ERIC Number: ED136042
Record Type: RIE
Publication Date: 1976-Feb
Reference Count: 0
Targeting Information to Market Segments: An Action Oriented Study of Attitudes Toward Vocational Education Among Target Populations. Final Report.
Sikorski, Linda A.; And Others
Research was conducted to show how segments of the population of minority and disadvantaged youth might be positively influenced by selective information campaigns to participate in vocational education programs. The first-year effort (stage 1) undertook to measure student attitudes and to develop recommendations for using this information in communicating with youth regarding vocational education. The sample studied included students from six San Francisco Bay Area school districts located in low income areas with high minority populations. Q-methodology was used to group subjects into clusters or segments of students who had reacted similarly to 48 attitude statements. Of two distinct segments, the largest (type 1) reported agreement with positive attitude statements. Type 2 students, comprising one-third of the sample, were more negative. It was concluded (1) that messages for type 2 students needed to inform them of the positive aspects of vocational education programs and to be channeled through more credible and respected sources and (2) that those for type 1 students should focus on delivery information, explaining where and how to become involved in vocational education programs. Stage 2 of the study involved developing and testing prototype information campaigns (slide tapes) aimed at each type. The messages were presented in seven classrooms in San Francisco. Before the presentation students were asked to respond to a 10-item battery to classify them as type 1 or type 2 and then to complete a pretest. They then received (on a random basis) one of the messages and a posttest. The results indicated again the existence of the two types of students. However, with regard to immediate commitment (intent to take vocational education courses now) results were independent of treatments. (Author/LAS)
Descriptors: Behavioral Science Research, Disadvantaged Youth, Educational Attitudes, High School Students, High Schools, Low Income Groups, Marketing, Minority Groups, Motivation Techniques, Poverty, Student Attitudes, Student Educational Objectives, Student Motivation, Student Recruitment, Vocational Education
Publication Type: Reports - Research
Education Level: N/A
Sponsor: Office of Education (DHEW), Washington, DC.
Authoring Institution: Far West Lab. for Educational Research and Development, San Francisco, CA.