Scottish Government

Adam C Henderson / TNS System Three

ISBN 0 7559 3944 1 (Web only publication)

This document is also available in pdf format (812k)

CONTENTS

EXECUTIVE SUMMARY
CHAPTER ONE INTRODUCTION
BACKGROUND
RESEARCH OBJECTIVES
CHAPTER TWO RESEARCH SAMPLE AND METHODOLOGY
SAMPLE
METHODOLOGY
CHAPTER THREE PRIMARY AND SECONDARY SCHOOL PUPILS
THE FUTURE
WORKING LIFE
SUCCESS
ENTERPRISE
SCHOOLS AND ENTERPRISE
CHAPTER FOUR TEACHERS
ENTERPRISE: HISTORICALLY
ENTERPRISE: THE CURRENT VIEW
ENTERPRISE: THE FUTURE
CHAPTER FIVE BUSINESSES
BENEFITS TO PUPILS
BENEFITS TO BUSINESS
TYPES OF PUPIL
MOVING FORWARD
CHAPTER SIX THE CREATIVE ROUTES FOR COMMUNICATION
ADVERTISING
EFFECTIVE ROUTES
LESS EFFECTIVE ROUTES
SLOGANS
OTHER CREATIVE CHANNELS
CHAPTER SEVEN CONCLUSIONS AND RECOMMENDATIONS
APPENDIX A TOPIC GUIDES
APPENDIX B OTHER CREATIVE MATERIALS

The views expressed in this report are those of the researcher and
do not necessarily represent those of the Department or Scottish Ministers.