The Army Communications Objectives Measurement System (ACOMS): Parental User's Manual

Abstract

This report documents the Army Communications Objectives Measurement System (ACOMS) parental survey data files; it contains instructions for the use of the documentation, the ACOMS Cumulative Change Form, the ACOMS Annotated Questionnaire that documents the survey questionnaire items, variable names listed both alphabetically and by order number, and the ACOMS Codebook, which documents the contents of the data files. The ACOMS parental interviews are linked to a telephone survey of a nationally representative sample of 16- to 20- years-old American youth in the Army's primary recruiting markets. The survey tracked changes in perceptions, attitudes, and behaviors relevant to Army advertising. Data were collected continuously through the year, using computer assisted telephone interviewing (CATI) technology. Random digit dialing dialing (RDD), involving a modified Waksberg method, was used to identify eligible respondents. The 20-minute interview asked parents about their responses to Army advertising, media habits, and various demographic characteristics. Keywords: Advertising; Annotated questionnaire; Army personnel; Codebook; Recruiting; Sample; Survey data.

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Document Details

Document Type
Technical Report
Publication Date
Jul 01, 1988
Accession Number
ADA199663

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