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Multiple Uses of ASQ Data College Board Forum November 2006

Multiple Uses of ASQ Data College Board Forum November 2006. André Bell, Vice President Midwest Regional Office, The College Board Becky Brodigan, Director of Institutional Research, Middlebury College. Background on the ASQ. Developed by the College Board Sent to all admitted students

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Multiple Uses of ASQ Data College Board Forum November 2006

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  1. Multiple Uses of ASQ DataCollege Board ForumNovember 2006 André Bell, Vice President Midwest Regional Office, The College Board Becky Brodigan, Director of Institutional Research, Middlebury College

  2. Background on the ASQ • Developed by the College Board • Sent to all admitted students • Two different options for ASQ – regular and PLUS, both provide • Paper or web options • The data • a highlights report, • a detailed report, with all the documentation • a Norms report (based on all ASQ users) • PLUS gives you detailed information on your competitors, and allows limited customization

  3. The Tale of Two Colleges:Bentley and Middlebury Examples • Standard uses • Importance of factors in enrollment decision process • Image definition and evaluation • Price sensitivity • Definition of competitive set • Service issues • Etc.

  4. The Tale of Two Colleges:Bentley and Middlebury Examples • Use in shattering myths about competitors • (3-5 colleges or groups?) • Further analysis of price sensitivity • Is the real group your overlap in applicants or admitted students? • Raising issues as priorities (housing)

  5. Use of the ASQ at Bentley

  6. Strategic Plan • The next level: 1997 – 2002 • Competitive Environment • Strategy • Results

  7. Stonehill, Fairfield, Bentley Providence, Northeastern, Merrimack, Bryant The Competitive Environment, 1997-- undergrad top 20 liberal arts BC BU Price Babson Berkeley, Michigan Maryland, etc. UCONN, UMASS, UNH, SUNY- Binghamton Salem St., West. Conn., SUNY-Platts Perceived Quality

  8. The Competitive Environment, 1997-- the next level prestige Price Bentley, 1997 2002? “national” state univs. regional state univs. local state univs. Perceived Quality

  9. Pursuing the Next Level -- the Strategic Challenge • The Competition: 1600 colleges and universities with business programs • not just Babson, Bryant • The Problem: nearly every competitor is inherently broader and deeper Undergrad thru PHD Tech. Univs. Comprehensive Universities B Liberal Arts Colleges Undergrad only Across the Board Specialized

  10. Pursuing the Next Level:--The Strategy • Focus on students interested in business • In business education & IT, lead (if we tie, we lose) • In arts & sciences, equal quality and better suited to business students • In student life, equal quality Undergrad thru PHD Tech. Univs. Comprehensive Universities B Liberal Arts Colleges Undergrad only Across the Board Specialized

  11. The Next Level, Undergraduate-- Results, 2002 We made our move: • Applications and Selectivity • Quality • Geographic Diversity • Competition • Rankings • Revenue

  12. Factors that are Very Important in the College Selection Process • Computer software used in industry (62% to 48%) • Modern computer labs (65% vs. 53%) • Computer access from dorm room (64% vs. 51%) • Integration of computers in the curriculum (57% vs. 44%) • Access to the internet (49% vs. 42%)

  13. Enrolling Students Less Likely to Use a Personal Computer for… • E-mail (23% vs. 30%) • Word processing (68% vs. 85%) • College courses (45% vs. 59%) • College search (30% vs. 43%) • Home computer (70% vs. 77%)

  14. Competitor strength and price

  15. The Tale of Two Colleges:Bentley and Middlebury Examples • Standard uses • Importance of factors in enrollment decision process • Image definition and evaluation • Price sensitivity • Definition of competitive set • Service issues • Etc.

  16. The Tale of Two Colleges:Bentley and Middlebury Examples • Use in shattering myths about competitors • (3-5 colleges or groups?) • Is the real group your overlap in applicants or admitted students?

  17. Isolated Prestigious Fun Intellectual Career-oriented Not well known Comfortable Back-up school Selective Athletics Friendly Partying Average Challenging Manageable academics Academic Pressure Cosmopolitan School for the wealthy Diverse Other Adjectives for image on the ASQ

  18. Administration Selective Athletic School for the wealthy Prestigious Challenging Isolated Friendly Admitted Student Selective Challenging Prestigious Intellectual Friendly Isolated Fun Athletics Internal Images of Midd and Admitted Student Images

  19. Percent receiving financial aid

  20. Middlebury Image of Competitors

  21. Administration Selective Athletic School for the wealthy Prestigious Challenging Isolated Friendly Admitted Student Selective Challenging Prestigious Intellectual Friendly Isolated Fun Athletics Internal Images of Midd and Admitted Student Images

  22. Middlebury Amherst Contact with coaches College website Publications Financial Aid Communications Sources rated as “Excellent” 2000

  23. Middlebury College website Publications Amherst High School Visits Contact with Graduates Contact with Faculty Post Admit Communications Sources rates as “Excellent” 2005(improvements in mass communications but not individual communications)

  24. 2000 Williams Dartmouth Brown Amherst Middlebury Bowdoin 2005 Williams Dartmouth Brown Middlebury Amherst Bowdoin Availability of Majors (Academic emphasis in publications)

  25. 2000 Williams Dartmouth Brown Amherst Middlebury Bowdoin 2005 Williams Dartmouth Brown Middlebury Amherst Bowdoin Quality of Majors (Academic emphasis in publications)

  26. 2000 Middlebury 2005 Middlebury Bowdoin Brown Williams Availability of Recreational Facilities

  27. Quality of Academic Facilities

  28. Undergraduate Teaching Commitment 2006 Amherst Middlebury Bowdoin Brown Dartmouth Williams

  29. Enrollment competitors

  30. New George Washington USC Clark Scripps University of Washington Occidental University of Toronto University of Conn. University of Maryland Villanova RPI Miami Univ. (Ohio) No longer Rutgers Binghamton SUNY Geneseo Loyola (MD) Drew Trinity (TX) Hartwick Providence Fordham University of Denver Change in competitors since 1996

  31. Midd Response Rates

  32. Work in Progress • Used ASQ adjective lists to look at images of Midd and competitors at DC student focus groups • Will test against our images and viewbook

  33. http://www.collegeboard.com/highered/ra/asq_res.html • Supplemental Reports and Data Forms • ASQ Supplemental Reports and Data Files order form (.pdf/85K) • ASQ Plus Supplemental Reports and Data Files order form (.pdf/87K) • Manuals and Guides • ASQ/ASQ PLUS User Manual (.pdf/553K) • ASQ User Guide (.pdf/2.3M) • ASQ PLUS User Guide (.pdf/668K) • Sample Questionnaires and Reports • ASQ 2005 Sample Questionnaire (.pdf/23K) • ASQ PLUS 2005 Sample Questionnaire (.pdf/38K) • ASQ 2000 Sample Highlights Report (.pdf/152K) • ASQ 2000 Sample Detailed Report (.pdf/91K) • Research and Articles

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