Scottish Government

TNS System Three
Scottish Executive Social Research 2005
ISBN 0 7559 3978 6 (Web only publication)

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CONTENTS

EXECUTIVE SUMMARY
CHAPTER ONE INTRODUCTION
BACKGROUND TO THE RESEARCH
AIMS OF THE RESEARCH
STRUCTURE OF THE REPORT
THE DIFFERENT STAKEHOLDER GROUPS
CHAPTER TWO METHODOLOGY
STAGE ONE - DESK RESEARCH
STAGE TWO - QUALITATIVE RESEARCH AMONG STAKEHOLDERS
CHAPTER THREE RECALL AND PERCEPTIONS OF COMMUNICATIONS
SEED COMMUNICATIONS TARGETS
RECALL OF SEED COMMUNICATIONS
UNDERLYING ISSUES: VOLUME OF COMMUNICATIONS
UNDERLYING ISSUES: TIMING OF COMMUNICATIONS
UNDERLYING ISSUES: PLANNING
UNDERLYING ISSUES: SEED AND JOINED UP THINKING
SUMMARY AND CONCLUSIONS
CHAPTER FOUR ATTITUDES AND BEHAVIOUR TOWARDS DIFFERENT COMMUNICATION METHODS
WRITTEN COMMUNICATIONS
ELECTRONIC COMMUNICATIONS
MEDIA COMMUNICATIONS
FACE-TO-FACE COMMUNICATIONS
PREFERRED METHODS OF DELIVERY
SUMMARY AND CONCLUSIONS
CHAPTER FIVE THE CHAIN OF COMMUNICATIONS
HOW THE CHAIN OF COMMUNICATIONS TYPICALLY WORKS
SEED TO LOCAL AUTHORITIES
WITHIN LOCAL AUTHORITIES
LOCAL AUTHORITIES TO SCHOOLS
WITHIN SCHOOLS
SCHOOLS TO PARENTS
THE OPPOSITE DIRECTION
SUMMARY AND CONCLUSIONS
CHAPTER SIX DETAILED ASSESSMENT OF SEED COMMUNICATION FORMATS
WRITTEN COMMUNICATIONS
EXAMPLES OF BEST PRACTICE
ASSESSMENT OF ELECTRONIC COMMUNICATIONS
SUMMARY CONCLUSIONS
CHAPTER SEVEN CONCLUSIONS AND RECOMMENDATIONS
TEACHERS AND LOCAL AUTHORITIES
PARENTS
ANNEX A: STAGE 1 SUMMARY REPORT
INTRODUCTION
METHODOLOGY
THE DATASET
MAIN FINDINGS FROM THE ANALYSIS MATRIX
CASE STUDY: THE NATIONAL DEBATE MATERIALS
SUMMARY AND CONCLUSIONS
ANNEX B GENERAL REACTIONS OF THE DIFFERENT STAKEHOLDER GROUPS
LOCAL AUTHORITY OFFICIALS
TEACHERS
PARENTS
ANNEX C TOPIC GUIDE

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