Word: yankelovich
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Neither McClelland nor officials at the purchasing firm. Yankelovich, Skelly and White, Inc., would disclose the price...
Americans are receptive to the revolution and optimistic about its impact. A new poll* for TIME by Yankelovich, Skelly and White indicates that nearly 80% of Americans expect that in the fairly near...
Many Americans concerned about the erosion of the schools put faith in the computer as a possible savior of their children's education, at school and at home. The Yankelovich poll showed that 57% thought personal computers would enable children to read and to do arithmetic better Claims William Ridley, Control Data's vice president for education strategy: "If you want to improve youngsters one grade level in reading, our PLATO program with teacher supervision can do it up to four times faster and for 40% less expense than teachers alone...
...TIME'S Yankelovich poll underlines the point. Some 73% of the respondents believed that the computer revolution would enable more people to work at home. But only 31 % said they would prefer to do so themselves. Most work no longer involves a hay field, a coal mine or a sweatshop, but a field for social intercourse. Psychologist Abraham Maslow defined work as a hierarchy of functions: it first provides food and shelter, the basics, but then it offers security, friendship, "belongingness." This is not just a matter of trading gossip in the corridors; work itself, particularly in the information industries...
These are among the findings of the latest poll for TIME by Yankelovich, Skelly & White.* Since October, the poll shows, the percentage of Americans who believe the Reagan defense budget could be cut without jeopardizing U.S. security has fallen from 66% to 56%. While 71% in October thought the U.S. had "enough nuclear weapons to protect ourselves," this satisfied majority has shrunk to 59%. As to the nuclear-freeze movement, only 32% of Americans now see it as a genuine grass-roots drive (a decline from 38% last June), while 54% think it "mostly involves people who often have been...