Evaluating Military Advertising and Recruiting Theory and Methodology (2004) / Chapter Skim
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9. Conclusions and Recommendations
9. Conclusions and Recommendations
Pages 159-171
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From page 159... ...
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.
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From page 160... ...
Econometric theory is more formally developed with respect to aggregate enlistment outcomes and various exogenous influences. Accordingly, a key objective of this chapter is to build an integrated perspective on the behavioral and econometric approaches.
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From page 161... ...
We briefly review ongoing survey efforts dealing with propensity, noting that they do not consistently include these key determinants of propensity. We also note a tendency for survey research dealing with propensity to make use of research designs that do not yield complete data on individuals.
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From page 162... ...
Recommendation: We recommend that evaluation efforts consider potential effects on key influencers as well as on potential recruits, and that efforts be made to assess such indirect effects on propensity. A Program of Survey Research The second part of the chapter provides a series of concrete recommendations for a program of survey research, expanding on ideas set forth in our letter report to the Department of Defense of tune 2000.
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From page 163... ...
The first type of design is for the development of preliminary but promising message strategies. This step requires qualitative exploratory or generative research designs (focus groups, indepth interviewing, etc.~.
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From page 164... ...
CHAPTER 5: DETERMINING OPTIMAL LEVELS OF ADVERTISING AND RECRUITING RESOURCES . ~ _ The chapter focuses on econometric methods, as these approaches are most useful for assessing the optimal levels of recruiting programs and resources.
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From page 165... ...
Conclusion: More sophisticated methods, controlling appropriately for factors affecting enlistment supply, both those that are directly observable to the researcher and those that must be inferred, such as recruiter effort, are necessary to obtain efficient, unbiased estimates of the effects of recruiting resources. Moreover, more complete evaluation of the effects of some types of resources, especially advertising content, require estimation using more flexible functional forms in the econometric analysis.
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From page 166... ...
Conclusion: Research to date has not incorporated the effects of reserve forces competition on active-duty recruiting. Recommendation: We recommend that supply models incorporate reserve forces competition for nonprior-service recruits.
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From page 167... ...
Second, they focus on advertising aimed at youth at the point of the enlistment decision and do not permit examining possible supplemental advertising approaches, such as those aimed a youth several years prior to an enlistment decision, or those aimed at adult influencers, such as parents. Conclusion: Research to date does not permit a definitive answer to the question of the cost-effectiveness of advertising above and beyond that which is necessary to achieve current recruiting goals.
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From page 168... ...
We continue with a brief review of the analysis methods discussed in the earlier chapters, which is followed by a longer consideration of analytical issues applicable to each of the evaluation approaches. Finally, drawing on each of these areas, we conclude with a discussion of matching potential incentives and their effects with the appropriate assessment goals and evaluation methods.
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From page 169... ...
Another example would be the application of econometric methods or other analytical techniques to existing datasets in order to help interpret survey results; for example, the other approaches could be used to derive a metric that can be used to help translate stated enlistment intentions in the survey into estimated enlistment rates. The focus of the chapter is not on specific conclusions and recommendations, but rather on illustrating the range of available options for evaluating incentives, making a case for the linkage of research methods chosen to the research question of interest and advocating for a combination of research methods as appropriate.
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From page 170... ...
Recommendation: We recommend continued research on the development of effective recruiter selection strategies, in conjunction with a consideration of career incentives for service as a recruiter. Recruiter Training The committee's earlier report recommended that the Services develop and implement training systems that make maximum use of realistic practice and feedback.
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From page 171... ...
A complete and current model of the dimensions of recruiter performance is needed as the basis for an effective performance evaluation system. Recommendation: We recommend 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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