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The Vocational Education and Training Attitudinal Research Project study of knowledge and attitudes to vocational education and training commissioned by the Department of Education, Employment and Workplace Relations (DEEWR) and undertaken by Market Solutions between September 2007 and February 2008 provides previously unavailable baseline data against which future survey data can be compared to assess changes over time. 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. Australians also need to be challenged on some of their pre-conceptions about the value of a vocational education and training education, especially in comparison with university. 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. The Joint National Communications Project is one of the Strategic National Initiatives in the 2005-2008 Commonwealth-State Agreement for Skilling Australia’s Workforce.