• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
InsideTrack eBook: The decision-making behavior of post-traditional students
 

InsideTrack eBook: The decision-making behavior of post-traditional students

on

  • 205 views

An analysis of coaching data from InsideTrack. Top reasons for pursuing a degree. Top institution selection criteria among prospective post-traditional students. Top concerns with online learning. Top ...

An analysis of coaching data from InsideTrack. Top reasons for pursuing a degree. Top institution selection criteria among prospective post-traditional students. Top concerns with online learning. Top non-start reasons. Top drop reasons.

Statistics

Views

Total Views
205
Views on SlideShare
202
Embed Views
3

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 3

https://twitter.com 3

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    InsideTrack eBook: The decision-making behavior of post-traditional students InsideTrack eBook: The decision-making behavior of post-traditional students Presentation Transcript

    • 1Confidential © InsideTrack, 2013 The decision-making behavior of post-traditional students An analysis of coaching data from InsideTrack
    • 2Confidential © InsideTrack, 2013 The data in this presentation is drawn from records of in-depth coach:student interactions We reviewed records from InsideTrack Coaching of more than 140,000 prospective and enrolled post-traditional students to assess their: • Reasons for pursuing a degree • Institution selection criteria • Concerns with online learning • Non-start reasons • Drop reasons
    • 3Confidential © InsideTrack, 2013 Reason for pursuing a degree
    • 4Confidential © InsideTrack, 2013 Most post-traditional students are pursuing a degree to advance in their current career 55% 18% 12% 10% Career Advancer Career Starter Career Changer Personal Goal Top Reason for Pursuing a Degree (n=29791) More post-traditional students seek Career Advancement as their primary goal than all other options combined But, make sure your marketing messages don’t ignore the other 45%.
    • 5Confidential © InsideTrack, 2013 Online students are more likely to be Career Starters than campus-based post-traditional students 54% 23% 13% 11% 61% 14% 14% 11% Career Advancer Career Starter Career Changer Personal Goal Top Reason for Pursuing a Degree (n=29791) Online Ground Online students 64% more likely to be Career Starters Consider differentiating marketing messages for ground and online programs.
    • 6Confidential © InsideTrack, 2013 Female post-traditional students are more likely to be Career Starters than males 56% 22% 11% 11% 62% 14% 13% 11% Career Advancer Career Starter Career Changer Personal Goal Reason for Pursuing a Degree (n=18865) Female Male Females 57% more likely to be Career Starters Consider differentiating marketing messages for male and female prospects.
    • 7Confidential © InsideTrack, 2013 Online students at selective institutions are more likely to be Career Advancers 80% 6% 2% 13% 57% 16% 12% 12% 53% 21% 12% 10% Career Advancer Career Starter Career Changer Personal Goal Reason for Pursuing a Degree (n=29791) Highly Selective Instituion Semi-Selective Institution Open Access Institution Online students at highly selective institutions far more likely to be Career Advancers and far less likely to be Career Starters or Career Changers Know how your selectivity affects the motivations of students you attract.
    • 8Confidential © InsideTrack, 2013 Age and military service also impact reasons for pursuing a degree Specific distinctions include: Post-traditional students under age 25 are more likely to be Career Starters; students age 40+ more likely to be driven by a Personal Goal. Current and former military service members are more likely to be Career Changers; non-military more likely to be Career Advancers.
    • 9Confidential © InsideTrack, 2013 Institution selection criteria
    • 10Confidential © InsideTrack, 2013 Prospective post-traditional students often select institutions based on reputation and convenience 39% 39% 12% Institutional Reputation Convenience Academic Program Quality Top Institution Selection Criteria Among Prospective Post-Traditional Students (n=28722) The importance of Academic Program Quality varies by student type, but is always 3rd on the list Know when to focus marketing messages on the program vs the institution.
    • 11Confidential © InsideTrack, 2013 Campus-based post-traditional students care more about specific academic program quality 40% 41% 10% 27% 30% 25% Institutional Reputation Convenience Academic Program Quality Top Institution Selection Criteria Among Prospective Post-Traditional Students (n=28722) Online Ground Ground students more than twice as likely to base decisions on Academic Program Quality If the same program is available online and on campus, you may need to market each differently.
    • 12Confidential © InsideTrack, 2013 The less selective the institution, the more convenience and academic program quality matter 62% 30% 7% 45% 46% 8% 36% 49% 12% Institutional Reputation Convenience Academic Program Quality Top Institution Selection Criteria Among Prospective Post-Traditional Students (n=28722) Highly Selective Instituion Semi-Selective Institution Open Access Institution Prospective students at less selective institutions 60% more likely to value Convenience Highly selective institutions should remember that convenience is still very important.
    • 13Confidential © InsideTrack, 2013 Current and former military service members value Convenience most 39% 54% 7% 67% 26% 6% Institutional Reputation Convenience Academic Program Quality Top Institution Selection Criteria Among Prospective Post-Traditional Students (n=5108) Military Non-Military The importance of Convenience and Institutional Reputation opposite for Military and Non- Military post-traditional students Service members and vets want to know that they can fit your program into a busy and geographically mobile life.
    • 14Confidential © InsideTrack, 2013 There are no significant differences in selection criteria based on age or gender Based on our analysis: Both male and female post-traditional students value Convenience most, followed closely by Institutional Reputation, with Academic Program Quality a distant third. Older students care slightly more about Convenience than younger students, but the order and general magnitude of selection criteria are consistent across age groups.
    • 15Confidential © InsideTrack, 2013 Concerns with online learning
    • 16Confidential © InsideTrack, 2013 Online students are most concerned about their ability to get a quality education online 19% 16% 15% 13% 8% 8% 7% 5% 3% 2% 2% 2% 1% Top Concerns with Online Learning (n=2813) Many also concerned that their diploma will say it is from an online degree program, due to employer perceptions Addressing these concerns in the admissions process results in stronger commitment to completion.
    • 17Confidential © InsideTrack, 2013 Concerns about time management in online learning increase significantly with age 24% 26% 25% 25% 19% 37% 22% 25% 19% 45% 18% 17% Fear of the unknown Time management Online degree noted on diploma Quality of Education Top Concerns with Online Learning (n=1280) <25 yrs old 25-40 yrs old 40+ yrs old It’s important to proactively address time management with younger, less self- aware prospects. Students age 40+ nearly twice as likely as students under age 25 to cite “time management” concerns
    • 18Confidential © InsideTrack, 2013 Females are more likely to cite a “fear of the unknown”, Males “being new to online learning” 11% 20% 58% 12% 17% 15% 54% 14% Fear of the unknown New to online Time management Self-study Top Concerns with Online Learning (n=887) Male Female Males 33% more likely to cite “newness” Females 55% more likely to cite “fear” The language you use plays an important role in how your message is received.
    • 19Confidential © InsideTrack, 2013 The selectivity of the institution and age of the student also influence areas of concern Specific distinctions include: When it comes to concerns about: • whether their degree says that it is from an online program • the quality of the online education they will receive • the responsiveness of professors Online students at highly selective institutions are more concerned. Online students over the age of 40 are less concerned.
    • 20Confidential © InsideTrack, 2013 Non-start reasons
    • 21Confidential © InsideTrack, 2013 If they don’t start at your institution, the most likely reason is that they went somewhere else 25% 19% 15% 14% 12% 8% 3% 2% 2% 1% Top Non-Start Reasons (n=16391) Often cited in prospect surveys, finances account for a small portion of non-starts One-quarter of conversion losses due to competition Though most prospects don’t consider suitability (fit) and commitment to graduation, these are critical to avoiding drops later – be proactive in addressing them.
    • 22Confidential © InsideTrack, 2013 Females are more likely not to start due to financial issues; males are more often unresponsive 24% 23% 3% 11% 8% 15% 2% 3% 3% 1% 25% 23% 4% 11% 12% 9% 2% 2% 4% 2% Top Non-Start Reasons (n=2125) Male Female Females 50% more likely than males to not start due to financial issues Males 67% more likely to be unresponsive after inquiry It may be necessary to adjust contact rate goals by prospect gender.
    • 23Confidential © InsideTrack, 2013 Current/former military service members typically start somewhere once they inquire 51% 14% 14% 8% 4% 3% 3% 38% 25% 16% 11% 2% 4% 1% Top Non-Start Reasons (n=2833) Military Non-Military Current/former military service members significantly less likely not to start or to face issues with external commitments Service members and vets are typically committed once they inquire and may be worthy of added focus.
    • 24Confidential © InsideTrack, 2013 The selectivity of the institution and age of the prospect also influence non-start reasons Specific distinctions include: Competition only accounts for 7% of non-starts at semi-selective institutions, but 27% and 30% at highly selective and open access institutions, respectively. 24% of non-starts at semi-selective institutions are due to Qualification/Academic Requirements versus 10% at highly selective institutions. Prospects under age 25 are more than twice as likely as those age 40+ to not start due to Qualification/Academic Requirements. Prospects age 40+ are more than twice as likely as those under age 25 to not start due to External Commitments.
    • 25Confidential © InsideTrack, 2013 Drop reasons
    • 26Confidential © InsideTrack, 2013 Difficulty managing non-academic commitments is the main reason post-traditional students drop 25% 20% 13% 9% 8% 8% 7% Top Drop Reasons (n=117,018) Academic issues account for less than 10% of drops More than 1/3 of drops come from difficulty managing and following through on commitments Addressing potential obstacles during admissions is critical to ensuring persistence.
    • 27Confidential © InsideTrack, 2013 Campus-based post-traditional students are more likely to drop due to effectiveness issues 25% 20% 12% 9% 8% 8% 7% 27% 16% 20% 7% 5% 10% 9% Top Drop Reasons (n=117,018) Online Ground Post-traditional ground students 2/3 more likely to drop due to lack of follow- through on commitments Short-term (weekly) accountability mechanisms enhance persistence.
    • 28Confidential © InsideTrack, 2013 Female post-traditional students are more likely to drop due to health and support issues 20% 17% 14% 9% 10% 11% 8% 23% 18% 16% 10% 10% 6% 7% Top Drop Reasons (n=68,522) Female MaleWomen 83% more likely to drop due to Health and Support Back-up plans for elder and child care reduce female student attrition.
    • 29Confidential © InsideTrack, 2013 Institution selectivity, military status and student age also influence drop reasons Specific distinctions include: 18% of drops at semi-selective institutions involve students taking a planned session off. Current and former military service members are more likely to drop due to External Commitments and less likely to drop due to Effectiveness issues. Students under age 25 are more likely to drop due to Finance and Effectiveness issues. Students age 40+ are more likely to drop due to Health and Support issues or lack of Commitment to Graduation.
    • 30Confidential © InsideTrack, 2013 Increase enrollment, retention and graduation by 15%. • 1:1 coaching for prospective and enrolled students • Actionable insights on student perceptions and needs • Systems to ensure measurement and accountability InsideTrack works with you to implement a system for continuous improvement InsideTrack is the only college dropout prevention initiative to meet WWC evidence standards Increase student and institutional success. Contact us: programs@insidetrack.com 415.243.4468 www.insidetrack.com