The Navy Enlistment Field Marketing Experiment. Volume 7. The Wharton Administered Navy Tracking Survey: A Segmentation Approach

This report is Volume 7 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. Sophisticated multivariate cluster analysis has been applied to the collected attitudinal data to determine the nature and size of any identifiable market segments in the at-large population of young people. This report outlines the technique and results of the study, then evaluates the differential rates at which the observed segments proceed through the Navy recruiting process. Differences which may be associated with variations in experimental treatment conditions are also identified.
See also Volume 1, ADA120503.