Public Opinion Survey 2013 WSU 2013 Public Opinion Survey - - PowerPoint PPT Presentation

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

• r 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