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Powerpoint presentation for marketing research project conducted on Baker business and economics alumni, fall 2008.
Citation preview
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
http://www.uvsc.edu/ir/research/may01/alumnireport.pdf
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%
http://www.uvsc.edu/ir/research/may01/alumnireport.pdf
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
http://www.uvsc.edu/ir/research/may01/alumnireport.pdf
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
http://www.uvsc.edu/ir/research/may01/alumnireport.pdf
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
What Did They Study?
http://www.gmac.com/GMAC/default.htm?stay=1
Research Findings
http://www.gmac.com/GMAC/default.htm?stay=1
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
http://www.gmac.com/GMAC/default.htm?stay=1
• Survey Relating to Baker University's Alumni
• Questionnaire • While attending• In work atmosphere
Relevance to Project
http://www.gmac.com/GMAC/default.htm?stay=1
Validity of Research• Purpose
• 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
http://www.gmac.com/GMAC/default.htm?stay=1
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>..
What Did They Study?
• High education quality is associated with higher paying jobs, more job opportunities, and student satisfaction.
<http://www.businessweek.com/magazine/content/07_12/b4026066.htm>..
Research Findings
• Variables have Positive Relationship
• List of Top Schools
<http://www.businessweek.com/magazine/content/07_12/b4026066.htm>..
Methodology
5 Sources (1) Student Surveys(2) Recruiter Surveys(3) School Surveys(4) Starting Salaries(5) Education Quality
<http://www.businessweek.com/magazine/content/07_12/b4026066.htm>..
Student Survey30%
Recruiter Survey20%
Starting Salaries10%
School Survey10%
Education Quality
30%
Weight of Factors
<http://www.businessweek.com/magazine/content/07_12/b4026066.htm>..
Relevance to Project
• Rate Baker University based on these same criteria
• External Research• Internal Research
• Use the top-rated schools as a standard for comparison
<http://www.businessweek.com/magazine/content/07_12/b4026066.htm>..
Validity of Research• Purpose
• Publication• Accuracy• Consistency
• Annual study• Credibility
• Questionable responses discarded• Public/Private schools distinguished
• Methodology• Five Factors
• Bias• Schools have no input
<http://www.businessweek.com/magazine/content/07_12/b4026066.htm>..
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
What Did They Study?
www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf
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
What Did They Study?
www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf
• 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
www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf
• 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
www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf
• Provided empirical findings to understand student satisfaction and intentions in higher education institutions
• Consumer-oriented philosophy
• Curriculum of real world relevance
Relevance to Project
www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf
Validity of Research• Purpose
• 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
www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf
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
What Did They Study?
Baker University Career Development Center
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
Baker University Career Development Center
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
Baker University Career Development Center
• Evaluation Size
• Response Rate
• Questionnaire
• Overall Procedure
Methodology
Baker University Career Development Center
• 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
Relevance to Project
Baker University Career Development Center
Validity of Research• Purpose
• 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
What Did They Study?
• 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
Alumni Outcome Survey Graphics Report For Baker University
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 Outcome Survey Graphics Report For Baker University
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.
Alumni Outcome Survey Graphics Report For Baker University
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
Alumni Outcome Survey Graphics Report For Baker University
Methodology• Given to Baker University CAS Alumni
• Questionnaires sent out through mail
• 369 alumni respondents
Alumni Outcome Survey Graphics Report For Baker University
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
Alumni Outcome Survey Graphics Report For Baker University
Validity of Research• Purpose
• 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)
http://www.uvsc.edu/ir/research/may01/alumnireport.pdf
In Conclusion
• Six Surveys
• Relevance, Validity, and Methodology
• Existing Data to form Benchmarks
Alumni Outcome Survey Graphics Report For Baker University