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University of Bradford's Applicant Choices and Decision-Making Process Analysis

Explore the preferences and factors influencing UK undergraduate applicants' decisions, acceptance rates, and declination reasons at the University of Bradford from 2006 to 2007. Understand the impact of reputation, city perception, and information sources on choice-making behaviors.

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University of Bradford's Applicant Choices and Decision-Making Process Analysis

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  1. Accepters Decliners Questionnaire Analysis 2007 Safina Tai Market Analyst

  2. What is important? Influence Research University Choices Image Decision Making Process City of Bradford Introduction Accepters Decliners

  3. Respondent Sample • 5016 UK undergraduate applicants received questionnaire (5397)* • 15% response rate (18%)* • 65% acceptors (64%)* • 36% decliners (36%)* *2006 figures

  4. Respondent Sample by School Respondent Sample

  5. Respondent Sample • 85% aged 21 or under (85%)* • 67% of total Respondents were female (63%)* • 20.3% respondents from Bradford (18%)* *2006 figures

  6. Sample Composition by Regional Origin

  7. 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.

  8. Key Performance Indicators

  9. Key Performance Indicators *projected targets **methodology change

  10. University of Bradford Preference

  11. Change in Preference Change in preference

  12. Information Sources Information Sources

  13. Accepting an Offer

  14. Declining an Offer

  15. 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

  16. Action Points • Further Research • The National Image & Perception Survey • Communications • Prospectus • City Guide • Online

  17. Thank you Safina Tai Market Analyst s.tai1@bradford.ac.uk

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