' O nI o o 0 D

0-4 4n a-cid. CD

ui 0 0

0 0LL- cc 4.) oE. c

cU E. +j ' 0) u'

- S >> o.

E4J .0 4-' - g tA 4-E 01 to4-01- 4-J 41~

00 4- ( 0 4- 0 C >)4) 3:S 00 - -C'J d) m .c 01 0 m -

LU a ai Wr 00 0) _u'01 t -~ C0 00i a .0 LO3.

L)0 S- > = 0 A0 ' S- 0 1 C u CDa) a00 0n 0 0 3.-Z - 0 4-)-aOx-

to. >0 .0 1Sr_ 4- .S- Ln03 C014- 0 0403 - z1

OEOW4J M 0~. -0MM :4) 5.5ne 35 U >0'E- 0- Sf4' 'n- - 0

>- ( - 4-3E CAj ro .0 04'a-0 ='.-~ 0 0 - -- 0. 0 0 .~- V 4-0aLii~~~ 0401 01 *.- &--- 01-..-t- 3 UL .M 0-4'0.~ V*--* -& 4-' --cm 4-)0 X .~3 M) aO C 4-0 CA3

I.- C 04 0. m U0_ - 01l .0e5- J 4J .0 oo o 4AS00 4

- >, - 4-) o 4.) 04. 4. J 0 ) *1.1.f

C-'L -0 41 3: - 3D()4-) a- 00I > 1 O01>4 U4

3 u 04 +-'00 L.0~ 0X-4 0 0'0 01- 001- a' -

-L to 0. O o , 00-- .- O o 44 Eu

0 )44 0. ) C U- 4

Jd ( -v . r_--- w

-26-

C. Perception of Employment Situation

Recent studies for the military have suggested that when a young

person is able to find satisfactory employment in the civilian

sector, he or she may be less inclined to enlist in the military.*

Therefore, women in this study were asked how difficult it is for

someone their age, in their area, to obtain a full-time or part-

time job. Table 12 shows that a higher proportion of current

positive propensity women than non-propensity women feel it is

"Very Difficult" or "Almost Impossible" to get a full-time job

(35% vs. 26%). And, only 20% of current positive propensity women

say it is "Not At All Difficult" to find a full-time job in the

area where they live. To some extent, this difference is also

reflective of the fact that a larger proportion of current positive

propensity women are still in high school and are less likely than

non-propensity women to hold a full-time job at present.

Both current positive propensity and non-propensity women feel it

is easier to find a part-time Job than a full-time job, and

similar proportions of both groups say that part-time jobs are not

that difficult to find in the areas where they live.

(See Table 12)

It might also be noted here that the data for this study were

collected at a time when the economy was in better shape, S'nce

then, however, the country has experienced a sharp rise in

unemployment and expectations are that the job market for youth will

*Youth Attitude Tracking Study, Fall, 1979, Market Facts, Inc.

-27-

show a negative trend, at least for the near-teri future. This

change in the civilian job market could very well work to

increase young women's positive propensity to enlist.

d. Plans' for the Next Few Years

A significantly higher proportion of current positive propensity

women than non-propensity women plan to be in school during the

next few years (62% vs. 477%).

As shown in Table 13, a majority of women in both groups plan to work

during the next few years, and many apparently plan to both wor-k and

go to school. The majority of those in both groups who plan tc work

appear to be career-oriented; however, a larger proportion of

current positive propensity women than non-propensity women say

they think of work as a career.

(See Table 14

Importantly, 5% of current positive Propensity women say -- on

an unaided basis -- that they may join the military in the next

few years. In contrast, fewer than 0.5% of the non-propensity women

mentioned the possibility of enlisting.

(See Table 13)

-28-

TABLE 12

YOUNG WOMENkS PERCEPTION OF DIFFICULTY IN FINDING JOB

IN AREA WHERE THEY LIVE




FULL TIME JOB L WOMEN

Not At All 20% 25%Difficult

Somewhat 45 49Difficult

Very Difficult 23

Almost 35% 1 17 26,%

Impossible 12X2=N,S,*


PART TIME JOB W N WOMEN

Not At All 52 50Difficult

SomewhatDifficult 32 37

Very Difficult 1 IAlmost 16%(1 -

Im p o s s i b l e I = .S .*

Base: (181) (1419)

q. 2d. (ASK EVERYONE)How easy or difficult is it for someone of your age to get a full-time

ob

in your area? Would you say it is almost irmnossihla, very difficult, soTnp-

what difficult, or not at all difficult?

Q. 2e. How about getting a part-time job -- would you say it is almost impossible,

very difficult, somewhat difficult, or not at all difficult?

*N.S. = Not Significant at .05 or.01 level.

TABLE 13

PLANS FOR NEXT FEW YEARS



POSITIVE NON-PROPENSITY PROPENSITYPLANS FOR NEXT FEW WOMEN WOMEN DIFFERENCE

YEARS % % % pts.

Going to School 62 47

Working 6 62) -4

Joining the military 63% 62%

Branch

Air Force 2 - +2Army 2 - +2Navy • _Marine Corps - -

Air Force Reserves 1 + +1

Doing nothfng - 1 -1

Getting married 5 7 -2

Being a housewife 4 15

Don't know/No answer 1 2 -1

Base: (181) (1419)

• Less than 0.5%

Multiple Response

Q Significantly-different at .01

Q. 2a. Now, let's talk about your plans for the next few years. What do youthink you might be doing? (DO NOT READ LIST).

Q. 2c. (ASK IF "JOINING THE MILITARY SERVICE" IN Q. 2a)You mentioned that you might be joining the service. Which branchwould that be?

TABLE 14

THINK OF WORK AS A "JOB" OR "CAREER"




WOMEN WOMEN DIFFERENCE% pts.

THOSE WHO.PLAN ONWORKING/JOINING THEMILITARY SERVICE 63% 1 100% 62% = 100% + 1

Think of Work as:

Job (to make money) 26 37 ElCareer 70 61

Don't know 4 2 + 2

(114) (880)

Significantly different at .05Significantly different at .01

Q. 2b. (ASK IF "WORKING/JOINING THZ MILITAIY SERVICE" IN Q. 2a)Do you think of the work you might be doing in the next few years as justa job to make money or as part of a career?

-31-

e. Job Interests

Respondents in this study were asked to express their interest

in twenty-four jobs*, all of which are currently available to

women in the military who do not have a college degree. -

Table 15 shows that for practically every job listed there is

greater interest among current positive propensity women than

among non-propensity women. Specifically, the current positive

propensity group is more interested in:

*Clerical jobs such as legal secretary

P . Creative jobs such as personnel counselor

*Medically related jobs such as nurse

*Technical jobs such as air traffic controller(See Table 15)

While there is moderate interest among current positive propensity

women in one class of "non-traditional" jobs, i.e., technical jobs,

interest in blue collar/physical labor jobs is extremely low -

both among current positive propensity women and non-propensity

women.

The fact that women are not particularly interested in jobs that

are typically associated with masculine roles is not surprising.

Studies on the role of women in American society show that stereo-

typed Patterns, vis a vis various jobs, ipersist. For example, a

1976 Gallup Poll found that both men and women agreed that men were

*See Section on Young Women's Job Interestsfor an explanation of howjobs were grouped and how job clusters/dimensions were developed.

-32-

TABLE 15

YOUNG WOMEN'S INTEREST IN SPECIFIC JOBS



POSITIVE NON -% SAYING EXTREMELY/ PROPENSITY PROPENSITYVERY INTERESTED WOMEN WOMEN DIFFERENCE

7,I % pts.

Clerical/detail oriented jobs

Legal secretary 44 30 7FI4Computer technician 40 28Clerk-typist/Secretary 36 35 + 1Accountant 31 24 + 7

Creative jobs

Personnel counselor 43 29 1+14-Photographer. 38 33 + 5NewsDaPer reporter 28 19

Medically related

Nurse 34 24 +9K-rdy technician )15 1Centa! assistant 22 18 + 4

Technical jobs

Air-traffic controller 25 7 F81Radio operator 20 10 +a

Uraftsan 8 +

Librarian 19 11 + 8

(CONTINUED)

. . . .. " " " ... . ... = ... n himmnn . . . ... . . . ... . . . . . . .

-33-

TABLE 15



(CONTINUED)


WOMEN WOMEN DIFFERENCE% % pts.

Chef/Cook 13 10 + 3

Land surveyor 11 6 + 5

Blue collar/physical labor jobs

Truck driver 10 6 + 4

Security guard 9 3 + 6

Carpenter 9 4 + 5Fire fighter 8 4 + 4Mechanic 7 7 + 0

Telephone repairperson 6 5 + 1Brick layer 2 2 + 0Cargo loader 1 - + 1

Base: (181) (1419)

O Significant at .05

O Significant at .01

NOTE: Explanation of how factors were developed can be found on p. 106

Q. 4 I am going to read you a list of jobs or kinds of work that different womenhave told us they might be interested in. For each job I read, please tellme how interested you might be in doing that kind of work. Would you beextremely, very, slightly, or not at all interested in working as a...(READ STATEMENT).

I

-34-

better suited for a job like auto mechanic and that women were

better suited for a job such as nurse.

f. Perception of Jobs Currently Available to Women

Young women in both groups generally perceive that most of the

jobs they rated are open to both men and women in the military.

However, as Table 16 showis, there are some jobs which quite a

few women believe are restricted to men. This is particularly

true with regard to the various blue collar jobs in which women

have little interest at present.

It is possible, as later data suggest, that the perceptions of

many women that such jobs are not open to them, either in the

military or in civilian life, and that they are not particularly

j -* suited for such jobs could be a factor in their expressing

little interest. These are issues which military advertising/'

recruiting efforts could address with appropriate informiation.

g. Incentives and Barriers to Enlistment

Job Cha-acteristics Considered Important

Job characteristics considered to be extremely importont by a

majority of both current positive propensity women and noi-

propensity women include:

- Providing men and women equal pay and opportunities

- Getting the job you want

- Developing your potential

Other benefits considered to be of high importance to a large

TABLE 16 -35-

PERCEPTION OF JOBS CURRENTLY AVAILABLE TO WOMEN IN THE MILITARf


1(Base: Total In Each Group)

POSITIVE NON-PROPENSITY PROPENSITYWOMEN WOMEN DIFFERENCE% % pts.

Clerk-typist/secretary 100 99 + 1Librarian 100 100 ± 0Nurse 100 100 ± 0Photographer 99 98 + 1Dental assistant 99 99 + 0Newspaper reporter 99 100 - 1X-ray technician 98 95 + 3Legal secretary 98 99 - 1Personnel counselor 97 98 - 1Chef/cook 9C 96 ± 0

e Computer technician 96 96 ± 0Accountant 95 97 - 2Radio operator 87 90 3Land surveyor 75 82 7Air traffic controller 72 71 + 1Draftsman 71 77 - 6Telephone repairperson 67 77Mechanic CG 66 ± 0Truck driver 65 72 - 7Carpenter 64 68 - 4Security guard 4 58Fire fighter 47 52 - 5Brick layer 38 48Cargo loader 30 35 - 5Base: (181) (1419)

<=Significant at .05

Q. 6. I am going to read you a list of various types of jobs currently availablein the military. As I read each, please tell me whether you think thatmilitary job is available to both men and women in the military, or whetherit is restricted to men only. (START WITH RED "X")

-36-

-Teaching you a valuable trade or skill

- Good income

- Retirement income

- Fringe benefits

- Being able to make your own decisions on the job

(See Table 17)

Motivating benefits of high importance to both groups, but

especially to non-propensity women are:

- Where you can stay with your family or husband

- Job security

While of lesser importance to current positive propensity women,

significantly more of these women than non-propensity women say

it is important for a job to provide them with an opportunity

to work in another city. (22% of current positive propensity women

vs, 10% of non-propensity women say this is "Extremely" important)

This finding tends to be consistent with a finding in a recent

tracking study for DOD on issues related to accession of

enlisted personnel in the National Guard And Reserve Forces.*

In that study it was found that NPS females had a hiqher propensity

to enlist if they perceived "a break in routine due to btig in the

service" as a benefit.

* A Trackinq Study Regarding Issues Related To Recruitient O f

Enlisted Personnel For The Reserve Components, April, 1979,Associates For Research In Behavior, Inc.

-37-

0-

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-38- -

Perceived Enlistment Barrier:;

Compared to non-propensity women, current positive propensity

women express considerably less concern with the kinds of

problems that keep many people from enistin~ in the military.

Current positive propensity women's greatest concern has to do

with the need to make a long term commitment. (38% of positive

propensity women vs. 59,' of non-propensity women say this is

an "Extremely/Very; serious problem.) Other problems of concern

to the current positive propensity group are:

- Not knowing enou.uh about military life (35,')

- Not having enourwh personal privacy (34 ')

- Not being able to choose the type of work one wants (32:.)

- The level of pay (30'°)

- The possibility of being seriously injured (30')

Consistent with the findings already reported, non-propensity

women are especially concerned about having to move away from

home (53%, say it is an "Extremely" or "Very" serious problem

compared to 29% of the current positive propensity group). The

level of concern among non-propensity women is also significantly

c iiqhr for:

- Not enough per;ml privacy 46 v,,. .

- No , being al(, Lc , ocse the b.eor n, .,ants ( 4 v, 321

- ,he possibil ity of boing seriously injured (41 vs. 30

Althougt, parental attitude does not ippear to he an enlistment

barrier amony current pw, itive propensity vo;en, it is a concern

-39- -

TABLE 18

PROBLE14S CONCERNING ENLISTMENT IN THE MILITARY



POSITIVE NON-PROPENSITY PROPENSITYWOMEN WOMEN DIFFERENCE

%SAYING EXTREMELY/VERY SERIOUS % % pts.PROBLEM

You have to make a long termcommitment 38 59 W2Don't know enough about military life 35 32 + 3You wouldn't have personal privacy 34 46PCannot always choose the type of workor job you want 32 44 q

The pay 30 26 + 4You might get seriously injured 30 41W

You have to move away from home 29 53

The kind of people you might meet inthe military 21 21 + 0

Not knowing how to go about enlisting 19 14 + 5Basic training seems too tough 18 25 -7

Your mother might disapprove 17 33~Your father might disapprove 14 25 EFriends might not think well of you 12 9 + 3Religious or moral objections to themilitary 9 21

Base: (181) (1419)

0 Significant at .01

Q.13a. In talking to people, we have found that some people may have certainproblems with the idea of enlisting in the military. For each of the phrasesI read, please tell me how serious a problem it is for you when consideringenlistment in the military. Is it an Extremely Serious problem, VerySerious, Slightly Serious, or Not At All Serious?

-40-

among non-propensity women. Significantly higher proportions

of the latter group than the former say the possibility of parental

disapproval is an "Extremely Serious" problem.

Respondents were also asked whether there were any other

enlistment-related problems in addition to those listed in

Table 18, The most frequent response had to do with problems

relating to friends and family. About one in four women in the

current positive propensity group mentioned a problem in this

area. Not surprisingly, a higher proportion of non-propensity

women -- about one in three--referred to family/friend problems.

Most other problems were mentioned by fewer than one in five

among both group of women.

(See Table 19

Vulnerability of Civilian Jobs

Because of perceived differences between military and civilian

life, certain job benefits are associated more with one sector

than with the other. To the extent that a particular characteristic

is not seen as more likely to occur in a civilian job, it might

be said that a civilian job is potentially vulnerable to a military

r, V,-1 P,-rticular characteristic.

e are on!y two j(.') chara( toeistics whicn sizeable prop.rtions

uf .rrent posit'vc ensit' woi.en feel are ,c,-? likely to occur

- .e,nq Ibl( .- your own J,.. Asions

!ing a'le with your family or husband

TABLE 19

OTHER PROBLEMS CONCERNING ENiSTMENT IN THE MILITARYVOLUNTEERED RESPONSES



POSITIVE NON-PROPENSITY PROPENSITYWOMEN WOMEN DIFFERENCE

BARRIERS TO ENLISTING % % % pts.

Family/Friend Problems (NET) 26 35

Don't want to leave family/home 13 15 - 2

Am married 7 10 - 3

Have a child/children 6 10 - 4

Want to get married 4 5 - 1

Don't want to leave friends 6 4 + 2

Want to have a child/children 3 - 3

Parents/family would disapprove 2 2 + 0

Security/Stability/Safety (NET) 19 11

Security/Stability (Sub-Net) 14 6 cHave to move around too much 4 2 + 2

Might not like assigned job 5 2 + 3

Too insecure 5 2 + 3

Would never know where you'd be next 3 1 + 2

Safety Mentions (Sub-Net) 6 6 + 0

Wouldn't want to fight 2 3 - 1

Basic training too hard 4 5 - 1

Education/Career/Job Mentions (NET) 14 9 + 5

Am in school 8 4 + 4

Have a job 5 4 + 1

Happy with what I'm doing 2 3 - 1

(CONTINUED)

-42-

TABLE 19

OTHER PROBLEMS CONCERNING ENLISTMENT IN THE MILITARYVOLUNTEERED RESPONSES

(CONTINUED)

POSITIVE NON-

PROPENSITY PROPENSITYWOMEN WOMEN DIFFERENCE

BARRIERS TO ENLISTING % % pts.

Personal Freedom Objections (NET) 12 13 - 1

Don't like long term commitments 7 5 + 2

Lose your freedom 2 5 - 3

Have religious/moral objections 1 2 - 1

Lack of privacy - I - 1

Have to give up too much 3 - + 3

Military Life Objections (NET) _8 5 + 3

Pay is not good 4 2 + 2

Not suitable for women 2 2 + 0

Have to wear uniforms 2 1 + 1

Miscellaneous Mentions (NET.) 45 45 + 0

Just not interested 6 17

Don't know that much about it 8 4 + 4

Have health problems 5 2 + 3

None 27 27 + 0

Don't know/Refused 6 5 + 1

!ase: (181) (1419)

C Si, i; anz at .05

F1 Si,7nificant at .01

Q.13b. '.,hat else would be a proble!,i for you when conside,'incj enlistment in theilitary: (PROBE) What --Ise?

On all1 of the other characteristics studies, fewer than two in

ten current positive propensity women feel that the characteristics

would be more likelv to occur in a civilian job, and in most cases,

the proportion is less than one in ten. These findings suggest

that communications efforts could address many of the motivating

factors discussed previously in an attempt to attract young women

into the Armed Services, while at the same time countering competitive -

civilian options open to women.

(See Table 20)

Incentives

In view of the job benefits current positive propensity women want,

the problems with the military they perceive, and their feeling as

to whether specific job characteristics are more likely to occur in

civilian jobs vs. the military, the appeals with the most potential

for attracting these women include:

- provides men and women equal pay and opportunities

- teaches you a valuable trade or skill

- develops your potential

- job security

- fringe benefits and retirement income

S0o S-. 4-)

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-45-

h. Action Taken To Learn About The Military And Awareness OfMilitary Advertising

Young Women's Interaction With Key Influencers

Consistent with the findings of other research conducted on

behalf of DOD,* this study found that various family members

and friends play an active role in the process by which

enlistment decisions are made. Table 21 shows that a

significantly larger proportion of current positive propensity

women than non-propensity women discussed the possibility of

enlistment with:

-friends (44% vs. 18%)

-parents (41% vs. 12%)

-boyfriend/husband (29% vs. 12%)

The relatively low figure for boyfriend/husband could reflect

the fact that many of these young women are unmarried or may

not have a boyfriend. It may also be a function of the fact

that boyfriends, for example, tend to be low in the influence

hierarchy.

*Career Influentials Study, 1975. Grey Advertising, Inc.

-46-

Contact With The Military Recruiting Establishment

Contact with the military was substantial for both current

positive propensity women and non-propensity women. A

similar proportion of both groups say they:

- received recruiting literature (about 1 in 3)

- were personally contacted by a military recruiter(about 1 in 5)

(See Table 21)

Not suprisingly, a larger proportion of current positive

propensity women than non-propensity women initiated action to

put them in contact with the military, including:

- sent for recruiting literature (19% vs. 4%)

- went to a recruiting station (14% vs. 5%)

(See Table 21)

Awareness of Military Advertising

There were no major differences between current positive

propensity women and non-propensity women with respect to

reported awareness of advertising by the military.

- approximately three fourths of both groups of women say

they have recently seen military advertising

h, " it, each group claim to have seen Armysin,]

40' of ,.ach It ',jp h ve seen AirNav d , l :l~ i,, O r,' ar.,.,)-tisinQ

I. 4 .r ,!'' •t (iard ,iv I

""2 ',

-47-

When asked if they had seen any advertising in which all

four of the major services were mentioned, a significantly

larger proportion of current positive propensity women

then non-propensity women responded in the affirmative

(44,.1 vs. 36% respectively). This difference could very well

reflect the fact that women who are predisposed to enlisting

in the services may be more sensitive to communications about

the military in general (i.e., joint services ads).

TABLE 21 -48-

ACTION TAKEN IN PAST SIX MONTHS TO LEARN ABOUT THE MILITARY



POSITIVE NON-

PROPENSITY PROPENSITYWOMEN WOMEN DIFFERENCE,P / % pts.

DISCUSSED WITH FRIENDS/FAMILY (NET) 59 26

Discussed possibility with friends 44 18

Discussed possibility with parents 41 12 +29

Discussed possibility with boyfriend/husband 29 12

CONTACT WITH MILITARY (NET) 45 43 + 2

Received recruiting literature 32 34 - 2

Recruiting literature sent for 19 4 F15

Gone to recruiting station 14 5 C

Personally contacted by recruiter (net) 19 18 + I

Air Force 5 3 + 2

Army 8 9 -1

Marine Corps 4 2 + 2

Navy 3 3 + 0

Coast Guard *

Reserves 1 * +I

National Guard *+

R.O.T.C. -* *

Don't Know/No Answer * 2 - 2

Base: (181) (1419)

MULTIPLE RESPONSE*Less than 0.5%i

( Significant at .05Significant at .01

)riths. (R; . ,

•, en personall,, 1cted by a recruiter? (Listud above)

a1V TF "ES" IN Q. lOb)service wEs t_ _DO NOT READ LIST)

-49-

TABLE 22

AWARENESS OF MILITARY ADVERTISING



POSITIVE NON-

PROPENSITY PROPENSITYWOMEN WOMEN DIFFERENCE% % % pts.

HAVE SEEN/HEARD ANY ADVERTISING (NET) 74 75 - 1

Branch of Service

Army 49 53 - 4

Air Force 46 41 + 5

Navy 38 38 + 0

Marines 37 36 + I

Coast Guard 24 20 + 4

R.O.T.C. - -

HAVE SEEN/HEARD JOINT SERVICES AD 44 36 C

Base: (181) (1419)

< Significant at .05

Q.14a Have you seen or heard any advertising for the military recently?

Q.14b (ASK IF "YES" TO Q.14a)Which of the following military services were mentioned in the advertising?(READ LIST)

Q.14c Do you recall seeing or hearing any advertising for the Armed Forces ingeneral in which all four of the major military services -- that is, theArmy, Navy, Air Force and Marines -- were mentioned?

-50-

D. CHANGE IN PROPENSITY TO ENLIST UNDER DIFFERENT CONDITIONS

As discussed earlier, women eligible to enlist in the military were

asked about their propensity to enlist under three different condi-

tions:

* Their current perception of the military

. After being made aware of the broad range of jobscurrently available to women in the military

* After being made aware of possible future eligi-bility for jobs potentially exposing women to com-bat and to serve anywhere in the world where menare serving

This section of the report presents the findings under the second and

third of these conditions.

1. Propensity to Enlist After Being Made Aware of Jobs Available

After being asked their propensity to enlist in the military

based upon their current perception of it, they were again asked

their propensity to enlist after being read the following state-

ment:

"Actually, in addition to jobs traditionally held bywomen, such as nurses or secretaries, all of the jobson the list I read to you* are available to women inthe military today. Thus, women are now eligible foralriost any type of job in the military. The only re--tricticn i'- t. women can not hold jobs which would*Xpose ti '(1 (n'lbat.

"c-wing that -r, any diffrernt types of jobs are onen to

women, how l,.y would you be to enlist in one of thearmed services? Would you be "Extremely likely," "Veryl-keiy," "Sonh:what likely," "Slightly likely," "Not tooikely,' "Not at all likely" to enlist?

* e . .i 28 or - - cbs.

-51.

a. Size of The New Positive Propensity Group

'Making women aware of the broad range of jobs available to them

in the military has the effect of substantially increasing the

proportion of those with a positive propensity to enlist from

11% to 20%.* This positive propensity group consists of:

6% with high Positive Propensity to enlist("Extremely/Very" likely to enlist) vs. 3%under current conditions

*14% with moderate Positive Propensity to en-list ("Somewhat" likely) vs. 8% under currentcon di tions

(See Table 23)

This new and larger positive propensity group is composed of 8%

from the original positive propensity group (based on current

q.perception) who continue to have positive propensity when made

aware of jobs available and 12% who shifted from non-propensity

when made aware of jobs available. Three percent from the ori-

ginal positive propensity group shifted to non-propensity when

made aware of jobs available.

(See Table 24)

These findings suggest that those women who shifted to positive

propensity (12%) were not previously aware of all of the jobs

available to women in the military. Awareness of these job

options seems to be the primary cause of their changed pro-

pensity.

*Positive propensity after being made aware of jobs available is againdefined as those who said they would be "Extremely% "Very", or "Some-what" likely to enlist in the military services after bein' read theabove statement. (See P. 6 for detailed explanation.)

-52-

TABLE 23

PROPENSITY TO ENLIST IN THE IILITARY UNDER TWO DIFFERENT CONDITIONS


CURRENT AWARE OF JOBSPERCEPTION AVAILABLE

49%

NOT AT ALL LIKELY 65%

NON-PROPENSITY

18

NOT TOO LIKELY 14 13

,/,"MODERATE

SLIGHTLY LIKELY 10 / POSITIVE- PROPENSITY

SOMEWHAT LIKELYVERY LIKELY - HIGH POSITIVEEXTREMELY LIKELY __ROPENSITY

is": (1600)

___

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I-j

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~~~ w w~0

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00

-54-

While there is limited data and information on the reason why

3% of the respondents shift out of positive propensity into

non-propensity when made aware of all the jobs available to

women in the military, one might hypothesize that awareness

of jobs which they had not known were open to women in the

military can also act as a deterrent to enlistment. These

jobs may be viewed as undesirable (e.g., certain blue collar

jobs requiring physical labor) and may create concern over

possible assignment to them, which could cause them to change

from positive to non-propensity.

b. Profile of New Positive Propensity Group

An analysis was conducted which compared the entire new posi-

tive propensity group (20%) to the original (i.e., current)

positive propensity group (1l%). Few differences emerged

between these two groups. This is due in Dart to the large

percentage (.8%) of young women that continue to have positive

propensity under both conditions.

1. Demographic Profile:

The new positive propensity group and the original positive

propensity group have very similar demographic characteristics.

For example, women in both groups tend to be younger, single,

-ot h.-.e childrq- imder 18, and not be employed full-time.

r htIf of but', : ups presently are attending high school,

ind come from hou prAlds with very similar characteristics

4 is, househ, ncome and father's educujticr).

See Table 25 and 26)

-55-

TARI F 25


-ORIGINAL POSITIVE PROPENISITY VS. NE1W POSITIVE PROPENSITY-

I (Base: Total In Each Group)

ORIGINAL NEW ORIGINAL NEWPOSITIVE POSITIVE POSITIVE POSITIVE

*AGE PROPENSITY PROPENSITY M~ARITAL STATUS PROPENSITY PROPENSITYMarried 13% 19%Plan to get 1\=

16 1 4%41% married*161 4%Do not plan to 3

get married in 3S40- next year

2618- 19 22

20- 21 7 - 7 Don't know if 4815 plan to get 4

22- 23 1 6 1 married 4

24- 25 7 11____

HAEDPNET ORIGINAL NEW ORIGINAL NEWCHVEN EPNDET1 POSITIVE POSITIVE EMPLOYMENT POSITIVE POSITIVE

CHLRNUNE 8 PROPENSITY PROPENSITY STATUS PROPENSITY PROPENSITYYes 8%13%

Employed full 29%time 34%

Employed part 23

No 92 87 time 23

Not employed 48 43

Base: (181) (324) (181) (324)

- -56-

TABLE 26

EDUCATION OF RESPONDENT AND HOUSEHOLD INCOME

-ORIGINAL.POSITIVE PROPENSITY VS NEW POSITIVE PROPENSITY


ORIGINAL NEWEDUCATION OF RESPONDENT POSITIVE POSITIVE

PROPENSITY PROPENSITYNow In School

High school 50%

Vocational __. 12College 13 . -

Last Grade Completed 10

Some high school 8 - -- -

Completed high school 19 27

Some college or more 9 7

ORIGINAL NEWPOSITIVE POSITIVE

HOUSEHOLD INCOME PROPENSITY PROPENSITY

Under $10,000 37% 39%

$10,000- $14,999 23 18

$15,000- $24,999 25 26

$25,000 or More 15 17

,(iI) (324)

-57.. --

2. Personality/Lifestyle Profile:

The two positive propensity groups are similar on all person-

ality/lifestyle measures except one. The new positive pro-

pensity group is significantly more resistant to authority,

suggesting that they may have more difficulty taking orders

from others.

(See Table 27)

3. Job Interests:

The two groups are also similar in terms of the types of jobs

in which they are interested. The single expection is that

the new positive propensity group is significantly less inter-

ested in working at the technical job of air-traffic controller.

Although the proportion of women in each of these groups who are

interested in blue collar jobs is equally small, the absolute

number of women interested in blue collar jobs in the new propen-

sity group is greater than the absolute number in the original

propensity group since the new group is almost twice the size of

the original. Therefore, increasing women's awareness of the

broad range of jobs available to them should increase the actual

number of potential accessions for blue collar jobs in the military.

(See Table 28)

-58-

.7,I + 4+

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In I

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-59-

TABLE 28


ORIGINAL POSITIVE PROPENSITY VS, NEW POSITIVE PROPENSITY


ORIGINAL POSITIVE NEW POSITIVEPROPENSITY GROUP PROPENSITY (jJOBS) DIFFERENCE

% % pts.

% SAYING EXTREIELY/VERYINTERESTED

Legal secretary 44 46 + 2

Personnel counselor 43 41 - 2Computer technician 40 40 + 0Photographer 38 46 + 8Clerk-typist/secretary 36 43 + 7Nurse 34 36 + 2X-ray technician 33 29 - 4Accountant 31 31 + 0Newspaper reporter 28 29 T 1Dental assistant 22 25 + 3Air-traffic controller 25 16 CDRadio operator 20 19 - 1

j --- Librarian 19 19 + 0Draftsman 16 13 - 3Chef/cook 13 17 + 4Land surveyor 11 13 + 2Truck driver 11 13 + 2Carpenter 9 8 -1Security guard 9 8 -1Fire fighter 8 10 + 2Mechanic 7 9 + 2Telephone repairoerson 6 6 + 0Brick layer 2 3 7 lCargo loader 1 1 + 0

Base: (181) (324)

(CSignificantly different at .05

Q.4 I am going to read you a list of jobs or kinds of work that different womenhave told us they might be interested in. For each job I read, please tellme how interested you might be in doing that kind of work. Would you be !

- Extremely, Very, Slightly, or Not At All interested in working as a(READ STATEMENT, STARTING WITH RED "X")

-60-

4. Incentives And Barriers *to Enlistment

The new positive propensity group generally desires the same job

benefits as those desired by the original positive propensity

* group. However, the new-positive propensity group is signifi-

cantly more likely than the original positive propensity group

to desire:

* . Job security (56% vs. 45%)

*Jobs where they can stay with their family/husband (51% vs. 42%)

(See Table 29)

Practically all the possible barriers to enlistment are the

same for the both groups. However, a significantly higher

proportion of the new positive propensity group express con-

cern about having to make a long-term commitment (50"0 vs.

38%). Women in this group are also significantly more likely

to be concerned with the possibility that their mother might

oppose enlistment (27% vs. 17%).

(See Table 30)

K Women in both groups do not perceive that benefits they desire

are mor'e likely to occur in civilian jobs,

(See Table 31)

L.a

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-63-

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-64-

5. Action Taken Regarding The Military

A comparison of the two groups show that there are few differ-

ences between the,. with respect to discussing the military with

family/friends and having contact with the military recruiting

establishment.

(See Table 32)

c. Women Who Shift To Positive Propensity After Being Made Aware of

Jobs Available vs. Original Positive Propensity Group

A further analysis compared a sub-group of the new positive propensity

group that shifted to positive propensity when made aware of the broad

range of jobs available (12%) to the original positive propensity

group (11%).

This additional analysis provides some useful insights regarding

the nature of women affected by increased awareness of jobs.

This information may have implications for actions the military may

wish to take in order to attract such women into the various services.

-65- ---

TABLE 32

ACTION TAKEN 1I. PAST SIX MONTHS TO LEARN ABOUT THE MILITARY

- ORIGINAL POSITIVE PROPENSITY VS. NEW POSITIVE PROPENSITY -


ORIGINAL POSITIVE NEW POSITIVEPROPENSITY GROUP PROPENSITY (JOBS) DIFFERENCE

7. pts.

CONTACT WITH FRIENDS/FAMILY

Discussed possibility with friends 44 37 - 7

Discussed possibility with parents 41 36 - 5

Discussed possibility with boyfriend/husband 29 28

CONTACT WITH RECRUITING ESTABLISHMENT

Received recruiting literature 32 35 + 3

Sent for recruiting literature 19 15 4

Gone to recruiting station 14 13 -1

PERSONALLY CONTACTED BY RECRUITER 19 20 + 1

Air Force 5 5 +0

Army 8 9 + 1

Marine Corps 4 4 + 0

Navy 3 4 -1

Coast Guard " -

Reserves 1 1 + 0

National Guard 1 1+ 0

R.O.T.C. - - +0

Don't Know/No Answer * 3 - 3

Base: (181) (324)

NOTE: Difference needed for statistical significance at the .05 level Is 9.0

-66- -


Compared to original positive propensity women, shift to uositive

women tend to be:

somewhat older:

- more likely to be 18-21 years of age

- completed high school

* more likely to have family commitments

* while the majority are not married, a greaterproportion than in the original positive pro-pensity group are:

- married

- have children

(See Table 33)

2. Personality/Lifestyle Profile

Compared to the original positive propensity group, shift to positive

women appear to have personality/lifestyle characteristics that

are less compatible with military life. Shift group women tend to

be:

* more resistent to authority (49% vs. 31%)

* more indoor oriented (43' vs. 31%)

* have a lower tolerance for getting dirty (41. vs. 55,1)

-61-

These findings sujgest thMt these women f"y be psychologically I

better suited for traditional desk jobs, than for jobs involving

either physical labor or danyer.

(See Table 34)

3. Job Interests

Generally, the job interests of this shift group are similar to

those of the original positive propensity group. The two exceptions

are that shift group women are significantly more interested

in working as clerk-typists and significantly less interested

in working as an air-traffic controller than women in the ori-

ginal propensity group.

(See Table 35)

4. Incentives And Barriers to Enlistment

In addition to desiring those job benefits most desired by the

original positive propensity group, the shift group is more likely

than the original positive propensity group to regard the following

as important:

job security (63% vs. 45%)

being able to stay with family/husband (59% vs.42%)

retirement income (55, vs. 44%) and other fringebenefits.

(See Table 36 )

I "

-68-

TABLE 33


SHIFT TO POSITIVE WHEN AWARE OF JOBS VS.ORIGINAL POSITIVE PROPENSITY GROUP -


ORIGINAL ORIGINAL

SHIFT TO POSITIVE SHIFT TO POSITIVE

AGE POSITIVE PROPENSITY MARITAL STATUS POSITIVE PROPENSITY

Married 22% 13%

16- 17 34% Plan to get 2,148% married 38

Do not plan to 4218- 19 28 get married in

next year22

20- 21 11- 7 48

Don't know if 3422- 23 14 16 plan to get

24- 25 13 7 married

X2 = 17.75, Sig. at .05 X2 - 6.85, Sig. at .01

ORIGINAL HAVE DEPENDENT ORIGINALSHIFT TO POSITIVE CHILDREN UNDER SHIFT TO POSITIVE

EDUCATION POSITIVE PROPENSITY 18 POSITIVE PROPENSITY

In School Now: Yes 17% 8%

High school 36% 50%

Vocational 1 ,College 11 92

Last Grade Completed .Some high school 10 13No 83

Completed high 358

school19

Some college or more 7 9

X2 5.12, Sig, at .05 X2 10.12, Sig. at .01

=-. s :(191) (l1l ,

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-70-

TABLE 35

YOUNG WOMEN'S INTEREST IN JOBS

- SHIFT TO POSITIVE WHEN AWARE OF JOBS VS. ORIGINAL POSITIVE PROPENSITY GROUP -

(Base: Total in Each Group)

ORIGINAL% SAYING EXTREMELY/ SHIFT TO POS. WHEN POSITIVEVERY INTERESTED" AWARE OF JOBS PROPENSITY DIFFERENCE

% -pts.

Clerk-typist/secretary 49 36 F-3

Photographer 46 38 + 3

Legal secretary 44 44 + 0

Personnel counselor 42 43 - 1

Nurse 39 34 + 5

Computer technician 36 40 - 4

Accountant 30 31 - I

X-ray technician 28 33 - 5

Newspaper reporter 28 28 + 0

Dental assistant 28 22 + 6

Librarian 21 19 + 2

Chef/cook 20 13 +7

Radio Operator 16 20 - 4


Truck driver 12 10 + 2

Fire fighter 10 8 + 2

Draftsman 9 16 - 7

Mechanic 9 7 + 2

Air traffic controller 7 25

Security guard 7 9 - 2

Carpenter 6 9 - 3

Telephone repairperson 6 6 + 0

Brick layer 4 6 + 2

Cargo loader 1 1 + 0

[ . e. (191) I I

rSignificantly different at .01

ci; coing to read you -ist of jobs or kinds of wor that different women have.oid ' r-y might be ,t. esLKd in. For -ach job I rc(,r, f)leare tell me howinto, , tju mi ht ,,. ii doing thdt kind of work. Wosild you !e F/trewel y, Very,

Not At A! iriter-ted in workinj , i..,

-71-TABLE 36

WHAT WOMEN CONSIDER TO BE MOST IMPORTANT WHEN CHOOSING A JOB

-SHIFT TO POSITIVE WHEN AWARE OF JOBS VS. ORIGINAL POSITIVE PROPENSITY GROUP-

I - (Base: Total in Each Group)

ORIGINALSHIFT TO POS. WHEN POSITIVE

% SAYING EXTREMELY IMPORTANT AWARE OF JOBS PROPENSITY DIFFERENCE% % % pts.

Getting you the job you want 63 56 + 7

job security 63 45 EDeveloping your potential 60 53 + 7

Provides men and women equalpay and opportunities 59 60-1

Where you can stay with family '

or husband 59 42

Retirement income 55 44 EGood income 53 47 + 6

Teaches you a valuable tradeor skill 51 47 + 4

Fringe benefits 50 42 EBeing able to make your owndecisions on the job 34 39 - 5

Recognition and status 33 29 + 4

An opportunity to work inanother city 12 22

Work outside most of the time 15 15 + 0

Base: (191) (181)

OSignificantly different at .05

C] Significantly different at .01

Q.9a I'd like to read several job characteristics. After I read each characteristic I..please tell me how important you feel it would be in choosing a job. (READCHARACTERISTIC) Do you consider that Extremely Important, Very Important,Slightly Important, or Not At All Important?

-72-

-- Shift group women are significantly more concerned than original

positive propensity women are with the following enlistment-related

problems or potential barriers to enlistment:

*Making a long-term commitment (58% vs. 38%)

*Lack of personal privacy (46% vs. 34%)

*Moving away from home (46% vs. 29%)

*The pay (38% vs. 30%)

*Parental disapproval (mother: 36% vs. 17%;father: 27% vs. 14%)

Religious or moral objections to the military (21% vs. 9%)

(See Table 37

Many of these concerns appear to represent strong barriers to

enlistment among members of the shift group,. These will have to

be considered by the military in terms of the types of actions

taken in recruiting efforts directed to. these prospects and the

the possible greater acceptability of one branch of the Armed

Services (e.g., the National Guard/Reserves) to these women over

others.

While there are only two job characteristics which more than

one in three women in the shift group feel are more likely to

be provided in a civilian job, a comparison of shift group women

and original positive propensity women overall suggests that

civilian jobs could be less vulnerable in the shift group

than in the original positive propensity group.

(See Table38

-73-

TABLE 37

PROBLEMS CONCERNING ENLISTMENT IN THE MILITARY

-SHIFT TO POSITIVE WHEN AWARE OF JOBS VS. ORIGINAL POSITIVE PROPENSITY GROUP-


% SAYING EXTREMELY/VERY SHIFT TO POS. WIHEN ORIGINAL POS.SERIOUS PROBLEM AWARE OF JOBS PROPENSITY DIFFERENCE

% % % pts.

You have to make a long termcommitment 58 38

You would,'t have personal privacy 46 34E2

You have to move away from home 46 29 lDon't know enough about military life 41 35 + 6

The pay 38 30

You might get seriously injured 36 30 + 6

Your mother might disapprove 36 17 9

Cannot always choose the type of workor job you want 35 32 + 3

Your father might disapprove 27 14 lThe kind of people you might meet in themilitary 21 21 + 0

Religious or moral objections to themilitary 21 9 2~

Not knowing how to go about enlisting 17 19 -2

Basic training seems too tough 18 18 0O

Friends might not think well of you 8 12 -4

Base: (191) (181)

(C) Significantly different at .05QSignificantly different at .01

Q13a In talking to people, we found that some people may have certain problemswith the idea of enlisting in the military. For each of the phrases I read,please tell me how serious a problem it is for you when considering enlistmentin the military. Is it an Extremely Serious Problem, Very Serious, SlightlySerious, or Not At All Serious?

A--

-74-

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-75-

Creating greater awareness among women in the shift group with

information about the benefits in the military as well as in-

formation about the jobs available, could serve to counteract

the various concerns expressed by these women. Thus, shift group

women may be willing to trade off potential concerns in order to

take advantage of important job opportunities, particularly in

view of the fact that most of these women do not believe that

civilian jobs are more likely than military jobs to provide this

job potential for them.

-76-

2. Propensity to Enlist After BeingMade Aware of Possible Future

Combat Involvement

Immediately following the question concerning likelihood to en-

list after being mrade aware of jobs available to women in the

military, all women in the sample were then asked about their

likelihood to enlist under the condition of possible future

combat involvement by being read the following statement:

"In the future, women may be eligible for additionalmilitary jobs that could potentially expose them tocombat and they might be assigned to any locationwhere men are serving. This means they could becomea flight crew member on a combat aircraft, have ship-

-. - board duty on any Navy ship or submarine, or servewith an Army or Marine tank or infantry unit. Again,women in any military job would be eligible to servein any location in the world where men are serving.

* Under these conditions, would you be "Extremely likely,""Very likely," "Somewhat likely," "Slightly likely,""Not too likely," "Not at all likely" to enlist?"

This section of the report presents the findings concerning the

third positive propensity group -- those women who said they would

be "Extremely", "Very" or "Somewhat" likely to enlist in the mili-

tary services after being made aware of jobs currently available to

women in the military and of possible future combat involvement.

a. Size of The Third Positive Propensity Group

Making women aware of possible future combat involvement has the

effect of decreasing the size of the positive propensity group

from 20% to 15',. "his third positive propensity 'jroup

-77-

I - -

consists of:

* 4% with high positive propensity to enlist("Extremely/Very" likely ) vs, 6% after being toldof jobs available

11% with moderate positive propensity to en-list ("Somewhat" likely) vs. 14% after being.told of jobs available

However, it is worth noting that this third positive propensity

group, based on knowledge of both jobs currently available and

possible future combat involvement is still larger than the ori-

ajnl positive propensity group (11%).

(See Table 39

This third positve propensity group is comprised of 11% from the

positive propensity group after being made aware of jobs avail-

able who continue to have positive propensity after being made aware

of possible future combat involvement and 4% who shift from non-

propensity to positive propensity when made aware of this possibi-

lity. Nine percent from the positive propensity group after being

made aware of jobs available shift to non-propensity when made

aware of possible future combat involvement.

(See Table 40

b. Profile of the Third Positive Propensity Groupr


Women in all three positive propensity groups have similar demo-

graphic characteristics.

(See Table 41

-78-

TABLE 39

PROPENSITY TO ENLIST IN THEMILITARY UNDER DIFFERENT CONDITIONS


AWARE OF FUTURE

CURRENT AWARE OF JOBS COMBATPERCEPTION AVATIARI INVOLVEMENT

NOT AT ALL LIKELY 65% 49% 60%

NON-

PROPENSITY

18

16NOT TOO LIKELY 14

139

SLIGHTLY LIKELY 10 - -

14 1 MODERATE

SOMEWHAT LIKELY PROPENSITYVERY LIKELY - -- POSTEXTREMELY LIKELY- HIGH POS.

PROPENSITY

Base: (1600)

AD-143 377 STUDY OF THE -MRKET POTENTIL FOR RECRUITING 26

NON-PRIOR SERVICE FEMALES F.. (U) GREY ADVERTISING INC 2'S NEW YORK J T HEISLER MAY 90 S?931-691SKIUNCLSSIFIED DNDC/MRS- - ?9/iSUPF/ 5/9 M

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NATIONAL BUREAU OF STANDARDS-1963-A

I

I

-79-

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40 0 I -n

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-80-

TABLE 41

AGE OF RESPONDENT AND HOUSEHOLD INCOME

POSITIVE PROPENSITY UNDER THREE DIFFERENT CONDITIONS -


ORIGINAL NEW THIRDPOSITIVE POSITIVE POSITIVE

AGE PROPENSITY PROPENSITY(JOBS) PROPENSITY (COMBAT)

16- 17 48% 41% 47%

2618- 19 22 25

7 -

20- 21 7- - 8

22- 23 16 15 9

24- 25 7 11 11

ORIGINAL NEW THIRDPOSITIVE POSITIVE POSITIVE

INCOME PROPENSITY PROPENSITY (JOBS) PROPENSITY (COMBAT)

Under $10,000 37% 39%

$10,000 - $14,999 23 18 19

27

$15,000 -$24,999 25 26

$25,000 or More 15 17 20

Base: (181) (324) (245)


The third positive propensity group is quite similar on these

measures to the other two positive propensity groups. The only

exception is that the third positive propensity group has

significantly less tolerance for getting dirty than does the

original positive propensity group.

(See Tabl e 42

3. Job Interests:

All three positive propensity groups have the same job inter-

ests except that the second and third groups are sigr~ificantlyless interested than the original Positive propensity group in

* working as an air-traffic controller.

(See Tabl-e 43)

4. Incentives And Barriers to Enlistment:

The motivating job benefits are basically the same among women in

all three positive propensity groups as are the barriers against

enlistment. However, a larger proportion of the second and third

positive propensity group express significantly more concern over

possible objections raised by parents, As noted earlier, the

second positive propensity group are concerned with the need to

make a long-termn commnitment. (Se Tal 4

In addition, the third positive propensity group is signifi-

cantly more likely than the original positive propensity group

to attribute "getting the job you want" to civilian jobs than

to the military.

(See Table 45)

-32-

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-83-

TABLE 43


- POSITIVE PROPENSITY UNDER THREE DIFFERENT CONDITIONS - -


ORIGINAL POSITIVE NEW POSITIVE THIRD POSITIVEPROPENSITY GROUP PROPENSITY (JOBS) PROPENSITY (COMBAT)

% /% %

% SAYING EXTREM1ELY/VERY INTERESTED

Legal secretary 44 46 47Personnel counselor 43 41 35Computer technician 40 40 39Photographer 38 46 42Clerk-typist/secretary 36 43 41Nurse 34 36 34X-ray technician 33 29 24Accountant 31 31 30Newspaper reporter 28 29 28Air-traffic controller 25 (M GDental assistant 22 25 23Radio operator 20 19 18

_ Librarian 19 19 16Draftsman 16 13 12Chef/cook 13 17 13Land surveyor 11 13 12Truck driver 11 13 11Carpenter 9 8 7Security guard 9 8 9Fire fighter 8 10 10Mechanic 7 9 8Telephone repairperson 6 6 9Brick layer 2 3 1Cargo loader 1 1 2

Base: (181) (324) (245)

(CSignificantly different than orignial positive propensity group at .05 level.

Q.4 I am going to read you a list of jobs or kinds of work that different womenhave told us they might be interested in. For each job I read, please tell mehow interested you might be in doing that kind of work. Would you be Extremely,Very, Slightly, or Not At All interested in working as a ... (READ STATEMENT,

STARTING WITH RED "X")

I q

-84-

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L i ( A S - W C0 4 -) . C - -CU .>t E 0. .- -- 03..

'-'a CA -cc -4-)0 ~ 4'=i to. L) 0 ).- I000LIJJ 5-) aC E. .- 00P- Lii 0L 3 . - - n0 ~ 4'0 0 0

0 >)- a) 4-1 c nE 3 4-

CD . I-..) di Ce r_ 0. 0 0 In S In4 o- 0-0C0i! > 0 s- W C C: 0- 0 0V.C> toJ 0 4 1 0 C o to =. ' C0 - C

3- C 4J 03>, ~ 4 4) ) - 4 0~u0J.. r- CJ 03 in 4-) Ce to 0-A 03 4) 0 C

C-4 to 4J E0 0Y E- 4.- "a~ .- C: .C 5 0.. LJ >, ae- S n S - 03 0 W 4-) to4- 0)

0)J Id to 0 to .- .- 03 C_ .D S- C 00, (D 4- 41 -o In 1.0)~0 0 , C ~PU. 0 E t7) 4J 0 c E- (D C4. - .r vi 0L , S.3. a0 4c 4) o, 4 0 - 03 4- 04--i'..

43 C CA 0 4) CL 03 S- cm 0 t3 .) = 3 ->X: I- CL0. 0 0 w . a. L_ w. a~ .- ma 0

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-86-

c. Women Who Stay Positive vs. Women Who Shift to Non-PropensityWhen Informed of Future Possible Combat Involvement

Since few differences were observed in the analysis comparing

the third positive propensity group to the other two Positive

propensity groups, another analysis was conducted which compared

those women who shift to non-propensity with those who stay posi-

j tive to determine the nature of those prospects the military wouldretain and those they would lose if women were made aware of

possible future combat involvement as well as the jobs avail-

able to women in the military.


j Compared to those women who stay positive, women who shift to

non-propensity are older, and more likely to have commitments.

Specifically, these shift group women are more likely to:

j . Be 20-25 years old

*Have completed high school

*Be married

*Be employed

(See Tables 46 and 47)

Women who shift to non-propensity are also less likely than the

stay positive women to be from a minority group.

(See Table 47)

7--

-87-

TABLE 44


-STAY POSITIVE VS. SHIFT TO NON-PROPENSITY WHEN AWARE

OF POSSIBLE FUTURE COMBAT INVOLVEMENT-


SHIFT SHIFTSTAY TO NON- MARITAL STAY TO NON-

AGE POSITIVE PROPENSITY STATUS POSITIVE PROPENSITY

Married 1%26%16- 17 48% 32% Plan to 1 14

get married z

Don't plan to 46get married 32

27 in next year

18- 19 2518

Don't know20- 22 11if plan to 39 41

23-2516 23get married

23 251

X2=17.75, Sig. at .05 X 2 =8.02, Sig. at .01

SHIFTEDUCATION STAY TO NON-

In School Now POSITIVE PROPENSITY

High school 50%35

Vocational 19

Last Grde Completed 1Some high school 12 37

Completed high school 19

Some college or more 8

X= 6.69, Sig. at .01

Base: (181) (143)

(CONTINUED)

TABLE 47


STAY POSITIVE VS. SHIFT TO NON-PROPENSITY WHEN AWAREOF POSSIBLE FUTURE COMBAT INVOLVEMENT

(CONTINUED)

SHIFT

STAY TO

EMPLOYMENT STATUS POSITIVE NON-PROPENSITY

Employed Full-Time 27%43%

Employed Part-Time 25

21

Not Employed 4836

X 9.53;Sig. at .05

SHIFTSTAY TO

POSITIVE NON-PROPENSITYRACE

White 68

81

Black 13 -

Hispanic 9 = 15

O t h e r 1 0 3_ _ _ _l

X N.S.*

Base: (181) (143)

*N.S. Not Significant at the .05 or .01 level.

-89-


The shift to non-propensity group is less likely than the

stay positive group to:

.Enjoy excitement and danger (46% vs. 68%)

Enjoy physical activities, including physicalexercise (57% vs. 68%//)

.Be mechanically inclined (29% vs. 43%)

They are also more indoor oriented. These findings suggest that

those women who shift to non-propensity when made aware of possi-

ble future combat involvement would not be particularly suited

to combat life or the physical and mental strains placed on them

under these conditions. However, they may continue to be good

prospects for indoor, less risk assuming jobs in the military.

(See Table 48

3. Incentives And Barriers to Enlistment:

The shift to non-propensity group does not differ significantly

from women who stay positive on the motivating job benefits they

see,,. However, compared to those who continue to have positive

propensity, the women who shift to non-propensity are signifi-

cantly more concerned about these barriers to enlistment:

*Making a long-term commitment (60%i vs. 4311)

Lack of personal privacy (50% vs. 34%)

*Lack of knowledge about military life (44%," vs. 31%)

(See Table 49

LU V

LI

OL')

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2: : C) -

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U- o

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cn -j n 0 E - -c.- eooo0 Ln: (I>1w M to4J -ao ?S )3 w

Ln E0 4-) -> - -+:3 0 -se

C)L S.. (0 r- -CL 4- C 0 a a L(

C:)- LL U (-o 0- -0 00f E iU(-a- CD -l tn.- -, 0 ( U -) --

0 A V) 0 0> =.C - u) 4--l 'ai

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.C = >-' 4-/ a)" a):E30) Q u 4 a 0 -3

- :

4-4- 04-0 COo' 4J4J -fu>

> a) S- = (a04-J 0J 0'Q)E7 4,-' - C) 0 ro -0 mra3 S-4- >, 4- U

C ) (a- 0 C4-uCL -c roJ >) 0 0-- tA--0 Z a., cu

4-J C, ( ro( 4- V - V) - S - M )02: Q, 0>, W- :3 >, (n - . w ) cW

(A a) X L0 0- -0)- 0)4- 4-aC__

c_ 4 0 C: a- 0o C 0-1: 0

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TAB LE 49


-STAY POSITIVE VS. SHIFT TO NON-PROPENSITY WHEN AWAREOF POSSIBLE FUTURE COMBAT INVOLVEMENT-


SHIFT TOSTAY POSITIVE NON-PROPENSITY DIFFERENCE

% SAYING EXTREMELY/VERY SERIOUS PROBL M%% % pts.

You have to make a long-term commitment 43 60 17You have to move away from home 36 41 + 5

You wouldn't have personal privacy 34 50 1+161The pay 33 35 + 2

Don't know enough about military life 31 44 Z

Getting the job you want 29 38 + 9You might get seriously injured 29 37 + 8

Your mother might disapprove 27 26 - 1

Your father might disapprove 21 23 + 2

The kind of people you might meet in the 21 19 - 2military

Not knowing how to go about enlisting 20 15 - 5

Basic training seems too tough 16 20 + 4Religious or moral objections to the 13 16+3military

Friends might not think well of you 12 8 -4

Base: (181) (143)

(Z: Significant at .05C Significant at .01

Q. 13a In talking to people, we have found that some people may have certain problemswith the idea of enlisting in the military. For each of the phrases I read,please tell me how serious a problem it is for you when considering enlistmentin the military. Is it an Extremely Serious problem, Very Serious, SlightlySerious, or Not At All Serious?

-92-

Providing these women with information about military life which

addresses such concerns might encourage them to "trade off" some

of their concerns in order to acquire those benefits they desire

and which the military does in fact provide.

3. Women Who Have a Positive Propensity to Enlist Under All ThreeConditions - Core Group

The core group is defined as those women in this study who have

a positive propensity to enlist under all three conditions pre-

VA viously evaluated. These are women who are "Extremely", "Very"

or "Somewhat likely' to enlist regardless of circumstances or

conditions involved:

*Based upon their current perception of the military,

*After being made aware of jobs now available towomen in the military and

*After being made aware of possible future combatinvolvement

For this reason, women in this group appear to be a key target

market for the military. Compared to other NPS women eligible

for enlisted service, the military should have relatively good

success in its recruiting efforts aimed at women in this group.

a. Size of The Core Group

Almost 6% of NPS women eligible for enlisted service -

861,400 womien* __ have a positive propensity to enlist in the

military under all three conditions evaluated in the present

study.

*In this case only, the projection includes those with both high and 'oderdtte_propensity. It was assumed that because these women remained positive through-out the three conditions, they are different from those women who may have hada positive propensity to enlist under the oricjinal condition but who shifted tonon-propensity, for example, under the possibility of corbat exposurc condi-:ion.

-93-

b. Profile of The Core Group

An analysis was conducted which compared this core group (60i,)

of women to all NPS eligible women (total sample).


The core group is younger than NPS eligible women in general

and they are less likely to have already made employment

or family commitments. Specifically, core group women are:

*more likely to be 16/17 years old (55% vs. 28%)

*still in high school (59% vs. 209%)

*not employed full-time (77% vs. 63%)

*not currently married (90% vs. 70%) and do not*have dependent children under 18 (94%10 vs. 83%)

(See Table 50)

Core group women also appear to be from a socio-economic back-

ground where they may find it more difficult than most young

women to get satisfactory civilian jobs. Specifically,

over one-third of the core group women are minor-

ities (vs. 14% among all eligible women)

(See Table 51)

-94-

TABLE 50

INDIVIDUAL DE.iOGRAPHICS

- TOTAL SAMPLE VS. CORE POSITIVE PROPENSITY -


CORE CORETOTAL POSITIVE TOTAL POSITIVE -

AGE SAMPLE PROPENSITY MARITAL STATUS SAIPLE PROPENSITY10 %

16-M17 28% I arried 30%55% Plan to getmarried 2 \ / 39

18- 19 26Do not plan to 32get married in ' l

20- 21 15 next year

25 5022- 23 17 Don't know if 36

- 12 plan to get24- 25 14 8 married

CORE CORETOTAL POSITIVE EMPLOYMENT TOTAL POSITIVE

EDUCATION SAMPLE PROPENSITY STATUS SAMPLE PROPENSITY

igscol29% 23%High school Employed full 37%

Vocational 2"- 59% timeCollege 13 27Last grade completed 9

Some riyh school 9 Employed part 22\ ~t ime -

Completed high 35 14school 1 Not employed 41 50

10

Some college 12 7

Base- (160O) (90) (1600) (90)

(CONTINUED)

-95-

TAI.E 51


- TOTAL SAMPLE VS. CORE POSITIVE PROPE:NSITY -

(CONTINUED)

CORE COREHAVE DEPENDENT TOTAL POSITIVE TOTAL POSITIVECHILDREN UNDER 18 SAMPLE PROPENSITY RACE SAMPLE PROPENSITY

Yes 176

71%White 86%

No 83 94

o 1 12

Black 14 o 10Hispanic -Other 7- 7

CORETOTAL POSITIVE

FATHER'S EDUCATION SAMPLE PROPENSITY

Some high school 33% 39%

Completed high school 3638

Business/Trade 2Some college 8 3zz

College or more 18 - 7

Don't know 3 _ 10

Base: (1600) (90)

-96-

they come from lower socio-economic backgrounds where

-the father is less likely to haveattended college (83% vs. 74% have no college experience)

(See Table 51)

2. Personality/Lifestyle Profile

While most NPS eligible women seem to enjoy challenge, core

group women enjoy it even more. Overall, the core group has

a significantly different personality/lifestyle profile from

other NPS eligible women. This profile appears to be more

suitable to military life, even under possible combat condi-

tions.

*Desire an active, non-sedentary job (76% vs. 65%)

*Enjoy excitement and danger (73% vs. 41%)

*Enjoy physical work (53%/1 vs. 32%)

*Tolerate getting dirty (57% vs. 37%)

Are outdoor oriented (21% vs. 37%)

*Are mechanically inclined (46%0 vs. 23%)

Are not resistant to authority (27%/1 vs. 55%)

(See Table 52)

3. Job Interests

Core group women are different frorm other flPS eligible women in

that they are significantly more interested in working in the

following jobs:

Legal secretary (47% vs. 3J27/)

Computer technician (427 vs. 29%)

- -97-

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In c .

-j 8 - a .I cCm I-) 0u 411

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41 *0 00 . 4

a. CM 'A - c C 4L- U' 31 41 41 41 41 3*~A .. 3.

U~ c 0w4 Cu.. as 0u 41 AC v1 10 4

.-.- ~~i L... &. 41 4 1 1n~.8Lot ;E L. g11 0 ~ U-

40 V1 01C C 0=. %n " 080 0 41 41C - A1

C -C L .C 41 - C U

41 ~~ ~ ~ ~ 4 41 0 41 4 1 - 4 ~ V Uv -

~c 0A -J 0 V - 0 3 1U.' 8-.C .C C .0 0 11. 4

U~ c C0 0 CLA0 4 1 8. 11 'ILIJ U. V 41401 -

2. 8 U X8C 0 1 8. C A 8-. WC

4c c 41 41: L.041 0 4

&n C0 V1 m1 V Vx k" 4A 414A

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-g98- "

* Newspaper reporter (31% vs. 20%)

X-ray technician (29% vs. 17%)

* Air-traffic controller (28% vs. 9%)

* Truck driver (17% vs. 7%)

(See Table 53

Core group women are similar to all NPS eligible women in that

both groups currently have very low interest in working at blue

collar/physical labor jobs. However, as suggested above, core

group women's personality/lifestyle characteristics aru more

compatible with these jobs and therefore may offer some potential

with the right recruitment incentives,

(See Table 53)

4. Incentives And Barriers to Enlist

The core group is motivated by many of the same job benefits as

NPS eli:;!.1ie wi )en in general:

Providecs men and ;.omen equal pay and oppor-

* GeL ng the job you want (61% vs. 60%)

Teaches you a valuable trade or skill (48. vs.44 ')

Developing your potential (48% vs. 56/)

(See Table 54

However, in contrast to all NPS eligible women, these women are

less likely to be Motivted by:

Job security (44': vs. 55",)

Being able to stay with family/hushand (15"/ v.. 57)

-99-

TABLE 53


- TOTAL SAMPLE VS. CORE POSITIVE PROPENSITY GROUP -


CORE POSITIVE TOTALPROPENSITY SAMPLE DIFFERENCE

% % %pts.

% SAYING EXTREMELY/VERY INTERESTED

Legal secretary 47 32Computer technician 42 29Photographer 42 34 + 8Personnel counselor 37 31 + 6Clerk-typist/secretary 33 35 - 2Nurse 32 25 + 7Accountant 31 25 + 6Newspaper reporter 31 20 1X-ray technician 29 17Air-traffic controller 28 9Radio operator 20 11 + 9Dental assistant 20 18 + 2Draftsman 18 9 +9Truck driver 17 7Librarian 16 12 + 4Chef/cook 14 11 + 3Land surveyor 13 8 + 5Fire fighter 12 4 + 8Carpenter 10 5 + 5Mechanic 9 7 + 2Security guard 9 4 + 5Telephone repairperson 7 5 + 2Cargo loader 3 * + 3Brick layer 1 2 -1

Base: (90) (1600)

*Less than 0.5%

?Significantly different at .05Significantly different at .01

Q.4 I am going to read you a list of jobs or kinds of work that different womenhave told us they might be interested in. For each job I read, please tellme how interested you might be in doing that kind of work. Would you beExtremely, Very, Slightly, or Not At All interested in working as a ...(READ STATEMENT, STARTING WITH RED "X")

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-101-

which were important motivating benefits to both of the shift

groups discussed. Furthermore, the core (jroup does not

feel that civilian jobs are more likely than the military-

to provide the key job benefits they desire.

(See Table 55

In terms of barriers to enlistment, no more than 34% of the

core group have "Extremely" or "Very" serious problems with any

of the enlistment-related problems they were asked about.

The highest ranking problems they do cite are:

*Making a long-term commitment (34%)

Lack of personal privacy (29%)

In contrast NPS eligible women in general express considerably

greater concern for many of the problems rated.

(See Table 56)

- - - - - - - - - - - - - -

-102-

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-103-

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-104-

E. PROPENSITY BY REGION UNDER DIFFERENT CONDITIONS

While positive propensity to enlist is higher in some census regions than

in others (e.g., 18% in New England vs. 5,., in West North Central for

the current perception condition), none of the 9 census regions show a

significant difference from the country as a whole for the three

conditions evaluated in this study. The only significant difference

occurred in the combat exposure condition where the proportion of

women having high positive propensity to enlist (13%) was significantly

larger than that for the country as a whole (4%).

(See Table 57)

As noted earlier, the level of positive propensity to enlist for the

country as a whole shows significant increase from the current perception

condition (11%) to the job awareness condition (20%), and a significant

decrease from the job awareness condition to the combat exposure

condition (15%). While this general pattern occurs for most of th- rino

census regions, it should be noted that:

Positive propensity Lo enlist dces not drop in the West

-'th CPntral of Pacific regiono. after the possibility ofcmnat is introduced.

:n a nur;,)er f regions the increases and/or decreases in)cs'ti .e propensity from one condition to another are notsigni ii cant. *

(See Table 57)

Overall, the findings regardint level )f positive propensity by geographic

region suggest that the thrutt uf the wilitary's ni,,rketing,'recruitment

efforts would nt have to he tLiored to address different regional patterns.

However, the r(latively few eorjraphic vriations that exist should he

ruviewed to deter!miine if siaeciiized treatment is iierited.

* The failure for i!oc..t of thece incre&s(eo and/or derrases to achievestatistical sirjnifIcance would appear to refle-ct the sample sizes in the'regions as opposed to the obnence of the piitt,,rn teen nationall1.

-105-

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-106-

F. YOUNG WOMEN'S JOB INTERESTS

1. Classification of Jobs by the Military

Historically, jobs available in the military services have been

thought of in terms of two broad classifications: "Traditional

jobs" open to women and "Non-traditional jobs" for women which have,

in the past exclusively been the domain of men. (It should be noted

here that the various branches of the service do not always classify

jobs in the same way).

2. Develooment of Women's Job Interest Clusters

In order to determine whether young women's perceptions of avail-

able military jobs differ from the military's perceptions, a

special statistical analysis was conducted for the purpose of

assessing the dimensions on which young women's jobs interests

cluster.* This analysis consisted of the followinn ster, "

Compil in, ' I- 't oi jot) s oreentino iobsc. ir,-rr , . . I b e to y, ; ' women in thc0 itaty Who 0o not have a college deqree.**

Oh -o I ni r rating'. Fror woien in this studyt:! r(j ( r to n ntere ted they were in

wort.ir-h :'- <e Jot,. on the 'list.

Su!, ectinj Lhe ratino s to a computer analysis whichobjectively groups those Jobs young women associatewi th one another (i.e., rate similar., into jobdimension factors or clust(: :,).

Labeling each cluster in a .,ray which describes the

jib,, they contain as succri ntly as possileo.

The resul; .i tois pro(ede wa to reduce the list of 24 jobi. to

8 diimenlion ; ,r job clus;ters. These are described as follows

* The technique used, R-Factor analysis, examines correldtions amon'j many

variables simultaneously. A devtoiled description of thr, technique i',

rn v'nd ;r k

-107-

I) White Collar/Clerical/Detail Oriented Jobs

Accountant, Clerk-typist/secretary, Computer techni-cian, Legal secretary

2) Creative Jobs

Newspaper reporter, Personnel counselor, Photographer

3) M1edically Related Jobs

Dental assistant, Nurse, X-ray technician

4) Librarian*

5) Chef/Cook*

6) Technical Jobs

Air-traffic controller, Draftsman, Radio operator

7) Land Surveyor*

8) Blue Collar/Physical labor jobs

Brick layer, Cargo loader, Carpenter, Fire fighter,Mechanic, Security guard, Telephone repairperson,Truck driver

3. How Clusters Compare to Military Classifications

Of the eight clusters derived from the special statistical analysis:

One cluster consisted entirely of non-traditionaljobs

Three clusters consisted entirely of traditional jobs

Four clusters consisted of a mixture of traditional jobsand jobs defined by some services as non-traditional

* These jobs were so weakly assoicated with the other job clusters thatthey became separate independent dimensions.

-108-

a. Non-Traditional Job Clusters

Of the thirteen jobs defined by the services as non-traditional,

eight jobs were classified by young women into a single cluster --

the Blue Collar/Physical Labor Cluster -- which consists of the

jobs shown in cluster number eight above.

b. Traditional Job Clusters

Three clusters consisted only of jobs classified as traditional;

these clusters grouped jobs into:

3) Medically Related Chef/Cook 7) Land SurveyorCluster Cluster Cluster

Dental assistant Chef/Cook Land SurveyorNurseX-ray technician

c. Mixed Job Clusters

The remaining five jobs defined as non-traditional by at !'est

one or more of the service, ,erb classified by women in clus3clrs

containir other" jo s that are usually cla ified as traditional

by the servcos. This resulted in the followirnm four mixed clusters

containing _oth triditional and non-traditional jobs:

BRANCH CLASSIFYING CLUSTER WOMEN-PECIFIC JOB JOB AS NON-TRADITiONAL CLA.ISIFIED JOB WITH:

Tomputertechnician Navy 1) White Collar/Clerical Cluster

Clerk-typist (Trid.)Leqal secretary Trad.)Accountant (Trad.)

Photographer Army 2) Creativr Job Cluster

Personnel counselor (Trad.)Newspaper reporter (Trad.)

-109-

BRANCH CLASSIFYING CLUSTER WOMENSPECIFIC JOB JOB AS NON-TRADITIONAL CLASSIFIED JOB WITH:

Librarian Navy 4) Librarian Cluster (Unknown)

Draftsman Navy 6) Technical Cluster* Air-traffic controller* Radio operator

Radio Operator Ar;i% 6) Technical Cluster" Air-traffic controller" Draftsman

4. Jobs In Which Women Are Most Interested

Women eligible for NPS enlisted services are generally more interested

in jobs classified by the military as traditional than they are in

those classified by the military as non-traditional. Table 58 shows

that young women have greatest interest in white collar/clerical jobs

and in creative jobs. There is also relatively high interest in medi-

cally related jobs.

Interest in most other jobs is considerably lower. In particular,

it should be noted that most blue collar/physical labor jobs, a

major class of non-traditional jobs, fall into the group of jobs for

which NPS eligible women currently express low interest.

*These jobs are classified as traditional by at least one branch ofthe Armed Services.

-1 1Q- -

TA31-E 58

YOUNG WOMEN'S INTEREST IN JOB DIMENSIONS


White collar clerical/detail : SAYING EXTREMELY OR VERY INTERESTEDoriented jobs

Clerk-typi st/Secretary .__35%

Legal secretary J32Computer technician 129

Accountant I 25

Creative Jobs

Photographer 34

Personnel counselor ;31

Newspaper reporter 120

Medically related jobs

Nurse _ 25

Dental assistant

X-ray technician

Librarian H 7 1 2

TecnnirI jnbs

Ra _.i o operator -Ii

Draftsman

AIr-traffic r 1mt 1 er 19

Land surveyor K

(CONTI UED

TABLE 58

YOUNG WOMEN'S INTEREST IN JOB DIMENSIONS(CONTINUED)

% SAYING EXTREMELY OR VERY INTERESTEDBlue collar/physical labor jobs

Mechanic 7

Truck driver 7

Telephone repairperson 5

Carpenter 5

Fire fighter 4

Security guard 4

Brick layer 2

Cargo loader

Base: (1600)

* = Less than 0.5%

II

-112-

5. Opportunity for Increasing Interest in Non-Traditional Jobs

It is clear that at present, young women's job interests parallel

historical patterns of traditional job options available to them in

the military. However, the low level of interest in blue collar

jobs expressed by women at present does not necessarily imply that

there is no potential for the military to attract greater numbers of

women into such jobs. Much will depend upon the way the recruiting

establishment positions these jobs, particularly in relation to the

various job benefits women seek. Thus, blue collar jobs could be

offered as a way for young women to accomplish career objectives.

Very possibly, there are women who will be happy to trade off cer-

tain negatives associated with non-traditional jobs in order to

achieve important career goals.

I

-1 13-

'~rif~TiI., tj(n a',"i on Jot) In terest,.

Women eligible for NPS enlisted military service were also seg-

mented on the basis of their job interests in order to determine

whether there are different groups of women interested in

different types of jobs. The resulting job interest segments

were then further analyzed to determine their demographic character-

istics, personality/lifestyle characteristics, attitudes and be-

havior patterns. Understanding all of these differences can be use-

ful in helping the military more effectively target its marketing/

communications efforts.

a. Development of the Segments

In order to develop segments based on job interests

of young women eligible to enlist in the military,

i the following analytical steps were performed:

A second statistical computer analysis*was conducted using the ratings of in-terest women gave to each of.the 24 jobs.

* a result of this analysis, womenwere placed into homogeneous groupsin terms of the similarity of theirpattern of response.

Segmentation was completed among approxi-.owtely 75? of women in the sample andproduced four unique groups of women.**

Each group was assigned a name based onits distinctive nature.

Table 59 shows the percentages and corresponding num-

bers of women who fall into the four segments identified

* The statistical technique used, Q-Factor Analysis, is described in detail

in the Technical Appendix.** About 25% of women were eliminated from this analysis for technical reasons.

See Technical Appendix for further exdlanation.

-114-

by this segmentation analysis. Although the women ex-

cluded from the analysis account for 25% of the young

women eligible to enlist, these women offer the military

little potential.

They have a significantly below averagepositive propensity to enlist in themilitary and they account for only 7% ofthe current positive propensity group.

These women are less interested than otherwomen in all jobs now available to enlistedwomen in the military.

Table 60 shows the proportion of current positive propen-

sity women vs. non-propensity women in each of the four

segments as well as for those women eliminated from the

segmentation analysis. Table 61 shows the level of positive

propensity to enlist under the different conditions for the

total sample, for women excluded from the segmentation

analysis and for women iclie ,&' enx. tion analy:K.

TAI'LE 59

S[G:*IENTAT IN 01- Y(li(; WOMEN ELIG12 'XTO FLI1 I WV Iii j M I LI i ri iT'

a r ~ ~~ri

ONOT IN ATTITUDE SEGMENTATION

(3,829,000 women)

SEGMENTSEMEN AA<(,2,00wmn

SEGMENTEGEN D 1(,hOOwmn

SEGMENTSEMEN C 26200wmn

SEGM4ENT A ______1i; (1,23,000 women)

Total In Attitude Segmentation(11,485,000 women)

(Sample Base: 1191)

-116- -

TABLE 60

PROPORTION OF CURRENT POSITIVE PROPENSITvVS. NON-PROPENSITY WOMEN IN EACH SEGMENT

(Case: Tntal In Each ,.:oup)

TOTAL POSITIVE NON-SAMPLE PROPENSITY PROPENSITY

SEGMENT A31% 351, '32"

SEGMENT B -

13 17

SEGMENT C 28

1716

SEGMENT D9 ",/ 7

N 177 "7777,'.r \ 1' 7

-""'" - / f> 2://;;'/j.

u ,~O , N O3 T I N ,ATTIUDE ENTATIIN "

Base: (1600) .( /,

Base.: ( 1600 ) 1:-1 '(il <1 .,

-117

CI 0' 12t -,: 0 r

LiU

CC)

SLi

I- L

I-.J

S 0 LCAwi L S- L-i

Li u

w Li r_. L

-j C

F- 0 )I.'

cn W3 >3 C

p~~ LiUO.4- CDL Co

Li~ CCIQ)~ -- I C0. C>t-, Cli L C ) 4J4A,4-) 00-O

C3 _D a), ro~U.-j"U _D >0

Cl. (130 (1)

cu4- Q) w

-COS-J: C L . 4. -D'4

C) m0 -0- U)

"i C- .- a- 4j-C

In. L/) in 4 4-

-118-

b. Four Segments of Women

The segmentation analysis yielded four groups of women:

A. Clerically oriented office women

B. Medically inclined women

C. Glamour seeking women

D. Independent/technically oriented women

The women in these segments are distinctly different on several cnaracteristics,

especially their plans for the next few years and their personality/lifestyle

characteristics. In spite of these differences, all four segments appear to

have some utility for the military. As Table 62 shows, they all have at least

average positive propensity to enlist in the military under all three conditions,

and Segments B and D have an above average positive propensity to enlist under

all conditions.

It should be noted that interest in blue collar jobs aong women ir; all four

of these attitudinal segments is very low.

Knowledge of the distinctive needs r,', of , of women chn ue

especially useful to Lnie Ji]tarL in levelopinj ind ta-iloring their recruitine

activities to address the individual needs of potential female enlistees in

each of these se'ents. The fnur £ec: nents an' thef r clia,cteristics aie cis-

cussed as follows:*

* Not all availat)l findinqs are shown for wo,,ci in each ,eqnlent. Only,nose findings which contribute to an understandinq )t the segment aresnown. Additional data are available upon request.

T, LF 62

PPOPE;:SITY TO ENIL'.S "'jEf DIFFERENT OI)IIONS CY SEG T-ENT

ATT17 j[' S[GMENTS A - D

(13as : Tu,.al in Each Group,

POSITIVE PROPENSTY BASED O;,: SEGIENTSA B C I)

CURRENT PERCEPTION 12 18 12 18

High Positive Propensity 4 5 2 4Moderate Positive Propensity 8 13 10 14

AWARE OF JOBS AVAILABLE 24 28 22 31

High Positive Propensity 8 7 9 8Moderate Positive Propensity 16 21 13 23

AWARE OF FUTURE COMBA\T INVOLVEMENT 16 19 16 25

Hiqh Positive Propensity 5 4 7 8Moderate Positive Propensity 11 15 9 17

Base: (513) (288) (264) (264)

-121-

activities less than other women, and they have an -irientation towards

cleanliness.

(See Table 68

Action Taken To Learn About The Military

Although Segment A women have about average positive propensity to enlist under

all conditions evaluated, they are significantly less likely than others to

have discussed the possibility of enlistment with friends and/or had contact

with the military recruiting establishment.

(See Table 69)

-122-

TAB~LE 63

PROPENSITY TO ENLIST UNDER DIFFERENT CONDITIONS

- SEGMIENT A

(Base: Total In Seqient A)

AWARE OiF AWARE OFCURRENT JOBS FUTURE COMBAT

PERCEPTION AVAILABLE INVOLVEMENT

Not At All Likely 63% 45% 56%

/ lNon-

/ 16 !Propensity

Not Too Likely 16 15 1

Slightly Likely 916 Mo,/5

Somiewhat Likely < 8 ,<' Propensit yVery Likely 2 Hi/ ./ -

Extremiely Likely .2 - /RR4R_______4 Propensi t

13 (513

-123-

TA I ; V

YuIir~; W[rlEN I T Ir; JOBS

- SEGMEilT A -


- Saying Extremely/Very Interested SEGMENT A BALANCE DIFFERENCE

%4 % pts.Clerk/typist/Secretary 68 19 F_

Legal secretary 64 20

Accountant 49 17

Computer technician 49 26 n_

Dental assistant 24 22 + 2


Brick layer 2 2 + 0

Telephone repairperson 6 6 + 0

Librarian 14 15 -1

Cargo loader * I 1

Mechanic 7 9 -2

Draftsman 10 12 -2

Truck driver 6 9 -2

Fire fighter 4 7 -3

Chef/Cook 12 15 -3


Carpenter 4 8 -4

Land surveyor 8 12 - 4

Air-traffic controller 8 15 <Q

Radio operator 10 18 LD

Newspaper reporter 20 29

X-ray technician 14 27 Fi

Photographer 30 50 ___

Nurse 14 41

Base: (513) (678)

* Less than 0.5%

< Significantly different at .05[] Significantly different at .01

Q.4 I am going to read you a list of jobs or kinds of work that different women

have told us they might be interested in. For each job I read, please tell

me how interested you might be in doing that kind of work. Would you be

extremely, very, slightly, or not at all interested in working as a .......

TABLE 65

HIGH SCHOOL EDUCATION PROGRAM

-SEGMENT A-


K EDUCATIONAL PROGRAMIN HIGH SCHOOL SEGMENT A BALANCE

College Preparatory 30%

Commercial or Businesstraining50

Vocational 20% %

X2= 84.52, Sig. at .01

Base: (513) (678)

-125-

TABLE 66

MATH AND SCIEJCE COURSES TAKEN

- L('M[ ll A -

(Base: Total 7r! Each Group)

S

COURSES HAVE TAKEN ANDPASSED SE(,,MENT A BALANCE DIFFERENCE

:: ,o %pts.Math Courses

Elementary algebra 70 75 - 5Plane geometry 4:3 53 FT1Intermediate algebra 44 52 CTrigonometry 117 2 17 - 5 i

None of these 15 13 + 2

Science courses with Selectricity/electroni cs 25 32

Base: (513) (678) 5

C -iqnificantly different at .05Significantly different at .01

S

-126-

TABLE 67


- Segment A -

(Base: Total In Segment ,)

INCOME SEGMENT A BALANCE

Under $10,000 32% .21%

$10,000 -14,999 19 - 2

$15,000 - $24,999 33 34

$25,000 or more 16 23

X2:38.32, Sig. at .01

FATHERS' EDUCATION SEGMENT A BALANCE

Some high school 39'. 29%

Completed high school 37 36

College or more 2435

X 2? 13. I S. u t .01

(513) (678)

d~....

-127--

Ij.J

Ls-o

m U

.O-

oo

Wa

U.CL

m 0.. Gic n ~

UU U0a,.% L J ( U0 4 i

uj I*-4

w~ 41-~r 0 i

to (A L C

w 0 c- =~ -1 L 1((A a . to )4 - s-

I- 0A o-Li. 0 0.~t 0 * In

AS 0U 3 3: J W U41 >$.a 4J 4-4- c 4j ci

S-4-J E to '4-a 4) w4-0

003 0 CL c4-3 fO 4-) .)o>a, aD,. .- 0I 0) =c 0-CL

'a E E3o &- -0:+ 0co to c~ c o. be c W

oL 0o 0) S-0). C 4a

tu ( = 1 4 .. -U' ) mC m4/) Lu 4-) J...o 3 N 0 00 - 30 00 41~

q. u 4 S- 3 o 0 0 0(i.U o to'3 ='4- > CACA

-j W - 4-1 tU r-4. 4-J 4M 0) a,..) 4- . ' 48 =J4-)

uU 0U)'0)0 0.-)- W4 10 C4J 4- 4J bbr

... Cu 0 0 S . .- toc>J 0+3 4-) to= 4J w cu 1 4-,

*0 4 -1 A,*. 41 f u -

0 0 V) 4 =.0U~ 00 00)#4-' 43 4- (M CL4- xc4.M c 4 44ai 4- Q1 to W t-4- c *.- "U

4,>, ) ). - 4J = -W 4- Ci 0 ~ - 4-A ~ 0 41 _CL 4-OW .- 4-J .. W :- - c ccm >. W~.C O 0 O1 .-seCM 3 4J 4,-*"-

39 -- >, -V4P- ma4

--- 4- (a 4 0 0 a .m'

4- -4-

-128-

TABLE 69

ACTION TAKEN IN THE PAST SIX MONTHS TO LEARN ABOUT THE MILITARY

-SEGMENT A -


SEGMENT A BALANCE DIFFERENCE%o % pts.

CONTACT WITH FAMILY/FRIENDS (NET) 29 38

Discussed possibility of enlistmentwith friends 18 28

Discussed possibility of enlistmentwith one or both parents 16 21 - 5

Discussed possibility of enlistmentwith boyfriend or husband 14 19 - 5

CONTACT WITH RECRUITERS (NET) 41 49

Received recruiting literature in mail 32 39

Called/went to a recruiting station 6 8 - 2

Sent for recruiting literature 4 9 -5

BEEN PERSONALLY CONTACTED BY A RECRUITER 15 22

Specific Branch of service

Army 7 12 -5

Air Force 4 4 + 0

Marines 3 3 + 0

Navy 3 4 -1

Reserves 1 -+ I

Coast Guard * * + 0

National Guard * 1 1

ROTC - + 0

Base: (513) (678)

*Less than 0.5,'

Significantly different at .05_Significantly different at .01

Q.lOb In the past six months. (READ LIST)Have you ever been personally contacted by a recruiter?(ASK IF "YES" IN g.1Ob)Which branch of service was that? (DO NOT READ LIST)

-129-

2. SEGMENT B -MEDICALLY INCLINED WOMENl

Segment B accounts for 18%/0 of women eligible for NPS enlisted service and 25%

of women included in the attitudinal segmentation. These women are interested

in medically related jobs which the military has traditionally offered to

women. Otherwise, women in Segment B desire the same job benefits, have

the same perception of the military and have the same barriers against

enlistment as women in other segments. These women have an above average

positive propensity to enlist based upon their current perception of the

military and after being made aware of jobs now available to women in the

military. They account for 28% of the original positive propensity group.


Job Interests/Orientation

This segment has been named MEDICALLY INCLINED WOMEN because a significantly

higher proportion of these women than others are interested in medically

related jobs traditionally held by women (Table 71). Since some of these

jobs require a college education, it is interesting to note that Segment

B women are more likely than women in other segments to have taken college

preparatory courses (Table 72). They also plan to be in school the next few

years as can be seen in Table 73. Furthermore, they tolerate getting dirty

P or messy, which often occurs in medical jobs, and they enjoy some physical

activities.

(See Table 74)

-130- -

TABLE 70


SEGMENT B -

(Base: Total In Segment B)

CURRENT AWARE OF AWARE OF FUTURE

PERCEPTION JOBS AVAILABLE COIBAT INVOLVEMENT

33%

Not at all likely 56% 48%

/ N

24 Non-2 f Propensity

Not too likely 15 7 15

Slightly likely 11 14

/21 /7

i; ,/ Mod. Pos.Somewhat likely 3 15 Propensity

Very likely - " ... .. . /Hi h Pos.Extremely likely pensity

Base: (238) (0

I

-131-

TABLE 71


- SEGMENT B -

(Base: Total in Each Group)

SEGMENT B BAL.NCE DIFFERENCE

% SAYING EXTREMELY/VERY INTERESTED % % % _t.

Nurse 72 16

X-ray technician 45 14 n-

Dental assistant 39 18

Librarian 15 14 + 1

Truck driver g 8 + 1

Cargo loader 1 * + 1

Brick layer 1 2 - 1

Mechanic 7 9 - 2

Fire fighter 4 6 - 2

Security guard 3 5 - 2

Chef/cook 11 14 -3

Carpenter 4 7 - 3

Radio operator 11 15 - 4

Air-traffic controller 9 13 - 4

' Land surveyor 6 11 -5

Telephone repairperson 3 8 - 5


Draftsman 5 13 (9)

Newspaper reporter 16 28 -12 -

Photographer 30 45 -15

Computer technician 23 40 -17

Clerk-typist/secretary 26 44 -18

Legal secretary 24 43

Accountant 15 45 20

Base: (288) (903)

* Less than 0.5%

ZSignificantly different at .05" Significantly different at .01

Q.4 I am gving to read you a list of jobs or kinds of work that different women

have told us they might be interested in. For each job I read, please tell

me how interested you might be in doing that kind of work. Would you be

extremely, very, slightly, or not at all interested in working as a

-132.

TABLE 72

HIGH SCHOOL EDUCATION PROGRAM

- SEGMENT B-


EDUCATION PROGRAM IN HIGH SCHOOL SEMNBBA NC

College Preparatory51% 38%

Commnercial or Business 40Training 19

Vocational 30 22

x2 40.19, Sig. at .01

*Base: (288) (903)

-133-

TAB LE 73PLANS FOR NEXT FEW YEARS

SEGMENT , -


SEGMENT B PPLANCF DIFFERENCE

Working 53 55

Going to school 60 50

Being a housewife 14 11 + 2

Getting married 5 9

Doing nothing 1 1 + 0

Joining the military 1 1 + 0

Don't know/no answer 1 1 + 0

Base: (288) (903)

Multiple Response

[]Significantly ciffcrent at .01

Q.2a Nlow, let's talk about your plans for the next few years. What do you thinkyou might be doinc?

DI

TABLE 74

PERSONALITY/LIFESTYLE CHARACTERISTICS OF YOUNG 'OME

SEGMENT B

(Base: Total In Eacn Group)

SEGMENT B BPLANCE DIFFERENCE

% SAYING EXACTLY/VERY MUCH LIKE ME % Pts.I don't mind working at a Job' wFere you getdirty or messy 47 34I enjoy doing things that involve quite a bit 58 5Oof physical exerciseI prefer a job that involves working with my 60 56 + 4

handsI don't mind being outside in all kinds of 33 30 + 3

weatherI would rather do physical work than mental 32 29 + 3workI prefer a quiet, secure life to an adventur- 29 27 + 2

ous oneI would find it difficult to work in an office 27 + 2

I like to take things apart to see how they work 25 , + 2

I like the type of work which would keep me 67 61 - 0

constantly on the move 35 + 0

I like to work indoors rather than outdoorsI don't like to be told what to do 42 , - 3

I enjoy doing things which challenge me 74 7F - 4

I enjoy a little excitement and danger at times 38 ,,, - 6

Base: (288) (903)

< Significantly different at .05[-Significantly different at .01

Q.11 I'm going to read you some descript i(;t,. of , .f i r .o ,l p, t e. A ;read each, please tell e if it is a 'J -,ripiL1r , , r,,'xactly likeYou, eryM like you. /i(t_ IlL ,u, for nrot -if, ill I I k, you.

-135-

Unlike Segment A, clerically oriented office women, a significantly smaller

proportion of Segment B women than others are interested in clerical jobs.

Consistent with this finding, Table 75 shows that Segment B women are also

less likely than others to say they will be working at a desk in a business

office in the next few years. Furthermore, a significantly smaller proportion

of Segment B women are interested in creative jobs.

POT1

-136-

TABLE 75

LIKELIHOOD TO DO VARIOUS JOBS

-SEGMENT B -(Base: Total In Segment B

SEGMENT B 5P, LANICE DIFFERENCESAYIN4G DEFITNITELY/PROBABLY % % Pts.

Working at a desk in a businessoffice 42 61

Working as a salesperson 43 44 1

Worki ng at a restaurant 24 21 + 3

Base: (288) (T03)

Note: Top 2 boxes on 4 Point Scale

[]Significantly different at .01

Q.3a Now, I'm going to read you a list of s.;veral things which young women yourage might do in the next few years. Fcr each one I read, please tell mehow, likely it is that you will be doi,v: that'.. For- il,,;j ,r, how liknly i-it that you would be ... (RAAD TTEW.LU ould lou ",, .firitelj,""Probably, "Probably 'sot," or "Ofinil,oiy Not"?

-1 37-

3.- SEGMENT C -GLAMOIUJ! 'ITNrG WOMEN

Segment C accounts for 17%lo of young women eligible for NPS enlisted service

and 23% of women included in the attitudinal segmentation. These women are

interested in creative jobs, of which the military h~as relatively few to

offer to women in enlisted service. These women appear to be concerned

about the more glamorous job benefits, and are relatively less concerned

about economic benefits. They generally have the same perception of the

military as those women in other segments. They have an average positive

propensity to enlist, as shown in Table 76, and account for 17% of the

original positive propensity group.

(See Table 60)


This segment has been named GLAMOUR SEEKING WOMEN because a significantly

higher proportion of these women than others are interested in creative/

glamorous jobs such as photographer, newspaper reporter and personnel coun-

selor (Table 77). They desire a glamourous life which will have exciting

adventures. They are outdoor oriented and tolerate getting dirty or

messy in order to achieve their aspirations (Table 78). However, Segment

C women may have limited utility to the military because they tend to be

resistant to authority, and are relatively more concerned than women in the

other segments about being able to choose the type of work they want and

about maintaining personal privacy.

(See Table 79)

TABLE 76 -138-


- SEGMENT C -


CURRENT AWARE OF AWARE OF FUTUREPERCEPTION JOBS AVAILABLE COMBAT INVOLVEMENT

36%

Not At All 57% 52%Likely

/

- 24%Non-

/ Prop.

/ 21Not TooLikely 20% - 18

/I

Slightly 11

Likely 11 1 , "

Somewhat Likely I - Prop.~Very Likely 1 ". High Pos,

Extremely Likely 1 - Prop.

Base: (264) (264) (264)

TABLE 77 -139-


- SEGMENT C -

a(Base: Total In Each Group)

% SAYING EXTREMELY/ SEVEN-; BALANCE DIFFERENCE

VERY INTERESTED I % % Pts

PhotograDher 75 32

Newspaper reporter 50 18

Personnel counselor 52 34 +18

Radio operator 28 10 +.

Chef/cook 20 11


Air-traffic controller 15 11 + 4

Fire fighter 9 5 + 4

Carpenter 9 5 + 4

Draftsman 14 11 + 3

Librarian 16 14 + 2Mechanic 9 8 + 1

Cargo loader 1 0 + I


Brick layer 2 2 + 0

Telephone repairperson 6 7 - I

Truck driver 6 8 - 2

Nurse 17 33 -16

X-ray technician 6 26 -20Dental assistant 6 28 -22

Accountant 12 36 -24

Computer technician 15 41 -26

Legal secretary 17 45 -28

Clerk-typist/Secretary 16 47 -31

Base: (264) (927)

4Q> Significantly diffctr1r;L at .05Significantly diffcrent at .01

Q.4 I am going to read you a list of jobs or kinds of work that different womenhave told us they might be interested in. For each job I read, please tellme how interested you might be in doing that kind of work. Would you beextremely, very, slightly, or not at all interested in working as a ...

1% -140-

L)

LUa 1.0 U-) -. 41 I4Lii4f' i++( i + + +4 + +I Ii

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ca1

U") r-. V, U') 0' W3 C) 4m0 4A -LaD CMP) C)L j U)% '

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a 4. 4. 4-S .0 E? 5 v = gn C0 -1I 4 tm4 0 4-) m r_~ 00

*i c 4-) 4 m.410 0UL. In 0) 411W * 41

go As s 0 a. 00 41 E 3 34V V 4J -1

co1o > C r- 0 .3Z : U -3 4-C m 0) - C- = 4) C Ln .- 4-)

CL tv. 000 CO C)"- m O-- -a .W 4 @ 4) W1 4W -u = 0: C0 " 4

1 C - > U- .U 10 .-WL 0 03 do 0 -3 1:4J 4-4z N3 4-J $. 00m0 3. 4- E 0o - 0o -O CO0 > .~4.) s - 0a too-n o.. 40 40w w Cu 4i - W5U

4)J c) =~ L. >) =1, 4. crW doC .C - w .C - ) 4CC 4- )

00 4 0 + 3c L. ul4-4->t L4~ 04 U)4 S- C4 cu tu1-..~

,w 4- U 40 CM 0). 00= IAt4 #4 CMU)4LL 4-.. X4 )- . OL 4M 0M 341 (A0 a)., -a0

b~.oe C 0-- ' C . 0 C >>) 40)at 1 r V .C . 4..) 4.) 4) .-. .-.

.J 4) 0- 041 4) 4) 41 41 m .14.3 - 4-4 3. 1-D4 .0 0. -19 _c4) 41m m -Nd 0 > = %- Cat OaL

CC M *c go r 41V .C C 0 U -0t) a)X( C r. C 4r .- 4) x3 CLa.J i 00 0 041 to 4-4-

64- M- 5 - V a 0 -.Z .4 44J L.') > 4 S 41 -41

4J , 4J 4L - 0 45 44 6 . a) 0.M CC ,r.g 1~ 4. '

>01 - - - - 4) - W- W- QJ5

TABLE 79


- SEGMENT C-


% SAYING EXTREMELY/ SEGMENT C 2..ALATJCE DIFFERENCEVERY SERIOUS PROBLEM Fs

You wouldn't have personal privacy 50 43 iz

Cannot always choose the type of work 48 41cayou wantReligious or moral objections to the 24 18 + 6mill taryYou have to make a long term comitment 58 55 + 3Friends might not think well of you 11 8 + 3


The kind of people you might meet in 22 20 + 2the militaryYour father might disapprove 22 22 + 0Basic training seems too tough 22 23 - 1

Don't know enough about military life 32 34 - 2

Your mother might disapprove 26 28 - 2

Not knowing how to go about enlisting 12 16 - 4You have to move away from home 44 50 - 6The pay 22 34 E2

Base: (264) (927)

<=Significantly different at .05IiSignificantly different at .01

Q.13a In talking to people, we have found that some people may have certain prob-lems with the idea of enlisting in the military. For each of the phrasesI read, please tell me how serious a problem it is for you when considering

- enlistment in the military. Is it an Extremely Serious problem, Very Serious.-Slightly Serious, or Not At All Serious?

-142-

Unlike Segments A and B, a significantly smaller proportion of Segment C

women are interested in traditional women's clerical jobs or medical jobs.

Consistent with this finding, Segment C women are not office oriented, as

H indicated by the relatively small proportion who took commercial/business

training in high school and their low likelihood of planning to work at a

desk in a business office during the next few years (Tables 80 and 81).

Not surprisingly, women in this segment are more likely to come from higher

socio-economic status households, as seen in Table 82.

-143-

TABLE 80

HIGH SCHCOL E)JUCATION PROGRAM

- SEG71ENT C -


I!

EDUCATION PROGRAM SEGMENT C BALANCEIN HIGH SCHOOL

College Preparatory 47% 40%

Comercial orBusiness Training 25 37

Vocational 28 23

X2 = 11.55, Sig. at .01

Base: (264) (927)

TABLE 81


- SEGMENT C -

(Base: Total In Segment C)

SEGMENT C BALANCE DIFFERENCE

% SAYING DEFINITELY/PROBABLY 0 % %Pts.

Workina in a restaurant 26 21 + 5

Workinq as a salesoerson 53 64

Working at a desk in a businessoffice 23 61 38

Base: (264) (927)

FSignificantly different at .01

0. 3a Now. I'm aoina to read vou a list of several thinas which vounawomen your aae miaht do in the next few years. For each one Iread. Dlease tell me how likely it is that you will be doing that.For instance, how likely is it that you would be ... (READ STATE-MENT)? Would you say "Definitely," "Probably," "Probably Not,"or "Definitely Not"?

-

-145-

TABLE 82


- SEGMENT C -


EDJiCAT1I,, OFHJA] OFHOU1SEHOLD SEGMENT C BALANCE FATHER'S SEGMENT C BALANCE

EDUCATION8th grade 7%or less 14% Some high school 24% 37%

Some hiah 13school 19

CCompleted highCompleted 43 39 school 37 36high school

Some College 37 Some College 3or more 28 or more 27

X = 28.52,Sig. at .01 X = 22.25,Sig. at .01

INCOME SEGMENT C BALANCE

Under $10,000 18

27

$10,000 - $14,999 '1921

$15,000 - $24,999 3434

$25,000 or more 29 - -18

X 19.21,Sig. at .01

Base: (264) (927)

-146-

4. SEGMENT 0D INDEPENDENT/TECHNICALLY ORIENTED WOMEN

Segment 0 is the smallest segment, accounting for 9% of women

eligible for NPS enlisted service and 11% of women in the

attitudinal segmentation. However, it is a particularly important

segment to the military: 1) women in this segment show interest in

the types of technical sounding jobs the military needs to fill; 2)

rw these women have an above average positive propensity to enlist, as

shown in Table 83. These women tend to be more independent than

women in the other segments, and differ from other women in terms of

demographics and barriers to enlistment.


Segment D has been named INDEPENDENT/TECHNICALLY ORIENTED WOMEN

because a significantly higher proportion of these women than others

are interested in jobs which sound technical to them such as computer

technician, air-traffic controller, draftsman, X-ray technician and

land surveyor (Table 84). An above average proportion have taken

math aind/or science courses, and they are also manually and

mechanically inclined, an indication of their technical orientation.

(See Table 85

These women are considered independent because they are significantly

less concerned than are other women about having to move away from home

and parental disapproval (Table 86). They also expect to take care

of themselves, as indicated by their greater concern than other women

with respect to fringe benefits and working in a place that treats men

and women equally (Table 87). In addition, compared to others,

Segment 0 women are even more desirous of challenge, are outdoor

-147- 4

TABLE 83


- SEGMENT D -

(Base: Total In Segment D)

AWARECURRENT OF JOBS AWARE OF FUTURE

PERCEPTION AVAILABI.F COMBAT INVOLVEM'IENT

41%

NOT AT ALL LIKELY 52% 52%

Non-Propensity

- 15

NOT TOO LIKELY 10 15

13

SLIGHTLY LIKELY 20 / 8

23 Moderate Pos.17 PropensitySOMEWHAT LIKELY I ,,i

VERY LIKELY 0 b / ', High Pos.

EXTREMELY LIKELY 4/ 3 P

Base: (126) (126) (126)

-148-

TADLE 84

YOUNG WOIEN'S INTEREST IN JOBS

SEGIIENT D -

(Base: Total In Ench Group)

% Saying Extremely/Very Interested SEGMENT D BALANCE DIFFERENCE

% % 7 Pts.Computer technician 53 34Air-traffic controller 27 10

Draftsman 24 10X-ray technician 32 20

Land surveyor 20 9Telephone repairperson 16 6Carpenter 14 5Truck driver 15 7 + 8Mechanic 14 8 + 6Fire fighter 11 5 + 6Photographer 46 41 + 5Security guard 6 4 + 2Brick layer 4 2 + 2Cargo loader 1 0 + 1Accountant 30 30 + 0Radio operator II is - 4Chef/Cook 10 14 - 4Librarian 10 15 - 5Dental assistant 15 24Nurse 20 30

Personnel counselor 26 38Newspaper reporter 14 27Legal secretary 14 41

Clerk-typist/secretary 9 43

Base : (126) (1064)ISignificantly different at .05r3Significantly different at .J1

Q.4 I am going to read you a list of jobs or kinds of work that different womenhave told us they might be interested in. For each job I read, please tellme how interested you might be in doing that kind of work. Would you beextienely, very, slightly, or not at all interested in working as a ...

-149-

TABLE 85

MATH AND SCIENCE COURSES TAKEN

SEGMENT D -


SECMENT D BALANCE DIFFERENCE

COURSES HAVE TAKEN % Apts.AND PASSED

Math Courses

Elementary algebra 76 73 +3Plane geometry 61 47Intermediate algebra 61 47Trigonometry 24 14 0None of these 11 15 -4

Science courses withelectricity/electronics 35 28 +7

Base: (126) (1064)

OSignificantly different at .05[]Significantly different at .01

-150-

TABLE 86


-SEGMENT D -


SEGMENT D BALANCE DIFFERENCE% % % pts.

% SAYING EXTREMELY/VERY SERIOUSPROBLEM

Cannot always choose the type of workor job you want 50 42 + 8

Religious or moral objections to themilitary 24 18 + 6

Basic training seems too tough 25 23 + 2

The pay 35 34 + 1


Friends might not think well of you 6 9 - 3

You wouldn't have personal privacy 41 45 - 4

The kind of people you might meet inthe military 17 21 - 4

Not knowing hot to go about enlisting 12 16 - 4

You have to make a long-term commitment 51 57 - 6

Your father might disapprove 14 23 CDYour mother might disapprove 19 29 CD

Don't know enough about military life 24 35 (t

You have to move away from home 34 50

Base: (126) (1064)

C )Significantly different at .05Q Significantly different at .01

Q.13a In talking to people, we have found that some people may have certainproblems with the idea of enlisting in the military. For each of the phrases

t, e. ' 1 '1 e I ,n , .eri, ,is a problem it is for you when considering.* sler. ;. l is i an Extremely Serious problem, Very Serious,

S . i i t l 'y erio,,;, t,- NoL At All Seriou

oriented, and tolerate getting dirty or messy. All of these

characteristics appear to be consistent with some aspects of

military life.

Compared to women in the other segments, Segment 0 women are

significantly less interested in clerical, creative and medical

jobs. Tables 87 and 88 show they are less office oriented and theyare also less concerned about learning a valuable trade or skill,

probably because they already possess one.

Demographic Profile

A significantly larger proportion of Segment 0 women than others

are working (Table 89). Their high school grades are better than

those for other women and they are more likely to come from house-

holds where the head had at least some higher education. In addition,

they are more apt to be 18-19 years old, a prime age for enlistment.

(Table 89)

Compared to other women, women in this segment are more likely to

be physically large, both in terms of height and weight (Table* 90).

Action Taken To Learn About The Military

In addition to having above average positive propensity to enlist in

the miilitary, these women have taken action which tends to confirm

their interest in the military. A significantly higher proportion of

Segment D women than others have had contact with the military

recruiting establishment and have discussed the possibility of

enlistment with friends and/or relatives. A larger proportion of

these women than others say they have seen advertising for the Armed

* .~.Forces in general.


A ++ + + + + +1 I-

cm4

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4U 44 J > 0 44. Q 0Ja C 0Vg ti g~ j m 'fU.1 010 +., 0) C)4 >1 2

C' 41 CL 'A m4 0-Lea*~> '

I.) 41,4 4, Ui %4~0w.' C 0

-153-

TABLE 88


- SEGMENT D-

(Base: Total In Segment D)

SEGMENT D BALANCE DIFFERENCE

% % pts.

% SAYING DEFINITELY/PROBABLY

Working at a desk in a businessoffice 47 58

Working as a salesperson 41 45 - 4

Working in a restaurant 20 22 - 2

Base: (126) (1064)

(:Significantly different at .05

Q. 3a Now, I'm going to read you a list of several things which young women yourage might do in the next few years. For each one I read, please tell mehow likely it is that you will be doing that. For instance, how likely isit that you would be ... (READ STATEMENT)? Would you say "Definitely,""Probably," "Probably Not," or "Definitely Not"?

TAGLE 89 -154-


- SEGMENT D -


AGE SEGMENT D BALANCE AVERAGE GRADES SEGMENT D BALANCE, - ... , = '1%D's and Below j% 5

16-17 19 32 C's and D's 11

18-19 33 s and C's 36 48

26

20-21 1815 I's and B's 53 46

22-23 14 16

24-25 16 11

X2 = 18,40,Sig. at. 05 x = 9.67, Sig. at. 01

EMPLOYMENTSTATUS SEGMENT D BALANCE

45% 36%Employed full time

21

Employed part time 24

Not employed 31 43

X2 11.23,Sig. at .05

Base: (126) (1064)

-155-

I_ -

TABLE 90

KEY INDIVIDUAL DEMOGRAPHICS

- SEGMENT D -


HEIGHT SEGMENT D BALANCE WEIGHT SEGMENT D BALANCE

425"- 512" 11% 80-114 lbs. 19% 21%

5 3 11 - 51 411 25 -

115- 124 lbs. 27 2428

5511"- 5P61" 25

125-135 lbs. 23

26 27

57 and over 39 135 lbs. and 31

22 over 28

X2- 20.25, Sig. at .01 X 8.31, Sig. at .05Base: (126) (1064) (126) (1064)

- 4j

TABLE 91 -156-

ACTION TAKEN IN THE PAST SIX MONTHS TO LEARN ABOUT THE MILITARY

- SEGMENT D -(Base: Total In Each Group)

SEGMENT 0 BALANCE DIFFERENCE% %% Pts.

Contact With Family/Friends (NET) '3

Discussed possibility of enlistmentwith boyfriend or husband 29 16

Discussed possibility of enlistmentwith one or both parents 28 18

Discussed possibility of enlistmentwith friends 32 23

Contact With Recruiters (NET) . 44

Received recruiting literature in mail 46 36

Sent for recruiting literature 11 6 + 5

Called/went to a recruiting station 10 6 + 4

Been Personally Contacted By A

Recruiter 33 1_

Specific branch of service

Air Force 12 3

Army 15 11 + 4

Marines 6 2 + 4

Navy 5 4 + 1

Coast Guard _ - + 0

Reserves - +0

National Guard 1 1 +0

ROTC + 0

Base: (126) (1064)

<=Significantly different at .050 Significantly different at .01

In the oast six months. (READ LIST)

Whicn 0a ,ch of servIce ',as that? (0 L, .1. '2

-157-

TABLE 92

ADVERTISING AWARENESS OF MILITARY ADS

- SEGMENT D -


SEGMENT D BALANCE DIFFERENCE% % - pts.

HAVE SEEN/HEARD ANY ADVERTISING 82 74 + 8

BRANCH OF SERVICE:

Amy 59 54 +Marines 47 35 12Air force 42 41 .Navy 39 39 + 0Coast Guard 26 21 + 5

HAVE SEEN/HEARD JOINT SERVICES AD 47 36 ED

Base: (126) (1064)

( Z=Significantly different at .05- Significantly different at .01

Q.14a Have you seen or heard any advertising for the military recently?

Q.14b (ASK IF "YES" TO Q.14a)Which of the following military services were mentioned in the advertising?

Q.14c Do you recall seeing or hearing any advertising for the Armed Forces ingeneral in which all four of the major military services -- that is, theArmy, Navy, Air Force and Marines -- were mentioned?

Taken all together, the characteristics noted above make this

segment one to which the military should pay particular

attention in its recruiting efforts. While women in this segment

are not presently interested in many of the non-traditional jobs

now being offered to woman in the military (i.e., blue collar

jobs), their demographic and psychological characteristics sug-

gest an opportunity for the military to draw from this segment to

fill such jobs.

-159-

G. COMPARISON OF WOMEN VS. MEN ON ENLISTMENT PROPENSITY AND ADDITIONALMEASURES

1. Propensity To Enlist

a. How Enlistment Propensity For Women And Men Were Compared:

For The Military In General

In all previous sections of this document, young women's propensity

to enlist in the military was measured on a six point scale (refer

to p. 10). However, in order to meet the objective of comparing

women's propensiLy to serve in the military to that of men, it was

also necessary to measure women's propensity on a four point scale,

using a question similar to that used in the Fall, 1979 Youth

Attitude Tracking Study on enlistment intentions of NPS males (YATS

Q. 5). For this purpose the following question was also asked of

women in this study:

"Now I'm going to read you a list of several things whichyoung women your age might do in the next few years. Foreach one I read, please tell me how likely it is that youwill be doing that. For instance, how likely it is thatyou would be (READ STATEMENT) definitely, probably, pro-bably not, or definitely not?"

STATEMENTS

Working in a restaurantWorking at a desk in a business officeServing in the militaryWorking as a sales person

Therefore, in this section of the report and in no other section,

positive propensity is operationally defined as answering the above

question as follows: "Definitely" or "Probably" will serve in the

military in the next few years*. Non-propensity is defined as

*It should be noted that the propensity data for males shown in thissection were collected in the Youth Attitude Tracking Study, but werenot shown or defined this way in the Fall 1979 report. In that report,positive propensity was defined as a net 6f those men indicating a posi-tive propensity to enlist in one or more branches of the services. Inthis report, positive propensity for men is defined as above.

-160-

answering the above question as "Probably Not" or "Definitely Not"

will serve in the military in the next few years.

Both studies also measured -- on an'unaided basis -- likelihood to

join the military by asking the following questions:

"Now, let's talk about your plans for the next fewyears. What do you think you might be doing?"

For The National Guard or Reserves

In order to measure women's propensity to join the National Guard

or Reserves in the present study, the following statement was read:

"As you know, the military has National Guard and Re-serve programs, which allow you to live at home mostof the time and serve part-time. During the first year,you have training and active service for four or fivemonths. After that, you meet with your unit for two dayseach month at a location near your home and have a twoweek summier training period away from home each year.An individual would normally serve for six years in herpart-time duties 3nd most people earn from $1,000 to$2,500 per year.

How likely do you think you would be to join the NationalGuard or Reserves in the next few years? (READ LIST) De-finitely, probably, probably not, definitely not?"

Although the wording of the male YATS question regarding enlistment

in the National Guard and the Reserves differs from the one above,

the question was, as in the women's study, separate from the one

concerning enlistment in the military. Both this study and the Youth

Attitude Tracking Study used the same four point scale for these

mreasures. However, in the male study, separate responses -- one for

the National Guard and one for the Reserves -- were obtained.-

-161-I

b. Propensity Among Men Vs. Women

Women have a considerably lower propensity than men to enlist in

either the military in general or in the National Guard or Reserves.

Military In General

Positive propensity to serve in the military was lower for women

on both measures included in the study:

On the four point rating scale comparable to theYATS Study, 8% of women expressed positive pro-pensity to enlist vs. the VATS, Fall Study find-ing for men of 22%. Thus, the level for women wasroughly a third of that for men.

On the unaided measure, when asked about theirplans for the next few years, only 1% of the womenindicated that they might be joining the militaryvs. 5% for the men, or a fifth the level for men.

Like men, most of those women expressing positive propensity to serve

in the military are moderately committed rather than highly committed.

The majority say they would "Probably" serve while only a small pro-

portion said they would "Definitely" serve.

(See Table 93)

National Guard and Reserves

Positive propensity to serve in the National Guard or Reserves is 10%

for women, or about half of the level of men for the National Guard

(19%) and the Reserves (17%) and somewhat higher than the ratio for the

military in general as seen above. Again, among both sexes most of those

with positive propensity to serve are marginally committed.

(See Table 94)

-162-

TABLE 93

PROPENSITY TO SERVE IN THE MILITARY

- WOMEN VS. MEN -


TOTAL TOTALWOMEN MEN*

Definitely Not 72% 42%

/1

/

/36

/

Probably Not 20

22%

Positive /fProbably 8%Propensity Definitely I % \ 8L

*Men's data for this section is from the Fall,1979 Youth Attitude Tracking

Study.

Note: Those answering "Don't know" were deleted and data wererepercentaged.

-163-TABLE 94

PROPENSITY TO SERVE IN THE NATIONALGUARD OR RESERVES

- WOMEN VS. MEN -


WOMEN MENNATIONAL NATIONAL

GUARD/RESERVES GUARD RESERVES

Definitely Not 56% 40% 42%

S/

/

41 41

Probably Not 34

19% 1617%

Positive (ProbablyPopensity (Definitely 0%

Note: Those answering "Don't know" were deleted and data were repercentaged.

-77--,

-164-

2. Comparison oP Women Vs. Men on Additional Measures

Women are compared to men on those additonal measures from the pre-

sent study which are comparable to measures in the Fall, 1979 Youth

Attitude Tracking Study. The primary focus here is on positive pro-

pensity women vs. positive propensity men, rather than all women vs.

all men.

a. Demographic Characteristics

Positive propensity women are different from positive propensity

men in terms of marriage plans and education.

A small proportion of positive propensity women and men are currently

married (13% vs. 4%). Half of the positive propensity women say they

do not know if they plan to get married during the next year. In

contrast, none of the positive propensity men appear to be unsure

about their marital plans. Rather, the large majority (89%) indicate

they do not plan to get married during the next year.

(See Table 95)

With regard to education, Table 95 shows that a higher proportion

of positive propensity women than positive propensity men took a

college preparatory program or a commercial/business program in

high school. In contrast, almost half of the positive propensity

men (49%) took a vocational program vs. only 25%/1 of the positive

propensity women.

-165-TABLE 95


POSITIVE PROPENSITY WOMEN VS. POSITIVE PROPENSITY MEN

(,Base; Total In Each Group)

POSITIVE PROPENSITY POSITIVE PROPENSITYMARITAL STATUS WOMEN MEN -EMPLOYMENT STATUS WOMEN MENMarried 13% - Employed fullPlan to get I - tme 2ul1married in next time 29% 31%year

Do not plan to 38get married Employed part 23 27

89 time

Don't know if 48 Not employed 48plan to get 48married

AVERAGE GRADES POSITIVE PROPENSITY HIGH SCHOOL POSITIVE PROPENSITYIN HIGH SCHOOL " CURRICULUMD's and below 2%_ , MEN MENC's and D's 21~21

College 43% 32%B's and C's 49 preparatory

- - 1958

Commercial or 32business

\/

A's and B's 44 49

19 Vocational 25

(Continued)

-166-

Although similar when comparing the various courses they have taken,

a smaller proportion of positive propensity women than men took a

science, electricity/electronics course in high school.

(See Table 96)

In addition, it should be noted that positive propensity women seem

to have higher grades than do positive propensity men.

Table 95 shows that in terms of employment status, positive pro-

pensity women and positive propensity men, have strong similarities.

Approximately three in ten in each group are employed on a full-time

basis.

While there are some obvious demographic differences between positive

propensity women and positive propensity men, the following observations

are worth noting:

Positive propensity women are younger than non-pro-pensity women. The same pattern exists among thetwo-groups of men.

Positive propensity women are more likely than non-propensity women to come from a minority group. Thesane pattern exists among the two groups of men.

Positive propensity women are more likely than non-propensity women to have a father who did not completehigh school. The same pattern exists among the twogroups of men.

b. Perception of Employri1n't Situation

As shown in Table 97, similar proportions of NPS eligible women and

men say it is difficult to find a full-time job in the area where they

live. For' P-vrnlp. 9 P./ of Par nrc-,h l

-167-

or "Somewhat" difficult. The same table indicates that similar

proportions of young women and men feel it is easier to get a

part-time job than a full-time job. Thus, about one person in two

in each group say getting a part-time job is "Not At All Difficult".

When women and men with positive propensity to enlist are compared

with respect to perceived difficulty of finding a job, a pattern

similar to that for NPS eligible women and men emerges. Table 98

shows, for example, that 12% of both groups say it is "Almost Im-

possible" to find a full-time job. The only difference between

positive propensity women and positive propensity men is that the

former are somewhat more likely to feel it is "Not At All Difficult"

to find a part-time job (52% vs. 46%).

c. Job Benefits Regarded as Important

In both this and tke Fall, 1979 Youth Attitude Tracking Study re-

spondents were asked to rate the importance of several job benefits.

Those benefits rated in both studies are shown in Table 99.

Positive propensity women have generally higher job expectations -

than positive propensity men. For example, Table 100 shows that a

significantly larger proportion of positive propensity women than

men say the following are "Extremely Important".

*Getting the job you want (56% vs. 34%)

*Developing your potential (53% vs. 38%)

Teaches you a valuable skill (47% vs. 38%)-

Making your own decision on the job (39% vs. 27%)

-168-

TABLE 96


POSITIVE PROPENSITY WOMEN VS. POSITIVE PROPENSITY MEN -

(Continued)

POSITIVE PROPENSITY

COURSES HAVE TAKEN AND PASSED WOMEN MEN DIFFERENCE% % pts.

Math Courses

Elementary Algebra 69 65 +4

Plane geometry 42 41 +1

Intermediate Algebra 42 38 +4

Trigonometry 16 13 +3

None of these 18 22 - 4

Science course with electricity/electronics 31 42 CED

Sigri-ica ,)y different at .05

Multiple RE7 ;pons2

-

-169-

TABLE 97

DEGREE OF DIFFICULTY IN FINDING A JOBIN AREA WHERE THEY LIVE

-WOMEN VS. MEN


FULL TIME JOB

Degree of Difficulty WOMEN MEN

Not At All Difficult 25% 27%

Somewhat Difficult 48 43

Very Difficult 18 21

Almost Impossible 9 ______ 9

PART TIME JOB

Degree of Difficulty WOMEN MEN

Not At All Difficult 50% 52%


Very Difficult 9 12Almost Impossible 4

-170-

TABLE 98

DEGREE OF DIFFICULTY IN FINDING A JOBIN AREA WHERE THEY LIVE

- WOMEN VS. MEN -

(,Base: Total In Each Group)

FULL TIME POSITIVE PROPENSITY NON-PROPENSITY

Degree of Difficulty MEN WOMEN MEN

Not At All Difficult 90% 23% 25% 29%


49 44

Very Difficult 23 2417 19

Almost Impossible 12 12 8

PART TIME

Degree of Difficulty WOMEN MEN WOMEN MEN

Not At All Difficu't 52% 46% 50% 55%

Somewhat Difficult 32 33 37 31

Very Difficult 11 14 9 10Almost Impossible 5 -_, 7 -,-

-171-

TABLE 99

WHAT WOMEN AND MEN CONSIDER TO BE MOST IMPORTANTWHEN CHOOSING A JOB

-WOMEN VS. MEN-


TOTAL

WOMEN MEN DIFFERENCE% SAYING "EXTREMELY IMPORTANT"' -%- % pts.

Gives/getting job you want 60 33 q

Developing your potential 56 36

Job security 55 42 FGood income 53 45

Retirement income 48 38

Teaches you a valuable tradeor skill 44 36 E

Making your own decisions onthe job 38 26

Recognition and status 29 18 1

NOTE: Only attributes asked in both studies are listed here

01 Significantly different at .01

-172-

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-173- -

Similar and relatively high proportions of both positive pro-

pensity women and positive propensity men are concerned with:

*Good income (47% vs. 46%)

*Job security (45% vs. 44%)

*Retirement income (44% vs. 41%)

It is worth mentioning here that while positive propensity women

are somewhat more desirous than positive propensity men of some

job characteristics, it is likely that many of the appeals for

the military could be effective with both groups.

d. Vulnerability of Civilian Jobs

Earlier in this report, it was suggested that to the extent a parti-

cular job benefit/character is not seen as more likely to occur in a

civilian job, it might be said toat a civilian job is potentially

vulnerable to a military job on that characteristic and vice versa if

the job benefit is seen as more likely to occur in a civilian job.

Table 101 shows that for every job attribute contained in both this

study and the Youth Attitude Tracking Study, a significantly larger

proportion of NPS eligible men than NPS eligible women feel the attni-

bute is "Much/Somnewhat" more likely to occur in a civilian job.

Table 102 shows that the same general pattern emerges when one compdres

positive propensity men and positive propensity women. However, the

differences, while substantial, are not as sharp as with NPS eli-

gible women and men.

The fact that civilian jobs seem to be more vulnerable among positive

propensity women than among positive propensity men -- particularly on

those characteristics which positive propensity women regard as more

important than these men -h as positive implications for the role

-174-

TABLE 101

VULNERABILITY OF CIVILIAN JOBS

- WOMEN VS. MEN -


TOTAL

% SAYING MUCH/SOMEWHAT MORE WOMEN MEN DIFFERENCELIKELY TO OCCUR IN CIVILIAN JOB % pts.

Teaches you a valuable trade or

skill 3 13 10

Developing your potential 8 23

Job security 9 20 -11

Retirement income 10 20 FR.

Recognition and status 12 25 FT

Gives/getting job you want 18 42

'lood income 21 52 F'1

Making your own decisions on thejob 36 61 -25

NOTE: Only attributes asked in both studies are listed here

03 Significantly different at .01

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NATIONAL BUREAU OF STANOAROS-1963-A

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-176-

of women in the military in terms of the manner in which the

military proceeds with recruiting activities designed to attract

them into the services.

e. Parental Attitude

The following points should be noted in regard to women's and men's

perception of their parent's attitude toward enlistment.

First, perception of parent's attitude toward enlistment does not

appear to be a barrier against enlistment among positive propensity

women or positive propensity men. Table 103 shows that relatively

small proportions of both sexes perceive that their parents are

against enlistment. However, perception of parents attitude appears

to be a barrier to enlistment among both non-propensity women and

men, since considerably larger proportions of these young people

than positive propenity people perceive that their parents oppose

enlistment.

Second, positive propensity women are less likely than positive pro-

pensity men to believe that their parents are in favor of enlist-

ment. These young women are more likely to perceive that their

parents have a neutral attitude toward enlistment.

Third, a greater proportion of both positive propensity women ano

men perceive that their mother would be against enlistment than

perceive that their father would be against enlistment.

(Ser Table 104)

-- - . . . "- -T" .

-177-

TABLE 103

SON'S/DAUGHTER'S PERCEPTION OF PARENTAL ATTITUDE TOWARD ENLISTMENT I

- WOMEN VS. MEN -


FATHER TOTAL WOMEN TOTAL MEN

Don't have A --

,20Against 30

45

Neutral 54

- 31

In favor

MOTHER

Don't have 1% - '2TOAME

Against 44 3

Neutral 48 39

In favor 7 1

NOTE: Don't know/No answer removed, data repercentaged

0

-178-TABLE 104

SON'S/DAUGHTER'S PERCEPTION OF PARENTAL ATTITUDE TOWARD ENLISTMENT

- WOMEN VS. MEN -


FATHER POSITIVE PROPENSITY FATHER NON-PROPENSITY

Don't MEN WOMEN MENDon't have %Dont have -%Against ./3 1-

Against 32 3

38 -

Neutral 6548

/ / /\Neutral 53

In favornavo\nInofavor9

POSITIVE PROPENSITY NON-PROPENSITYMOTHER MTE

WOMEN MEN WOMEN 2 MEN 2%D Don't rave / D n 2.J2

Against B,28 7

-- / ' Against 43'

IIINeutral 59 38--

Neutral 46 40

-_ In favor t\16 -- In favor __ I5

iNO

-179-

As part of its efforts to expand the pool of young women who have

a positive propensity to enlist, these findings suggest the need

for same activities to be taken by the military recruitment esta-

blishment to overcome parental objections among these potential

female military prospects. Efforts against current non-propensity

women, as with men, will have to recognize this as a major barrier

to enlistment, requiring even more direct action to be taken.

f. Action Taken Concerning the Military

How Data Regarding Action Taken Concerning The Militaryfor Women And Men Were Compared

In order to compare data from this study regarding action

taken to data from the YATS study, it was necessary to in-

clude in this study questions which were similar to that

used in YATS. The questions in this study were:

a. "In the past six months": (READ LIST)

Have you discussed the possibility of en-listment with friends already in the ser-vice or who have been in the service?

Have you talked with your boyfriend orhusband about possible enlistment?

Have you received any recruiting liter-ature in the mail?

Have you sent for any military literature?

Have you gone to a recruiting station orcalled on the phone?

b. Have you ever been personally contacted byta recruiter?

-180-

The responses given by women in this study were compared

to responses given by men to similar questions in the Fall,

1979 VATS research.

Action Taken Concerning the Military by Women Vs. Men

NPS eligible women, generally, are less likely than young

men to have taken actions in connection with the military.

-significantly smaller proportions of NPSeligible women than men discussed thepossibility of enlistment with friendsor parents.

(See Table 105)

-smaller proportions of NPS eligible womenthan men have received recruiting liter-ature, gone to a recruiting station, orbeen personally contacted by a recruiter.

(See Table 105)

Not surprisingly, larger proportions of both positive pro-

penisity women and men took steps to learn about the mili-

tary. However, as Table 106 shows, a smaller proportion of

positive propensity women than men took actions to inform

themselves about the military. There was one exception:

a similar proportion of positive propensity women and men

say they sent for recruiting literature.

-181-

TABLE 105

ACTION TAKEN TO LEARN ABOUT THE MILITARY

- WOMEN VS. MEN -


I

TOTAL TOTALWOMEN MEN DIFFERENCE

DISCUSSED WITH FRIENDS/FAMILY %pts.

Discussed possibility with friends 21 36 15

Discussed possibility with parents 15 31

Discussed possibility with boy/girlfriend or spouse 14 16 -2

CONTACT WITH RECRUITING ESTABLISHMENT

Received recruiting literature 34 50 16

Sent for recruiting literature 6 10

Gone to recruiting station* 6 27 M1

PERSONALLY CONTACTED BY A RECRUITER 18 24

iSgnificantly different at .05OSignificantly different at .01

* For this study, was gone to/called a recruiting station.

In the past six months. (READ LIST)

Have you ever been personally contacted by a recruiter?

-182-

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