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This is the second of two design reports that document the plans for the Army Communications Objectives Measurement System (ACOMS). This report discusses the general plan to analyze youth and parent survey data and specific plans by topic: tracking responses of the youth audience over time; segmentations of the youth market; differentiation among Army, Army component, and civilian career alternatives; parental influence; and modeling the effects of Army advertising. The first design report, the Army Communications Objectives Measurement System (ACOMS): Survey Design (ARI Technical Report 785), discusses the major design elements of the ACOMS survey: sampling and weighting, questionnaires, and data collection and processing. It also presents the results of the formal pretest conducted before the start of actual data collection. 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 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 responses to Army advertising, media habits, career plans, and various demographic characteristics. Keywords: Army national guard, Recruiting, Reserve officer training corps. (sdw).
This report, the final in a series that documents various aspects of the Army Communications Objectives Measurement System (ACOMS), discusses the methodology used in the implementation of the ACOMS survey, a multiyear telephone survey of a nationally representative sample of 16- to 24-year-old American youth and their parents. Data were collected continuously throughout the year, using computer-assisted-telephone-interviewing (CATI) technology. The first chapter of this report presents an overview of the main elements of the ACOMS survey methodology: sampling and weighting, survey questionnaires, and data collection procedures. Each subsequent chapter presents further discussion of these topics. Chapter 2 discusses the characteristics of the various sample groups included in the survey, the sample selection procedures, the actual number of completed interviews for each major sample group, and the weighting procedures applied to the data. Chapter 3 describes the three survey instruments used: the household screening interview, the youth interview, and the parental interview. It also describes the major topics covered by each interview and the complex questionnaire structures implemented to accommodate the wide range of topics required by the Army, along with concerns for limiting questionnaire length and respondent burden. (kr).
This report describes the message content analysis undertaken as part of the Army Communications Objectives Measurement System (ACOMS) project. The results are based on a sample of 3,665 male and female 16- 24-year-olds who viewed 13 video and 11 print active Army advertisements. The analysis of the data indicates that unaided recall of Army sponsorship is made by a high percentage of respondents when video and print ads are initially displayed in the midst of other advertisements. The message attributes rated most highly by the video-advertisement viewers concerned high technology equipment, an experience to be proud of, and an opportunity to develop one's potential. Print-advertisement respondents perceived messages dealing with money for education, skill training, and experience to be proud of. Statistically significant differences were found between the genders and among ethnic groups for many of the Army attributes perceived in the advertisements. Generally, males and whites perceived the attributes more frequently than females and blacks, respectively. Analysis of main messages confirms that the attributes capture the vast majority of messages conveyed, although an attribute focusing on adventure and excitement could be added. Keywords: Army personnel, Enlisted personnel, Recruiting. (SDW).
This is the second of two design reports that document the plans for the Army Communications Objectives Measurement System (ACOMS). This report discusses the general plan to analyze youth and parent survey data and specific plans by topic: tracking responses of the youth audience over time; segmentations of the youth market; differentiation among Army, Army component, and civilian career alternatives; parental influence; and modeling the effects of Army advertising. The first design report, the Army Communications Objectives Measurement System (ACOMS): Survey Design (ARI Technical Report 785), discusses the major design elements of the ACOMS survey: sampling and weighting, questionnaires, and data collection and processing. It also presents the results of the formal pretest conducted before the start of actual data collection. 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 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 responses to Army advertising, media habits, career plans, and various demographic characteristics. Keywords: Army national guard, Recruiting, Reserve officer training corps. (sdw).
This report, the final in a series that documents various aspects of the Army Communications Objectives Measurement System (ACOMS), discusses the methodology used in the implementation of the ACOMS survey, a multiyear telephone survey of a nationally representative sample of 16- to 24-year-old American youth and their parents. Data were collected continuously throughout the year, using computer-assisted-telephone-interviewing (CATI) technology. The first chapter of this report presents an overview of the main elements of the ACOMS survey methodology: sampling and weighting, survey questionnaires, and data collection procedures. Each subsequent chapter presents further discussion of these topics. Chapter 2 discusses the characteristics of the various sample groups included in the survey, the sample selection procedures, the actual number of completed interviews for each major sample group, and the weighting procedures applied to the data. Chapter 3 describes the three survey instruments used: the household screening interview, the youth interview, and the parental interview. It also describes the major topics covered by each interview and the complex questionnaire structures implemented to accommodate the wide range of topics required by the Army, along with concerns for limiting questionnaire length and respondent burden. (kr).