The 1986/1987 Army Communications Objectives Measurement System. Supplementary Tabulations of Officer Markets
Abstract
This report presents supplementary tabulations of youth respondents in the officer recruiting markets. Interviews were conducted Oct 1986 June 1987. Samples were drawn monthly by random digit dialing (RDD) procedures and were weighted to the eligible U.S. population on a quarterly basis. Household screenings to identify eligible respondents were completed in 83.4% of sampled households. Interviews were then completed for 76.3% of eligible youth identified in the completed screenings. The combined response rate was 63.3%, yielding a total of 6,774 youth interviews. The Army Communications Objectives Measurement System was 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 was collected continuously through the year, using computer-assisted-telephone-interviewing technology. RDD, involving a modified Waksberg method, was used to identify eligible respondents. The 30-minute interview asked youth about their responses to Army advertising, media habits, career plans, and various demographic characteristics. Parents of selected 16- to 20-year-old respondents who met certain eligibility requirements were also interviewed on parallel topics. Keywords: Army National guard; Army reserves; Reserve officers training corps; Youth attitudes surveys; Perception psychology.
Document Details
- Document Type
- Technical Report
- Publication Date
- Aug 01, 1988
- Accession Number
- ADA199753
Entities
People
- Edward Hoke
- Michael D. Rhoads
- Robin L. Mcentire
- Timothy W. Elig
Organizations
- Westat