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 Market Area Top-of-Mind Awareness Telephone Survey University of Utah 86% Brigham Young University 80% Utah State University 66% Weber State University 50% Utah Valley University 28% Salt Lake Community College 23% Dixie State University 20% Southern Utah University 19% Westminster College 12% Snow College 10% 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.)

WSU 2013 Public Opinion Survey Comparing Top-of-Mind Awareness Student Prospects 71% University of Utah 86% 52% Brigham Young University 80% 65% Utah State University 66% 59% Weber State University 50% 35% Utah Valley University 28% 14% Salt Lake Community College Prospects 23% 21% Dixie State University Gen Pop 20% 28% Southern Utah University 19% 6% Westminster College 12% 17% Snow College 10% 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.)

WSU 2013 Public Opinion Survey Market Area Top-of-Mind Awareness 2009 vs. Today 89% University of Utah 86% 81% Brigham Young University 80% 60% Utah State University 66% 46% Weber State University 50% 17% Utah Valley University 28% 16% Salt Lake Community College 23% 2009 10% Dixie State University 20% 2013 21% Southern Utah University 19% 12% Westminster College 12% 7% Snow College 10% 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.)

WSU 2013 Public Opinion Survey Market Area Perceptions of Quality Telephone Survey University of Utah 4.26 Brigham Young University 4.25 Utah State University 4.03 Weber State University 3.62 Utah Valley University 3.37 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)

WSU 2013 Public Opinion Survey Comparing Perceptions of Quality Student Prospects 4.39 University of Utah 4.26 4.28 Brigham Young University 4.25 4.13 Utah State University 4.03 Prospects 3.98 Gen Pop Weber State University 3.62 3.51 Utah Valley University 3.37 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 .”

WSU 2013 Public Opinion Survey Market Area Perceptions of Quality 2009 vs. Today 4.38 University of Utah 4.26 BYU not measured in 2009. Brigham Young University 4.25 3.88 Utah State University 4.03 2009 3.57 2013 Weber State University 3.62 3.20 Utah Valley University 3.37 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 .”

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 Market Area Potential College Market Telephone Survey 3% 6% Could see self attending 16% Could see child Another family member Could not see anyone Not sure Self/Child attending now 20% 39% 58% in the market 15% 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?”

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 Market Area Familiarity with WSU Telephone Survey 2013 21% 43% 30% 6% 64% somewhat or very familiar 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?

WSU 2013 Public Opinion Survey Market Area Familiarity with WSU Past Surveys vs. Today 2013 21% 43% 30% 6% 2009 21% 42% 22% 14% 1999 13% 30% 37% 19% 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?”

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 Market Area Likely to Recommend WSU Telephone Survey 6% Very likely 8% Somewhat likely Not very likely 33% Not at all likely 17% Not sure 69% Likely to Recommend Weber State 36% Unchanged from 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 ?”

WSU 2013 Public Opinion Survey Student Prospects Likely to Recommend WSU Online Survey 3% Very likely 3% 1% Somewhat likely Not very likely Not at all likely 39% Not sure 44% 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 ?”

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 General Population 35% Student Prospects 59% 31% of general population surveyed, and 53% of student prospects said WSU’s advertising changed their impression for the better. 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?”

WSU 2013 Public Opinion Survey Market Area Economic Development Telephone Survey Full Market 45% 36% Weber County 64% 25% Davis County 55% 34% Salt Lake County 39% 39% 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?”