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Phase 1 – Research and development

Phase 1 of the project involved extensive government and industry stakeholder consultation and four research projects that identified five specific themes, each with the potential to influence public perceptions of vocational education and training. These themes are:

  • the status of VET
  • knowledge about VET
  • collaborative marketing of VET
  • channels to VET
  • support for VET participants.

Discussion papers were developed for each theme with a view to generating new thinking about how to address the way VET is understood and accepted in the Australian community. The discussion papers formed the starting point for exploration of the issues by industry and government stakeholders at a national workshop held in Adelaide in April 2008. Following the workshop an action plan was developed to guide the implementation phase of the project in the second half of 2008 and beyond.

Research projects

Four major phase 1 research studies were completed for the Joint National Communications Project in 2007-08.

1. Baseline study of attitudes to and knowledge of VET

Baseline study of attitudes to and knowledge of VET involved a survey sample of 9,000 Australians supplemented by a series of focus groups and provided hard evidence of the extent of people’s knowledge of, and attitudes to vocational education and training and their career intentions.

At the highest level, analysis of study data indicates that Australians know a little about, and have stereotypical attitudes to vocational education and training. However, data analysis also indicates that the people likely to be heading for a career in the sector are positive about, and have a reasonable knowledge of the traditional trades.

Baseline study of attitudes to and knowledge of VET (PDF 2.1mb)

2. Marketing and communications activities in the vocational education and training sector

This national environmental scan of marketing products used in the VET sector across Australia provided a snapshot of the products being produced, by whom and for which target audiences. The study involved intensive qualitative research with Australian, state and government agencies and an on-line survey of a range of VET sector participants which included registered training organisations, Industry Skills Councils, Australian Apprenticeships Centres and education peak bodies.

3. In-depth quantitative and qualitative media analysis

This in-depth analysis of the way vocational education and training in Australia was represented in the media in 2007 found that the VET sector is portrayed in soundly favourable terms and that political figures are the leading spokespersons for VET.

4. Analysing stakeholder attitudes and the development of new engagement strategies

Qualitative and quantitative research was undertaken to provide insights into the attitudinal differences of, and engagement strategies for five key vocational education and training target audiences assessed from a generational segmentation perspective.

View Phase 2 - Implementation, 2008/09

the following information is required for metadata purposes, please ignore. [title]Phase 1 – Research and development[/title] [summary]

Phase 1 of the project involved extensive government and industry stakeholder consultation and four research projects that identified five specific themes, each with the potential to influence public perceptions of vocational education and training. These themes are:

  • the status of VET
  • knowledge about VET
  • collaborative marketing of VET
  • channels to VET
  • support for VET participants.

Discussion papers were developed for each theme with a view to generating new thinking about how to address the way VET is understood and accepted in the Australian community. The discussion papers formed the starting point for exploration of the issues by industry and government stakeholders at a national workshop held in Adelaide in April 2008. Following the workshop an action plan was developed to guide the implementation phase of the project in the second half of 2008 and beyond.

Research projects

Four major phase 1 research studies were completed for the Joint National Communications Project in 2007-08.

1. Baseline study of attitudes to and knowledge of VET

Baseline study of attitudes to and knowledge of VET involved a survey sample of 9,000 Australians supplemented by a series of focus groups and provided hard evidence of the extent of people’s knowledge of, and attitudes to vocational education and training and their career intentions.

At the highest level, analysis of study data indicates that Australians know a little about, and have stereotypical attitudes to vocational education and training. However, data analysis also indicates that the people likely to be heading for a career in the sector are positive about, and have a reasonable knowledge of the traditional trades.

Baseline study of attitudes to and knowledge of VET (PDF 2.1mb)

2. Marketing and communications activities in the vocational education and training sector

This national environmental scan of marketing products used in the VET sector across Australia provided a snapshot of the products being produced, by whom and for which target audiences. The study involved intensive qualitative research with Australian, state and government agencies and an on-line survey of a range of VET sector participants which included registered training organisations, Industry Skills Councils, Australian Apprenticeships Centres and education peak bodies.

3. In-depth quantitative and qualitative media analysis

This in-depth analysis of the way vocational education and training in Australia was represented in the media in 2007 found that the VET sector is portrayed in soundly favourable terms and that political figures are the leading spokespersons for VET.

4. Analysing stakeholder attitudes and the development of new engagement strategies

Qualitative and quantitative research was undertaken to provide insights into the attitudinal differences of, and engagement strategies for five key vocational education and training target audiences assessed from a generational segmentation perspective.

View Phase 2 - Implementation, 2008/09

[/summary] [coverage]Australia[/coverage] [audience]All Audiences[/audience] [industry]All Industry Sectors[/industry] [modified_date]1242568800000[/modified_date] [created_date]1232632800000[/created_date] end of page metadata information.