- Shopping Bag ( 0 items )
Changing the Conversation provides actionable strategies and market-tested messages for presenting a richer, more positive image of engineering. This book presents and discusses in detail market research about what the public finds most appealing about engineering--as well as what turns the public off.
Changing the Conversation is a vital tool for improving the public image of engineering and outreach efforts related to engineering. It will be used by engineers in professional and academic settings including informal learning environments (such as museums and science centers), engineering schools, national engineering societies, technology-based corporations that support education and other outreach to schools and communities, and federal and state agencies and labs that do or promote engineering, technology, and science.
Executive Summary 1
1 Introduction 17
2 Development of a Positioning Statement, Themes, and Messages 39
3 Research Results 51
4 Conclusions and Recommendations 97
App. A Biographies of Committee Members 107
App. B In-Depth Interviews: Interviewer's Guide 115
App. C Focus groups: Moderator's Guide - Parents 121
App. D Focus Groups: Moderator's Guide - Teens 129
App. E Youth Triads: Moderator's Guide 135
App. F Online Survey 141
App. G Complete Data Tables - Online Survey (on CD)