Marketing Research Powerpoint

Satisfactionof

Baker University Alumni

By: Cara Breeden, Tanner

Christenson, PJ Matulka, Shannon Pulkrabek,

Tylor St. Clair, Jeff Theis

Shannon Pulkrabek

with theQuality of the UVSC Experience: Alumni

Survey Results

Who Conducted It?

• Utah Valley State College

• Office of Institutional Research

• PGM Incorporated

http://www.uvsc.edu/ir/research/may01/alumnireport.pdf

What Did They Study?

• Overall Alumni Satisfaction• Quality of Academic Programs• Continuing Education• Employment Outcomes• Personal Enrichment• Alumni Volunteer Services• Alumni Recommendations for Improvement


Research Findings• Business Alumni Satisfaction

• 94% rated their experience as good to excellent• Only 5.1% rated their experience as poor to very

poor• Quality of Academic Programs

• 89% of students were satisfied to very satisfied• 8% were neutral and only 3% were unsatisfied

• Business Alumni Employment Status• 72.9% of business grads are working full-time• Second to Trade and Technology with 83.5%


Methodology• The Office of Institutional Research and PGM Incorporated

• Scannable survey and telephone survey

• Diploma, certificate, associate, or bachelor degree from UVSC

• During the 1999-2000 academic yearhttp://www.uvsc.edu/ir/research/may01/alumnireport.pdf

Relevance To Project

• Use similar criteria for Baker University

• Implement the processes used by UVSC

• Use similar survey questions for our questionnaire

• Use their outcomes to compare to our own


Validity of Research• Purpose

• Evaluate the satisfaction of UVSC Alumni• Accuracy

• Pilot tested the survey• Students expressing “no opinion” were excluded

• Consistency• Same questionnaire given to all alumni

• Credibility• Many sources of information

• Methodology• Two types of surveys with the same questions

• Bias• Partnered with an outside company for survey


Tylor St. Clair

with the“Global MBA Graduate

Survey”

• Graduate Management Admission Council

“…..Leading advocate and resource for quality graduate schools of business worldwide….”

• GMAC offers business schools global research, including:

• Survey data mapping trends and measuring outcomes

• Interactive profiling of prospective students • Research reports on breaking issues

Who Conducted It?

http://www.gmac.com/GMAC/default.htm?stay=1

• Graduates of class 2004

• Criteria Specific

• Business Environment

• Financial Status

• Recommendation



Research Findings


Degree Satisfaction

Satisfied UnsatisfiedOpportunity to improve yourself personally 88% 12%Development of your management knowledge and technical skills 83% 17%Credentials you desired 81% 19%An increase in your career options 77% 23%Opportunity to network and to form relationships with long-term value 67% 33%Preparation to get a good job in the business world 70% 30%

1 2 3 4 5 60%

10%

20%

30%

40%

50%

60%

70%

80%

90%1

2 34

56

12 3

4

56

Degree SatisfactionSatisfied

Unsatisfied

Categories of Importance

Percentile of Satisfac-tion

• Graduate Management Admission Council

• Access to qualified potential applicants who have already shown a strong interest in graduate management education

• Annual Survey• Importance, qualification, and careers

Methodology


• Survey Relating to Baker University's Alumni

• Questionnaire • While attending• In work atmosphere

Relevance to Project



• In order to find the importance of a degree from a school of business and the qualifications of the degree

• Accuracy• Surveyed all schools of business in the United States

• Consistency• Performs survey every year and compares data

• Credibility • Nationwide acknowledgement

• Methodology• Surveys and questionnaires

• Bias• Individually polled


Cara Breeden

with“The Best Undergrad B-

Schools”

Who Conducted It?

• BusinessWeek magazine

• Team of statisticians lead by Louis Lavelle

• Popular Source

<http://www.businessweek.com/magazine/content/07_12/b4026066.htm>..

http://www.businessweek.com/magazine/content/07_12/b4026066.htm


• High education quality is associated with higher paying jobs, more job opportunities, and student satisfaction.



Research Findings

• Variables have Positive Relationship

• List of Top Schools



Methodology

5 Sources (1) Student Surveys(2) Recruiter Surveys(3) School Surveys(4) Starting Salaries(5) Education Quality



Student Survey30%

Recruiter Survey20%

Starting Salaries10%

School Survey10%

Education Quality

30%

Weight of Factors




• Rate Baker University based on these same criteria

• External Research• Internal Research

• Use the top-rated schools as a standard for comparison




• Publication• Accuracy• Consistency

• Annual study• Credibility

• Questionable responses discarded• Public/Private schools distinguished

• Methodology• Five Factors

• Bias• Schools have no input



Jeff Theiswith

“Business Student Satisfaction, Intentions and Retention in

Higher Education: An Empirical Investigation”

• Ali Kara, Ph.D., Associate Professor of Marketing, Pennsylvania State University – York Campus

• Oscar W. DeShields, Jr., Ph.D., Professor of Marketing, California State University – Northridge

Who Conducted It?

www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf

Hypothesis 1:Faculty Performance + Advising Staff + Classes = Positively related to student partial college experience

Hypothesis 2: Student partial college experience = Positively related to student satisfaction

Hypothesis 3: Student satisfaction will be positively related to Intentions

Satisfaction: Determined by the difference between the service performance as perceived by the customer and what the customer expects



Three main factors influencing student satisfaction:• Faculty Performance

• Accessibility, willingness to help, feedback, professionalism• Advising Staff Performance

• Understanding, reliability, willingness to help• Classes

• Cognitive development, career programs, business skills



• Evidence supports that faculty performance, advising staff, and classes are all positively related to student partial college experience

• Evidence supports that student partial college experience is directly related to satisfaction that in turn will have a positive and significant relationship with intentions

• Student partial college experience Satisfaction Intentions

Research Findings


• Sample size: • Questionnaire developed by Keaveney & Young (1997)

- Given to 143 undergraduate business students (95 males and 48 females)

• Independent Variables: • 18 independent variables used to predict experience,

which in return is related to student satisfaction• Dependent Variables:

• Satisfaction• Student Partial College Experience• Intentions

Methodology


• Provided empirical findings to understand student satisfaction and intentions in higher education institutions

• Consumer-oriented philosophy

• Curriculum of real world relevance




• Focus on the relationship between business student satisfaction and their intentions to stay in a college

• Accuracy• Same questionnaire distributed to all

• Consistency• Reported similar results as previous experiments

• Credibility• Conducted by two professors of marketing both with a Ph.D.

• Methodology• Questionnaires

• Bias• Professors from different universities worked on the report


Tanner Christenson

with the06-07 Graduate Survey

Report

• Baker University

• The Career Development Center in 2006-2007

Who Conducted It?

Baker University Career Development Center

• Statistical breakdown of graduates, salaries, company

• Position inquiries were asked to the School of Professional & Graduate Studies



School of Arts and Sciences • ’04-96%, ’05-98%, ’06-99.24%, ’07-100%,

either employed or educated• They surveyed 135 of 174 graduates• 100% are either full-time employees or

furthering their education• Business majors make up largest number

of graduates 48 or 135• Avg. entry position salary $32,500 of

business grads within last six months

Research Findings


School of Professional and Graduate Studies• AA in Business all 98 are employed

• Salary range 40-44K

• MBA graduates, all 273 employed

• Average salary 65-85K

Research Findings


• Evaluation Size

• Response Rate

• Questionnaire

• Overall Procedure

Methodology


• Information is secondary research done of recent Baker Graduates of Baker Career Development Center

• Information has Business department statistics of both undergrad/grad

• Questions asked to confirm specified information of graduates




• Surveyed Baker undergrad/grad• Accuracy

• Polled 135 of 174 (78%) undergrads• Consistency

• Annual survey• Credibility

• Success rate of Career Development Center• Methodology

• Four procedures• Bias

• Statistical backgroundBaker University Career Development Center

PJ Matulka

with theACT Alumni Outcomes Survey

Summary Report

Who Conducted It?

• ACT Survey Research Services

• Judy Smrha

Alumni Outcome Survey Graphics Report For Baker University


• Educational Outcomes

• Educational Experiences

• Activities and Organizations

• Employment History and Experiences

• Background InformationAlumni Outcome Survey Graphics Report For Baker University

Points Scale (Importance)

Major Importance 4

Moderate Importance 3

Minor Importance 2

No Importance 1

Blank 0

Points Scale (Impact)

Major Impact 4

Moderate Impact 3

Minor Impact 2

No Impact 1

Blank 0


List of Abilities/Skills One can expect to develop with a postsecondary education

Question Ability OR Skill Importance Actual Impact Margin1 Developing Original Ideas 226 205 (21)2 Thinking Objectively 241 240 (1)3 Lifelong Commitment to Learning 233 219 (14)4 Living to Own Standards 255 214 (41)5 Defining/Solving Problems 249 230 (19)6 Appreciating/Exercising Citizen Rights 222 182 (40)7 Access to/Use of Variety of Info 225 223 (2)8 Getting Along with Diff. Cultures/Races/etc. 246 196 (50)9 Use of Effective Verbal Comm Skills 253 230 (23)

10 Effective Leadership Skills 249 235 (14)11 Understanding Cultural Differences 228 196 (32)12 Learning Existing/Emerging Career Options 222 176 (46)13 Understanding Humans/Environments (Ecology) 192 178 (14)14 Conclusion Forming from Raw Data 222 214 (8)15 Use of Effective Written Comm Skills 258 247 (11)16 Appreciating/Understanding Fine Arts 202 210 8 17 Getting Along with Diff. Attitudes/Opinions 245 224 (21)18 Group Work; Working as a Team Member 246 243 (3)19 Understanding International Issues 211 183 (28)

Totals 4425 4045


Alumni Satisfaction — Based Upon Positivity of Margin

Rank Question MarginSkill or ability one might expect to develop while pursuing a postsecondary

education

1 16 8 Understanding and appreciating art, music, literature, etc

2 2 (1) Thinking objectively about beliefs, attitudes, and values

3 7 (2) Accessing and using a variety of informating

4 18 (3) Working cooperatively in groups; working as a team member

5 14 (8) Analyzing and drawing conclusions from various types of data

6 15 (11) Recognizing and using effective written communication skills

7 3 (14) Making and exercising a lifelong commitment to learning

7 10 (14) Developing and using effective leadership skills

7 13 (14) Understanding the interaction of human beings and environment

10 5 (19) Defining and solving problems

11 1 (21) Developing original ideas and/or products

11 17 (21) Getting along with people whose attitudes and opinions are different from mine

13 9 (23) Recognizing and using effective verbal communication skills

14 19 (28) Understanding international issues (political, economic, etc.)

15 11 (32) Understanding and appreciating cultural and ethnic differences between people

16 6 (40) Appreciating and exercising my rights, responsibilities, and privileges as a citizen

17 4 (41) Living my personal and professional life according to my own standard/ethic

18 12 (46) Learning about existing and emerging career options

19 8 (50) Getting along with people from various cultures, races, backgrounds, etc.


1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 190

50

100

150

200

250

300

Alumni Outcomes Survey

Importance

Actual Impact

Question #

Res

po

nse

Lev

el


Methodology• Given to Baker University CAS Alumni

• Questionnaires sent out through mail

• 369 alumni respondents


Relevance To Project

• Targeting Baker University Alumni

• Directly reports to the satisfaction of Business Alumni

• Asks similar questions to our study

• Provided valid detailed results



• Results for accreditation, outcomes assessment, and effectiveness measures

• Accuracy• Given standard deviation

• Consistency• Same questionnaire given to all alumni

• Credibility• Overseen by Assistant Dean for Institutional Effectiveness

• Methodology• Surveyed CAS Alumni—369 respondents

• Bias• Administered by outside agency (ACT)


In Conclusion

• Six Surveys

• Relevance, Validity, and Methodology

• Existing Data to form Benchmarks


Date post:	29-Oct-2014
Category:	Education
Upload:	carabreeden
View:	9 times
Download:	1 times