Student-View ™ Report Level Two

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Student-View™ ReportLevel Two

July, 2007

SAMPLE REPORT

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Executive Summary

• College 1 appeals to over half of all students based on preferences for school size, location, setting, and other factors

• College 1’s awareness score increased somewhat in the past year, boosting the College’s rank slightly

• The College’s perception score also increased modestly, although its perception rank remained steady

• College 1’s overall position improved, closing its gap substantially with College 2. Several schools, including College 3, improved their own market position score and closed their gap versus College 1

• Consistent with 2006 data, College 1 continues to enjoy a slightly stronger position among black students and essentially the same position among males and females.

• College 1 is best positioned among students with ACT scores between 18 and 20. Its position has improved among students with scores between 21 and 23, but declined among students with score of 17 or lower.

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Executive Summary

• College 1 remains strongest in central Tennessee, but has improved its position among students in the western portion of the state in the past year

• College 1’s position is generally similar among students with various intended majors and family financial backgrounds. Some strengthening among education majors and students from higher income families may have occurred in the past year, but results are within the margin of error.

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Survey Overview

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Survey Methodology

• Online survey of Tennessee high school seniors – Conducted in January - April, 2007– Incentives included several random drawing scholarships– Promoted through mailing to high school guidance counselors and scholarship

search sites

• Responses were generally reflective of the student demographics– 865 total responses 141 high schools in Tennessee– Distribution generally matched population distribution. Some sample biases

include:• Females comprise about 70% of responses• Estimated mean combined ACT scores about 23, somewhat higher than the

average national- and Tennessee score

– Margins of error• Margins of error for overall awareness and perception are approximately +/- 4%

at a 90% confidence level• Margins of error for segmented data vary by type of segmentation• A Margin of Error bar is shown on slides to provide a visual reference

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Survey Response DistributionZIP Code

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Market Size Analysis

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College religious affiliation, 2.08

Public vs. Private, 2.11

Social life - Off campus, 2.38

College size (Number of students), 2.39

Campus setting (Urban/Suburban/Rural),

2.43

Distance from home, 2.51

Small class sizes, 2.52

Social life - On campus, 2.64

Facilities - Residential, 2.71

Facilities - Academic, 3.16

Campus safety, 3.21

Job opportunitites for graduates, 3.23

Tuition cost, 3.24

Academic strength, 3.25

0 1 2 3 4

College Selection FactorsHow important are the following factors when choosing a college?

Very Unimportant

Somewhat Unimportant

Neutral Somewhat Important

Very Important

Students in Tennessee, as well as across the U.S., rate five key attributes as most important when choosing a college or university. These attributes, except for tuition cost, are difficult to measure and are largely determined by personal qualitative judgment.

Several lower ranked variables are more definitive and therefore also play an important role in choosing a university. Preferences for these variables are shown in the following pages.

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30 - 60 minutes (1/2 - 1 hour), 23%

30 minutes or less , 14%

No Preference, 28%

3 hours or more, 8%

2 - 3 hours, 13%

1 - 2 hours, 15%

Market SizeDistance Preference

What distance from home do you prefer college to be?

About 30% of students have no preference regarding a university’s distance from their home. These students should find College 1 an acceptable choice.

City A is the only metro area within 30 minutes of College 1 . Approximately 14% of students from this area would prefer a university as close as College 1

College 1 is located within 30-60 minutes of City B’s northwest suburbs and within two hours of City B’s entire metropolitan area. Approximately 15-23% of students in these areas would prefer the distance to the University.

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Drive Zones30-, 60-,120- and 180 minutes around College 1

Drive Zone Map Shown in Actual Report

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10,000 students or more, 10%

5,000 - 10,000 students, 16%

2,500 - 5,000 students, 16%

0 - 999 students, 2%

1,000 - 2,500 students, 10%

No Preference, 46%

Market SizeCollege Size Preference

What size school do you prefer?

More than 60% of students would find College 1’s size to be acceptable or preferred. Nearly half of all students do not have a size preference, while another 16% prefer a university with 5,000-10,000 students.

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Christian - Protestant, 19%

Christian - Non denominational, 23%

I have no preference., 42%

Christian - Catholic, 5%

I prefer NO religious affiliation, 11%

Market SizeReligious PreferenceWhat religious affiliation do you prefer?

The University should be acceptable to 42% of students with no preference regarding an institution’s religious affiliation and another 11% who prefer a university with no affiliation.

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Rural, 6%

Suburban, 19%

Urban, 21%

No Preference, 53%

Market SizeSetting PreferenceWhat college setting do you prefer?

A small majority of students have no preference regarding a university’s setting. College 1 ’s setting should be acceptable to those students and preferred by the 21% of students who like an urban location.

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Awareness DistributionAwareness levels among students who have heard of College 1

14%

11%

17%

33%

25%

0%

5%

10%

15%

20%

25%

30%

35%

Very Unfamiliar

Somewhat Unfamiliar

Neutral Somewhat Familiar

Very Familiar

College 1 is well-known to students in the state. About 60% of all respondents are somewhat- or very familiar with College 1 . One fourth of the respondents have heard of the University, but were unfamiliar with it to some degree.

In addition to students who have heard of College 1, some percentage have never heard of the College 1. Not surprisingly, this Invisibility Index™ for College 1 is a low 13%.

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Index Calculation

• Awareness Index is the average of all survey respondents’ familiarity levels

• Numeric assignments for awareness– Very Unfamiliar = 0– Somewhat Unfamiliar = 1– Neutral = 2– Somewhat Familiar = 3– Very Familiar = 4

• Perception Index is the average of all survey respondents’ perception ratings

• Numeric assignments for perception– Very Unfavorable = 0– Somewhat Unfavorable = 1– Neutral = 2– Somewhat Favorable = 3– Very Favorable = 4

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Awareness IndexTennessee Universities

College 9, 2.29

College 8, 2.33

College 7, 2.35

College 2, 2.42

College 1, 2.44

College 5, 2.5

College 3, 3.07

College 6, 3.38

College 11, 2.11

College 10, 2.24

College 4, 2.82

0 1 2 3 4Very

UnfamiliarSomewhat Unfamiliar


Very Familiar

Margin of Error

College 1 has the fifth highest awareness level among Tennessee colleges and universities. This is a modest improvement over 2006 results which showed the University ranked 6th with an awareness score of 2.25. College 1 has moved slightly past College 2.

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Perception DistributionPerception levels among students who have heard of College 1

9%

13%

31%29%

18%

0%

5%

10%

15%

20%

25%

30%

35%

Very Unfavorable

Somewhat Unfavorable

Neutral Somewhat Favorable

Very Favorable

Nearly 50% of all students have a somewhat- or very favorable view of College 1 , while only about one fourth have an unfavorable view.

Overall favorability is more than a measure of academic strength. Respondents are encouraged to consider all attributes of each institution, including academic strength, tuition cost, facilities, campus safety, etc.

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Perception Index

College 11, 2.1

College 10, 2.13

College 9, 2.31

College 1, 2.34

College 8, 2.35

Colelge 7, 2.36

College 2, 2.44

College 6, 2.47

College 5, 2.7

College 4, 2.82

College 3, 3.06

College 12, 2.1

0 1 2 3 4Very

UnfavorableSomewhat Unfavorable


Very Favorable

Margin of Error

College 1’s overall favorability rating of 2.34 is up slightly from its score of 2.21 in 2006, although the change falls within the margin of error. While the University’s rank fell from 7 th in 2006 to 8th in 2007, this movement is very modest in reality. Essentially four different institutions, including College 1 , are tied for the sixth spot.

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Market Position Matrix

College 4

College 3

College 10College 9

College 1College 8

College 7College 2

College 5

0

1

2

3

4

0 1 2 3 4

Awareness

Favorability

Three colleges enjoy superior market positions with relatively higher awareness and favorable perception levels. College 1 is solidly in a cluster of institutions just behind the market leaders.

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Market Position Index™

College 1 is ranked fifth among Tennessee colleges and universities, solidly behind several market leaders but somewhat ahead of a number of similar-sized institutions. While this rank is unchanged since 2006, College 1 has significantly closed the gap with College 3. College 1’s lead over College 4 has likewise narrowed significantly.

Rank Institution Awareness Perception

Market Position

Index1 College 5 3.38 3.06 10.342 College 6 3.07 2.82 8.643 College 7 2.82 2.70 7.624 College 3 2.50 2.31 5.765 College 1 2.44 2.34 5.696 College 4 2.42 2.35 5.687 College 8 2.29 2.44 5.608 College 9 2.24 2.47 5.539 College 10 2.33 2.36 5.4910 College 11 2.35 2.10 4.9311 College 12 2.11 2.10 4.4412 College 13 1.92 2.13 4.09

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Segmentation Analysis

This section is included only in the Level Two report.

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Awareness IndexSegmentation: Gender

Female, 2.48

Male, 2.34

0 1 2 3 4Very



Very Familiar

Female and male students have very similar levels of awareness of College 1.

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Perception Index

Segmentation: Gender

Female, 2.39

Male, 2.21

0 1 2 3 4Very

UnfavorableSomewhat

UnfavorableNeutral Somewhat

FavorableVery

Favorable

Male and female students also have similarly favorable perceptions of the University.

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Market Position Matrix Segmentation: Gender

Female

Male

0

1

2

3

4

0 1 2 3 4Awareness

Favorability

College 1 has a similar position among both male and female students. This result is consistent with 2006 findings.

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Awareness IndexSegmentation: Race

Black, 2.97

White, 2.34

0 1 2 3 4Very



Very Familiar

Consistent with 2006 results, black students have a much higher level of awareness than do their white counterparts.

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Perception Index

Segmentation: Race

Black, 2.45

White, 2.32

0 1 2 3 4

Very Unfavorable



Very Favorable

Black students also have more favorable view of College 1 than do white students. This gap has narrowed somewhat in the past year as perception ratings among black students remained steady and ratings among white students increased.

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Segmentation: Race

White

Black

0

1

2

3

4

0 1 2 3 4Awareness

Favorability

College 1 continues to be positioned most favorably among black students.

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Awareness IndexSegmentation: HS Size (Senior Class Size)

400 or more, 2.34

199 or fewer, 2.42

200 - 399, 2.49

0 1 2 3 4Very



Very Familiar

Awareness levels of College 1 are very similar among students from high schools of all sizes.

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Perception Index

Segmentation: HS Size (Senior Class Size)

199 or fewer, 2.28

200 - 399, 2.36

400 or more, 2.32

0 1 2 3 4

Very Unfavorable



Very Favorable

Perception is also highly consistent regardless of high school size.

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Segmentation: HS Size (Senior Class Size)

199 or fewer

200 - 399400 or more

0

1

2

3

4

0 1 2 3 4Awareness

Favorability

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Awareness IndexSegmentation: ACT Score

17 or less, 2.19

21 - 23, 2.55

24 - 26, 2.39

18 - 20, 2.69

27 - 29, 2.3

30 or more, 2.13

0 1 2 3 4Very



Very Familiar

Margin of Error

College 1 generally has higher awareness levels among students with lower ACT scores. Awareness has notably increased since 2006 among students with ACT scores between 21 and 23, and decreased significantly among students with scores of 17 or lower.

NOTE: The actual report shows either ACT or SAT scores, depending on what is predominant in the home state.

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Perception Index

Segmentation: ACT Score

17 or less, 2.2

18-20, 2.53

21-23, 2.48

24-26, 2.25

27-29, 2.2

30 or more, 2.14

0 1 2 3 4Very

UnfavorableSomewhat


FavorableVery

Favorable

Margin of Error

Perception of College 1 is slightly more favorable among students with ACT scores between 18 and 23. In the past year, perception scores have increased solidly among students with ACT scores of 30 or more, and increased more moderately among students with scores between 21 and 23.

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Segmentation: ACT Score

17 or less

18-2021-23

24-26

27-29

30 or more

0

1

2

3

4

0 1 2 3 4Awareness

Favorability

College 1’s position has remained strongest among students with ACT scores between 18 and 20. The University’s position has improved among students with scores between 21 and 23, but declined among students with the scores of 17 or lower.

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Regional Segmentation

West Central East

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Awareness IndexSegmentation: Geography

East, 1.95

West, 2.26

Central, 2.88

0 1 2 3 4Very



Very Familiar

While APSU remains strongest in its own central Tennessee region, it has increased its awareness modestly in both the eastern and western portions of the state.

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Perception Index

Segmentation: Geography

West, 2.31

Central, 2.56

East, 2.04

0 1 2 3 4Very

UnfavorableSomewhat


FavorableVery

Favorable

APSU is viewed most favorably in its home region of central Tennessee. The University has improved its perceived favorability among students in western TN, and to a lesser degree students in eastern Tennessee.

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Market Position MatrixSegmentation: Geography

East

Central

West

0

1

2

3

4

0 1 2 3 4Awareness

Favorability

While College 1 remains most favorably positioned in central Tennessee, it has notably improved its position among students in the western portion of the state in the past year.

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Awareness IndexSegmentation: Income

$75,000 - 100,000, 2.31

$100,000 or more, 2.66

$0 - 25,000, 2.54

$25,000 - 50,000, 2.55

$50,000 - 75,000, 2.37

0 1 2 3 4Very



Very Familiar

Margin of Error

Awareness levels don’t differ significantly by family income levels. Awareness scores did increase among students from families with incomes over $100,000 and to a modest extent among students with incomes below $50,000.

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Perception Index

Segmentation: Income

$0-25K, 2.38

$25-50K, 2.41

$50-75K, 2.42

$75-100K, 2.22

$100K or more, 2.05

0 1 2 3 4

Very Unfavorable



Very Favorable

Margin of Error

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Market Position Matrix Segmentation: Income

$0-25K$25-50K

$50-75K

$75-100K

$100K or more

0

1

2

3

4

0 1 2 3 4Awareness

Favorability

College 1’s market position is similar among students from most income levels. The University has improved it awareness with students from the highest income levels.

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Awareness IndexSegmentation: Intended Major

Health Science - Nursing, 2.55

Health Science - Other, 2.31

Undecided, 2.44

Business, 2.51

Education, 2.61

Engineering, 1.95

0 1 2 3 4Very Unfamiliar Somewhat

UnfamiliarNeutral Somewhat

FamiliarVery

FamiliarMargin of Error

Awareness levels are similar for students in all majors except for engineering. Students majoring in education and those who are undecided have increased their awareness levels of the University in the past year.

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Perception Index

Segmentation: Intended Major

Business, 2.12

Education, 2.54

Engineering, 2.19

Health Science - Nursing, 2.6

Undecided, 2.41

Health Science - Other, 2.26

0 1 2 3 4Very

UnfavorableSomewhat


FavorableVery

FavorableMargin of Error

Perceptions of may be slightly more favorable among students intending to major in nursing and education, but the results fall within the margin of error.

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Segmentation: Intended Major

Engineering

Undecided

Health Science - Nursing Health Science - Other

Education

Business

0

1

2

3

4

0 1 2 3 4Awareness

Favorability

College 1 has a similar position among students in most majors except for engineering. The University’s position has improved notably among education majors in the past year.

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Thank you!

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Student-View ™ Report Level Two