Educator Market Research: In-Depth Interviews.

摘要

This report presents finding of values laddering in-depth interviews with 122 high school educators in 10 cities during November 2000. Teachers, counselors, principals and vice/assistant principals were asked about image of the military, reasons for recommending the military, sources of information on the military and attitudes on the direction the military is going. The objectives of the research were to study both rational and emotional components that surround educators' recommendations. Recommendations for development of educator communications programs were provided.