Scottish Government

Margaret Frazer

Scottish Government Social Research
2007

ISBN 978 0 7559 6730 8 (Web only publication)

This document is also available in pdf format (704k)

CONTENTS

Introduction
Unprompted Headings Developed by Respondents
Messages Ideas
Overview of Perception of all Four Message Ideas
Evaluation of Supporting Facts
Overview of Supporting Facts across all Four Message Ideas
Evaluation of Supporting Images
Overview of Response to Message Platforms
Appendices:-
Appendix 1 - Topic Guides: Qualitative Research, Germany
Appendix 2: - Profile of Respondents in Qualitative Research, Germany

LIST OF TABLES AND CHARTS

Table 1: Sample Headings/Messages devised by Different Target Audiences
Figure 1: Overview of Perception of Different Messages (i.e. Headings)
Figure 2: Perception of Images - Tourists
Figure 3: Perception of Images - Students
Figure 4: Perception of Images - Academics
Figure 5: Perception of Images - Business representatives

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