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Public Opinion Survey · 31% of general population surveyed, and 53% of student prospects said...
Transcript of Public Opinion Survey · 31% of general population surveyed, and 53% of student prospects said...
Public Opinion Survey
2013
WSU 2013 Public Opinion Survey
OpinionWorks Credentials
• Since 2001 • Utah call centers in Logan, Provo • Focused on education, health, conservation, public
attitudes and behavior – State University of New York, Empire State College – University of Maryland School of Medicine – Utah State Courts – Salt Lake County Recycling Office – The Baltimore Sun newspaper – Humboldt General Hospital, Winnemucca, NV – United States Fish & Wildlife Service
WSU 2013 Public Opinion Survey
Purpose
Measure perceptions of Weber State and competitive institutions in primary market draw area
and among student prospects who have inquired about Weber State.
WSU 2013 Public Opinion Survey
Methodology
1. General Population Telephone Survey
• 623 adults in Weber, Davis, Salt Lake Counties
• Randomly-selected
• Interviewed by phone April 1-12, 2013
• Balanced against Census data
• Margin of error ± 3.8%
• 9-minute interview, on average
WSU 2013 Public Opinion Survey
Methodology
2. Online Survey of Student Prospects
• 181 students
• Invited from WSU database
• May-June 2013
WSU 2013 Public Opinion Survey
Top-of-Mind Awareness
10%
12%
19%
20%
23%
28%
50%
66%
80%
86%
Snow College
Westminster College
Southern Utah University
Dixie State University
Salt Lake Community College
Utah Valley University
Weber State University
Utah State University
Brigham Young University
University of Utah
0% 20% 40% 60% 80% 100%
Q.1 “When you think of the colleges and universities in Utah, which ones come to mind?”
(Open-ended; allow up to five.)
Market Area
Telephone Survey
WSU 2013 Public Opinion Survey
Top-of-Mind Awareness
10%
12%
19%
20%
23%
28%
50%
66%
80%
86%
17%
6%
28%
21%
14%
35%
59%
65%
52%
71%
Snow College
Westminster College
Southern Utah University
Dixie State University
Salt Lake Community College
Utah Valley University
Weber State University
Utah State University
Brigham Young University
University of Utah
0% 20% 40% 60% 80% 100%
Prospects
Gen Pop
Q.1 “When you think of the colleges and universities in Utah, which ones come to mind?”
(Open-ended; allow up to five.)
Comparing
Student Prospects
WSU 2013 Public Opinion Survey
Top-of-Mind Awareness
10%
12%
19%
20%
23%
28%
50%
66%
80%
86%
7%
12%
21%
10%
16%
17%
46%
60%
81%
89%
Snow College
Westminster College
Southern Utah University
Dixie State University
Salt Lake Community College
Utah Valley University
Weber State University
Utah State University
Brigham Young University
University of Utah
0% 20% 40% 60% 80% 100%
2009
2013
Q.1 “When you think of the colleges and universities in Utah, which ones come to mind?”
(Open-ended; allow up to five.)
Market Area
2009 vs. Today
WSU 2013 Public Opinion Survey
Perceptions of Quality
3.37
3.62
4.03
4.25
4.26
Utah Valley University
Weber State University
Utah State University
Brigham Young University
University of Utah
0.00 1.00 2.00 3.00 4.00 5.00
Q.2 “I would like to list some universities in the area and ask you to rate the overall quality of the education they
provide, just based on what you may have heard about them. Please use the scale excellent, very good, good,
fair, or poor.” (excellent=5;poor=1)
Market Area
Telephone Survey
WSU 2013 Public Opinion Survey
Perceptions of Quality
3.37
3.62
4.03
4.25
4.26
3.51
3.98
4.13
4.28
4.39
Utah Valley University
Weber State University
Utah State University
Brigham Young University
University of Utah
0.00 1.00 2.00 3.00 4.00 5.00
Prospects
Gen Pop
Q.2 “I would like to list some universities in the area and ask you to rate the overall quality of the education they
provide, just based on what you may have heard about them. Please use the scale excellent, very good, good,
fair, or poor.”
Comparing
Student Prospects
WSU 2013 Public Opinion Survey
Perceptions of Quality
3.37
3.62
4.03
4.25
4.26
3.20
3.57
3.88
4.38
Utah Valley University
Weber State University
Utah State University
Brigham Young University
University of Utah
0.00 1.00 2.00 3.00 4.00 5.00
2009
2013
BYU not measured in 2009.
Q.2 “I would like to list some universities in the area and ask you to rate the overall quality of the education they
provide, just based on what you may have heard about them. Please use the scale excellent, very good, good,
fair, or poor.”
Market Area
2009 vs. Today
WSU 2013 Public Opinion Survey
What Defines Quality in Universities
Leading Concepts:
1. Solid academics
2. Wide/Good variety of subjects offered
3. Prospects for employment after graduation
• Quality/Accessibility of faculty
• Affordability/Value for the money
• Easy accessibility/Online classes/Location • Class size
• General reputation/Demand/Degree of difficulty getting admitted
• Campus life
Q.3 “When you think about the quality of these universities, what specific factors make up quality in your mind?”
(Open-ended)
WSU 2013 Public Opinion Survey
Potential College Market
16%
20%
15%
39%
3% 6% Could see self attending
Could see child
Another family member
Could not see anyone
Not sure
Self/Child attending now
58%
in the market
Q.4 “Could you see yourself or another member of your household attending college at any point in the next
several years? (If another member of household): What is their relationship to you?”
Market Area
Telephone Survey
WSU 2013 Public Opinion Survey
Reasons Considering College
Leading Concepts:
1. Get or finish my degree
2. Job/Career prospects
3. Personal betterment
Q.4A “In a sentence or two, what is the main reason you could see yourself attending college?” (Open-ended)
WSU 2013 Public Opinion Survey
Reasons Not Considering College
Leading Concepts:
1. Age/Time of life
2. Cost/Affordability
3. Already completed my degree
Q.4A “In a sentence or two, what is the main reason you could not see yourself attending college?” (Open-ended)
WSU 2013 Public Opinion Survey
Familiarity with WSU
21% 43% 30% 6% 2013
0% 20% 40% 60% 80% 100%
Very familiar Somewhat familiar Not very familiar Not familiar/Not sure
Q.12 “Are you familiar with Weber State University?” (If yes): “Would you say you are very familiar, somewhat
familiar, or not very familiar with Weber State University?
Market Area
Telephone Survey
64% somewhat
or very familiar
WSU 2013 Public Opinion Survey
Familiarity with WSU
13%
21%
21%
30%
42%
43%
37%
22%
30%
19%
14%
6%
1999
2009
2013
0% 20% 40% 60% 80% 100%
Very familiar Somewhat familiar Not very familiar Not familiar/Not sure
Q.12 “Are you familiar with Weber State University?” (If yes): “Would you say you are very familiar, somewhat
familiar, or not very familiar with Weber State University?”
Market Area
Past Surveys vs. Today
WSU 2013 Public Opinion Survey
Impressions of Weber State
Leading Concepts:
1. Easily accessible/Close to home
2. Reasonable cost for a good education
• Specific programs, especially Nursing
• Good class sizes
• Athletics
• Quality programs
“Class schedules that work with work schedules.”
“A good foundation.”
Q.15 “When you think of Weber State University, just based on what you know, what are the main traits or
characteristics that first come to mind?” (Open-ended)
WSU 2013 Public Opinion Survey
Likely to Recommend WSU
33%
36%
17%
8%
6% Very likely
Somewhat likely
Not very likely
Not at all likely
Not sure
Q.13 “Given what you know, how likely would you be to recommend Weber State University to a family
member or a close friend?”
Market Area
Telephone Survey
69% Likely
to Recommend
Weber State Unchanged from 2009
WSU 2013 Public Opinion Survey
Likely to Recommend WSU
39%
44%
1% 3% 3% Very likely
Somewhat likely
Not very likely
Not at all likely
Not sure
83% Likely
to Recommend
Weber State Up from 76% in 2009
Q.13 “Given what you know, how likely would you be to recommend Weber State University to a family
member or a close friend?”
Student Prospects
Online Survey
WSU 2013 Public Opinion Survey
Reasons for Not Recommending WSU
The Overwhelming Reason:
“I don’t know enough about them.”
(If not very likely or not at all likely to recommend Weber State):
Q.14 “Why wouldn’t you recommend it?” (Open-ended)
WSU 2013 Public Opinion Survey
Advertising Recall
59%
35%
Student Prospects
General Population
0% 20% 40% 60%
Q.21“In the past few months, can you recall seeing or hearing any advertising messages from Weber State
University? I don’t mean news stories, but actual advertising the university might pay for?”
31% of general population surveyed, and
53% of student prospects
said WSU’s advertising changed their impression for the better.
WSU 2013 Public Opinion Survey
Economic Development
39%
55%
64%
45%
39%
34%
25%
36%
Salt Lake County
Davis County
Weber County
Full Market
0% 20% 40% 60% 80% 100%
Yes Yes but no examples
Q.18“Do you think Weber State supports economic development in the local community?”
(If yes): “How specifically are they doing that?”
Market Area
Telephone Survey
WSU 2013 Public Opinion Survey
Conclusions
• WSU is in a recognition and quality tier just below the State’s leaders.
• But there is deep appreciation for WSU’s quality education for the money, and broad, practical training for the labor market.
• WSU has held its own since 2009, but there is room to grow the image and reputation.
• Embrace the market niche that emphasizes practical, high-quality education.
WSU 2013 Public Opinion Survey
Advertising Recall
27%
47%
56%
35%
Salt Lake County
Davis County
Weber County
Full Market
0% 10% 20% 30% 40% 50% 60%
Q.21“In the past few months, can you recall seeing or hearing any advertising messages from Weber State
University? I don’t mean news stories, but actual advertising the university might pay for?”
Market Area
Telephone Survey
WSU 2013 Public Opinion Survey
Where Prospects Would Look for Info
Q.10 “If you were checking out a college or university, where would you look for information about them?”
(5=would definitely look at this; 1=would definitely not look at this)
Answering 4 or 5 (5=would definitely)
The school’s website 96%
Ask someone I know 90%
Printed materials from the school 78%
Email from the school 40%
The school’s Facebook page 15%
YouTube 12%
The school’s Twitter feed 5%
LinkedIn 4%
Student Prospects