Warfare & defence
Evaluating Military Advertising and Recruiting
Theory and Methodology
by Paul R. Sackett and Anne S. Mavor, Editors, Committee on the Youth Population and Military Recruitment -- Phase II, National Research Council
Description
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.
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http://www.nap.edu/10867
National Academies Press
The National Academies Press (NAP) publish the reports of the National Academies of Sciences, Engineering and Medicine. They published more than 200 books a year on a wide range of topics.
View all titlesBibliographic Information
- Publisher National Academies Press
- Publication Date March 2004
- Orginal LanguageEnglish
- ISBN/Identifier 9780309091275
- Publication Country or regionUnited States
- FormatHardback
- Primary Price 45 USD
- Pages208
- ReadershipProfessional and scholarly
- Publish StatusPublished
- Dimensions9 x 6 inches
- Biblio Notes2004
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