| Description | This report by TNS System Three is part of a programme of research to support Scotland’s strategy for stronger engagement with the USA. The research aimed to provide a greater understanding of perceptions of the USA and Scotland among key groups in each country and an understanding of decision-making in relation to studying in and forming business links with Scotland. |
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| ISBN | 9780755967483 (Web Only) |
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| Official Print Publication Date | September 2007 |
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| Website Publication Date | September 18, 2007 |
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TNS System Three
ISBN 978 0 7559 6748 3 (Web only publication)
This document is also available in pdf format (484k)
CONTENTS
CHAPTER ONE: INTRODUCTION
The research project
Research Elements and Issues
Research Report
CHAPTER TWO: AWARENESS AND UNDERSTANDING
Introduction
Survey methodology and sample profiles
Awareness and knowledge of the UK and Scotland
General knowledge of Scotland
Sources of awareness
Personal experience of Scotland
Perceptions of Scotland
Tartan Day
National sample
CHAPTER THREE: BUSINESS CONNECTIONS
Introduction
Methodology and business profile
Business links overseas and in the UK
General knowledge and perceptions of the UK and Scotland
Sources of awareness
Personal experience and future intentions towards Scotland
Scotland's potential as a business location
Scotland in comparison to other locations
Marketing of business locations
Making Scotland a more attractive place for US business
Scottish Development International ( SDI)
CHAPTER FOUR: INCREASING STUDENT NUMBERS
Introduction
Students' knowledge of Scotland and the UK
Students' perceptions of the people of Scotland
Students' perceptions of Scotland as a country
Who studies abroad and what motivates them to do so?
Factors that affect study abroad choices
Factors important to students' in studying abroad
Awareness of studying in Scotland
Attitudes towards studying in Scotland
Promoting Scotland
APPENDIX ONE - GENERAL PUBLIC QUESTIONNAIRE
APPENDIX TWO - BUSINESS QUESTIONNAIRE
APPENDIX THREE - QUALITATIVE SAMPLE
APPENDIX FOUR - STIMULUS MATERIALS
The views expressed in this report are those of the researcher and
do not necessarily represent those of the Department or Scottish Ministers.
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