population was tested to give an accurate picture of the
entire market. A good rule of thumb is at least 20
percent of the male high school seniors (MHSS) must
test in order to use the ASVAB as a quality indicator. If
less than 20 percent tested, you can use all service
accession data or past production information.
l Accession Data - These columns give the total
from each ZIP Code accessed by all services for the last
fiscal year (FY), the number of Navy contracts for the
last FY, the percent of all service accessions that went
Navy for the last FY, and the same information for the
current FY to date.
Verification of Market Reports
It is your responsibility to verify the information
given on the market share reports. You should use both
internal and external sources to complete your
EXTERNAL SOURCES OF MARKETING
INFORMATION. The supply of external sources of
marketing information seems to be endless. Some of the
most used sources include the following:
l Census data - A national census is conducted at
This information becomes less
accurate as time passes. Local and state agencies may
conduct more frequent censuses that will be more up to
l Universities - Most universities have a marketing
project ongoing in their business curriculum. Many
publish comprehensive demographic reports that may
include information on population, economy,
employment, and other relevant subjects.
. City planning commissions - They usually keep
population figures and projections.
l Chamber of Commerce - The Chamber of
Commerce can not only give census-type data but also
can give you a great deal of information about
competition such as industry and educational facilities.
l Schools - It is imperative that up-to-date
information regarding current enrollment be obtained
directly from your assigned schools. For some reason,
these numbers may differ from the ones obtained from
state boards of education.
l Tax offices - Tax offices may have some
relevant information, but keep in mind that some of your
population may not be listed on local tax rolls.
l Transportation offices - Public transportation
systems often keep demographic information on file to
plan for future routes and services.
l You would also want to obtain figures
concerning any institution or population group that may
be included in census data that you know should be
deleted from your recruitable market. Examples would
be military installations, prison systems, large
institutions or communities whose religion prohibits
military service, and large concentrations of otherwise
ineligible population. Keep in mind that the numbers
you collect have in all probability already been
subtracted from your marketing data. Occasionally,
circumstances change or you may find something that
was missed in a previous analysis.
INTERNAL SOURCES OF MARKETING
INFORMATION. You will be able to verify some of
the data on the marketing reports with information
available within your station, zone, or NRD. Rough
check Navy new contracts with past production records.
Some statistics may differ slightly due to out-of-area
contracts. You should be able to cross-check ASVAB
information with listings provided to your stations. A
complete verification of all ASVABs is not necessary,
but if you get the feeling the upper mental group
percentages are off, cross-check a few schools.
When the time comes for your district to conduct its
biannual STEAM, the enlisted programs officer (EPO)
will task you with providing up-to-date demographic
information. Recruiters in charge (RINCs) should gather
information about their assigned territory and the zone
supervisor (ZS) will consolidate the information for the
stations within the zone. Any discrepancies found in
previous marketing reports should be fully documented
with written evidence to be presented at the STEAM
conference. Keep in mind that small deviations of
population will not significantly change your RAF or
gosling share. If you want to challenge the numbers, (1)
be sure the difference is significant and (2) have
documentation to support your claims. The following
data is required to conduct a STEAM:
l ZIP Code list by station and zone