Accession Number:

ADA180615

Title:

The Army's GI Bill Advertising Awareness Survey: A Discriminant Analysis

Descriptive Note:

Final rept.

Corporate Author:

ARMY RECRUITING COMMAND FORT SHERIDAN IL

Personal Author(s):

Report Date:

1986-06-01

Pagination or Media Count:

37.0

Abstract:

In March 1985, the US Army began an advertising campaign for the New GI Bill. A survey sponsored by the US Army Recruiting Command and conducted by Crossley Surveys, Inc. provided several conclusions concerning the effectiveness of the advertising campaign. This research memorandum reports use of discriminant analysis to further interpret the results of the survey. This analysis distinguishes between those with a positive propensity to enlist and those with a negative propensity. It also compares the effects of advertising to the effects of other variables on propensity. Results show that the most discriminating factor is the prospects attitude toward learning a management skill. Those with a positive propensity feel that learning a management skill is important while those with negative propensity feel it is less important. Keywords Variables Enlisted Statistical analysis Television commercials

Subject Categories:

  • Economics and Cost Analysis
  • Personnel Management and Labor Relations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE