Title 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 ; Board on Behavioral, Cognitive, and Sensory Sciences, Division of Behavioral and Social Sciences and Education, National Research Council.

Publication Info.	Washington, D.C. : National Academies Press, [2004]
	©2004

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Description	1 online resource (xi, 193 pages)
Physical Medium	polychrome
Description	text file
Bibliography	Includes bibliographical references (pages 172-178) and index.
Contents	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.
Summary	This book presents an evaluation framework that links different types of research questions to different research methodologies. The framework identifies four major categories of research questions and four broad methodological approaches. The first category of research question asks: [beta]What does a target audience see as attractive or unattractive features of a program?[gamma] 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: [beta]What is the effect of a program on specified attitudes or behavioral intentions?[gamma] It is well suited to examination via surveys, experiments, and quasi-experiments. The third category of research question asks [beta]What is the effect of a proposed new program on enlistment?[gamma] It is well suited to examination via experiments and quasi-experiments. The final category of research question asks [beta]What is the effect of an existing program on enlistment?[gamma] It is well suited to examination via econometric modeling.
Local Note	eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America
Subject	United States -- Armed Forces -- Recruiting, enlistment, etc.
	United States.
	Armed Forces.
	Manpower -- United States.
	Manpower.
	Youth -- United States.
	Youth.
Genre/Form	Electronic books.
Subject	Youth.
Added Author	Sackett, Paul R.
	Mavor, Anne S.
Other Form:	National Research Council (U.S.). Committee on the Youth Population and Military Recruitment. Evaluating military advertising and recruiting (DLC) 2003027271 (OCoLC)53970667
ISBN	0309091276 (Book)
	9780309091275 (Book)
	0309529476 (PDF)
	9780309529471 (PDF)

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