附註: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.
摘要: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.
