Evaluating military advertising and recruiting : theory and methodology / Committee on the Youth Population and Military Recruitment--phase II ; Paul R. Sackett and Anne S. Mavor, editors.

Format:

Book

Author/Creator:

National Research Council (U.S.). Committee on the Youth Population and Military Recruitment.

Contributor:

Sackett, Paul R.

Mavor, Anne S.

Language:

English

Subjects (All):

Manpower--United States.

Manpower.

Youth--United States.

Youth.

United States--Armed Forces--Recruiting, enlistment, etc.

United States.

Physical Description:

1 online resource (208 pages)

Edition:

1st ed.

Place of Publication:

Washington, D.C. : National Academies Press, 2004.

Language Note:

English

Summary:

It is anticipated that in the coming decade the Department of Defense (DoD) will field and test new advertising and recruiting initiatives designed to improve the recruiting outlook. The DoD needs a comprehensive research and evaluation strategy based on sound research principles that will ensure valid, reliable, and relevant results to discover the most promising policies. The primary objective of this book is to help the DoD improve its research on advertising and recruiting policies. Evaluating Military Advertising and Recruiting: Theory and Methodology presents a framework for evaluation that links different types of research questions to various research methodologies. The framework identifies four major categories of research questions and four broad methodological approaches. The first category of research question asks oeWhat does a target audience see as attractive or unattractive features of a program? It is well suited to examination via qualitative methods, such as focus groups, unstructured or open-ended surveys, and interviews. The second category of research question asks oeWhat is the effect of a program on specified attitudes or behavioral intentions? It is well suited to examination via surveys, experiments, and quasi experiments. The third category of research question asks oeWhat is the effect of a proposed new program on enlistment? It is well suited to examination via experiments and quasi experiments. The final category of research question asks oeWhat is the effect of an existing program on enlistment? It is well suited to examination via econometric modeling.

Contents:

""Front Matter""; ""Preface""; ""Contents""; ""Executive Summary""; ""1 Introduction""; ""2 Theoretical Approaches""; ""3 Monitoring Trends in Youth Attitudes, Values, and Propensity""; ""4 Advertising Planning: Generative and Evaluative Approaches""; ""5 Determining Optimal Levels of Advertising and Recruiting Resources""; ""6 The Timing and Levels of Joint and Service-Specific Advertising""; ""7 Determining Optimal Types of Incentives""; ""8 Performance Management of Recruiters""; ""9 Conclusions and Recommendations""; ""References""; ""Appendix: Biographical Sketches""; ""Index""

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9786610176526

9781280176524

1280176520

9780309529471

0309529476

OCLC:

923260535