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Evaluating Military Advertising and Recruiting - Theory and Methodology (Hardcover)
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Evaluating Military Advertising and Recruiting - Theory and Methodology (Hardcover)
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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 "What 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 "What 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 "What 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 "What is the effect of an
existing program on enlistment?" It is well suited to examination
via econometric modeling. Table of Contents Front Matter 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
General
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