Public Opinion Survey · 31% of general population surveyed, and 53% of student prospects said WSU’s advertising changed their impression for the better. WSU 2013 Public Opinion

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


Purpose

Measure perceptions of Weber State and competitive institutions in primary market draw area

and among student prospects who have inquired about Weber State.


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


Methodology

2. Online Survey of Student Prospects

• 181 students

• Invited from WSU database

• May-June 2013


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



10%

12%

19%

20%

23%

28%

50%

66%

80%

86%

17%

6%

28%

21%

14%

35%

59%

65%

52%

71%

Snow College

Westminster College








University of Utah

0% 20% 40% 60% 80% 100%

Prospects

Gen Pop



Comparing

Student Prospects



10%

12%

19%

20%

23%

28%

50%

66%

80%

86%

7%

12%

21%

10%

16%

17%

46%

60%

81%

89%

Snow College

Westminster College








University of Utah

0% 20% 40% 60% 80% 100%

2009

2013



Market Area

2009 vs. Today


Perceptions of Quality

3.37

3.62

4.03

4.25

4.26





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



3.37

3.62

4.03

4.25

4.26

3.51

3.98

4.13

4.28

4.39





University of Utah

0.00 1.00 2.00 3.00 4.00 5.00

Prospects

Gen Pop



fair, or poor.”

Comparing

Student Prospects



3.37

3.62

4.03

4.25

4.26

3.20

3.57

3.88

4.38





University of Utah

0.00 1.00 2.00 3.00 4.00 5.00

2009

2013

BYU not measured in 2009.



fair, or poor.”

Market Area

2009 vs. Today


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)


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


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)


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)


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


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


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)


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


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


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)


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.


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


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.


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


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

Documents

Public Opinion Survey · 31% of general population surveyed, and 53% of student prospects said WSU’s advertising changed their impression for the better. WSU 2013 Public Opinion