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1. Introduction
Pages 9-17

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From page 9...
... In this report, the committee aims to fill this gap by proposing a comprehensive evaluation framework to assist and improve research on recruiting policies and advertising programs. This report contains results, conclusions, and recommendations from the committee's Phase II study.
From page 10...
... While a given research question can be studied using a variety of approaches and techniques, some research designs in our view are more promising than others for particular research questions. For example, focus groups are most useful when determining what a target audience finds attractive about a program, whereas econometric methods are appropriate when studying the effects of an existing program on enlistments.
From page 11...
... The methodology used in these studies should ensure timely, reliable, and relevant information that can be used for anticipating potential problems in enlistment supply. Developing Effective Advertising Themes to Increase Youth Propensity The committee's Phase I report concluded that current advertising strategies and themes are not designed to maintain a base level of propensity, and this may be contributing to the decline in youth propensity for military service in light of alternatives (e.g., college, employment)
From page 12...
... The first is development of promising advertising themes using generative research techniques; the second is thoroughly and rigorously testing the market impact of the selected themes. Again, the Services and DoD have conducted research in this area, but many improvements can be made in the methodologies applied to date, and these improvements can have a real impact on the development of effective advertising themes and message delivery strategies.
From page 13...
... What we do not know, because of a paucity of research, is what combination of joint and Service advertising would be optimal for meeting both types of goals. Improving Enlistment Incentives The Services offer a wide assortment of enlistment incentives at the present time, including benefits for college education and enlistment bonuses for particular military jobs.
From page 14...
... Note that this is not intended as a general or complete taxonomy of research questions; other types of questions may arise in other research contexts. The research questions are placed in a two-dimensional framework (Table 1-1~.
From page 15...
... The framework identifies surveys as a useful method when the research question deals with the effect of existing or proposed programs on attitudinal or behavioral intent variables of interest. Survey questions can be administered in various media, from paper-and-pencil questionnaires to telephone interviews to administration via computer.
From page 16...
... It is in research questions focusing on enlistment behavior that the distinction between the evaluation of new programs and the evaluation of existing programs becomes a critical issue. Econometric modeling methods are well suited to the evaluation of ongoing programs, as they are based on actual variations in a set of observable conditions and relating that variation to behavioral outcomes of interest.
From page 17...
... In the next chapter we elaborate more fully on similarities and differences between econometric and experimental approaches to research. Again, it is the nature of the research question that should drive the choice of research method or methods, rather than allegiance to any particular methodological orthodoxy.


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