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

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 prospect's 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

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Document Details

Document Type
Technical Report
Publication Date
Jun 01, 1986
Accession Number
ADA180615

Entities

People

  • Paula E. Gilkey

Tags

Communities of Interest

  • Human Systems

DTIC Thesaurus Topics

  • Active Duty
  • Business Administration
  • Computer Programs
  • Data Science
  • Databases
  • Discriminant Analysis
  • Education
  • Enlisted Personnel
  • Governments
  • Information Science
  • Learning
  • Recruiting
  • Social Sciences
  • Statistical Analysis
  • Statistics
  • Surveys
  • United States

Fields of Study

  • Education

Readers

  • Naval Personnel Management
  • Organizational Psychology.