A consumer research technique, conjoint analysis, was used to assess the relative importance of several factors in 104 fourth-year medical students' selection of specialty. Conjoint analysis appears to be a useful method for investigating the complex process of specialty selection. (SLD)

The document contains theoretical and practical information to aid social studies classroom teachers as they develop and implement consumer education programs. The monograph is presented in three major sections. Section I illustrates the kinds of theoretical content the author believes are appropriate for a school consumer education program.…