RECRUITMENT RESEARCH

• Document Type: CREST
• Collection: General CIA Records
• Document Number (FOIA) /ESDN (CREST): CIA-RDP89G00643R001100030004-8
• Release Decision: RIPPUB
• Original Classification: K
• Document Page Count: 156
• Document Creation Date: December 23, 2016
• Document Release Date: December 7, 2011
• Sequence Number: 4
• Publication Date: November 3, 1987
• Content Type: REPORT

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ROUTING AND RECORD SHEET
SUBJECT: (Optional)
FROM:
R. M. Huffstutler
EXTENSION
NO.
-
TAT
Deputy Director for Administration
- ,
DATE
18 April 1988
TO: (ORicar designation, room number, and
buildin
)
DATE
OFFICER'S
COMMENTS (Number each comment to show from whom
g
REONVED
fORWA*DED
INITIALS
to whom. Draw a line across column after each comment.)
1Director of Central
Intelligence
Bill:
Attached is the Wirthlin Study
2
dated July 1987 on attitudes
toward the Agency that you
uested thi morning
re
FAT
q
4.
R. M. Huffstutler
cc: DDCI
s,
6.
7.
8.
9.
10.
11.
12.
13.
14.
t rv~~
t
. ?, ,
~Ar.r r~ ~
~ IjCY
13,
R
S
S
FOR
I-79M 610 EDITI
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ROUTING AND RECORD SHEET
STAT
i
STAT
Jlr%l
Deputy Director for Employment
TO: (OlRcer designation, room number, and
building)
STAT
Deputy Director for
Administration
13.
FOR
1-79M 610 us PEEViou+s s
OffICERI
INITIALS
DAZE
18 April 1988
COMMENTS (Number each comment to show from whom
to whom. Draw a line across column after each comment.)
Rae,
Attached is a complete copy
of the Wirthlin Study dated
July, 1987 and a Summary of Key
Findings which Dr. Wirthlin used
to brief the ExCom on 3 November
1987. I am sorry for the Xerox
copies, however, we are down to
one original. A copy of both
documents was provided to Bill
Baker in the PAO's office for
both the DCI and the DDCI.
I have also enclosed a copy of
the completed study for the
DCI and the DDCI.
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RECRUITMENT RESEARCH
NOVEMBER 3, 1987
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SUMMARY OF KEY FINDINGS
AND
ACTION STEPS
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KEY FINDINGS
National Survey
o CIA recruiting efforts operate within an environment in which the
Agency is not viewed very favorably.
-- Americans are uninformed
-- Americans are not effectively informed
o The CIA is viewed most favorably in the Deep South and Mountain
States, while New England and the Pacific represent areas of signi-
ficant perceptual weakness.
o Peer pressure represents a minor obstacle to recruitment activities.
It is most definitely not a barrier.
o The CIA does not appear to represent a highly emotional issue to
most Americans. The Agency is generally accepted as a fact of
life, but one that is not very well understood. The agency imparts
caution and suspicion, but not hostility.
o Americans believe the CIA's responsibilities are important to the
country's freedom and security, but also believe these responsibilities
could be discharged with greater effectiveness, dependability, and on
a more principled level.
o The "mixed" minority sub-sample exhibits an attitudinal profile
toward the CIA, which is consistent with the population as a whole.
o The absence of publicity for CIA successes no doubt influences the
Agency's perceptual standing with the public. However, regression
analysis suggests that the promotion of successes would not by itself,
necessarily correct the Agency's perceptual weaknesses.
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The WIWin Group
KEY FINDINGS
Student Survey
o Financial concerns (salary, pay, benefits) are the most important
consideration of students in seeking a career after graduation,
but subjective considerations (pleasant/enjoyable work experiences)
are also very important.
o The general student population is not positively disposed toward
the Agency. Moreover, there is a segment that expresses outright
negative perceptions.
o In terms of specific characteristics, the CIA elicits thoughts of
patriotism and freedom in student's minds. However, most students
doubt the principles of the agency, the extent to which it may be
trusted, and the moral character of its employees.
o Approximately one-fourth of the students can be classified as
"high potential" recruits since they rate the CIA at 65 or higher
on the career opportunity scale.
o Irregardless of age, sex, or academic major, high potential CIA
recruits hold common value systems and attitudes. This charact-
eristic lends the group to effective recruitment and communication.
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o Adopt a "high potential" recruitment communications strategy.
There are three key ingredients to this strategy:
-- Position the CIA as an organization offering special
career opportunities for special people.
-- Inoculation against concerns about financial rewards,
advancement, and bureaucratic red tape.
Reinforcement of the CIA's role in protecting America's
freedom and security.
o Special emphasis on engineering and science majors to correct
low level awareness of the fact that the Agency offers them
exceptional career opportunities.
o Consider undertaking an agency communications program for the
purpose of better informing the public of its purpose, policies,
and character. This effort would serve to enhance recruitment
by reinforcing the position that the CIA is a special organization
of special people.
o Conduct a more comprehensive student study during the 1987-88
school year for the purpose of gaining a greater depth of inquiry
and assessing geographical variations.
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APPENDIX OF SUPPORT DATA
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RESEARCH OBJECTIVE
To improve recruitment activities through
understanding the perceptual environment which
exists among the disparate target groups.
Information is vital for assessing the
organization's current public perception, to define
a strategy for improving both recruitment targeting
and recruitment communications, and to provide a
roadmap to execute that strategy.
I
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NATIONAL SURVEY
OBJECTIVE: A national survey of the general
population. This survey explores
the agency's public perception,
both across the board and
among specific demographic groups.
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COLLEGE STUDENT SURVEY
OBJECTIVE: College students, while representing
a very small section of the general
population, are the most important
group the research seeks to reach.
The college student survey explores
the organization's public perception,
both in general and as a career, and
assesses a wide range of attitudes
toward careers.
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FOCUS GROUPS
OBJECTIVE: This method of qualitative research
was used to explore and gain
a better understanding of student
attitudes toward the CIA and to
obtain student responses to
preliminary concept statement
alternatives.
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THERMOMETER RATINGS
COMPARISON OF NATIONAL AND STUDENT SURVEYS
nretan Pryir P - u effm
I L:
Average Rating
j5j
62
Source: Decision/Making/Information
Student Survey: April 25-May 9, 1987
National Survey: June 1-June 4. 1987
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THERMOMETER RATINGS
CAREER OPPORTUNITIES
- G9s)I
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.
(McDonnell-Douglas - IM-
L
L
L
L
-LGeneral ' Motors IID-98X1 _7-_
L . HHS (ID-9611
-- ---
Exxon - (10-95%)
---CFore ign Service, - (ID-87%Y-1-
C
FBI (ID-97%)
Average Rating
45.2
42.7
51.2
64.3
Source: Decision/Making/Intormstion
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CIA Knowledge
Information
Elites
Well
Informed
Somewhat
Informed
Uninformed
or more
responses)
- {1
mentions) mention)
No
response)
Total
8
24
41
27
Men
8
25
48
19
Women
7
23
35
35
Military Serv*ce
Yes
13
27
49
12
No
7
23
39
31
CIA Thermometer
65+
8
25
42
26
45-64
10
22
40
28
Under 45
8
26
46
20
Negative Profile
9
24
49
17
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"And thinking about the Central Intelligence Agency, what do you like
most about the CIA?"
Opinion
Percent
28
Protects U.S. Interests/Gather Intelligence 20
Protects U.S. interests/Gather intelligence (17%)
Investigate people (2%)
Control terrorism (1%)
Don't Like Them/General Negative
Don't like them/General negative (19%)
Other Positive Responses
Secrecy/Mysterious/Undercover work (8%)
I like them/General positive (3%)
Do as they please/Get away with things (1%)
Hampered by Congress (*)
Other (1%)
Well Run/Do A Good Job 11
Do a good job (10%)
Well run/Organized (1%)
Good reputation/Improving their reputation (*)
Necessary
Necessary/Serves a purpose (5%)
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Like Most About the CIA
(Continued)
And thinking about the Central Intelligence Agency, what do you like
most about the CIA?"
Job Related
Involved in international relations (2%)
Good job/Good job opportunities (*)
Percent
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U
When Thinking About A Career
"When thinking about a career after graduation, what two or three
things are most important to you?"
Percent
Salary/Pay/Benefits
Salary/Pay (67%)
Benefits (5%)
Pleasant/Enjoyable Job/Job
Satisfaction/Work Environment
Pleasant/Enjoyable job/A company
I'm happy with (24%)
Job satisfaction/Fulfilling/
Worthwhile work (18%)
Work environment/People I work with (13%)
Responsibilities/To contribute
to the company (3%)
Prestige/Status (1%)
Location
Advancement Opportunities
Challenging/Interesting/Something
I'm good/Successful at (14%)
Finding A Good Job
Job Security/Stability
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When Thinking About A Career
(Continued)
"When thinking about a career after graduation, what two or three
things are most important to you?"
Percent
Other
Personal happiness (7%)
The company/Quality/Reputation/Size (6%)
Job freedom (4%)
Opportunities for further study/Training (3%)
Travel (2%)
To gain experience (2%)
Independence (2%)
Company with goals/Ethics similar
to mine (1%)
Achieving goals (1%)
Interviewing/Placement (1%)
Other (2%)
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TM Ww lin Group
Most Important Aspects of A Career
(by Gender)
"When thinking about a career after graduation, what two or three
things are most important to you?"
Total
Men
Women
Salary/Pay/Benefits
68
69
67
Pleasant/Enjoyable Job/Satisfaction
55
52
59
Location
38
39
36
Advancement Opportunities
17
21
13
Challenging/Interesting
14
12
17
A Good Job
14
12
16
Job Security/Stability
11
14
9
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Most Important Aspects of A Career
(by Major)
When thinking about a career after graduation, what two or three
things that are most important to you?"
Total
Politics/
Intl.
Study
Engineering
Other
Bus/ Social
Econ Science
Liberal
Arts
Salary/Pay/Benefits
68
66
65
72
62
71
Pleasant/Enjoyable
Job/Satisfaction
55
63
42
51
67
55
Location
38
28
52
34
42
34
Advancement
Opportunities
17
12
20
28
7
12
Challenging/
Interesting
14
14
14
15
18
11
A Good Job
14
9
23
11
18
13
Job Security/
Stability
11
5
14
13
8
16
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DESCRIPTORS
CAREER OPPORTUNITY
(Importance)
73%
67%
61%
44%
42%
36%
26%
atp 'Cot
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o
o 0r1 ttgcs sle Pep
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Se se, p% 6 Z~Q ~d Jel
~n~1a1 JO~O sl Ote~~ Gti esd~~9
Sourcq: posision/Making/Information
very
Important
Extremely
Important
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TM Wirtiin Group
Importance of Descriptors
(By Major)
(Difference Score)
"Now, I'd like to read you some descriptions regarding potential career
opportunities. For each one I read, please tell me if that consideration
is extremely important, very important, somewhat important, or not
important to you when thinking about your career." (ROTATE)
(Difference
Scores*)
Financial
security ---
Job security
Gaining job
skills that
make it easy
to change jobs
Making a real
difference in
the world
Contributing
to America's
safety and
security
Conducting
important
research
Working on
the edge of
technology
Living and
working abroad
Total
Politics/
Int'l.
Study
Engineering
Other
Business/ Social
Economics Science
Liberal
Arts
48
42
65
67
18
44
47
35
48
59
35
48
34
32
33
50
20
30
23
49
6
18
37
15
-13
5
-16
-13
-18
-18
-17
-11
11
-35
2
-34
-28
-60
41
-26
-31
-61
-48
-23
-63
-54
-39
-51
? Difference Scores derived from total responding "extremely/very
important" minus total responding "somewhat/not important."
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Main Hesitation About Working For The U.S. Government
Now I'd like to read you the beginning of a sentence and have you
finish it using your own words. Now, here's the sentence: The main
hesitation I have about a career with the U.S. Government is ..."
Percent
Inefficiency/Waste/Bureaucracy
Inefficient/Too much bureaucracy/
Politics/Red tape (18%)
Irresponsible (1%)
Waste (1%)
Wages/Salary
Lack of Job Security/Advancement
Lack of job security (6%)
Lack of advancement (6%)
Budget cuts (1%)
Lack of Challenges/Not Fulfilling
Lack of freedom/Being able to
do what I want (6%)
Lack of exciting/challenging
opportunities (3%)
Not fulfilling/Worthwhile (1%)
Not Interested/No Opportunities for Major
Not interested/Prefer private sector
over public sector (6%)
No opportunities in my field/Major (4%)
Don't Agree with Government Policies
Not Honest/Trustworthy
7%
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Main Hesitation About Working For The U.S. Government
(Continued)
Now I'd like to read you the beginning of a sentence and have you
finish it using your own words. Now, here's the sentence: The main
hesitation I have about a career with the U.S. Government is ..."
Percent
Job Application Related
Moving/Transfers (3%)
Effect on personal life/Loss of privacy (2%)
Processing/Testing (1%)
Other
Don't know that much about it (3%)
Other (1%)
No Hesitation
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SIX MONTH APPLICATION PROCESS
(How Serious A Barrier)
Very Serious--21i I
Source: Decision/Making/Information
April-May 1987
Not
Ar1wr-13x
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CIA CAREER DECISION
Wise or Unwise?
Yes/Wise Decision--55%
No Opinion--iiX
No/Unwise Decision--34%
"If A Close Relative (Son, Daughter. Brother or
Sister) Decided to Pursue A Career With The CIA,
Would You View That As A Wise Decision?"
Source: Decision/Making/Information
June i-4, 1987
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CIA Career Decision: Why Wise or Unwise
"If a close relative such as a son, daughter, brother or sister
decided to pursue a career with the CIA, would you view that as a wise
decision? And why is that?"
WISE DECISION
Good Career/Job Related Aspects
Good career opportunity (12%)
Chance to help/Serve the country/Patriotic (12%)
High salary/Good pay (6%)
Interesting/Exciting career (5%)
Prestigious/Respected (4%)
Honest/Trustworthy (2%)
Intelligence/Information gathering (2%)
CIA does a good job (1%)
Good benefits (1%)
Involved in international affairs (1%)
Safe/Not too dangerous (*)
Keep the peace (*)
Drug enforcement (*)
Necessary
Necessary (3%)
Other
I like the CIA/General positive (4%)
My relatives would do a good job/Help the CIA (3%)
42
36
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CIA Career Decision: Why Wise or Unwise
(Continued)
If a close relative such as a son, daughter, brother or sister
decided to pursue a career with the CIA, would you view that as a wise
decision? And why is that?"
Neutral Mentions
If they want to/It's their decision (27%)
Need to know more (5%)
If they were qualified/Capable (2%)
Percent
34
UNWISE DECISION 37
Job Related Aspects 20
Dangerous/Not safe (16%)
Mismanaged/Poor leadership (2%)
Too much travel/Must leave home (1%)
Not necessary/Waste of money (1%)
Leaks/Not secret enough (3)
Meddle in other countries' affairs (1%)
Don't serve/Help the country (3)
Poor salaries/Doesn't pay enough (*)
Invasion of privacy (*)
Dishonest/Corrupt 11
Dishonest/Corrupt (4%)
Too secretive/Covert Activities (0)
Involved in controversy/Scandal (3%)
Too powerful/Above the law (1%)
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CIA Career Decision: Why Wise or Unwise
(Continued)
"If a close relative such as a son, daughter, brother or sister
decided to pursue a career with the CIA, would you view that as a wise
decision? And why is that?"
Don't like the CIA/General negative (6%)
Don't want my relatives to work for the CIA (4%)
Difficult career/Not for everyone (2%)
Don't want my relatives to work for the government (1%)
Other (1%) --
inion
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PERCEPTIONS OF THE
CENTRAL INTELLIGENCE AGENCY
80
70
50
?0
40
30
20
10
L?X-
;etic eedom 6~~et8 ecte~ P~91% led *81r
P~tc? ty ff Ei i e N I,3g Sd el Cher 10 Do ?r tT% 13-led
1n
Ser'Vf IvistNi9h or .1 rot Inter%
Source: Decision/Making/Information
? Good
Description
Excellent
Description
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COMPARISON OF STUDENT AND NATIONAL PERCEPTIONS
OF THE CENTRAL INTELLIGENCE AGENCY
% Responding "Excellent/Good" Description
80 r 76
70
60
50
40
30
20
10
50 51
?ce~'S cac ter ?~P~ea e~y S~ ~~ lac
c Qatc ~~ 4 1\1S S a Gra Qc Vcv5t eeted
Se?vc' '~cJSt ,9~ M?c ~~tec
Source: Decision/Making/Information
June 1-4. 1997
56 55
? Student
Survey
0
National
Survey
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 NNW ~
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TD. WwWin Group
Career Opportunity Thermometer
Rating Comparison
Rate Rate Rate
CIA CIA CIA
at at below
A re ate 65+ 45-64 45
~--F% 7
%) T%T
Most Important
Salary/Pay Benefits
68
64
Pleasant/Enjoyable Job
55
55
Location
38
35
Advancement Opportunities
17
23
Challenging/Interesting
14
19
Career Opportunities
Living/Working Abroad
26
32
Leading Edge of Technology
36
42
Financial Security
74
69
Ease of Changing Jobs
67
67
Making a Real Difference
61
67
Job Security
73
69
Conducting Important Research
42
62
America's Safety/Security
44
59
Six-Month Process
Extremely/Very Serious
35
28
Somewhat/Not Serious
65
72
72 68
56 55
40 38
14 14
12 13
22 25
42 29
81 73
70 65
58 60
80 72
33 41
43 35
39 39
61 61
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
Career Opportunity Thermometer
Rating Comparison
(Continued)
Rate Rate Rate
CIA CIA CIA
at at below
Aggregate 65+ 45-64 45
M UT -r%7 _F%7
CIA Descriptors
Can be trusted to do
the right thing
35
50
41
22
More interested in
war and not peace
26
15
27
31
Can be trusted with
Americas secrets
52
68
59
37
Employees are of high
moral character
39
63
41
24
Important to America's
freedom and security
67
84
79
51
Effective at what it does
56
71
65
44
Principled
33
53
39
18
Patriotic
72
84
78
62
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111. Ww"in Group
ANALYSIS OF DIFFERENCE*
o Among all other majors and age groups (with one exception)
students who rate the CIA 65 or higher are more like others who
rate the Agency as 65 or higher than like their own age group or
major. Only those students 20 years of age or less are more like
other 20-year-olds than like the "high potential" students.
o Perceptions most likely to evoke strong differentiation between a
student's major/age group and other "high potential" recruits
include:
-- Moral Character, Principle
-- Right Thing, Effective, Security
* Differences between students who rate the CIA at 65 or higher on a
career opportunity scale and other students from like backgrounds.
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PRESENTATION MATERIALS: NATIONAL,
STUDENT AND FOCUS GROUP
RESULTS
For
The Central Intelligency Agency
July, 1987
#3949-01
#3959-01
#3960-01
1363 Beverly Road, McLean, Virginia 22101 [phone]
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RESEARCH OBJECTIVE
To improve recruitment activities through
understanding the perceptual environment which
exists among the disparate target groups.
Information is vital for assessing the
organization's current public perception, to define
a strategy for improving both recruitment targeting
and recruitment communications, and to provide a
roadmap to execute that strategy.
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PHASE II: NATIONAL SURVEY
OBJECTIVE: A national survey of the general
population. This survey explores
the agency's public perception,
both across the board and
among specific demographic groups.
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NATIONAL SURVEY: METHODOLOGY
UNIVERSE: Americans age 18 and older
INTERVIEW DATES: June 1-4, 1987
SAMPLE SIZE: 1,050
CONFIDENCE INTERVAL: + 3.02 percentage points
in 95 out of 100 cases.
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RIGHT DIRECTION
Or Wrong Track
Right Direction--40%
No Opinion--3%
Wrong Track--57%
Source: Decision/Making/Information
June 1-4, 1987
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthlin Group
Right Direction or Wrong Track
"Generally speaking, would you say that things in this country are
going in the right direction, or have they pretty seriously gotten off
on the wrong track?"
Right
Direction
-
Wrong
Track
-
-
(%
F%
40
57
Men
46
51
Women
35
63
Age
18-to-24
46
52
25-to-34
38
59
35-to-44
50
49
45-to-54
38
59
55-to-64
36
63
65 and above
32
65
Sex /Age
Men/18-34
46
51
Men/35-54
53
45
Men/55+
40
58
Women/18-34
36
61
Women/35-54
38
60
Women/55+
29
69
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthlin Group
Right Direction or Wrong Track
(Continued)
"Generally speaking, would you say that things in this country are
going in the right direction, or have they pretty seriously gotten off
on the wrong track?"
Right Wrong
Direction Track
(%--
40
57
White
42
55
Minority
36
63
Education
Less than High School
36
64
High School Graduate
36
61
Some College
43
53
College Graduate
54
42
Postgraduate
53
43
Occupation
Professional
45
51
White Collar
51
47
Blue Collar
41
58
Retired
34
64
Housewife
30
68
Student
45
49
Unemployed/Other
28
72
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthlin Group T%-k-A
Right Direction or Wrong Track
(Continued)
s:ss:c:sssssz:sszszss:zsszsssssz:szzsszsssszsassasasssssssssssssssssss
"Generally speaking, would you say that things in this country are
going in the right direction, or have they pretty seriously gotten off
on the wrong track?"
Right Wrong
Direction Track
~- 57
Military service
Yes
No
Marital Status
40 57
49 48
38 59
Married 40 58
Single 40 58
Divorced/Separated 49 49
Sex/Marital Status
Married Men 45 52
Single Men 45 52
Divorced/Separated Men 57 40
Married Women 35 63
Single Women 34 65
Divorced/Separated Women 45 53
CIA Thermometer
65+ 53 44
45-64 43 54
Under 45 27 72
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthlin Group
Right Direction or Wrong Track
(Continued)
ssssasxosxxzsssxssszszzaszsszxzsszaszzsansassxzsc:ssszxsssssss:sszsazc
'Generally speaking, would you say that things in this country are
going in the right direction, or have they pretty seriously gotten off
on the wrong track?"
Right
Direction
Wrong
Track
M
F%)
Total
40
57
Negative Profile
29
69
Geocodes
Northeast
42
55
New England
34
65
Mid Atlantic
44
53
Midwest
42
56
Great Lakes
41
56
Farm Belt
44
55
South
39
59
Outer South
37
61
Deep South
43
54
West
37
60
Mountain
43
55
Pacific
35
62
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89G00643R001100030004-8
THERMOMETER RATINGS
Average Rating
51
57
Source: Decision/Making/Information
June 1-4. 1987
IV NeWs MPdia 11U=H9761
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
THERMOMETER RATINGS ENT SURVEYS
COMPARISON OF NATIONAL AND STUDENT
31 EiLLLI
Irv 7 re
lNfflm=
IN=
Isligniati
Average Rating
Source: Decision/Making/Information
Student Survey: April 25-May 9. 1987
National Survey: June 1-June 4. 1987
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 ij, Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthlin Group
Thermometer Ratings -- CIA and William Webster
CIA
Webster
(Mean)
Mean
Total
57
Men
49
55
Women
52
59
tie
18-to-24
56
55
25-to-34
51
61
35-to-44
47
49
45-to-54
52
60
55-to-64
48
52
65 and above
53
71
Sex /Aq e
Men /18-34
53
58
Men/35-54
48
55
Men/55+
45
52
Women/18-34
53
59
Women/35-54
51
54
Women/55+
54
72
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthiin Group
Thermometer Ratings -- CIA and William Webster
sssssaasaxasss:sssxnaxssssz:ss:s::ssssssasssszzsszssssssssssssssssss:s
CIA
Webster
(Mean)
Mean
Total
51
57
White
51
58
Minority
51
56
Education
Less than High School
49
53
High School Graduate
53
58
Some College
49
55
College Graduate
50
60
Postgraduate
48
63
Occupation
Professional
46
60
White Collar
54
61
Blue Collar
50
52
Retired
49
61
Housewife
54
56
Student
47
69
Unemployed/Other
54
52
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wlrthlin Group
Thermometer Ratings -- CIA and William Webster
s:xssasccsssssss:sssssssxssxxsssxssssssaxsssssassssssssasss:ssssssssss
CIA
Webster
(Mean)
Mean
Total
57
Military Service
Yes
47
62
No
52
56
Marital Status
Married
50
58
Single
53
55
Divorced/Separated
55
76
Sex/Marital Status
Married Men
49
58
Single Men
50
52
Divorced/Separated Men
53
79
Married Women
51
58
Single Women
57
61
Divorced/Separated Women
57
74
CIA Thermometer
65+
81
69
45-64
52
61
Under 45
19
40
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89G00643R001100030004-8
The Wirthiin Group
Thermometer Ratings -- CIA and William Webster
CIA
Webster
(Mean)
Mean
51
57
Total
Negative Profile
31
50
Geocodes
Northeast
49
55
New England
46
53
Mid Atlantic
50
56
50
57
Midwest
Great Lakes
50
54
Farm Belt
51
65
South
55
57
Outer South
53
61
Deep South
59
49
45
59
West
Mountain
55
68
Pacific
42
57
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthiin Group
CIA THERMOMETER RATINGS
o Groups rating the CIA most favorably are:
- 18-to-24 year olds
- 45-to-54 year olds
- single Americans
- residents of the South, particularly the Deep South
- residents of the Mountain States
o Those who rate the CIA most harshly are:
- 35-to-44 year olds
- 55-to-64 year olds
- Americans who have served in the military
- residents of the Northeast
- residents of the West, particularly the Pacific
region
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthlin Group
CIA Thermometer Rating Comparison
Rate CIA
at 65+
Rate CIA
at 45-64
Total
30
30
Sex
Men
31
31
Women
30
29
P
18-to-24
36
34
25-to-34
29
29
35-to-44
27
33
45-to-54
36
26
55-to-64
28
28
65 and above
29
29
White
31
30
Minority
31
28
Military Service
Yes
26
37
No
31
28
Rate CIA
below 45
%)
31
34
28
24
31
35
29
38
24
32
29
35
30
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89G00643R001100030004-8
The Wirthiin Group
CIA Thermometer Rating Comparison
(Continued)
s:sssaasassssscssszszasssazssassssszssssss:szssessssssssssss::ssssssss
Rate CIA
at 65+
Rate CIA
at 4
5-64
Rate CIA
below-
-
57
T
Total
30
30
31
Geocodes
Northeast
28
28
35
New England
15
39
35
Mid Atlantic
31
26
35
Midwest
28
32
31
Great Lakes
27
33
31
Farm Belt
31
30
33
South
36
30
23
Outer South
33
28
26
Deep South
40
33
17
West
25
28
40
Mountain
39
27
25
Pacific
20
29
47
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthlin Group
Duties of the FBI
s:sazxxszxasxsssszsssssss:ssssssssss:sssssszsscazasassssasssssssssssss
"Thinking further about the FBI, do you know what kinds of activities
the FBI performs?"
Criminal Investigations
Catches/Investigates criminals/Crime (23%)
Investigate kidnappings (12%)
Murder investigations (7%)
Investigate bank robberies (4%)
Investigate major crime (4%)
Organized crime (4%)
Investigate burglaries/Robberies (2%)
Investigate counterfeiting (1%)
Investigate illegal aliens/Border patrol (1%)
Gun trafficking investigations (1%)
Investigate mail fraud (1%)
Smuggling investigations (1%)
Illegal gambling investigations (*)
Bombs (*)
Investigation/General
Interstate/Federal/Domestic operations (28%)
Investigation/General (11%)
Investigate subversive groups/Espionage (4%)
Find missing children/People (2%)
47
42
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthlin Group
Duties of the FBI
(Continued)
sszssazsssa::z:sssszzsss:ssss:ssc:zssszasssszzsszsaszssssszsss:ssszsaa
"Thinking further about the FBI, do you know what kinds of activities
the FBI performs?"
Law Enforcement/Police Work
Drug enforcement (15%)
National police agency (4%)
Law enforcement (3%)
Cooperate/Work with local police (2%)
Government Investigations
Government investigations (7%)
Investigate crimes against the Federal Government (3%)
Background investigations/Federal employee
investigations (3%)
Secretive/Undercover (6%)
I like them/Doing a good Job (0)
Powerful (*)
Other (1%)
Protect People/Security
National Security (4%)
Protect the President/Government officials (2%)
Protect people/General (1%)
Protects witnesses/Informants (1%)
12
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthlin Group'`.
Duties of the FBI
(Continued)
"Thinking further about the FBI, do you know what kinds of activities
the FBI performs?"
Percent
Surveillance
Intelligence/Surveillance (6%)
No Opinion
International Duties
International Operations (4%)
Stopping terrorism (1%)
Negative Responses
I do not like them/General negative (5%)
Other
Secretive/Undercover (6%)
I like them/Doing a good job (45)
Powerful (*)
Other (1%)
No Opinion
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89G00643R001100030004-8
Question 10.
Thinking further about the FBI, do you know what kinds of activities
the FBI performs?
COL. 26
1. Catches / Investigates Criminals / Crime - well it tracks down (23%)
criminals / investigates criminals / investigates criminal things
/ criminals / they go after criminals that violate the government
/ mostly man-wanted / they catch criminals, they go after
criminals / criminals, they find missing people / help find
criminals / catch criminals / get convicts / criminal activities
/ they chase down criminals / I know they post the most wanted
list / keeping federal offenders off the street / they go after
the criminals / criminal investigation / criminal things /
criminals / ten most wanted / they investigate crimes / handle
the situation in U.S.A. -- criminals situations; that's the
majority of what I think they do / investigation of crimes /
investigate criminals / arrest criminals / criminal investigation
/ fighting crime / crime / a few investigations of highly wanted
criminals / I know they're involved in crime / they investigate
scandals of all sorts / they investigate crimes / they have
investigations of crime / criminal investigations / they deal
with criminals / catch criminals / they track down people for
prosecution of a crime. Pick up prisoners for prosecution /
crime solving / they investigate criminal activities / they hunt
down wanted criminals / criminals / crime prevention / dealing in
crime research, best facilities to cut down major crimes in the
Uni ted States .
2. Interstate / Federal / Domestic Operations - it's done interstate (28%)
/ t y act upon crimes along the interstate lines / federal
matters, things out of the local authorities' jurisdiction /
federal investigations / they investigate all federal crimes /
investigates in federal affairs / they investigate federal cases
/ federal investigations / domestic crimes / basically stay here
in U.S. Well , not doing things out of the U.S. / they
investigate matter of federal importance / investigate matters in
national affairs / interstate and federal law enforcement /
investigate federal criminal activity / federal offenses /
federal crimes are their jurisdiction / internal investigations.
Investigations of anything that would be an internal matter
regarding internal affairs of any kind / internal investigations
on the federal level / involved in federal investigations / I
think they do a lot of investigating of federal crimes / they are
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
Question 10 (continued)
Thinking further about the FBI, do you know what kinds of activities
the FBI performs?
supposed to be in this country / they are in charge of
investigating federal crimes / investigate U.S. affairs / get
involved in federal related crime / interstate crimes, robbery,
etc. / they investigate interstate
bordercrime. / i Crime in nterstate general
cri i nal
would say, that go across
activities / anything in the federal jurisdiction such as police
matters except on a higher level / they investigate federal crime
/ investigations of federal cases / interstate crimes / they're
called in federal situations / investigative services generally
within borders of the United States / investigations within the
United States / investigation on internal law problems within the
country / domestic affairs / they investigate cases for the
Attorney General / they control interstate commerce / they
investigate things that have to do with the country / I can only
say that they take care of federal investigating cases in the
state and city / state lines, other areas
investigation. Chasing crimial s that police e out don't
do / criminal of
police restrictions.
3. Investigate Ma or Crimes - bigger crimes. Things out of the ( 4%)
states n s t ey handle things like police do, only a step
further. They have greater jurisdiction and take over where the
police leave off when things get serious / they investigate
crime. They investigate crimes that are more serious / deal with
higher crimes.
4. Law Enforcement - they enforce the law / they are an extents on of ( 3%)
-Police force / investigate law enforcement / hel ping l
enforcement / control law enforcement / they are the
investigation agency that enforces federal law / basically law
enforcement / basically federal law enforcement / law
enforcement, help in law enforcement / federal watchdog of the
government programs, as far as enforcing the law part.
( 4%)
5. National Police Agency - national fingerprinting clearing house,
they kind of act as a national police agency / it's a federal
police department / it's an upgrade of police / they are a step
higher than local police. I have no idea what kind of activities
they perform / they are a low scale police department as opposed
to the local department. They are more federal / police stuff.
6. Invests ation / General - investigating almost everybody. They (11%)
just Investigate that's all / investigate thoroughly / they
conduct investigations / investigation / investigative / all
different kinds of investigation / they do a lot of
investigations, many things / just what they've investigated hve
investigate people / they handle investigations / they
investigation on just about everything / investigations / only
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
Question 10 (continued)
Thinking further about the FBI, do you know what kinds of activities
the FBI performs?
what I see on the news about it, the investigations that they
conduct / various kinds of investigating actions / investigate
any number of things, government and overall town thi ngs /
investigations. In a lot of different areas. In breaking state
1 aws . In the stock market / they investigate other people for
state purposes.
7. Government Investigations - investigate matters in government / ( 7%)
investigation of things at the White House / they watch out for
the government / mostly investigations like a congressional
rip--off and the arms sale scandal that is going on / they deal
with politics, senators and things like that / sort of check on
Congress / political investigations / they investigate federal
workers / investigating federal government / check on government
things / finding out about the government / they do government
deals of investigation / investigations of the federal government
/ government business.
8. Coo erate / Work with Local Police - cooperative with local ( 2%)
police if police can't handle the job the FBI will move in and
solve it / FBI comes in for the local authority's crimes / assist
police department in any situation.
9. Protect People / General - they are to protect people / ( 1%)
protection of United States citizens / protect foreign personnel
who visit.
COL. 27
1. Dru Enforcement - they crack down on the trafficking of illegal (15%)
goods such as drugs / they're involved with drug trafficking /
investigation of drugs / drugs / drug abuse, busts / involved in
investigation of drugs over the state lines / drug investigations
/ drug trafficking / drugs / drugs / stuff involving drugs, like
drug busts . International drug busts / investigating drugs /
breaking drug rings / it is the drug activity. They pol ice it
and control it / drug abusers / they investigate their undercover
thing with drugs / involved in drugs / they investigate drugs /
they deal with drugs / they get involved in drug trafficking /
they do surveillance of people involved in drugs / drug abuse /
drug dealers / in drug trafficking.
2. Murder Investigations - finding out about murders / murders / ( 7%)
investigation of murders / investigate murders / shooting and
killing. They're doing all they can. They're into cases of I
suppose like shooting and find out whoever's behind it / they
investigate a lot of the murders / big time murderers.
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
Question 10 (continued)
Thinking further about the FBI, do you know what kinds of activities
the FBI performs?
3. Investigate Kidnappings - kidnapping, they do kidnapping / (12%)
nvesti gate ons o Kidnappings / they help out for interstate
kidnappings / they investigate kidnapping / they investigate
kidnapping / any out of state kidnappings / kidnappings /
investigate kidnapping / kidnappers / major crimes like
kidnapping / they have investigations of kidnapping / take care
of kidnapping / I think they investigate kidnapping / they work
in kidnappings.
4. Investi ate Bank Robberies - bank robberies / they help in bank ( 4%)
robberies any federally chartered bank that has been robbed /
investigate things like bank robberies / work for federal banks,
with arobberies / investigate stuff like
rberibes banks
robberies / try
that.
die tycas pes of 2%)
5. Investigate invest gates / i on Rofberi f t ~ ii vthi ngat
urn y/
robberies.
6. Investigate Illegal Aliens / Border Patrol / Monitorin ( 1%)
lion-Citizens - check out illegal aliens something goes wrong
watt t e border of the country to protect out civil rights /
they're into border control.
7. Investigate Mail of Tenses Taxevaaing/ axesk MancomeFtaxdfraudi/ (1%)
Tau federal
tax fraud and such things / stock securities fraud cases /
insider trading.
1%)
8. Investigate Counterfeiting - they investigate counterfeiting.
COL. 28
1. Organized Crime - it's involved with organized crime stopping and ( 4%)
monitoring organized crime / basically it's a crime detering
thing, one of their main goals is to stop organized crime /
racketeering / arrest racketeers like Capone.
they finddpeople (2%)
2. Find Missin Children /Pen lmissiengipersons missi
to f i nd pea' e p that are missing.
3. Illegal Gambling Investigations - illegal gambling. (* )
( 1%)
4. Smuggling Investigations - smuggling.
5. Alcohol / Tobacco / Firearms - in trafficking / they regulate ( 1%)
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Question 10 (continued)
Thinking further about the FBI, do you know what kinds of activities
the FBI performs?
firearms / they enforce liquor laws / they cater to different
avenues like tobacco.
6. Bombs - bombs. (* )
7. Protects Witnesses Informants - take care of one turning states ( 1%)
evi den .
8. Powerful - they are more powerful than the pol ice. (* )
COL. 29
(6%)
1. Intelligence / Su eei 1 an ee They intelligence
keepi keeping an intelligence
things
investigations s
in the country / they have a file on you probably / domestic
surveillance / surveillance, domestic surveillance of crimminals
/ spies.
2. International operations - they get involved internationally in ( 4%)
law enforcement /investigate international affairs /
international issues / check on foreign countries / investigate
matters in foreign affairs / increase rules in foreign affairs /
they are also involved with international crime, like the evasion
of income tax / investigate on foreign affairs / foreign affairs.
( 4%)
3. Investigate Subversive Groups / Espionage - look at subversive ve
groups internal subversion espionage / they perform
activities of internal things, thi ngs that are subversive and
dangerous. I'm generally pleased / espionage / surveillance of
people thought to be subversive / investigating spies within the
states and whatever else they want / spy on forei gners .
4. National Security - security of the nation / dealing with ( 4%)
national security. Against threats to national security / they
check security clearances / observing political security / part
of their job is to be internal security / on a small scale,
national security / they're part of the internal security of the
country / they protect our country.
5. Sto in Terrorism / Hi'ackin s - they watch borders for ( 1%)
terrorist act vi ties / if you hijack an airplane, the FBI steps
in.
6. Background Invests ations / Federal Employ ee Investigations - ( 3%)
background investigations / I was investigated by t m. needed
special clearance from them / investigate government Jobs.
7. Protect the President / Government Officials - more or less, very ( 2%)
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Question 10 (continued)
Thinking further about the FBI, do you know what kinds of activities
the FBI performs?
protective of the President / they protect some people in
government / protect the President / they guard the President and
stuff like that / handling threats to the President of our
country / they protect the President / they protect the President
and people in high offices / protect political public figures.
8. Secretive / Undercover - oh, it's all secret, they keep everyone ( 6%)
T -n the dark undercover work / coverup in the country / aren't
they in charge of phone tapping / undercover work under the
direction of the executive branch / basically it's kept a secret
of what they really do.
COL. 30
1. I Do Not Like Them / General Negative - dirty, low hand ( 5%)
activities. The -only difference is they have a badge / some
things they are a little underhanded with / they are probably
less sneaky than the CIA. I don't trust any of them / I wasn't
real crazy about some of their entrapment schemes. I think they
picked certain people. The selectiveness bothers me / could do a
better job at what they do . They spend so much money on arms.
They should think about problems here and not in other countries
/ not really impressive / stick their nose where their nose isn't
suppose to be / they don't help with the child find. They'll
locate a stolen car but not a child.
2. I like them / Doing a Good Job - they're doing their job. They ( 4%)
o good work / plan what they are going to do and do it right.
3. Investigate Crimes Against the Federal Government - crime against ( 3%)
the federal government / investigate crimes against federal
government / crimes against the constitution / crimes against the
country are investigated by them.
4. Other - ( 1%)
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CIA KNOWLEDGE
Well Informed--24%
Information Elites--8X
Somewhat Informed--41%
Source: Decision/Making/Information
June 1-4, 1987
vi
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The Wirthiin Group
Duties of the CIA
"Thinking further about the CIA, do you know what kinds of activities
the CIA performs?"
No Opinion
Foreign Affairs
Foreign affairs/Neutral (10%)
Interfering in other governments (3%)
Involved with Contras/Central America (3%)
Supporting opposition movements in other countries/
Supplying arms/Training troops (2%)
Iran-Contra affair (2%)
Percent
22
Deal with terrorism/Hostages (2%)
Helping foreign countries (1%)
Involved with governments of foreign countries (*)
Intelligence/Spying/General
17
Espionage/Spying/General (8%)
Intelligence/Information gathering/General (7%)
Counterespionage/Monitoring/Stopping other spies (3%)
International Intelligence/Spying
15
Intelligence gathering from/About foreign countries (11%)
Espionage/Spying on foreign countries (3%)
Intelligence gathering on communists/USSR (2%)
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The Wirthlin Group
Duties of the CIA
(Continued)
s:sssssssssas:s:sssssssssssszs:szssssssssassasszsssssszssszsss:sszsssz
"Thinking further about the CIA, do you know what kinds of activities
the CIA performs?"
Secret/Undercover Operations
Secret/Undercover/Covert operations (14%)
Investigations
Investigations (6%)
Similar to FBI/Work with the FBI (4%)
Investigate crime/Drugs (2%)
Better than the FBI (3)
Percent
Protect U.S./National Security 12
National security/Protecting U.S. interests (9%)
Protecting the President/Secret Service (0)
Reputation/Media exposure (2%)
Assassinations (1%)
I like them/General positive (3)
Immigration/Illegal aliens (*)
Dangerous work (*)
Other (2%)
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The Wirthiin Group
Duties of the CIA
(Continued)
"Thinking further about the CIA, do you know what kinds of activities
the CIA performs?"
Government/Internal Affairs
Involved in government/Political affairs (5%)
Internal affairs (2%)
Negative Responses
Unethical/Illegal activities (2%)
I don't like them/General negative (1%)
Inefficient/Don't do a good Job (*)
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Question 13.
Thinking further about the CIA, do you know what kinds of activities
the CIA performs?
COL . 41
1. intelligence / Information Gatherin / General - intelligence ( 7%)
ring / it would scare me to death I knew everything.
gat f W-
Intelligence gathering / they gather information / intelligence /
intelligence / business intelligence / they have government
secrets. They gather the government's intelligence / it works at
gathering intelligence for the government / the gathering of
information of interest to the country / they're the intelligence
agency for the President and national security from the
individual to the world pertaining to the United States / the
collection of information here and overseas / information
gathering. They have spies that get information for us. They
send them away to get information we need.
2. Intelligence Gatherin From / About Foreign Countries - they do (11%)
secret things Involving other countries. What other countries
are doing / investigate thi ngs that might hurt us like foreign
countries / they operate on the OSS -- intelligence gathering.
They get information from outside sources to track hostile
elements / the gathering of intelligence from other countries /
working on foreign intelligence. Trying to get whatever
information they can on other countries / they find out about
other countries / keep the country alerted to what's going on in
other countries / they try to get information about other
countries / gathering intelligence in respect to foreign
countries / they are involved in receiving messages in signals
from our allies / information gathering from other countries /
they should be finding all the intelligence needed about other
countries or troubled areas / it's an intelligence gathering
service in relation to foreign policies. Investigations and
procedures.
3. Intelligence Gathering on Communists / USSR - a lot of ( 2%)
Intelligence work overseas. Russia and s to f like that /
investigate the Soviet Union and find out information on them / I
think they try to find out about communist Russia and Nicaragua /
head off leftist programs / investigate things that might hurt us
like the Soviet Union.
4. Espionage / Spying General - spying / spies and stuff / I think
( 8%)
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Question 13 (Continued)
Thinking further about the CIA, do you know what kinds of activities
the CIA performs?
they spy on each other / it investigates maybe in ways they
shouldn't -- like spies / mostly involved in spying. Getting
information any way they can / they spy / I assume they're
involved in spy operations / spy missions / I've always thought
of them as spies / spy investigations / they could be called
spies . Covert operations such as your basic spies / they spy /
they have to do with spies / tracking down espionage / espionage
/ they're spies. Worldly spies for the U.S. / spy work. They
infiltrate apartment buildings and hotels / spy on the President.
5. Espionage / Spying on Foreign Countries - worldwide with regard ( 3%)
to espionage in other countries / they get involved in espionage
across the country and other countries / spying. Trying to get
into other countries to get a general idea of what's going on in
other countries of the world / spies. Gather intelligence in
other countries / they perform in a manner to spy on foreign
governments . Particularly military. Learn their secrets.
6. Counterespionage/ Monitorin / Stopping Other Spies - monitoring ( 3%)
spies from other countries / counter intelligence and so forth /
after spies overseas / they look for spies. Watch out for them.
COL. 42
1. Foreign Affairs / Neutral - foreign affairs / they handle foreign (10%)
matters deal with orei gn affairs / a lot of overseas affairs /
foreign affairs / involved with foreign affairs / mostly
involving other countries / foreign policy / they're more
international / they are between foreign and domestic. They're
international / international affairs / getting involved
everywhere. Wherever there's trouble. There is trouble all over
the world / enforce international laws.
2. Helping Foreign Countries - involvement with foreign countries ( 1%)
with their affairs. Helping them with financial assi stance and
giving knowl edge to help other governments get stronger /
propping up friendly governments / they're situated in different
countries. Trying to help the underprivileged / try to support
countries.
3. Interfering in Other Governments - they are active in the ( 3%)
overthrow of other governments. Iney,re too extreme in trying to
interfere with other governments / just what I hear in the
newspaper and the media. They help overthrow governments /
interfering with other forms of government / they have full force
American propaganda with other countries / in all the foreign
countries. Sticking noses in others' business.
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Question 13 (Continued)
Thinking further about the CIA, do you know what kinds of activities
the CIA performs?
4. Supporting Opposition Movements in Other Countries / Supplying ( 2%)
Arms Training Troops - they observe activities of government.
Foreign activities -- and influence those activities by supplying
arms to anti-communists / they're a spy agency and a supply
agency. If the US needs to get weapons to an area, the CIA would
be involved in that / they're involved in setting up and training
of troops. They get involved in national training / they try to
stabilize opposition in other countries / arms negotiations.
5. Iran-Contra Affair - they investigate things. Things to do with ( 2%)
t"FW government -- like the Iranian thing / they ship funds from
Iran to Nicaragua / William Casey Just passed away and he knew a
lot about the Contra deal / involved in Contra scandals / they
dealt with the Contra affair / the Contra affair / supposedly
guidelines such as deals like the Contra affair. Involved with
things they shouldn't be.
6. Involved with Contras / Central America - foreign -- like ( 3%)
Nicaragua a little bit of everyt ing. In Central America,
they're behind all that / some recent things would be what they
are doing with the Contras / caused a lot of problems with the
Contras / the Nicaragua thing. Funding and gun running. From
what I read, they give money and supplies / they supply arms to
the Contras.
7. Deal with Terrorism / Hostages - deal with terrorism / hostages ( 2%)
and t t .
8. Involved with Governments of Foreign Countries - they get (* )
Involved in government things between countries become involved
in different governments' political movements and corporations.
COL. 43
1. National Security / Protecting U.S. Interests - anything that ( 9%)
Involves the security of this country national security /
protecting the country / they investigate things against the
United States / they involve themselves with the United States
security affairs / any type of activity to get information and
protect us abroad / setting up things in other countries where
the wars start. Protecting the U.S. from outside influences / I
believe they're investigating things that might harm us / I
thought they were supposed to keep other countries from our
secrets / see how they affect this country as a security measure
/ they're involved with security / national security / to protect
the national interest both abroad and here / we're getting into
national security and international security / trying to look out
for our vested interest in foreign countries.
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Question 13 (Continued)
Thinking further about the CIA, do you know what kinds of activities
the CIA performs?
2. Protect the President / Secret Service - they protect the ( 4%)
President / help protect the President / bodyguards / they work
with the President / they guard the President's welfare / secret
service work / secret service.
3. Involved in Government / Political / Military Affairs - trying to ( 5%)
work out government problems / they work with national affairs /
work with the government / political affairs / in the government,
doing things for us / they are into the different branches of the
service / they get involved militarily.
4. Internal Affairs - deal with internal affairs / they perform ( 2%)
internal investigations / internal subversive affairs / just
their confidentiality about what goes on in the U.S. / keep an
eye on the goings on in the U.S. Keep an eye on the people.
5. Similar to FBI / Work with the FBI - like the FBI / they're kind ( 4%)
of like the FBI / pretty much the same basis as the FBI / I
imagine about the same as the FBI / probably similar to the FBI /
working with the FBI / investigation -- similar to the FBI.
6. Better than the FBI - they're more upgraded than the FBI / they ( 1%)
are more sophisticated with their investigations than the FBI.
7. Investigations - investigate everybody. Lots of investigations / ( 6%)
certain Investigations / investigate -- mainly investigation /
what I see on the news -- investigations / they just investigate
/ investigation / investigating various things / they might
perform certain investigations with high importance and secrecy /
more foreign investigations.
8. Investigate Crime Drugs - criminal activities / do criminal ( 2%)
investigations laundering illegal money in false businesses and
drugs / drugs and crime / investigating drug smuggling /
investigating drugs / the drug investigations are under the CIA.
9. Immigration / Illegal Aliens - immigration / keeping illegal
aliens out of the U.S.
COL. 44
1. Secret / Undercover / Covert Operations - it's always secretive / (14%)
a lot of jobs that are secret / they are top secret. Undercover.
They don't tell you what they are doing / they do a lot of
undercover work / undercover things that have been investigated
and we don't know it / most covert activities. Undercover in
other countries / it's all secrets like the FBI. It keeps
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Question 13 (Continued)
Thinking further about the CIA, do you know what kinds of activities
the CIA performs?
everybody in the dark / its covert actions / covert operations /
covert activities. Main function is covert / covert activities /
some of the undercover work in foreign countries.
2. Reputation / Media Exposure - only what they do through ( 2%)
sensationalism the only time I hear that name is mentioned in
the news.
3. Dangerous Work - they're into dangerous situations.
4. I Like Them General Positive - I don't really know but I trust
them.
COL. 45
1. Assassinations - assassinating leaders / their name was brought
up in the Kennedy assassination in the media and so forth / a lot
f coercive activity. I think if they really wanted to kill
0
someone, they could. I think they are instruments in knocking
off people they don't like / they perform covert operations --
killing people.
2. Unethical Illegal Activities - I didn't like their blatant use ( 2%)
of torture stuff they get away with around the law / I also
think they break into people's homes and steal people's
documents.
3. Inefficient / Don't Do a Good Job - they give away domestic ( * )
secrets / they shoulupgra a equipment to handle problems.
4. 1 Don't Like Them General Negative - they get people in trouble ( 1%)
stirring up trouble / they caused a lot of mischief in Vietnam.
5. Other -
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The Wirthlin Group
CIA Knowledge
Information
Elites
Well Somewhat
Informed Informed
or more
T2 1
responses)
mentions) mention)
Total
8
24
41
Men
8
25
48
women
7
23
35
Military Service
Yes
13
27
49
No
7
23
39
CIA Thermometer
65+
8
25
42
45-64
10
22
40
Under 45
8
26
46
Negative Profile
9
24
49
Uninformed
No
response)
27
19
35
12
31
26
28
20
17
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The Wirthlin Group
Like Most About the CIA
agar. xrx=zx ZZ a a a== a== =a =am=== a= a =a Z a am== am Z am= a a=== ===CCU sums Zan us= a am=
And thinking about the Central Intelligence Agency, what do you like
most about the CIA?"
No Opinion
Percent
28
Protects U.S. Interests/Gather Intelligence 20
Protects U.S. interests/Gather intelligence (17%)
Investigate people (2%)
Control terrorism (1%)
Don't Like Them/General Negative
Don't like them/General negative (19%)
Other Positive Responses
Secrecy/Mysterious/Undercover work (8%)
I like them/General positive (3%)
Do as they please/Get away with things (1%)
Hampered by Congress (*)
Other (1%)
Well Run/Do A Good Job
Do a good Job (10%)
Well run/Organized (1%)
Good reputation/Improving their reputation (*)
Necessary
Necessary/Serves a purpose (5%)
11
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The Wirthlin Group
Like Most About the CIA
(Continued)
ssscsszzsssszszszssssssscsssss:sssssasassssssszszzszszsssssszs:zsszsss
'And thinking about the Central Intelligence Agency, what do you like
most about the CIA?"
Job Related
Involved in international relations (2%)
Good job/Good job opportunities (*)
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Question 11.
And, thinking about the Central Intelligence Agency, what do you like
most about the CIA?
COL . 31
1. Protects U.S. Interests / Gather Intelligence - intelligence (17p)
gathering. They can find out secrets of other countries. No,
just covert activity / protective measures / they are trying to
protect the nation's interest / gathering information on friendly
countries toward the U.S. I just like to know that they're out
there. I like that they use covert activities to gather
information / they just try to protect our country from possible
things that might harm us or go on / they get information for the
good of the U.S. They try to be honest about it / they do a
fairly good job protecting us abroad. I'm fairly satisfied / the
gathering of intelligence information / I guess ideally their
job is for security purposes. They keep things tapped in
nationally or internationally. Keep us informed of goings on /
their method of getting information from other countries, they
cover intelligence / they're involved with politics and they have
stations in so many countries that they keep the U.S. informed of
whats going on / protect my interest overseas / I guess I see
them as a function to see whether or not other countries are
going to use covert activities against the U.S. / we are more
secure because of them / protecting our interests / they help
protect the United States / the CIA is the only counter approach
we have to the Russians / trying to protect the country / I think
they offer security to the country / infiltration of elements
outside the country that work against our best interest.
Intelligence gathering / finding out what the Russians are doing
/ they have America's best interest at heart / they do try to
keep up on things that relate to our security / they're generally
protecting our in individual dealings as far as the U.S. goes /
important for the security of the U.S. / they do protect the
president / the protection of the president / they're protecting
our country / I hope they're protecting our national interest
through intelligence gathering / they try to make sure we don't
have any spies over here / I hope they're protecting us / they're
protecting the president and government / be on top of what's
happening to us from outside source. That's good if they're
doing the job right / their ability to know information about
other countries. Planning in defense / they're supposed to be in
the know of everything. Keep a watch out for spies. Find out
what's wrong in the country / the CIA runs spy and covert
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Question 11 (continued)
And, thinking about the Central Intelligence Agency, what do you like
most about the CIA?
activities around the world in our best interest
2. Do A Good Job - they do good work / I'm neutral on that, they do (10%)
their o what I like best about them is what I don't know.
When you don't hear about them you know they're doing their job
right. You only hear about them when they screw-up / they can do
a lot of good in many instances / their work is good / they're
very good at their job / they do their job / I do believe they
are doing their jobs. They are looking after the allies.
Watching them / it is reasonably competent in what it does / they
help in affairs / their efficiency to complete a job / they're
well trained, they carry large weapons and they know how to use
them. They know what they're doing when a tragedy arises / they
get things done / maybe they're trying to do the right thing /
they carry out many plans for the government / they try to find
out all sides of things / the job they are doing as far as
security is o.k. / they seem like they're doing a good job /
doing a good job / they've been doing a fair job / they've been
doing a fair job. Not hearing too much criticism, so they must
be alright / they get things done.
3. Well Run / Organized / Professional - the way the system ( 1%)
operates. They do It fast sometimes. Very well organized /
keeping things running smooth inside the government. That's
pretty good / a professional organization
4. Good Reputation / I rovin their Reputation - William Webster. (* )
Seems to be a man of integrity.
5. Do As The Please / Get Away With Things - they are less ( 1%)
Influenced by president; they are most controlled by the
government. They do what they need to do / they're aggressive,
that's the main thing / I like the idea they have the power to
get things done rather than wait for us.
6. Secrecy / steriou s Undercover Work - I like the undercover (8p)
work they do the secrecy involved with other countries. If the
public knew about some of the issues, we couldn't handle it, and
the news media would blow it all out of proportion / the fact
that they are a secret organization. It's hard to identify any
of the members / the way they go about the job without making big
rows. They're quiet / how they hide things / secret, they don't
tell anything to anyone / covert operations, slip into countries
and spy / secrets. There are a 1 of of things that need to be
kept secret from the public / they are spies / it's a closed
network. We are informed enough by them. If we knew more, they
wouldn't work very well / have some secret diplomacy / ability to
carry out functions with minimal amount of public knowledge / the
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Question 11 (continued)
And, thinking about the Central Intelligence Agency, what do you like
most about the CIA?
things you like most about it, you never find out about.
7. Invests ations - they catch information that leads to the arrest ( 2%)
of people they investigate / their method of investigation /
it's investigations are usually thorough / I like their ability
to stay on top of things / their ability to uncover wrong doings
/ stick to a case until it's solved / they seem to keep on top of
everything. They are able to keep an eye on everything.
8. Hampered B Congress - it would do a better job if it weren't (* )
hamstrung by Congress / the U.S. Congress has so limited their
activities that they can't do anything.
COL. 32
1. Involved in International Relations - their foreign involvement / ( 2%)
how they get involved in ores gn affairs . The Contra affair /
the CIA was assisting foreign countries.
2. Good Job / Good Job Opportunities - they provide employment for (* )
peope.
3. Necessary / Serves a Purpose - we need to have it. No matter how ( 5%)
they screw-up, we need them to protect us and our interest. They
are absolutely critical if our democracy is to be preserved / we
have to have the information / the premise is good but the peo pl e
are bad leaders. There is a good purpose for the organization,
but it has bad leaders / well it's necessary that they gather
information from other countries. They dig out information. I
think they do a pretty good job at that / very little. I feel
they are necessary. They're watching over the country / it's a
necessary safeguard of our interests. To protect us, it's
necesary / they're doing a job people have to do. Keeping tabs
on foreign affairs / they are very necessary to keep our country
healthy. To keep us in line / they do what has to be done / it's
something we need and it gets too much publicity / I think
they're o.k. We need that kind of service / all countries have
an organization like this. There's a need to know what's going
on in international affairs to stay on top / they have a job to
do / we have to have it for security / we need it.
4. Control / Fight Crime / Terrorism - controlling terrorism / help ( 1%)
ee p International crimes wn / trying to help hijacking or
hostages / it's nice to know they check out terrorist
organizations / how they help with solving crimes .
COL. 33
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
Question 11 (continued)
And, thinking about the Central Intelligence Agency, what do you like
most about the CIA?
1. 1 like them / General Positive - I guess that they are there / I ( 3%)
guess they' re f ai r they are getting smarter / I 1 i ke the theme
of the CIA.
2. Don't Like Them / General Negative - I think the CIA sticks their (19 0)
nose in other countries where they shouldn't / nothing much,
their covert actions haven't been covert / there's nothing that
comes to mind that I'm real excited about. They're not that good
/ I can't think of anything good about them / I don't like much
about the CIA / don't like anything / I don't like anything about
them / not much. I feel they've been involved without ethics and
no regard for others / I don't like anything / too many of them.
Not doing enough to make efforts worthwhile. Not needed / I
don't like anything about them. I don't trust them. They don't
talk. Casey didn't say anything when questioned in the hearings
/ unnecessary evil / I don't like anything about it. Too many
cases that are unaccountable for, and they're always involved.
For example, they're involved in the whole Contra affair / they
used to be honest / I don't like anything they do / except I
don't like what happened with Nicaraqua / there really isn't much
to like/ it's a fight back and forth / they should stay in
Washington, they would do a better job / sometimes I wonder if I
11 ke them at al 1 / they're i n a 1 of of trouble / don't 11 ke very
much / I just don't like what they do / don't know except from
news. They're not helping out at all / supposed to be working
for the people more / I don't like the stuff that's going on with
Nicaraqua / the Iran scandal , they did a poor job on that / I
don't like anything / there's nothing I really like about them /
they stick their nose into too many things / I don't like them at
all / except they have their fingers in everyone's business /
their incompetence is reassuring. If they were competent, they
would be bad. If they were competant, they would be dangerous.
Instead it's just a laughing matter / not much.
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthiin Group
Like Most About the CIA
ssxzzxzzsxszasssszzssssszzssszsszasasssssscssasxssxsssxssssassss::sszs
Protect
U.S./
Gather
Well Run/
Do A
Job
No
Good Job
tell
In
sar Eelated
Nece
ion
in
_
ma
UT
%
t
Total
20
11
5
3
28
Men
20
11
5
4
22
Women
20
12
5
2
34
18-to-24
16
13
3
3
38
25-to-34
22
10
3
2
29
35-to-44
28
9
6
4
22
45-to-54
19
12
6
*
27
55-to-64
16
12
8
4
25
65 and above
19
13
4
3
29
Sex e
Men/18-34
19
13
4
3
26
Men/35-54
24
12
4
3
17
Men/55+
18
7
6
5
21
Women/18-34
20
10
2
2
40
Women/35-54
23
8
8
1
30
Women/55+
16
17
7
3
32
White
22
10
6
. 2
24
Minority
14
13
3
3
39
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89G00643R001100030004-8
The Wirthlin Group
Like Most About the CIA
(Continued)
zs=z=az =zzzz==a=ZZ=z=zzzaa =zzzizzzzzzzzz=ZS
ZZZ=zzz=z==zzzzzzzzzssszz
Protect
U.S./
Gather
Well Run/
Do A
Job No
Intell.
Good Job
Necessary Related Opinion
Total
20
11
5
3
28
CIA Thermometer
65+
28
16
5
4
24
45-64
22
13
6
3
27
Under 45
15
6
4
2
22
Geocodes
Northeast
22
11
5
4
26
New England
20
6
3
8
28
Mid Atlantic
22
13
5
3
25
Midwest
17
13
4
2
31
Great Lakes
18
14
4
2
29
Farm Belt
15
12
4
2
35
South
21
12
4
2
31
Outer South
21
11
4
2
30
Deep South
21
13
5
2
33
West
20
7
7
2
21
Mountain
23
10
9
1
33
Pacific
19
7
7
3
17
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthlin Group
Profile of Most Negative Group
sszsLS-ssxass:LSLrsL:ss:zLZSLSSS:ssssseszszsszsazszsaszm!lssssassssss!
Don't Like CIA
Total
Men
women
_ke
18-to-24
25-to-34
35-to-44
45-to-54
55-to-64
65 and above
Sex /Age
23
17
16
17
16
19
28
26
Men/18-34
17
Men/35-54
22
Men/55+
34
Women/18-34
17
Women/35-54
14
Women/55+
20
White
22
Minority
12
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89G00643R001100030004-8
Profile of Most Negative Group
(Continued)
The Wirthiin Group
Don't Like CIA
X
Total
Military service
Yes
No
Geocodes
29
17
Northeast
New England
Mid Atlantic
21
24
21
20
Midwest
Great Lakes
25
Farm Belt
9
15
South
Outer South
21
Deep South
6
24
West
Mountain
9
Pacific
29
Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89G00643R001100030004-8
 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthiin Group
Like Least About the CIA
zsxsssss:szz:ssssssaszssssassssss:ss:zsszsszszsssssssss::s:ssszsszssss
what do you like least about the CIA?"
No O pinioonn
Secrecy/Covert Operations
Secrecy/Covert operations/Don't inform the public (14%)
Lack of Ethics/Illegal Activities/
Not Honest/Invasion of Privacy
Lack of ethics/Morals/Involved in illegal activities (5%)
Invasion of privacy/Security checks (5%)
Not honest/Trustworthy (3%)
Meddle in Other Countries
Meddle in other countries' affairs (5%)
Involved in Nicaragua/Contras (2%)
Iran/Contra scandal (2%)
Involved in Central/South America (1%)
Other Negative Responses
Costly/Waste of money (3%)
Bureaucracy/Mismanagement (2%)
I do not like them/General negative (1%)
Bad reputation/Negative press (1%)
Hampered by Congress (1%)
Other (2%)
32
11
10
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthlin Group
Like Least About the CIA
(Continued)
'What do you like least about the CIA?"
Incompetent/Scandals
Don't do a good job/ Incompetence (6%)
Not secret enough (2%)
Involved in controversy/Scandals (*)
I like Them/General Positive
I like them/General positive (6%)
Too Powerful/Above the Law
Too powerful/Above the law/No controls (5%)
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89G00643R001100030004-8
Question 12.
What do you like least about the CIA?
COL . 36
1. Don't Do a Good Job / Incompetence - their lack of knowledge. It ( 6%)
takes them too ong to get all the facts together / they don't
know what they're doing. They seem to have a problem determining
what they're supposed to do / sometimes they think they're doing
good for the U.S. but they're really not. They're going the
wrong way / they're not catching enough people / they know a lot
of stuff that's going on, they deny. They could have prevented
the USS Stark attack. They knew about it beforehand / they do
things that aren't best / they should crack down more / not
taking enough action in Central America.
2. Involved in Controvers / Scandals - they get caught too often. (* )
They're careless sometimes and when the media get' s to it, it
makes them look really bad. Maybe they should be more careful.
3. Meddle in Other Countries' Affairs - their foreign pushiness. ( 5%)
They're pushing us overseas, trying to make us do things we don't
want to do / their operations interfering with other countries.
They don't need to get involved with those type of things. They
need to stick to their own country / the fact that they're
involved with recruiting mercenaries and they're involved with
small wars. Wherever there are problems in the world, the CIA is
involved / they're involved in different countries around the
world. They're not following through / it sounds to me that they
are doing a lot of things outside the boundaries of the land /
too much involvement in little wars / being involved in things
they shouldn't. Apartheid -- South Africa.
4. Involved in Nicaragua / Contras - I don't like the involvement in ( 2%)
the Contra affair it appears that they've possibly broken the
law with the Contra affair / I don't like what they've been
investigating. They caused more problems. Nicaraqua is one of
the blatant ones / Nicaragua, interfering in people's lives /
they deal with the Contras / lately their work with Contras.
5. Involved in Central / South America - some of the stuff they do ( 1%)
in Central America they're going into other countries and
getting into trouble. They seem to be involved in Central
America and causing a lot of problems / I don't think they have
any right to meddle in foreign affairs. In general, South
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
Question 12 (continued)
What do you like 1 east about the CIA?
America / they get involved in small countries in Central
America. They shouldn't be involved.
6. Iran / Contra Scandal - I think the involvement with other ( 2%)
countries governments, like their role in the Iran scandal /
what they did in the Iran-Contra affair / shouldn't have gotten
involved in Iran affair / they don't tell everything. There's
controversy over the Iran-Contra affair / they have their necks
in where they don't belong, they aren't talking. They aren't
letting us know what they're doing. The Iran crises and the
Contra deal.
7. Hampered by Congress - the Congress has too much control over ( 1%)
them Congress should 1 et them operate the way they ought to /
they don't have freedom to do what they need to because of
Congress.
COL. 37
1. -Secrecy / Covert erations / Don't Inform the Public - too much
undercover. I don't know what they o no information given to
the public. It's our service. We should be informed / too many
secrets. They keep too many secrets / I think some of the things
they've done have been against policies. Secret activities that
come out. For example, what do you call the booklet / they're
secretive. They don't seem to be square with everybody. They're
underhanded / they don't explain what they're doing. They keep
too many secrets / they are too secretive. People have a right
to know what is going on in the country / the way they deal with
things . They're sneaky. They don't say what they are doing.
They do things without telling what they're doing / they're
sometimes a covert operation. Setting up hit squads that they do
now secretly / method of investment. Covert actions in Central
America. Not happy with their work at all / the public's not
informed. They do a lot behind our backs without informing us.
They're too secretive / they wouldn't be so secret / they're
underhanded. Everything is under cover. They're not out in the
open with things / they don't tell the right people to let them
know, too many secrets / they're snooty, sneaky people /
secretiveness, they don't tell people / the sneakiness and
stabbing in the back, they're not up front / the secrecy / we
never know what's going on, they don't keep the public very
informed / the fact that they keep everything so secret. They're
not open enough / too secretive. If they're a big organization,
they should be more open / the fact it's hard to know that
they're doing the thing they're supposed to when there's so much
uncertainty about what they're doing.
(14%)
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
Question 12 (continued)
What do you like least about the CIA?
2. Too Powerful Above the Law / No Controls - they have no one ( 5%)
with contro There Is no checks and balances system / they are
too powerful . They operate without control from Congress / the
latest scandal . They always seem a part of their own. They seem
to be too independent when they should be made known to Congress
/ the fact that it is not responsive to controls outside the CIA,
like Congress / they've gotten abusive. Years ago in the
seventies, the whole Watergate thing. I don't like abusive power
/ it has a lot of control and power / overbearing occasionally /
they're kind of running amuck, no one's in control . It seems
they don't have to follow laws / they think they can overstep
their bounds. In the Contra affair, they went out of bounds.
They didn't do what the President or goverment said to do.
3. Lack of Ethics / Morals / Involved in Illegal Activities - their ( 5%)
illegal activities too many cases are unaccounted or. Too
many people are killed. That could have accounted for the CIA's
actions / don't like the elimination of people that they kill. I
don't condone killing someone because they believe in a different
government, by our government / I don't like the covert
operations it performs, or the illegal covert actions it takes /
I don't know how many of the things they go into are sort of
underhanded. I'm not sure what goes on because everything is a
secret. I don't know if it's all legal / they get caught doing
the wrong things. Things they shouldn't. Just things that
aren't their business / the things that they do that are a little
immoral. Surveillance / sometimes they do some unauthorized
things / sometimes they do bad things.
4. Not Honest / Trustworthy - they deny things. They do things ( 3%)
wrong and when they are caught they deny them / the cover-ups.
The way they try to hi de the things they do . The news media has
said many times, the CIA says things are okay and they really
aren't / I'm not sure there is very much honor in the system / I
think there are too many things covered up. Mistakes covered up
/ they don't tell the truth / lack of honesty / the corruption
within the organization.
5. Invasion of Privac / Security Checks - they go too far some ( 5%)
places. --They invade people's privacy / they're nosey / carrying
i t to the extreme. Invasion of privacy. You're needed to
testify and this is an invasion of your personal identity, I
guess / they investigate people who haven't done anything. It's
a waste of money / invasion of privacy. I think they invade
people's private lives / they go bugging and wiretap / they keep
track of innocent people.
COL. 38
Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89G00643R001100030004-8
Question 12 (continued)
What do you like least about the CIA?
1. Bureaucracy / Mismanagement - inefficient bureaucrats 2%)
mismanagement 1 don ,t feel it's organized properly. I feel the
authority should be placed under a single person or small central
organization. As it is, there is too much disorder / they are
controlled by Congress / the people directing the organization,
starting with the President on down, are all doing poorly / don't
investigate properly and screen people who work for them.
2. Bad Reputation / Negative Press - their inability to clearly ( 1%)
define their position in controversial matters and issues brought
up by the news media.
3. Not Secret Enough - too many things they try to do get out to ( 2%)
the press . Be more secretive / when they get caught in the
middle of something, they should cover themselves better. Things
should be more discrete / they publicly have to reveal their
results. Should be kept private, out of small man's decision /
sometimes leak out information that shouldn't be known / they
leak, too many leaks come out. I don't know how it happens, but
i t does / they tell everything they do. They need to do certain
things in secret.
4. Costly / Waste of Money - they spend too much money on projects,
investigations !hey spend money unnecessarily. There is too
much waste / not worth the money. Overlapping federal agencies.
Unnecessary.
1. I Do Not Like Them / General Negative - everything. I don't
think they should there unnecessary evil / they are
unnecessary and harmful. I dislike everything about them / they
are un-American / sometimes they seem to get into places where
they don't really belong / I don't like them / their tactics and
how they go about doing their job.
2. 1 Like Them / General Positive - there is nothing I dislike about
them / I guess they're doing a good job / nothing I dislike about
the CIA / no faults. I don't have any faults with them / doing
our country good, hel pful / they do a pretty good job when
allowed to do their job.
COL. 40
1. Other -
(
3%)
(
1%)
(
6%)
(
2%)
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthlin Group
Like Least About the CIA
Secrecy/
Covert
Ethics/ Meddle
Dis- in
honest/ Other
Incom- Too
Opera-
Invade Coun-
petent/ Power- No
t
dal
ful
Privacy triesSca
Opin.
(%)
(
n
%)
Total
14
13
11
9
5
32
Men
16
12
14
11
6
25
Women
13
14
8
7
4
38
18-to-24
15
10
6
10
3
41
25-to-34
15
15
13
10
5
28
35-to-44
15
13
14
9
8
23
45-to-54
16
10
11
9
3
35
55-to-64
10
15
16
6
6
37
65 and above
13
11
6
12
5
32
Sex /Age
Men/18-34
18
12
13
10
5
26
Men/35-54
15
10
15
14
7
22
Men/55+
13
14
17
9
7
27
Women/18-34
12
15
7
9
3
41
Women/35-54
15
13
11
5
5
34
Women/55+
11
13
8
7
4
43
White
16
13
12
10
6
28
Minority
9
12
11
7
3
42
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 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthiin Group
Like Least About the CIA
(Continued)
sss==sxc=csxcsxsszxszxxssxxssssszxcsxszs:xzxxxxxazxzxxsssssssz:zsssssz
Secrecy/
Covert
Ethics/ Meddle
Dis- in
honest/ Other
Incom-
Too
Opera- Invade Coun-
petent/ Power- No
tions
Privacv tries
Scandal
ful
O
(
)
(%)
(%)
)
Total
14
13
11
9
5
32
CIA Thermometer
65+
14
8
7
13
5
36
45-64
16
15
13
11
5
28
Under 45
15
17
18
6
7
20
Negative Profile
18
20
17
8
8
13
Geocodes
Northeast
18
16
11
8
4
28
New England
25
21
8
8
6
17
Mid Atlantic
16
15
11
8
3
31
Midwest
11
16
9
8
7
34
Great Lakes
10
18
9
8
7
30
Farm Belt
15
11
10
8
6
44
South
14
9
11
10
3
35
Outer South
13
10
12
12
2
34
Deep South
15
8
7
7
4
37
West
15
10
18
9
7
28
Mountain
8
7
17
8
7
44
Pacific
17
11
18
10
8
22
Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8 ,
 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
The Wirthlin Group
PERCEPTIONS OF THE CIA
o Americans are overwhelmingly unfamiliar with the CIA.
- Three in ten (27%) cannot name a single activity
performed by the CIA.
A larger proportion of Americans cannot respond to
the questions, "What do you like most about the CIA?"
and, "What do you like least about the CIA?" than can
answer these questions.
Young Americans age 18-to-24 are the most uninformed
group, due primarily to women between the ages of 18
and 34 years. Overall, women tend to be less
opinionated toward the Agency, as do minorities, and
residents of the farm belt.
On the other hand, young Americans and women are also
unable to express things they dislike about the
Agency. Again here, minorities, residents of the
farm belt, and residents of the mountain states are
less likely to give a reason than others.
Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
 Declassified in Part - Sanitized Copy Approved for Release 2011/12/07: CIA-RDP89GO0643RO01100030004-8
am
0
.r,
.ri
a
C)
0
Z
Z
0
H N
Q)
H N
U ?r+
W 3
O C
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W L
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