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Student-View ™ Report Level Two PowerPoint PPT Presentation


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Student-View ™ Report Level Two. SAMPLE REPORT. July, 2007. Executive Summary. College 1 appeals to over half of all students based on preferences for school size, location, setting, and other factors

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Student-View ™ Report Level Two

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Student view report level two

Student-View™ Report

Level Two

SAMPLE REPORT

July, 2007


Executive summary

Executive Summary

  • College 1 appeals to over half of all students based on preferences for school size, location, setting, and other factors

  • College 1’s awareness score increased somewhat in the past year, boosting the College’s rank slightly

  • The College’s perception score also increased modestly, although its perception rank remained steady

  • College 1’s overall position improved, closing its gap substantially with College 2. Several schools, including College 3, improved their own market position score and closed their gap versus College 1

  • Consistent with 2006 data, College 1 continues to enjoy a slightly stronger position among black students and essentially the same position among males and females.

  • College 1 is best positioned among students with ACT scores between 18 and 20. Its position has improved among students with scores between 21 and 23, but declined among students with score of 17 or lower.


Executive summary1

Executive Summary

  • College 1 remains strongest in central Tennessee, but has improved its position among students in the western portion of the state in the past year

  • College 1’s position is generally similar among students with various intended majors and family financial backgrounds. Some strengthening among education majors and students from higher income families may have occurred in the past year, but results are within the margin of error.


Student view report level two

Survey Overview


Survey methodology

Survey Methodology

  • Online survey of Tennessee high school seniors

    • Conducted in January - April, 2007

    • Incentives included several random drawing scholarships

    • Promoted through mailing to high school guidance counselors and scholarship search sites

  • Responses were generally reflective of the student demographics

    • 865 total responses 141 high schools in Tennessee

    • Distribution generally matched population distribution. Some sample biases include:

      • Females comprise about 70% of responses

      • Estimated mean combined ACT scores about 23, somewhat higher than the average national- and Tennessee score

    • Margins of error

      • Margins of error for overall awareness and perception are approximately +/- 4% at a 90% confidence level

      • Margins of error for segmented data vary by type of segmentation

      • A Margin of Error bar is shown on slides to provide a visual reference


Student view report level two

Survey Response Distribution

ZIP Code


Student view report level two

Market Size Analysis


Student view report level two

College Selection Factors

How important are the following factors when choosing a college?

Students in Tennessee, as well as across the U.S., rate five key attributes as most important when choosing a college or university. These attributes, except for tuition cost, are difficult to measure and are largely determined by personal qualitative judgment.

Several lower ranked variables are more definitive and therefore also play an important role in choosing a university. Preferences for these variables are shown in the following pages.

Very Unimportant

Somewhat Unimportant

Neutral

Somewhat Important

Very Important


Student view report level two

Market Size

Distance Preference

About 30% of students have no preference regarding a university’s distance from their home. These students should find College 1 an acceptable choice.

City A is the only metro area within 30 minutes of College 1 . Approximately 14% of students from this area would prefer a university as close as College 1

College 1 is located within 30-60 minutes of City B’s northwest suburbs and within two hours of City B’s entire metropolitan area. Approximately 15-23% of students in these areas would prefer the distance to the University.


Student view report level two

Drive Zones

30-, 60-,120- and 180 minutes around College 1

Drive Zone Map Shown in Actual Report


Student view report level two

Market Size

College Size Preference

More than 60% of students would find College 1’s size to be acceptable or preferred. Nearly half of all students do not have a size preference, while another 16% prefer a university with 5,000-10,000 students.


Student view report level two

Market Size

Religious Preference

What religious affiliation do you prefer?

The University should be acceptable to 42% of students with no preference regarding an institution’s religious affiliation and another 11% who prefer a university with no affiliation.


Student view report level two

Market Size

Setting Preference

A small majority of students have no preference regarding a university’s setting. College 1 ’s setting should be acceptable to those students and preferred by the 21% of students who like an urban location.


Student view report level two

Awareness Distribution

Awareness levels among students who have heard of College 1

College 1 is well-known to students in the state. About 60% of all respondents are somewhat- or very familiar with College 1 . One fourth of the respondents have heard of the University, but were unfamiliar with it to some degree.

In addition to students who have heard of College 1, some percentage have never heard of the College 1. Not surprisingly, this Invisibility Index™ for College 1 is a low 13%.

Very Unfamiliar

Somewhat Unfamiliar

Neutral

Somewhat Familiar

Very Familiar


Index calculation

Index Calculation

  • Awareness Index is the average of all survey respondents’ familiarity levels

  • Numeric assignments for awareness

    • Very Unfamiliar = 0

    • Somewhat Unfamiliar = 1

    • Neutral = 2

    • Somewhat Familiar = 3

    • Very Familiar = 4

  • Perception Index is the average of all survey respondents’ perception ratings

  • Numeric assignments for perception

    • Very Unfavorable = 0

    • Somewhat Unfavorable = 1

    • Neutral = 2

    • Somewhat Favorable = 3

    • Very Favorable = 4


Awareness index tennessee universities

Awareness IndexTennessee Universities

College 1 has the fifth highest awareness level among Tennessee colleges and universities. This is a modest improvement over 2006 results which showed the University ranked 6th with an awareness score of 2.25. College 1 has moved slightly past College 2.

Very Unfamiliar

Somewhat Unfamiliar

Neutral

Somewhat Familiar

Very Familiar

Margin of Error


Student view report level two

Perception Distribution

Perception levels among students who have heard of College 1

Nearly 50% of all students have a somewhat- or very favorable view of College 1 , while only about one fourth have an unfavorable view.

Overall favorability is more than a measure of academic strength. Respondents are encouraged to consider all attributes of each institution, including academic strength, tuition cost, facilities, campus safety, etc.

Very Unfavorable

Somewhat Unfavorable

Neutral

Somewhat Favorable

Very Favorable


Perception index

Perception Index

College 1’s overall favorability rating of 2.34 is up slightly from its score of 2.21 in 2006, although the change falls within the margin of error. While the University’s rank fell from 7th in 2006 to 8th in 2007, this movement is very modest in reality. Essentially four different institutions, including College 1 , are tied for the sixth spot.

Somewhat Unfavorable

Neutral

Very Unfavorable

Somewhat Favorable

Very Favorable

Margin of Error


Market position matrix

Market Position Matrix

Three colleges enjoy superior market positions with relatively higher awareness and favorable perception levels. College 1 is solidly in a cluster of institutions just behind the market leaders.

Favorability

Awareness


Student view report level two

Market Position Index™

College 1 is ranked fifth among Tennessee colleges and universities, solidly behind several market leaders but somewhat ahead of a number of similar-sized institutions. While this rank is unchanged since 2006, College 1 has significantly closed the gap with College 3. College 1’s lead over College 4 has likewise narrowed significantly.


Student view report level two

Segmentation Analysis

This section is included only in the Level Two report.


Awareness index segmentation gender

Awareness IndexSegmentation: Gender

Female and male students have very similar levels of awareness of College 1.

Somewhat Unfamiliar

Neutral

Somewhat Familiar

Very Familiar

Very Unfamiliar


Perception index segmentation gender

Perception IndexSegmentation: Gender

Male and female students also have similarly favorable perceptions of the University.

Very Unfavorable

Somewhat Unfavorable

Neutral

Somewhat Favorable

Very Favorable


Market position matrix segmentation gender

Market Position Matrix Segmentation: Gender

College 1 has a similar position among both male and female students. This result is consistent with 2006 findings.

Favorability

Awareness


Awareness index segmentation race

Awareness IndexSegmentation: Race

Consistent with 2006 results, black students have a much higher level of awareness than do their white counterparts.

Very Unfamiliar

Somewhat Unfamiliar

Somewhat Familiar

Very Familiar

Neutral


Perception index segmentation race

Perception IndexSegmentation: Race

Black students also have more favorable view of College 1 than do white students. This gap has narrowed somewhat in the past year as perception ratings among black students remained steady and ratings among white students increased.

Very Unfavorable

Somewhat Unfavorable

Neutral

Somewhat Favorable

Very Favorable


Market position matrix segmentation race

Market Position MatrixSegmentation: Race

College 1 continues to be positioned most favorably among black students.

Favorability

Awareness


Awareness index segmentation hs size senior class size

Awareness IndexSegmentation: HS Size (Senior Class Size)

Awareness levels of College 1 are very similar among students from high schools of all sizes.

Very Unfamiliar

Somewhat Unfamiliar

Somewhat Familiar

Very Familiar

Neutral


Perception index segmentation hs size senior class size

Perception IndexSegmentation: HS Size (Senior Class Size)

Perception is also highly consistent regardless of high school size.

Very Unfavorable

Somewhat Unfavorable

Neutral

Somewhat Favorable

Very Favorable


Market position matrix segmentation hs size senior class size

Market Position MatrixSegmentation: HS Size (Senior Class Size)

Favorability

Awareness


Awareness index segmentation act score

Awareness IndexSegmentation: ACT Score

College 1 generally has higher awareness levels among students with lower ACT scores. Awareness has notably increased since 2006 among students with ACT scores between 21 and 23, and decreased significantly among students with scores of 17 or lower.

NOTE: The actual report shows either ACT or SAT scores, depending on what is predominant in the home state.

Very Familiar

Somewhat Unfamiliar

Neutral

Somewhat Familiar

Very Unfamiliar

Margin of Error


Perception index segmentation act score

Perception IndexSegmentation: ACT Score

Perception of College 1 is slightly more favorable among students with ACT scores between 18 and 23. In the past year, perception scores have increased solidly among students with ACT scores of 30 or more, and increased more moderately among students with scores between 21 and 23.

Very Unfavorable

Somewhat Unfavorable

Neutral

Somewhat Favorable

Very Favorable

Margin of Error


Market position matrix segmentation act score

Market Position MatrixSegmentation: ACT Score

College 1’s position has remained strongest among students with ACT scores between 18 and 20. The University’s position has improved among students with scores between 21 and 23, but declined among students with the scores of 17 or lower.

Favorability

Awareness


Student view report level two

Regional Segmentation

Central

West

East


Awareness index segmentation geography

Awareness IndexSegmentation: Geography

While APSU remains strongest in its own central Tennessee region, it has increased its awareness modestly in both the eastern and western portions of the state.

Very Familiar

Very Unfamiliar

Somewhat Unfamiliar

Neutral

Somewhat Familiar


Perception index segmentation geography

Perception IndexSegmentation: Geography

APSU is viewed most favorably in its home region of central Tennessee. The University has improved its perceived favorability among students in western TN, and to a lesser degree students in eastern Tennessee.

Somewhat Unfavorable

Very Unfavorable

Neutral

Somewhat Favorable

Very Favorable


Market position matrix segmentation geography

Market Position MatrixSegmentation: Geography

While College 1 remains most favorably positioned in central Tennessee, it has notably improved its position among students in the western portion of the state in the past year.

Favorability

Awareness


Awareness index segmentation income

Awareness IndexSegmentation: Income

Awareness levels don’t differ significantly by family income levels. Awareness scores did increase among students from families with incomes over $100,000 and to a modest extent among students with incomes below $50,000.

Very Unfamiliar

Somewhat Unfamiliar

Somewhat Familiar

Very Familiar

Neutral

Margin of Error


Perception index segmentation income

Perception IndexSegmentation: Income

Very Unfavorable

Somewhat Unfavorable

Neutral

Somewhat Favorable

Very Favorable

Margin of Error


Market position matrix segmentation income

Market Position MatrixSegmentation: Income

College 1’s market position is similar among students from most income levels. The University has improved it awareness with students from the highest income levels.

Favorability

Awareness


Awareness index segmentation intended major

Awareness IndexSegmentation: Intended Major

Awareness levels are similar for students in all majors except for engineering. Students majoring in education and those who are undecided have increased their awareness levels of the University in the past year.

Neutral

Very Unfamiliar

Somewhat Unfamiliar

Somewhat Familiar

Very Familiar

Margin of Error


Perception index segmentation intended major

Perception Index Segmentation: Intended Major

Perceptions of may be slightly more favorable among students intending to major in nursing and education, but the results fall within the margin of error.

Very Unfavorable

Somewhat Unfavorable

Neutral

Somewhat Favorable

Very Favorable

Margin of Error


Market position matrix segmentation intended major

Market Position MatrixSegmentation: Intended Major

College 1 has a similar position among students in most majors except for engineering. The University’s position has improved notably among education majors in the past year.

Favorability

Awareness


Student view report level two

Thank you!


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