Evaluating military advertising and recruiting: theory and methodology
Gespeichert in:
| Körperschaft: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Washington, D.C.
National Academies Press
©2004
|
| Schlagworte: | |
| Online-Zugang: | FAW01 FAW02 Volltext |
| Beschreibung: | Includes bibliographical references (pages 172-178) and index 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 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 |
| Beschreibung: | 1 Online-Ressource (xi, 193 pages) |
| ISBN: | 0309091276 0309529476 9780309091275 9780309529471 |
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| 245 | 1 | 0 | |a Evaluating military advertising and recruiting |b theory and methodology |c 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 |
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| 500 | |a Includes bibliographical references (pages 172-178) and index | ||
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| 500 | |a 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 | ||
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| 650 | 4 | |a Youth |z United States | |
| 651 | 4 | |a USA | |
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| 700 | 1 | |a Mavor, Anne S. |e Sonstige |4 oth | |
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| dewey-full | 355.2/2362/0973 |
| dewey-hundreds | 300 - Social sciences |
| dewey-ones | 355 - Military science |
| dewey-raw | 355.2/2362/0973 |
| dewey-search | 355.2/2362/0973 |
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| dewey-tens | 350 - Public administration and military science |
| discipline | Militärwissenschaft |
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| indexdate | 2024-07-10T07:17:26Z |
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| isbn | 0309091276 0309529476 9780309091275 9780309529471 |
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| spelling | National Research Council (U.S.) Committee on the Youth Population and Military Recruitment Verfasser aut 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 Washington, D.C. National Academies Press ©2004 1 Online-Ressource (xi, 193 pages) txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references (pages 172-178) and index 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 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 TECHNOLOGY & ENGINEERING / Military Science bisacsh HISTORY / Military / Other bisacsh Jugend Manpower United States Youth United States USA Sackett, Paul R. Sonstige oth Mavor, Anne S. Sonstige oth http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=109207 Aggregator Volltext |
| spellingShingle | Evaluating military advertising and recruiting theory and methodology TECHNOLOGY & ENGINEERING / Military Science bisacsh HISTORY / Military / Other bisacsh Jugend Manpower United States Youth United States |
| title | Evaluating military advertising and recruiting theory and methodology |
| title_auth | Evaluating military advertising and recruiting theory and methodology |
| title_exact_search | Evaluating military advertising and recruiting theory and methodology |
| title_full | 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 |
| title_fullStr | 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 |
| title_full_unstemmed | 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 |
| title_short | Evaluating military advertising and recruiting |
| title_sort | evaluating military advertising and recruiting theory and methodology |
| title_sub | theory and methodology |
| topic | TECHNOLOGY & ENGINEERING / Military Science bisacsh HISTORY / Military / Other bisacsh Jugend Manpower United States Youth United States |
| topic_facet | TECHNOLOGY & ENGINEERING / Military Science HISTORY / Military / Other Jugend Manpower United States Youth United States USA |
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