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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
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Evaluating Military Advertising and Recruiting: Theory and Methodology

Evaluating Military Advertising and Recruiting: Theory and Methodology

National Research Council
Division of Behavioral and Social Sciences and Education
Board on Behavioral Cognitive and Sensory Sciences

Hardcover

Technology & EngineeringGeneral Sociology

Currently unavailable to order

ISBN10: 0309091276
ISBN13: 9780309091275
Publisher: Natl Academy Pr
Published: Apr 15 2004
Pages: 206
Height: 0.59 Width: 6.00 Depth: 9.00
Language: English
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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