The belief that entrepreneurship, i.e., the predisposition towards risk-taking and innovative behavior in commercial situations, is the key factor in economic development is still widely held by social scientists and developmental planning experts. Based upon the theoretical positions of economists, such as Schumpeter, entrepreneurial historians and many sociologists, the occurrence of economic development is explained by the presence of individuals whose actions promote capital accumulation, rational allocation of resources, and the like for their own benefit and, as a consequence, for the benefit of society. Often intertwined is the belief that the shaping force behind the structure of society and its processes of change are values exemplified by Weber's The Protestant Ethic and the Spirit of Capitalism, the classic statement of this position.

This article presents some of the general findings and, in particular, the information on family planning practice in Isfahan City and Ostan compiled in two phases of the Isfahan Communications Project (ICP). In terms of information generated, the project had two main stages: (1) the ostan-wide sample presurvey (May, 1970), and (2) the ostan-wide mass media campaign (August, 1970-March, 1971). The presurvey was made to obtain demographic information and data on the knowledge, attitudes, and practice (KAP) of family planning among the population and their exposure to the various media. The media campaign was directed at those couples who because of their media behavior and previous experiences with contraception were thought to be predisposed to adopt modern family planning methods.