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Executive Summary
Pages 1-8

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From page 1...
... This led to the question of how the recruit-in" process and the recruiters' job could be better supported in order to ensure that force strength, force quality, and the required skill mix of personnel will be available to meet ever-changing security and defense challenges. Military officials recognized that a fundamental understanding of the youth population and of the effectiveness of various advertising and recruiting strategies used to attract them would be extremely valuable in addressing these questions.
From page 2...
... THE APPROACH The committee has identified several areas requiring more intensive study that might benefit from drawing on a variety of methodological approaches: · Monitoring trends in youth attitudes, values, and propensity using surveys (Chapter 3~; · Planning advertising using generative and experimental approaches (Chapter 4~; · Determining optimal levels of advertising and recruiting resources and assessing the timing and levels of joint and Service-specific Advertising based on data from past or current programs using econometric methods (Chapters 5 and 6~; Determining optimum types of incentives using a combination of focus groups, surveys, and experimental approaches (Chapter 7~; and · Performance management of recruiters again using a combination of methodologies (Chapter 8~. Rather than focusing on the strengths and weakness of the various methods with the intent of identifying some methods as per se superior to others, the committee's proposed evaluation framework is based on the fundamental notion that different research designs and the associated methodologies are suited to address different types of research questions.
From page 3...
... " Method: econometric modeling (Chapters 5 and 6) CONCLUSIONS AND RECOMMENDATIONS Monitoring Trends in Youth Attitudes, Values, and Propensity In its first report, the committee concluded that propensity to enlist is a major direct determinant of actual enlistment.
From page 4...
... The committee recommends that survey research examining propensity be designed to incorporate the key determinants of propensity and that it be designed to permit analysis at the individual level. The committee proposes a program of survey research involving a commitment of at least five years.
From page 5...
... Failure to incorporate recruiter experience into models of recruiter effects may bias study results. · Recruiter incentives have been incorporated in supply models via recruiters' quotas, based on the assumption that increasing recruiting quotas increases effort.
From page 6...
... The committee also recommends a program of research, incorporating quasi-experimental methods, to examine advertising effects over an extended period of time. Regarding the question on the appropriate levels of joint and Servicespecific advertising, in our judgment, certain types of advertising themes, such as generic themes designed to increase overall propensity, are best done as a joint program, while advertising themes featuring specific benefits of military service are best done in the Service program.
From page 7...
... Service recruiting managers establish systems to select and train recruiters, to open recruiting offices in specific locations, to establish production goals, to motivate recruiters with various incentive programs, and to monitor and assess recruiter performance. In some of these areas, such as developing recruiter selection programs, there is a large body of ongoing research in both the military and civilian sectors.
From page 8...
... · A program of research aimed at evaluating the effects of goals on recruiter behavior and outcomes. · Research to develop a complete model of recruiter performance and to develop performance appraisal instruments and feedback processes based on this model.


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