TAILIEUCHUNG - Going to the Mines to Look for Diamonds - Experimenting with Military Recruiting Stations in Malls

In 1999, with the intention of improving the process by which the United States armed forces recruit youth to join the military services, the Joint Recruiting Facilities Committee recommended the development and establishment of a new type of recruiting station: the marketing-enhanced recruiting station (MERS). | Going to the Mines to Look for Diamonds Experimenting with Military Recruiting Stations in Malls Ronald D. Fricker Jr. C. Christine Fair Prepared for the Office of the Secretary of Defense RAND National Defense Research Institute Approved for public release distribution unlimited The research described in this report was sponsored by the Office of the Secretary of Defense OSD . The research was conducted in RAND s National Defense Research Institute a federally funded research and development center supported by the OSD the Joint Staff the unified commands and the defense agencies under Contract DASW01-01-C-0004. Library of Congress Cataloging-in-Publication Data Fricker Ronald D. 1960- Going to the mines to look for diamonds experimenting with recruiting stations in malls Ronald D. Fricker Jr. C. Christine Fair. p. cm. Mr-1697. Includes bibliographical references. ISBN 0-8330-3443-X pbk. 1. United States Armed Forces Recruiting enlistment etc. Evaluation. 2. Shopping malls United States. I. Fair C. Christine. . 2003 23 0973 dc22 2003015007 Cover photograph courtesy of Ronald D. Fricker Jr. RAND is a nonprofit institution that helps improve policy and decisionmaking through research and analysis. RAND is a registered trademark. RAND s publications do not necessarily reflect the opinions or policies of its research sponsors. Cover design by Barbara Angell Caslon Copyright 2003 RAND All rights reserved. No part of this book may be reproduced in any form by any electronic or mechanical means including photocopying recording or information storage and retrieval without permission in writing from RAND. Published 2003 by RAND 1700 Main Street RO. Box 2138 Santa Monica CA 90407-2138 1200 South Hayes Street Arlington VA 22202-5050 201 North Craig Street Suite 202 Pittsburgh PA 15213-1516 RAND URL http To order RAND documents or to obtain additional information contact Distribution Services Telephone 310 451-7002 Fax 310 451-6915 Email .

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