The Army Communications Objectives Measurement System (ACOMS): Codebook for the Message Content Analysis Data File

Abstract

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).

Open PDF

Document Details

Document Type
Technical Report
Publication Date
Jul 01, 1988
Accession Number
ADA199256

Entities

Organizations

  • Westat

Tags

Communities of Interest

  • Biomedical
  • Human Systems

DTIC Thesaurus Topics

  • Abstracts
  • Active Duty
  • Basic Training
  • Classification
  • Commerce
  • Computers
  • Language
  • Manpower
  • Measurement
  • Military Research
  • Native Americans
  • Personnel Management
  • Questionnaires
  • Recruiting
  • Social Sciences
  • Surveys
  • Training

Readers

  • Library and Information Science
  • Materials Science.
  • Naval Personnel Management