The Army Communications Objectives Measurement System (ACOMS): Codebook for the Message Content Analysis Data File
Interim rept. May-Sep 1987.
WESTAT INC ROCKVILLE MD
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This report documents the data file from the Message Content Analysis survey, a component of the Army Communications Objectives Measurement System ACOMS. The description of the data file and the same job control language necessary to access the file on the National Institutes of Health computer are provided. The codebook for the data file and the two questionnaires used in the survey are also provided. The Message Content Analysis surveyed a sample of 16- to 24-year-old males and females who viewed 1 of 13 video or 11 print Active Army advertisements. Variables include demographic characteristics of respondents, unaided and aided intention to join the Army, recall of ad sponsorship, main message, and rating of message attributes. The design, methodology, results, and conclusions of the study are reported in The Message Content of Advertisements for Active Army Enlistments Baxter Gay, 1988.
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