Hello all,
Further to Paul's email, I wanted to invite suggestions from HE marketing theorists and Practitioners on content & themes for the survey. There are two databases we can use; the first is pre-applicants and the second is applicants. Pre-applicants are 16-17 year olds who are interested in going to HE but have not yet applied. Applicants would be applicants to the 2013 cycle and could be potentially be split bu Home/EU and International.
We already have some research on learner decision making which I can share when we meet, which may help shape some of the questions. Obviously this has the potential of running away and becoming too big but I suggest first stab is see if there are common areas of interest for study.
Finally if I don't get a chance to speak to you all further, have a wonderful Christmas Holiday and I look forward to picking this up with you in the New Year!
Debbie I agree this needs to be focused. Usually surveys of this type become about the decision making process and factors that influence. This community is about 'HE Marketing' activities and if/how the sum or individual parts of these activities influence behaviour/motivation to engage with a HEI. I am keen to help and assist and visit to help shape this and get it going in 2013..Ashar
ReplyDeleteDear all, I'd like to post an email that has been sent to the research group here for record:
ReplyDeleteThanks Paul and Angelina.
And good afternoon all,
I am Kelly Yip of University of Sussex. On the back of Paul and Debbie's generous offer of conducting a survey with UCAS current and pre-applicants, I emailed HE Market Research Forum (of which I am a member). The forum has shown great enthusiasm (and gratitude!) to this offer. I have had about 20 universities indicating that they are interested in this. I have collated our responses as follow:
Related to the research themes:
KIS
Rich media content (video, imagery)
Info on fees, costs and scholarships/bursaries Channels of communication
Other ideas:
Career aspiration
Motivation to study
Impact of fees
Proximity to home
Decision making in general
And we would like to break the data down by:
Subject
Geography
SEC (Socio-economic classification)
ABB (grades on entry) or equivalent
Institution (applied to via UCAS)
Most of us feel that including questions on KIS in the survey is a very good idea, because (a) KIS is new so there wouldn't be any previous research findings for it, (b) KIS is now firmly embedded in all publicly funded universities' website and being promoted by Hefce and soon linked to at UCAS too. We would very much like to know more about the usage of KIS and student's interpretation of KIS, with reference to the research themes: our communications with prospective students. How useful do the find KIS? How are they using them? How could universities enhance the stats with contextual information? (I'm not entirely sure prospective students are fully aware of the ins and outs of the stats and interpretations...)
These are as you could see only ideas. We haven't fleshed them out in question format as we'd like to put them on the table for comments first.
So comments are most welcome!
I intend to join the meeting on 28 January if work commitments allow. I will look forward to meeting you there.
Angelina, would you mind if I forward your ideas to the Market Research Forum for info?
Best wishes,
Kelly