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CUNY Market Survey

CUNY Market Survey. Professor Kapil Bawa Chairman, Marketing & International Business Department Baruch College In collaboration with the Baruch Survey Research Unit Presented to the Zicklin School of Business Faculty Baruch College April 17, 2008. Purpose.

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CUNY Market Survey

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  1. CUNY Market Survey Professor Kapil Bawa Chairman, Marketing & International Business Department Baruch College In collaboration with the Baruch Survey Research Unit Presented to the Zicklin School of Business Faculty Baruch College April 17, 2008

  2. Purpose • To identify the educational goals and aspirations of potential college applicants in the New York area • To identify college choices, criteria and sources of information & influence • To measure awareness and perceptions of CUNY colleges and of CUNY in general

  3. Method • Samples from two populations of potential college applicants in the New York area: • PSAT Sample: high school students who took the PSAT in 2004 and 2005 (n=1017) • Adult Sample: Adults recently enrolled, or planning to enroll in college (n=1005) • Online surveys with lottery or cash incentives

  4. Educational Plans

  5. Educational Plans

  6. High School Market is: More information seeking Less aware of choices Heavily influenced by counselors & parents More focused on quality and reputation More negative about CUNY in general The Adult Market is: Relatively more influenced by friends and family Less actively looking for information More aware of colleges More focused on practical considerations More positive about CUNY in general Findings in brief:High School vs. Adult Market

  7. Sources of Information

  8. Sources of Influence

  9. Top college choices • Respondents picked their top choices from a list of 32 colleges in the NYC area (and could write in any not on the list) • Indicated their first and second choices

  10. Top college choices

  11. Top college choices

  12. College choice criteria(Adult Sample ranking) • offers courses or majors that you want or need * • has good professors * • has affordable tuition • offers courses at convenient times • is easy to travel to • has a good reputation among employers • has high academic standards • has a safe campus • lets you start taking classes in your major quickly • has good advising or job placement for students • has good facilities on campus • has small class sizes • has high admission standards • has an active campus life for students • has an active sports program • has student housing available * most important attributes for both Adult and PSAT samples Key:Practical factorQuality-related factorStudent Life factor

  13. Importance of Choice Criteria

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