A Market Research Approach to Determining Local Labor Market Availability for Non‐management Jobs

As an alternative approach to setting affirmative action hiring targets, preferences for non‐management jobs were explored using a research technique known as conjoint measurement or trade‐off analysis. A general population sample and an applicant sample were surveyed in two cities. Results showed sharp differences in job preferences between men and women. It was also found that women were less interested in non‐traditional telephone work than men—probably because the jobs that are non‐traditional for women were outdoors, dirty, and had a higher chance of injury. The research technique also permitted the identification of the demographic characteristics of those people who are interested in non‐traditional work.