1 Study of International Student Expectations at PSU Principle Researchers: Fatima Al-Dahwi...

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Study of International Study of International Student Expectations at PSUStudent Expectations at PSU

Principle Researchers:

Fatima Al-Dahwi

Peetiporn Lertsaksereekun

Eric Mann

Jason Roan

Chuin-Ming Tan

MIM 535: Global Market Research May 24, 2007Faculty Advisor: Dr. Charla Mathwick

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AgendaAgenda

1. Study Purpose2. Methods 3. Study-Abroad Market4. Why PSU?5. Qualitative Analysis6. Survey Results7. Conclusions & Recommendations

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Study PurposeStudy Purpose

1. Improve the quality of the international student experience at PSU.

2. Improve the quality of admissions and student services for international students.

3. Create more effective international recruiting processes.

4. Improve international student web services.

5. Effectively align student expectations with the reality of their experience.

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Research QuestionResearch QuestionStudy purpose: to investigate several primary and secondary issues relating to international students’ expectations at Portland State University.

Primary Issues

•What are international students’ expectations for their first year at PSU?

What is the perceived quality of the international student experience from initial contact through graduation?

Secondary Issues:

•What are international students’ expectations of admissions and advising staff members?

Why do international students choose PSU?

Overall Research Question

How can the university improve the experiences of international students in regards to admissions, orientation / introduction, and their first year experience at Portland State University?

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Study Design: Three Research Study Design: Three Research StepsSteps

1.Exploratory: Qualitative Analysis• Online and print media about three of the largest

constituencies of international students at Portland State University:

– Indian, – Japanese, – Korean students.

• Virtual Communities: Amount and quality of study-abroad information on the web

• Content Analysis of chat room discussions between Admissions, ISSS staff and international students

• Means-End Analysis• Content Analysis of University Marketing Materials

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Study Design: Three Research Study Design: Three Research StepsSteps

2. Pre-Test• In-person, administered by Market Research students• Small sample size• Goal: to ensure that survey questions were being

interpreted as intended across cultures

3. Survey Research • Census survey conducted entirely online, automated,

posted on April 30, 2007 • Open to all international students at Portland State • Final dataset downloaded for analysis on May 9, 2007• 153 students responded • First 20 respondents given $10 Regal Theater movie pass

for participating.

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Indian Students: Why PSU?Indian Students: Why PSU?•Portland’s urban environment

•Convenience: Public Transportation

•Affordably travel around the city and the campus

Value Lifestyle Self Sufficiency Job Opportunity Family Ties/Security

Consequences Environment Convenience Big City/ Limited Resources Specialization Short/Start Career Language Skills Familiarity withNetworking Early Home Life

Attributes Location Cost Program Family/Friends

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Japanese Students: Why PSU?Japanese Students: Why PSU?•Academic Program

•Career Advancement

•Friends and Family

Networking Early Home Life

Attributes Location Cost Program Family/Friends

Family Ties/Security

Consequences Environment Convenience Big City/ Limited Resources Specialization Short/Start Career Language Skills Familiarity with

Value Lifestyle Self Sufficiency Job Opportunity

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Korean Students: Why PSU?Korean Students: Why PSU?•PDX safety

•Career Advancement

•Friends and Family

Value Lifestyle Self Sufficiency Job Opportunity Family Ties/Security

Consequences Environment Convenience Big City/ Limited Resources Specialization Short/Start Career Language Skills Familiarity withNetworking Early Home Life

Attributes Location Cost Program Family/Friends

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Communication Strategy Communication Strategy and Expectations and Expectations

AnalysisAnalysis

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Qualitative: PSU Marketing Qualitative: PSU Marketing MessageMessage

Category Description # %

Local Community and Environment

Urban and natural surroundings in Portland. Diversity, “forward-thinking,” “progressive

minded,” and “urban” surrounds both PSU and the city of Portland.

46 34.1%

Academic ExperienceIncoming students GPA, public rankings. Faculty

qualifications and non-traditional (out-of-classroom) learning/research opportunities.

33 24.4%

Admissions

Acceptance rates, the admissions website, relative ease of registration, and scholarships for first-year and international students.

24 17.8%

PSU Diversity/ Outreach / Public Involvement

On-campus student groups, study abroad programs and diversity-related events. 18 13.3%

Physical FacilitiesCampus facilities, location, housing, and

laboratory options. 14 10.4%

•Analyzed marketing materials distributed to prospective international students

•Categorized statements made by how they positioned the University

•Top 3 Attributes: PDX Community, Academic Experience, Ease of Admissions Process

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QualitativeQualitative: : Market Market ExpectationsExpectations

Category Description # %Academic

ExperienceFaculty, educational opportunities, school, program, and

research expectations. 45 36%

FunMore ambiguous, positive category. Adjectives used: “fun,

good, great, new experience, nice, new, adventure” 30 24%

Local Community and Environment

The physical surroundings of campus (Portland). Diversity, “forward-thinking,” “progressive minded,” and “urban” 18 15%

PSU DiversityRefers to diverse student body, on-campus student groups,

programs, and diversity-related events. 15 12%

“American” College Experience

Uniquely “American” university experience, different from native culture. Wanting better their American English. 8 6%

Career Networking

Refers to student expectations of internships, job placements, and exposure to industries in the local business community.

6 5%

Misc/ UnrelatedMiscellaneous comments that are too statistically insignificant

to include in other categories. 2 2%

•Q3: What expectations did you have of PSU? By that, we mean what did you imagine your experience at Portland State University would be like?

“[PSU] would be fun and exciting as it is

completely different from my country”

~ first year student

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Top 3 Marketing Priorities1. Local Community and

environment2. Academic Experience3. Ease of Admissions

Process

Top 3 Student Expectations

1. Academic Experience2. Fun3. Local Community and

Environment

•Substantial relationship between how the university sells its experience, and how that message is received

•Students did not emphasize the university’s physical features

•Instead, prioritized “American” experiences and career networking.

“I could meet more new people and enjoy the city that integrates with nature. I would enjoy the summer but not winter because it would rain a lot. It would be fun.

~ graduating student

Marketing Materials vs. Market Expectations: GAP Marketing Materials vs. Market Expectations: GAP AnalysisAnalysis

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24.4

3634.1

15

13.312

10.4

17.8

24

65

2

0

5

10

15

20

25

30

35

40

Academic

Experience

Local

Community

and

Environment

PSU Diversity Physical

Features

Admissions Fun "American"

University

Experience

Career

Networking

Misc

% Representation in Marketing Materials % Representation in Qualitative Study Findings

“Something different...something new..adventorous maybe and ofcourse fruitful when it came to studies.”

~ first year student

Marketing Materials vs. Market Expectations:Marketing Materials vs. Market Expectations:GAP AnalysisGAP Analysis

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Why did students choose Why did students choose PSU?PSU?

64

44

24 20 18 15

3

23

0

10

20

30

40

50

60

70

Location Curriculum Faculty Family

Connections

Low Cost International

Degree

Small Classes Other

Q2: What is the main reason you chose PSU? (Please Check One).

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Marketing Materials vs. Market Expectations: GAP Marketing Materials vs. Market Expectations: GAP AnalysisAnalysis

Top 3 Marketing Priorities1. Local Community and

environment2. Academic Experience3. Ease of Admissions

Process

Top 3 Reasons why chose PSU

1. Location2. Curriculum3. Faculty

•Substantial relationship between how the university sells its experience, and how that message is received

•Location and Academics, primary motivators

•“Other” category.

“I could meet more new people and enjoy the city that integrates with nature. I would enjoy the summer but not winter because it would rain a lot. It would be fun.

~ graduating student

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Survey Survey DemographicsDemographicsWho responded?

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Survey ResultsSurvey Results

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Country of Origin

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Survey Results: Respondents by Survey Results: Respondents by Age Age

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18 - 24 years 25-34 years 35-44 years 45-54 years Non-responseAge Group

•Large majority constitute “traditional” ages of student population.

•Very few students were above the age of 35

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Survey Results: Respondents by Survey Results: Respondents by Gender Gender

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Male Female Non-response

Gender

•Evenly divided with slight edge for female responses

•Few students declined to specify

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Survey Results: Respondents by School Survey Results: Respondents by School

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College of Study

Top Schools Represented:

1. Engineering and Computer Science

2. School of Business Administration

3. Liberal Arts and Sciences

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Survey Results: Respondents by Level of Survey Results: Respondents by Level of Study Study

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Freshman Sophomore Junior Senior Master'sCandidate

Ph. D.Candidate

Non-response

Level of Study

Top Levels of Study:

1. Masters Candidates

2. PhD. Candidates

3. Undergraduate Senior

4. Undergraduate Freshman

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Survey ResultsSurvey ResultsAdmissions

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Survey ResultsSurvey Results• Objective: Assess the quality of service in the

International Admissions process for First Year students

• Sample Size: 54 students

• Variables:– Assurance, Tangible, Satisfaction

• Questions posed with the following range of responses:

Strongly Strongly AgreeAgree

5544332211AgreeAgreeNeutralNeutralDisagreeDisagreeStrongly Strongly

DisagreeDisagree

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Survey ResultsSurvey ResultsAdmissions: AssuranceAdmissions: Assurance

Assurance: knowledge and courtesy of admission staff to convey trust and confidence

Q5: PSU Admission was faster at processing my I-20 form than other University I applied to. (Mean=3.76)

Q6: PSU Admissions staff understand the international student application process. (Mean=4.06)

1

2

3

4

5

2006 3.84

2007 3.9

Assurance

International Students perception of Assurance (Means)

•There is no significant difference in responses between 2006 and 2007

•In both years, first years were somewhat satisfied with the assurance quality of admissions.

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SurveySurveyAdmissions: TangibleAdmissions: Tangible

Tangible: Reflects the level of usability of the admissions website in providing information and assisting in the completion of international student admissions process

1

2

3

4

5

2006 3.57

2007 3.99

Tangible

Q7: It was easy for me to find the information I needed to complete my application on the PSU Admissions website. (Mean=4.00)

Q9: The PSU Admissions website provided all the relevant information necessary to complete the application process. (Mean=3.98)

1st Year International Students perception of Tangible (Means)

•There is no significant difference in responses between 2006 and 2007

•Website ease of use has increased.

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Satisfaction: Signifies the level of satisfaction international students have with the overall admissions process at PSU

SurveySurveyAdmissions: SatisfactionAdmissions: Satisfaction

1

2

3

4

5

2007 4.07

Admission Satisfaction*

1st Year International Students perception of Satisfaction (Means)

Q10: How satisfied are you with the admissions process at PSU? (Mean=4.07)

•Satisfaction with the admissions process was added to the 2007 survey for the first time.

•First Years were somewhat satisfied with the assurance quality of admissions.

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3.76

4

4.15

3.98

4.07 4.06

3.91

3.99

3.5

3.6

3.7

3.8

3.9

4

4.1

4.2

I-20W

eb-site

Politeness

Web Inform

ation

Satisfaction

Staff Competence

Assurance

Tangible

First Year Students Admission: Mean Value

Survey ResultsSurvey ResultsInternational Admissions PerformanceInternational Admissions Performance

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Admission Assurance

Admission Tangible

Satisfaction with

Admission

(R2 = 0.16)

B=0.26 (p=0.075)

B=0.20 (p=0.183)

Survey ResultsSurvey ResultsFirst Year Admissions Satisfaction: Predictive FindingsFirst Year Admissions Satisfaction: Predictive Findings

1. Admissions service staff fared well with relatively high scores in assurance

2. Students perceive admissions staff to understand the international student application process well.

3. Admissions website to be easy for them to find information.“The ISSS could have a separate department which handles everything that a foreign applicant might need, from information about how to fill out the I-20 forms, to airport pickups, to arranging for housing, and everything in between, so the only thing a student really needs to worry about is gaining admission to PSU…”.

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Willingness to recommend: Represents the probability that international students would recommend PSU to others

Q37: Based on your experienced at PSU in general, would you recommend this University to colleagues?

2006

Admission Assurance

2007

Admission Satisfaction

Survey ResultsSurvey ResultsFirst-Year Willingness to Recommend: Predictive FindingsFirst-Year Willingness to Recommend: Predictive Findings

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Survey ResultsSurvey Results Admissions Conclusions Admissions Conclusions

Conclusion

•The willingness for 1st year students to recommend the university is mainly influenced by their level of satisfaction with the admissions process.

• Admissions satisfaction was primarily driven by the knowledge and courtesy of the admissions staff and their ability to convey trust and confidence.

Recommendation

• It is important for the admissions staff to understand that the admissions department is by and large the main point of contact for prospective students.

“first impressions are everything”

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Survey ResultsSurvey ResultsISSS Performance

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Survey ResultsSurvey ResultsISSS Performance: AssuranceISSS Performance: Assurance

Assurance: Reflects the perceived competence of service, politeness, and courtesy of the International Student Services department Q14: The staff that works for PSU's ISSS are consistently friendly and polite.

Q15: ISSS understand my specific needs and requirements.

Q16: The people who work in the ISSS office always know how to resolve my problems. (Mean=3.87)

1

2

3

4

5

1st Year 4.03

Grads 3.91

ISS Assurance

1st year Grads

4.20 3.94Mean =

1st year Grads

4.07 3.94Mean =

Mean = 1st year Grads

3.84 3.87

1st Year compared with Grads Student on ISSS Assurance

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Survey ResultsSurvey ResultsISSS Performance: EmpathyISSS Performance: Empathy

Empathy: - Reflects the level of individual attention students feel that they have received from the International Student Services department

Q13: The staff at ISSS shows a lot of interest in solving my problems.

Q17: ISSS staff provides individualized attention.

1

2

3

4

5

1st Year 3.94

Grads 4

ISS Empathy

Mean = 1st year

Grads

4.05 4.07

1st year

Grads

3.84 3.93

Mean =

1st Year compared with Grads Student on ISSS Empathy

Student Recommendation: “More friendly office. Interntaional Students come in to the office and talk to the office assistants or other international students”

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Survey ResultsSurvey ResultsISSS Performance: TangibleISSS Performance: Tangible

Tangible: Corresponds to the usability and information friendliness of the ISSS website

1

2

3

4

5

1st Year 3.68

Grads 3.35

Tangible

Q22: The PSU ISSS website is easy to use.

Q23: The ISSS website provides all the information I need 1st year Grads

3.58 3.37

1st year Grads

3.80 3.33Mean =

Mean =

1st Year compared with Grads Student on ISSS Tangible

First year and graduating students are relatively indifferent to the ISSS website

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Survey ResultsSurvey ResultsISSS Performance: SatisfactionISSS Performance: Satisfaction

Satisfaction: Represents the overall level of satisfaction or dissatisfaction international students have towards the ISSS department

Q24: How satisfied are you with PSU’s ISSS performance?

1

2

3

4

5

1st Year 4.07 4.03

Grads 4

Adm Satisfaction ISS Satisfaction

1st year Grads

4.03 4Mean =

1st Year compared with Grads Student on ISSS Satisfaction

“I wish there is a mentor program can really help international student find their interns/jobs in the U.S. We wish to work at some positions that can make us utilize our advantages in languages, cultural adaptability, etc Thanks"

First year students are somewhat satisfied with administration

First year and graduating students are somewhat satisfied to ISSS

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ISSS Assurance

ISSS Empathy

ISSS Tangible

Satisfaction with ISSS

(R2 = 0.70)

N.S.

N.S.

B=0.92 (p=0.001)

Survey ResultsSurvey ResultsFirst Year First Year ISSS Satisfaction: Predictive FindingsISSS Satisfaction: Predictive Findings

•The first year students are very satisfied with the assurance of ISSS.

•First year students think the ISSS is highly competent in service

•ISSS staffs are polite and courteous.

"I wish I could have more information about students' activities like PCC provided me."

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Survey ResultsSurvey ResultsGraduating Students ISSS Satisfaction: Predictive FindingsGraduating Students ISSS Satisfaction: Predictive Findings

ISSS Assurance

ISSS Empathy

ISSS Tangible

Satisfaction with

ISSS

(R2 = 0.70)

B = 0.58 (p=0.042)

B = 0.28 (p=0.028)

N.S.

Empathy and tangibles are the two significant contributors to satisfaction with ISSS

“By Hiring Colored people, it makes it look more diverse, and would greatly enhance the image of PSU, students (international) feel more comfortable around people of color when they are stressed or faced with a peculiar proble”

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Survey ResultsSurvey ResultsFirst Year Willingness to Recommend: Predictive FindingsFirst Year Willingness to Recommend: Predictive Findings

ISSS Assurance

ISSS Empathy

ISSS Tangible

Willingness To

Recommend (R2 = 0.52)

N.S.

ISSS Satisfaction

Admission Satisfaction

Admission Assurance

Admission Tangible

N.S. N.S

.

N.S.

N.S. N.S.

B=0.971, (p = 0.044)

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Survey ResultsSurvey ResultsGraduating Willingness To Recommend: Predictive FindingsGraduating Willingness To Recommend: Predictive Findings

ISSS Assurance

ISSS Empathy

ISSS Tangible

Willingness To

Recommend (R2 = 0.33)

N.S.

N.S.

N.S.

ISSS Satisfaction B = 0.625

(p=0.061)

Satisfaction with ISSS is a marginally predicts student recommend of PSU.

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Survey ResultsSurvey ResultsFirst Year Willingness to Recommend & Value for MoneyFirst Year Willingness to Recommend & Value for Money

ISSS Assurance

ISSS Empathy

ISSS Tangible

Willingness To

Recommend (R2 = 0.59)

N.S.

ISSS Satisfaction

Admission SatisfactionAdmission Assurance

Admission TangibleN.S.

N.S.

N.S.

N.S.

N.S.

B=0.313, (p = 0.052)

Value

N.S.

Value for money is the largest factor in recommending PSU to friends and colleagues.

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ISSS Assurance

ISSS Empathy

ISSS Tangible

Willingness To

Recommend (R2 = 0.55)

N.S.

N.S.

N.S.

ISSS Satisfaction N.S.

ValueB = 0.59 (p = 0.005)

Survey ResultsSurvey ResultsGraduating Willingness to Recommend & Value for MoneyGraduating Willingness to Recommend & Value for Money

•Value for money is the largest factor in recommending PSU to friends and colleagues.

•Indifferent to ISSS

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Survey ResultsSurvey ResultsConclusionConclusion

Satisfaction with ISSS

•First year students: Assurance

•Graduating students: Empathy & Tangible

Willingness To Recommend PSU

•First year students: Assurance

•Graduating students: Satisfaction with ISSS

Willingness To Recommend PSU + Value For Money

•First Year students: Value for Money

•Graduating students: Value for Money

RECOMMENDATIONS FOR ISSS

For First Year Students

•More individual attention

•Demonstrate more interest in solving their problems

•Improve usability and information on website

For Graduating Students

•Be friendly and polite

•Understand their needs and requirements

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Survey ResultsCampus Experience

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Survey ResultsSurvey ResultsCampus Experience: Faculty EmpathyCampus Experience: Faculty Empathy

Q25: The PSU faculty understands my specific needs and requirements.

Q30: I have received individual attention from the professors at PSU.

Empathy: Reveals the level at which students feel that the faculty are knowledgeable and effectively provide individualized attention

1

2

3

4

5

1st Year 3.14

Grads 3.51

Others 3.24

Faculty Empathy

Campus Experience for overall students: Empathy

Mean1st Grads Others

3.66 3.88 3.63

Mean1st Grads Others

2.70 3.16 2.82

Students feel neither negatively nor positively about faculty empathy

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Survey ResultsSurvey ResultsCampus Experience: Faculty AssuranceCampus Experience: Faculty Assurance

Assurance: Corresponds to the degree to which students feel that the PSU faculty are both competent and polite

Q28: PSU faculty are highly competent.

Q32: The faculty at PSU are consistently friendly and polite.

1

2

3

4

5

1st Year 3.78

Grads 3.73

Others 3.76

Faculty Assurance

Campus experience for overall students: Assurance

Mean 1st Grads Others

3.63 3.69 3.66

Mean1st Grads Other

s

3.96 3.78 3.84

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Survey ResultsSurvey ResultsCampus Experience: Faculty ResponsivenessCampus Experience: Faculty Responsiveness

Responsiveness: Signifies how quickly and efficiently PSU staff responded to student questions and concerns

Q33: Professors provide prompt feedback on the quality of my course work.

Q34: The faculty at PSU are never too busy to respond to my specific requests.

1

2

3

4

5

1st Year 3.58

Grads 3.65

Others 3.66

Faculty Responsiveness

Campus Experience for overall students: Responsiveness

Mean 1st Grads Others

3.77 3.72 3.92

Mean 1st Grads Others

3.43 3.59 3.50

“…Faculty is really busy to respond me who uses English as second lanugae. I hope thatOIA improve a lot for international students, so I can recommend my school to my friends who may want to study abroad, and feel proud of my shool…”

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Survey Survey Campus Experience: Social ValueCampus Experience: Social Value

Social Value: Camaraderie and friendship international students feel with other PSU students, importance of campus social activities. Does it contribute to student’s feeling of belonging?Q26: I think of some of the friends I met at PSU as members of my extended family

Q29: The experiences I have had at PSU make me feel like I belong here.

Q31: I have experienced a sense of camaraderie and friendship with other students at PSU who live in or near Portland

1

2

3

4

5

1st Year 3.38

Grads 3.83

Others 3.61

Social Value

Campus Experience for overall students: Social Value

Mean 1st Grads Others

3.23 3.55 3.34

Mean1st Grads Others

3.32 3.88 3.95

Mean1st Grads Others

3.63 4.09 3.82

“I expected to make a lot of friends not only American but also other international student.”

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Survey ResultsSurvey ResultsOverall Results: Satisfaction (Mean)Overall Results: Satisfaction (Mean)

Satisfaction: Reflects the overall level of satisfaction international students have towards the university

1

2

3

4

5

1st Year 4.07 4.03 3.58

Grads 4 3.72

Others 3.75

Adm Sat ISS Sat PSU Sat

PSU Satisfaction comparing with overall students

Q38: How satisfied are you with your PSU experience overall?

Mean 1st Grads Others

3.58 3.72 3.72

Overall, international students are relatively indifferent to the University.

Indifference signifies vulnerability to competition

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Survey ResultsSurvey ResultsOverall Results: Value of Money (Mean)Overall Results: Value of Money (Mean)

Value for the Money: Corresponds to international student satisfaction with their education at PSU relative to their total cost of education

Q36: My education at PSU has been a good value for the money

1

2

3

4

5

1stt Year 3.31

Grads 3.31

Others 3.54

Value of Money

Mean 1st Grads Others

3.31 3.31 3.54

Value for the Money comparing with overall students

"Well I guess ISSS is doing very good. As an International student, I would expect the Tuition and Fees not to go up and financial would be very beneficial and would attract lot of Talent from various parts of the world"

Overall, international students are relatively indifferent to PSU’s Value for the Money.

Indifference signifies vulnerability to competition

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Survey ResultsSurvey ResultsOverall Results: Willingness to Recommend (Mean)Overall Results: Willingness to Recommend (Mean)

Willingness to Recommend: Represents the probability that international students would recommend PSU to others

Q37: Based on your experience at PSU in general, would you recommend this U to colleagues?

1

2

3

4

5

1st Year 3.89

Grads 4.13

Others 3.98

willingness to recommend

Willingness to recommend comparing with overall students

Mean 1st Grads Others

3.89 4.13 3.98

Students somewhat agree that they are willing to recommend PSU

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1

2

3

4

5

1st Year 3.31 3.89 3.89

Grads 3.31 4.13 4.13

Others 3.13 3.98 3.98

Value of Money

Willingness to Recommend

PSU Satisfaction

Survey ResultsSurvey ResultsOverall Results: (Mean)Overall Results: (Mean)

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Survey ResultsSurvey ResultsConclusionConclusion

Conclusion

•Willingness to Recommend

•Satisfaction

•Value for the Money

•Satisfaction

•Social Value

•Campus Experience Composite Index

•Overall mean of 3.57

•Faculty Assurance

•Value for the Money

•Faculty Assurance

Recommendation

•More individual attention to students

•Knowledgeable and courteous

•Articulate faculty’s role in shaping the International Exchange Program at PSU

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Q1: How did you find out about PSU ?

0

5

10

15

20

25

30

35

40

Friends Family Academic

Advisors

Internet

Search

College FairsPSU Website Other

(please

specify)

2006

2007

•Word of mouth overwhelmingly primary driver

•Positive word of mouth message is integral to learning about PSU.

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Survey ResultsSurvey ResultsWillingness to RecommendWillingness to Recommend

66Definitely Definitely

would would recommendrecommend

5544332211Highly Likely Highly Likely

to to RecommendRecommend

Somewhat Somewhat Likely to Likely to

RecommendRecommend

Somewhat Somewhat Unlikely to Unlikely to

RecommendRecommend

Highly Unlikely Highly Unlikely to Recommendto Recommend

Definitely Definitely would not would not

recommendrecommend

Q 37: Based on your experience at PSU in general, would you recommend this University to friends or colleagues? Please click on the response that most closely reflects your feelings

DetractoDetractorsrs

IndiffereIndifferentnt

PromotePromotersrs

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Survey Results Survey Results Willingness to RecommendWillingness to Recommend

Would International Students Recommend PSU ? (2006 vs. 2007)

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

2006 1.4% 2.9% 10.7% 34.3% 32.9% 17.9%

2007 7.5% 6.8% 15.8% 33.6% 22.6% 13.7%

Definitely Not Highly Unlikely Likely Not Likely Highly Likely Definitely

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Survey ResultsSurvey ResultsWillingness to RecommendWillingness to Recommend

Distribution of Promoters, Indifferent, and Detractors By Program of Study

Willingness To Recommend By Program of Study (2006 & 2007)

35%25%

18%28% 30%

50% 66%67%

57% 56%

15%9%

15% 15% 14%

0%

20%

40%

60%

80%

100%

First Year(2007)

Graduating(2007)

Graduating(2006)

Other(2007)

All (2007)

Promoters

Indifferent

Detractors

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SurveySurveyWillingness to Recommend: Net PromotersWillingness to Recommend: Net Promoters

How we calculated Net Promoters:

•Net Promoters =

% of Promoters - % of Detractors

•Net promoters for 2007: - 16%

•Net promoters for 2006: + 3

•Survey results show significant drop in net promoters between 2006 and 2007

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Survey ResultsSurvey ResultsOverall Willingness to Recommend: Predictive FindingsOverall Willingness to Recommend: Predictive Findings

Willingness to

Recommend

R² = .76

VALUE

PSUSATIS

FACEMTHY

FACASSUR

B = .33 (p = .001)

B = .28 (p = .013)

B = .23 (p = .052)

B = .39 (p = .087)

Is there a relationship between these variables, what is driving Value and Satisfaction?

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Survey ResultsSurvey ResultsOverall Satisfaction: Predictive FindingsOverall Satisfaction: Predictive Findings

Faculty EmpathyB = .17 (p

= .007)

Faculty AssuranceB = .43 (p

= .000)

Faculty Responsivene

ssB = .11 (p

= .229)

Social ValueB = .26 (p

= .000)

Satisfaction

R² = .59

Significantly influenced by the entire Campus Experience Composite Index

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Survey ResultsSurvey ResultsOverall Value: Predictive FindingsOverall Value: Predictive Findings

Faculty AssuranceB = .26 (p

= .024)

Faculty Responsiven

essB = .19 (p

= .096)

ValueR² = .30

Some significance found… but R² is only 30%

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ConclusionsConclusionsConclusion

•Willingness to Recommend

- Satisfaction

- Value for Money

• Satisfaction

- Social Value

- Campus Experience Composite Index

• Value for Money

- Faculty Assurance

Recommendations for Campus Experience

•Individual attention

•Courtesy

•Competence

• Faculty

63

Survey ResultsStudent Recommendations

64

Survey ResultsSurvey ResultsHow can ISSS Improve its performance?How can ISSS Improve its performance?

1. More frequent and thorough communication

2. More programming

3. More service information: Housing, Insurance, career services

4. Larger, more diverse staff

31%

19%13%

11%

11%

15%

Communication Programming University Services information

ISSS Staff Size/ Diversity Campus Concerns Praise

“They could organize activities to bring international students closer to the American culture and way of living”

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Survey ResultsSurvey ResultsAdditional CommentsAdditional Comments

1. More cost/ financial aid information in marketing materials

2. Improve student-faculty communication

3. More programming

4. ISSS courtesy: Consider students “an extended family

“PSU is a great school only that there are too many fees. No term is like the other in terms of the amount you pay, you never know what you’ll be billed for next.”

32%

22%

11%

7%

17%11%

Cost/ Funding/Job Placement Academic/ Faculty Concern

ISSS Programming ISS Staff Courtesy Suggestions

Satisfaction Other

66

ConclusionPurpose, Recommendations, and

Limitations

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Study Purpose: RevisitedStudy Purpose: Revisited

1. Improve the quality of the international student experience at PSU.

2. Improve the quality of admissions and student services for international students.

3. Create more effective international recruiting processes.

4. Improve international student web services.

5. Effectively align student expectations with the reality of their experience.

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Research Question: Research Question: RevisitedRevisited

Study purpose: to investigate several primary and secondary issues relating to international students’ expectations at Portland State University.

Primary Issues

•What are international students’ expectations for their first year at PSU?

What is the perceived quality of the international student experience from initial contact through graduation?

Secondary Issues:

•What are international students’ expectations of admissions and advising staff members?

Why do international students choose PSU?

Overall Research Question

How can the university improve the experiences of international students in regards to admissions, orientation / introduction, and their first year experience at Portland State University?

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1. What are international students’ expectations for their first year at PSU?

• Academic Experience

• Fun

• Local Community and Environment

• PSU Diversity

• “American” College Experience

• Career Networking

Primary IssuesPrimary Issues

70

2. What is the perceived quality of the international student experience from initial contact through graduation?

Primary IssuesPrimary Issues

71

1. What are international students’ expectations of admissions and advising staff members?

• Knowledge

• Courtesy

• Convey trust and confidence

• Information about cost of attendence

• First impressions are everything!

Secondary IssuesSecondary Issues

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2. Why do international students choose PSU?

• Word-of-Mouth knowledge about the University

• Location

• Academics: Curriculum and Faculty

• Family connections

• Low cost

• International Degree

Secondary IssuesSecondary Issues

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RecommendationsRecommendations•Marketing CommunicationsMarketing Communications

•Emphasize academics

•Emphasize career networking opportunities

• Address Cost: Provide more financial aid information

•If creating international marketing materials, prioritize learning English and “American College Experience”

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RecommendationsRecommendations•Admissions

•Currently somewhat satisfied•Always room for improvement

•ISSS Overall•More frequent & thorough communication•More programming

•More information about University services: Housing, Financial Aid, Insurance, Career Service•Increase staff size

•ISSS to First years:

•More individual attention

•Demonstrate more interest in solving their problems

•Improve usability and information on website

•ISSS to Graduating Students

•Be friendly and polite•Understand their needs and requirements

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RecommendationsRecommendations•Campus ExperienceCampus Experience

•Word-of-mouth is critical to enrollment

•Faculty Assurance and empathy are critical positive word-of-mouth

•Encourage faculty in the classroom to be:

•Friendly and polite

•Understanding of cultural differences

•Attentive and show courtesy toward specific needs and requirements of International Students

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Study LimitationsStudy Limitations

• Relatively small population– 153 of 1,157 international students on

campus • Sub-group analysis based on limited data

– Did not produce relevant results by country of origin.

– Had sample size been larger, may have seen more differences in country of origin responses

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Thank you!Thank you!

Question and Answer