The Navy Enlistment Field Marketing Experiment. Volume 1. Executive Overview and Summary
Abstract
This report is Volume 1 of a large scale field marketing experiment conducted over a three year period. This research was designed to measure and quantify, where possible, the effectiveness of Navy recruiting resources. The background of this research effort is presented in this report, together with a discussion of the experimental methodology and of the choice of measured endogenous and exogenous variables. This is followed by a short description of the collected data, and of the measurement techniques employed. Observed responses to experimental and environmental variables are briefly presented. This leads to an identification of the factors which affect military enlistments, and to an estimation of the magnitude of their effects. The effect of key marketing variables over time is examined. There follows a summary of supporting data obtained through tracking studies of perceptions, attitudes, and demographics. A conclusion discusses observed marginal costs and effects of the various treatments, and suggests implications for future resource allocation.
Document Details
- Document Type
- Technical Report
- Publication Date
- Oct 15, 1982
- Accession Number
- ADA120503
Entities
People
- Ambar G. Rao
- Vincent P. Carroll