Assessing and Evaluating Department of Defense Efforts to Inform, Influence, and Persuade
Apr 17, 2015
The U.S. Department of Defense has struggled to assess the progress and effectiveness of its efforts to inform, influence, and persuade audiences in support of key national security objectives. This handbook compiles strong assessment practices and examples from a range of sectors in an easy-to-navigate, quick-reference format for defense assessment practitioners.
Handbook for Practitioners
|PDF file||0.9 MB||
Use Adobe Acrobat Reader version 10 or higher for the best experience.
|zip file||0.1 MB||
The file(s) provided above are ZIP-formatted archives, which most modern systems can natively unpack. If your computer does not unpack the archive when you double-click it, you may need to use a separate decompression program such as UnZip.
|Add to Cart||Paperback128 pages||$27.50||$22.00 20% Web Discount|
To achieve key national security objectives, the U.S. government and the U.S. Department of Defense (DoD) must communicate effectively and credibly with a broad range of foreign audiences. DoD spends more than $250 million per year on inform, influence, and persuade (IIP) efforts, but how effective (and cost-effective) are they? How well do they support military objectives? Could some of them be improved? If so, how? DoD has struggled with assessing the progress and effectiveness of its IIP efforts and in presenting the results of these assessments to stakeholders and decisionmakers. To address these challenges, a RAND study compiled examples of strong assessment practices across sectors, including defense, marketing, public relations, and academia, distilling and synthesizing insights and advice for the assessment of DoD IIP efforts and programs. This handbook was designed to be an easy-to-navigate, quick-reference guide to planning and conducting assessments of DoD IIP efforts, analyzing the data generated, and presenting the results. It also offers some background on current assessment practices in DoD and the typical users and uses of DoD IIP assessment results. A companion volume, Assessing and Evaluating Department of Defense Efforts to Inform, Influence, and Persuade: Desk Reference, offers a more detailed exploration and additional examples of assessment in practice.
About This Handbook
Assessment Best Practices and Applying Them to DoD IIP Efforts
Why Evaluate? An Overview of Assessment and Its Uses
Determining What's Worth Measuring: Objectives
Determining What's Worth Measuring: Theories of Change and Logic Models
Developing Measures for DoD IIP Efforts
Designing and Implementing Assessments
Formative and Qualitative Research Methods for DoD IIP Efforts
Surveys and Sampling in DoD IIP Assessment: Best Practices and Challenges
Measurement: Collecting IIP Outputs, Outcomes, and Impacts
Presenting and Using Assessment
Developing a Culture of Assessment
Conclusions and Recommendations
This research was conducted within the International Security and Defense Policy Center of the RAND National Defense Research Institute, a federally funded research and development center sponsored by the Office of the Secretary of Defense, the Joint Staff, the Unified Combatant Commands, the Navy, the Marine Corps, the defense agencies, and the defense Intelligence Community.
This report is part of the RAND Corporation Research report series. RAND reports present research findings and objective analysis that address the challenges facing the public and private sectors. All RAND reports undergo rigorous peer review to ensure high standards for research quality and objectivity.
This document and trademark(s) contained herein are protected by law. This representation of RAND intellectual property is provided for noncommercial use only. Unauthorized posting of this publication online is prohibited; linking directly to this product page is encouraged. Permission is required from RAND to reproduce, or reuse in another form, any of its research documents for commercial purposes. For information on reprint and reuse permissions, please visit www.rand.org/pubs/permissions.
The RAND Corporation is a nonprofit institution that helps improve policy and decisionmaking through research and analysis. RAND's publications do not necessarily reflect the opinions of its research clients and sponsors.