Fortune-Yankelovich Youth Study, 1966 (ICPSR 7348)

Principal Investigator(s): Fortune Magazine


This survey of American youth of college age, including both college students and non-students, was conducted in 1968 by Daniel Yankelovich, Inc., for Fortune Magazine. The questions explored a wide range of issues reflecting personal values, career goals, and social and political philosophies. Among the major topics investigated were the respondents' opinions on the draft, civil disobedience, student riots, science and technology, and the generation gap. In addition, respondents were asked to compare their values with those of their parents, and to indicate societal values that they would adhere to, or reject. Demographic variables include sex, age, marital status, occupation, and income.

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Study Description


Fortune Magazine. Fortune-Yankelovich Youth Study, 1966. ICPSR07348-v1. Ann Arbor, MI: Inter-university Consortium for Political and Social Research [distributor], 1976.

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Scope of Study

Subject Terms:    campus unrest, career goals, civil disobedience, college activities, college students, military draft, political attitudes, public figures, public opinion, social attitudes, social control, social problems, social protest, socialization, student protests, technological change, values, Vietnam War, young adults, youths

Geographic Coverage:    United States

Time Period:   

  • 1968

Date of Collection:   

  • 1968

Universe:    American youth aged 18-24.

Data Type(s):    survey data

Data Collection Notes:

While the title indicates that the time period covered is 1966, the study was in fact conducted in 1968.

The 718 respondents were weighted to 1,701. Since all weighting was performed by replicating cards, no weight variable is included in the data.


Data Source:

personal interviews


Original ICPSR Release:   1984-03-18


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