Three different trades were selected in respect of the aforementioned objectives: housebuilding, hairdressing and car mechanics, and three fields that require university education: business administration, architecture and nursing. These disciplines were selected as representative and their image was measured.
Til þess að ná fyrrgreindum markmiðum voru valdar þrjár iðngreinar: húsasmiður, hársnyrtir og bifvélavirki og þrjár starfsgreinar sem krefjast háskólamenntunar: viðskipafræðingur, arkitekt og hjúkrunarfræðingur, sem fulltrúar þessara greina og ímynd þeirra mæld.