Business Research is a total different approach in Navy Recruiting; all prospective Recruiters would attend ENRO (Enlisted Navy Recruiter Orientation) Course in Pensacola, FL. All Navy Recruiter would learn about Business Research, is a systematic inquiry that provides information to guide managerial decisions. More specifically, it is a process of planning, acquiring, analyzing, and disseminating relevant data, information, and insights to decision makers in ways that mobilize the organization to take appropriate actions that, in turn, maximize performance (Cooper & Schindler, 2011). The Recruiter would first do a Market Analysis; this is critical to mission success by assisting recruiters in identifying and analyzing their market areas.
The Standardized territory evaluation and analysis for management (STEAM), is the primary source of market research data to identify the recruiting market and determine market potential. This database contains demographic, Navy, All Service Accession Data (ASAD), LEADS, and ASVAB test taker data. STEAM subdivides these groups by race and ethnic categories and provides ASVAB Test Score Category. All population data in STEAM is tailored to reflect the number of people available for military recruitment (Navy Recruiting Command, 2011). The advantage of STEAM is that it provides an analytical process by which Navy Districts and Recruiting Stations can perform market research activities (Navy Recruiting Command, 2011). This model shall be used as the starting point for assigning recruiters, goals, and market analysis. The model is flexible, and can be adjusted to account for unusual market factors.
Another model used in recruiting would be the Station market analysis and review technique (SMART), is used to target
