Accession Number:

ADA199442

Title:

The 1986/87 Army Communications Objectives Measurement System: Supplementary Tabulations of Enlisted Markets

Descriptive Note:

Interim rept. 13 Oct 1986-30 Jun 1987

Corporate Author:

WESTAT INC ROCKVILLE MD

Report Date:

1988-07-01

Pagination or Media Count:

793.0

Abstract:

This paper presents supplementary tabulations of youth respondents in the enlisted recruiting markets. Interviews reported in this paper were conducted from October 1986 through June 1987. Samples were drawn monthly by random digit dialing procedures and were weighted to the eligible respondents were completed in 83.4 of sampled households. Interviews were then completed in 76.3 of eligible youth identified in the completed screenings. The combined response rate was 63.6, yielding a total of 6,774 youth interviews. The Army Communications Objectives Measurement System ACOMS is a multiyear telephone survey of a nationally representative sample of 16- to 24-year-old American youth and their parents. The survey tracks changes in perceptions, attitudes, and behaviors relevant to Army advertising. Data are being collected continuously through the year, using computer-assisted-telephone-interviewing CATI technology. Random digit dialing RDD, involving a modified Waksberg method, is being used to identify eligible respondents. The 30-minute interview asks youth about their responses to Army advertising, media habits, career plans, and various demographic characteristics. Parents of selected 16- to 20- year-old respondents who meet certain eligibility requirements are also being interviewed on parallel topics.

Subject Categories:

  • Psychology
  • Personnel Management and Labor Relations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE