The Army Communications Objectives Measurement System (ACOMS): Quarterly Reports

This Army Communications Objectives Measurement System ACOMS document contains the quarterly reports for Fall 1986, Winter 1987, Spring 1987, Summer 1987, and Fall 1987. Introductory material describes the ACOMS project and explains how to interpret the quarterly reports. Each report contains a brief overview of the quarters data collection efforts and presents the major results of youth interviews conducted during the quarter. The findings are presented in a series of data tables accompanied by summary text and are further interpreted in the overview chapter. Tables presenting significant quarter-to- quarter changes and the signs or - of changes that are not statistically significant are aso provided in the last four quarterly reports. Discussion of these tables is also included in the summary text. The ACOMS survey is a multiyear telephone survey of a nationally representative sample of 16- to 24- year-old American youth and their parents. The survey tracked changes in perceptions, attitudes, and behaviors relevant to Army advertising. Data were collected throughout the year, using computer-assisted telephone interviewing CATI technology. A modified Waksberg method of random digit dialing RDD was used to identify eligible respondents. During the 30-minute interview, youth were also asked about Army advertising, media habits, career plans, and various demographic characteristics. A parent of selected 16- to 20-year-old respondents who met certain eligibility requirements was also interviewed on parallel topics.