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Accepters Decliners Questionnaire Analysis 2007
Safina TaiMarket Analyst
Research University Choices
What is important?
Image
City of Bradford
Decision Making Process
Influence
Accepters Decliners
Introduction
• 5016 UK undergraduate applicants received questionnaire (5397)*
• 15% response rate (18%)*
• 65% acceptors (64%)*
• 36% decliners (36%)*
*2006 figures
Respondent Sample
Respondent SampleSchools Total % of respondents
2007
Total % of respondents
2006
Health Studies 11% 11%
Life Sciences 41% 36%
EDT 5% 5%
Informatics 8% 9%
SLED 1% 1%
Management 13% 17%
SSIS 21% 21%
Respondent Sample by
School
Respondent Sample
• 85% aged 21 or under (85%)*
• 67% of total Respondents were female (63%)*
• 20.3% respondents from Bradford (18%)*
*2006 figures
Figure 3: Sample Composition by Regional Origin
20.3
28.1
4.7
19.4
11.6
2.8 2.2 3.3 3.3 1.8 0.8 0.60.0
5.0
10.0
15.0
20.0
25.0
30.0
Location
% o
f re
sp
on
de
nts
Sample Composition by
Regional Origin
Key Performance Indicators
KPI’s in the Marketing Strategy (2004 – 2009) & Balance Score Card are:
• Reputation of the university in acceptors/decliners questionnaire improves by 4% by 2009.
• Reputation of the city, % of applicants citing city as reason for decline reduces by 5% by 2009
• Students declining due to “City I don’t want to be in” (own perception), to decrease to 35% by 2009.
Key Performance Indicators
Rating University Reputation
% very poor
% poor % average % good% very good
Total Respondents 2007
0.8 7.0 26.9 41.0 24.2
Total Respondents 2006
0.8 6.8 30.2 40.3 21.9
Acceptors 2007 0.6 3.4 20.7 44.0 31.2
Decliners 2007 1.2 13.7 38.3 35.5 11.3
Year University Reputation
City Reputation
City I don’t want to be in
2001 46
2002 53 43
2003 54 39
2004 56 36
2005 71 41
2006** 62 41 39
2007 65 (63*) 43 (40*) 48 (38*)
2008* 64* 38 37
2009* 65* 36 35*projected targets
**methodology change
Key Performance Indicators
University of Bradford
Preference
Preference % 2007 % 2006
One of your top two choices 54.7 54.9
Somewhere in the middle 31.4 30.4
Fifth/ Sixth 10.2 9.9
No preferences at all 3.7 4.8
Change in preference Change in Preference 2007 % 2006 %
Rose significantly 25.8 24.6
Rose slightly 23.9 24.1
Stayed the same 37.9 37.8
Fell slightly 8.4 10.3
Fell considerably 4.0 3.2
Change in Preference
Information Sources % used
2007 % used
2006
University prospectus 60.7 64.2
UCAS website 45.9 45.8
Web search 40.5 26.3
Friends/ parents 38.7 34.2
School/ college careers event 24.4 21.3
School/ college careers advisor 17.0 16.7
UCAS event 14.3 10.1
Newspaper 2.9 2.6
Direct mail leaflet 2.3 2.9
High street / bus stop posters 1.2 1.5
Radio ad 0.3 0.1
Information Sources
Accepting an Offer
Reason for Accepting 2007 2006% Change since 2006
Course Reputation 54.7 50.0 +4.7
Close to home 53.5 51.0 +2.5
Course Content 39.6 42.3 -2.7
Employment Prospects 35.7 44.0 -8.3
University Reputation 31.8 35.0 -3.2
Cost of Living 27.4 27.7 -0.3
Level of the Offer 22.5 19.3 +3.2
Friendly Campus Feel 21.9 22.7 -0.8
Department Facilities 19.5 16.5 3.0
Multicultural Mix 16.5 14.0 2.5
Declining an Offer
Reason for Declining 2007 2006% change since 2006
City I don’t want to be in 47.5 38.7 +9%
Reputation of the city 42.9 40.8 +2%
Far away from home 38.6 39.3 -1%
University reputation 29.3 25.7 +4%
What others thought 29.3 22.7 +4%
Campus feel 28.0 19.9 +8%
Course content 24.5 24.8 -
Level of the offer 23.2 21.1 +2%
Safety and Security 21.7 19.0 +3%
Quality of accommodation 21.2 15.7 +6%
Other Key Issues
• Helpfulness of Admissions staff:– 38% good (37% in 2006)– 46% very good (44% in 2006)
• Most important factors to students entering higher education are career related – 38% to pursue a particular career– 29% to help get a better job
• 82.4% of respondents stated that they used the University of Bradford website
Action Points
• Further Research– The National Image & Perception Survey
• Communications– Prospectus– City Guide– Online
