Army Communications Objectives Measurement System (ACOMS): 'Tour of Duty' Viewing Patterns

摘要

This report summarizes analyses conducted on patterns of watching the television show 'Tour of Duty' among respondents to the Army Communications Objectives Measurement System (ACOMS) survey who were interviewed in the fifth quarter of data collection (October-December 1987). Analyses were conducted both on all respondents asked questions on their media habits and on those who watched more than the average number of hours of television per week. Differences between respondents who did and did not watch the program were assessed by market segment, recall of Army advertising, perceptions of Army attributes, intent to enlist and enlistment-related behaviors, and importance of Army attributes. The ACOMS survey was a multiyear telephone survey of a nationally representative sample of 16- to 24-year-old American youth and their parents. The survey was designed to track changes in perceptions, attitudes, and behaviors relevant to Army advertising. Data was collected continuously through the year, using computer-assisted-telephone-interviewing (CATI) technology. Random digit dialing (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. (rh)