The Youth Attitude Tracking Study (YATS) conducted in-depth interviews to understand the significant drop in military enlistment propensity among certain demographic groups. 120 interviews were conducted between December 1995 and June 1996 with balanced representation across race, propensity levels, and other factors. Interviews were semi-structured, audio recorded, and analyzed using grounded theory to identify themes in career decision-making and factors influencing propensity. The analysis provided insights into improving military advertising and addressing deterrents to enlistment.

1. •Group
4
•Rohith KR(1320827)
•Sharath MJ(1320807)
•Manav Sood(1320818)
•Anurag Deyasi(1320803)
•Eshan Shrivastava(1320810)

2.  Characteristics
of Depth Interviews (DI)
 Techniques and Applications DI
 Advantages and Disadvantages of DI
 Case Study
 Review on DI

3. The in-depth interview, while focused, is
discursive and allows the researcher and
respondent latitude to explore an issue
within the framework of a guided
conversation.

4. Requirement of detailed
information(thoughts, behaviors new issues).
 To answers the questions „What‟ and „How‟ .

For example, you may have measured an
increase in youth visits to a clinic, and through indepth interviews you find out that a
youth noted that she went to the clinic because she
saw a new sign outside of the clinic
advertising youth hours. You might also interview a
clinic staff member to find out their
perspective on the clinic‟s “youth friendliness.”

5. non – disguised Qualitative Research
Procedure
 One-to-one intense interviewing interaction
 Small number of respondents
 Structured & Unstructured
 Used to explore ideas, situations or
programs
A

6.  Conversational
and Engaging
 Non Disguised Qualitative Research
 Can Inductive or Deductive
 Open Ended Questions
 Seek understanding & Interpretation
 Record Reflections

7.  Exploring
the boundaries of a problem.
 Obtaining context for a problem or issue.
 Evaluating potential solutions.
 Managing the research process by
supporting the interpretation of results from
surveys and other quantitative methods.

8.  Interviewing
the faculty, staff, students, or
others at CUIM about their experiences or
expectations related to the program.
• Their thoughts on
 Program operations & innovations
 Processes followed
 Satisfactory Outcomes
 Changes they see within themselves as a result of
being associated with it

9. 





Problem Identification & Planning:Define the purpose of the interview
Structure the interview
Script the interview
Prepare the respondent
Develop Instruments
Train Data Collectors
Collect Data
Analyze Data
Determine Findings

10.  Identify
Stakeholders
 Identify the information you want
 List the stakeholders to be interviewed
 Ensure that your research follows ethical
standards

11.  Develop
your interview protocol
• What to say to interviewees when:
 Setting up the interview
 Beginning the interview
• What to do:
 During the interview
 Following the interview

12.  Identify
and train your interviewers
• Including
 Introduction to the objectives
 Review of collection techniques
 Review of collection items and instruments
 Practice with instruments
 Skill-building exercises
 Discussion of ethics

13.  Set
up the interview with stakeholders
 Informed consent from interviewee
 Upon consent, conduct interview
 Summarize data immediately after
 Verify any information given

14.  Review
the data
 Analyze all data
• Review responses and look for patterns
• Group themes together
• Identify enthusiastic responses

15.  Write
report
• Introduction
• Methods
• Results
• Conclusion
 Feedback
from interviewees
 Revise
 Deliver
to all involved

16.  When
in need of detailed information
 When you want to examine thoughts and
behaviors
 Should be used in place of focus groups if:
• Participants are not included
• Uncomfortable participants exist
• To distinguish individuals

17.  Provides
more information than surveys
• Participants are more enthusiastic than just
answering a survey
 Provides
relaxed atmosphere
• Better to talk one on one than to fill out a survey
 Able
to use direct conversation vs. indirect
• On the other hand a survey is indirect

18.  Bias
• Responses can be biased
 Time-intensive
• A extensive amount of time involved
 Training
• Interviewer must be properly trained
 Not-generalizable
• Cannot generalize from those findings
 You can group themes
• Due to small sampling and not using random samples

19. Reconnaissance Market Research or
ReconMR is a strong research agency
focused on enterprise clients‟ primary
research needs for strategic decisionmaking.

20.  Build
an Integrated healthcare delivery
system (IHDS)
 Needed a clearer picture of
• Issues
• Ongoing Trends
• Needs
• Competitors

21.  Identifying
stakeholders
• Employees
• Patients
• Payers
• Technology providers
 Information
Required was gathered from
client requirements

22.  Participants
were emailed & scheduled by
consulting firm
 Upon consent, interviews were conducted
 Summarization of data was done
immediately
 Verify any information given

23.  As
ReconMR is a research firm..
 Data collectors were made aware of the
interview protocol
 Data collectors were given training for the
web-user interface used

24.  Analyze
all data
• As the research was computer based analyzing &
grouping of data was done on a computer based
platform
• Review responses i.e. find out patterns
 Determining
the findings
• The patterns were converted into rich qualitative
data

25.  The
DI as a Computer assisted telephone
interview
 The DI was intense and One-to one
 Participants were predefined
 Contains factors & facts with rich
qualitative data which effects the decision
of the client
 Provided insights to macro trends of clients
industries

26.  Use
of collected information
• IHDS can leverage its strength on trends
• The interviews conducted informed the business
strategy recommendation
• Client can compare themselves with the
competitoirs

27. The Youth Attitude Tracking Study
(YATS)

28. THE PROBLEM: DROP IN PROPENSITY
The Youth Attitude Tracking Study (YATS) began in 1975 - a complex
telephone survey of 16-24 year-old men and women nationwide
Measure of Propensity – the inclination
a youth showed towards joining the
military or military related service in the
next few years
Fall in propensity – need for YATS
follow-up interviews
African
American
Youth
Historical
Propensity
Over 50 %
drop (1992 and
1993)
30% male
youth
Historically, the
group with
highest
enlistment
propensity

29. Selected Participants
Participant Pool
 Only males, ages 1721;
 White, black, or
Hispanic race/ethnic
groups; and
 High school seniors,
degree graduates, or
college students
Balanced quota among the 3race/ethnic and 4
propensity groups
 Joiners
 Non-joiners
 Shifters
 Fence-sitters
 Ages 17-21;
 Educational level
 Work status
 Region of the country
40 Black
40 White
120 interviews
40 Hispanic
10 interviews per propensity group
Data Collection Timeline
Completed for white
youth by Mar 15th 1996
Data collection
commences on Dec 15th
1995
Dec 1995
Jan 1996
Feb 1996
March 1996
Completed for black
youth by May 3rd 1996
April 1996
May 1996
June 1996
Source: Itbusinessedge, Cisco
29

30. Interview Process and Data Collection
Interview Process
 Standard set of questions, 45 minutes per interview
 Interviewer provided with personal characteristics to familiarize
with participants.
 All interviews were taped, with permission, and transcribed
 Each interview was
summarized in writing by the interviewer.
Each respondent was allowed to "tell
his story" in his own order and depth
with guidance from the interviewer
Contact Procedure
Race
 By Project Interviewer
 Scheduled by Westat's Telephone Research Center and
forwarded to interviewer
 Provide an introduction about the interview, obtain guardian's
permission for underage participant
 15$ remuneration
 Maximum of 7 call attempts per participant in different time
slices
Propensity Group
Joiner
NonJoiner
Shifter
Fencesitter
TOTAL
White
9
8
9
12
38
Black
10
13
8
9
40
Hispanic
10
10
11
11
42
TOTAL
29
31
28
32
120
 Maximum broken appointments 3
 Maximum of 5 household contacts reached
30

31. The Grounded Theory
Approach : Inductive Analysis
Transcript 2nd sweep
Hypothesis Rechecking
Analytic themes and
patterns of
differences
Transcript 1st Review
 Each interviewer
reviewed their own
transcripts for analytic
themes and patterns of
differences.
Analysis on Decision
Making:
 Identify major themes and
patterns that influence
youth's decision-making
processes and styles.
 Systematic regularities and
variations likely to influence
decision making.
 E.g.., age, race/ethnic
group, region, urban versus
rural residence,
socioeconomic status, and
college attendance.
Broad Questions on decision making
Rechecking hypothesis
on Decision Making
 Established analysis
provided a logical
framework to career
centric decision making
Unpacking the meaning
of ‘propensity’:
 Identify distinct
configurations of
images, social and
informational bases,
and interpretations of
military and civilian life
associated with the
different propensity
groups.
 Extract the propensity
for each group
Questions on career decision making & military propensity
Source: Oracle, Ovum
31

32. Review – YATS Case Study
Information Collection
 Major factors that influence the
decision making process of the
nations' youth.
 Major factors that influence the
career decisions of the participant
youth
Use of Information
 Insights on the factors causing
the fall in propensity
 Use data for military advertising
awareness
 Analyze internal factors that act
as major deterrents of
propensity among youth
Source: Supplier assessment
32