Marketing Research Powerpoint

  • 2,283 views
Uploaded on

Powerpoint presentation for marketing research project conducted on Baker business and economics alumni, fall 2008.

Powerpoint presentation for marketing research project conducted on Baker business and economics alumni, fall 2008.

More in: Education , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
2,283
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Satisfaction of Baker University Alumni
  • 2. By: Cara Breeden, Tanner Christenson, PJ Matulka, Shannon Pulkrabek, Tylor St. Clair, Jeff Theis
  • 3. Shannon Pulkrabek with the Quality of the UVSC Experience: Alumni Survey Results
  • 4. Who Conducted It? • Utah Valley State College • Office of Institutional Research • PGM Incorporated http://www.uvsc.edu/ir/research/may01/alumnireport.pdf
  • 5. 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
  • 6. 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
  • 7. 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 year http://www.uvsc.edu/ir/research/may01/alumnireport.pdf
  • 8. 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
  • 9. 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
  • 10. Tylor St. Clair with the “Global MBA Graduate Survey”
  • 11. Who Conducted It? • 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 http://www.gmac.com/GMAC/default.htm?stay=1
  • 12. What Did They Study? • Graduates of class 2004 • Criteria Specific • Business Environment • Financial Status • Recommendation http://www.gmac.com/GMAC/default.htm?stay=1
  • 13. Research Findings Degree Satisfaction Satisfied Unsatisfied Opportunity 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% http://www.gmac.com/GMAC/default.htm?stay=1
  • 14. Degree Satisfaction Satisfied Unsatisfied 1 90% 2 3 4 80% 6 5 70% 60% Percentile of 50% Satisfaction 40% 5 6 30% 4 3 2 20% 1 10% 0% 1 2 3 4 5 6 Categories of Importance
  • 15. Methodology • 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 http://www.gmac.com/GMAC/default.htm?stay=1
  • 16. Relevance to Project • Survey Relating to Baker University's Alumni • Questionnaire • While attending • In work atmosphere http://www.gmac.com/GMAC/default.htm?stay=1
  • 17. 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 acknowledgement •Nationwide •Methodology •Surveys and questionnaires •Bias polled •Individually http://www.gmac.com/GMAC/default.htm?stay=1
  • 18. Cara Breeden with “The Best Undergrad B-Schools”
  • 19. Who Conducted It? • BusinessWeek magazine • Team of statisticians lead by Louis Lavelle • Popular Source <http://www.businessweek.com/magazine/content/07_12/b4026066.htm>..
  • 20. 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>..
  • 21. Research Findings • Variables have Positive Relationship • List of Top Schools <http://www.businessweek.com/magazine/content/07_12/b4026066.htm>..
  • 22. 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>..
  • 23. Weight of Factors Student Education Survey Quality 30% 30% School Survey Recruiter Starting 10% Survey Salaries 20% 10% <http://www.businessweek.com/magazine/content/07_12/b4026066.htm>..
  • 24. 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>..
  • 25. 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>..
  • 26. Jeff Theis with “Business Student Satisfaction, Intentions and Retention in Higher Education: An Empirical Investigation”
  • 27. Who Conducted It? • 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 www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf
  • 28. What Did They Study? 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 www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf
  • 29. What Did They Study? 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 www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf
  • 30. Research Findings • 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 www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf
  • 31. Methodology •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 www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf
  • 32. Relevance to Project • Provided empirical findings to understand student satisfaction and intentions in higher education institutions • Consumer-oriented philosophy • Curriculum of real world relevance www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf
  • 33. 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
  • 34. Tanner Christenson with the 06-07 Graduate Survey Report
  • 35. Who Conducted It? •Baker University •The Career Development Center in 2006- 2007 Baker University Career Development Center
  • 36. What Did They Study? • Statistical breakdown of graduates, salaries, company • Position inquiries were asked to the School of Professional & Graduate Studies Baker University Career Development Center
  • 37. Research Findings 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 Baker University Career Development Center
  • 38. Research Findings 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 Baker University Career Development Center
  • 39. Methodology • Evaluation Size • Response Rate • Questionnaire • Overall Procedure Baker University Career Development Center
  • 40. Relevance to Project • 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 Baker University Career Development Center
  • 41. 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 background Baker University Career Development Center
  • 42. PJ Matulka with the ACT Alumni Outcomes Survey Summary Report
  • 43. Who Conducted It? • ACT Survey Research Services • Judy Smrha Alumni Outcome Survey Graphics Report For Baker University
  • 44. What Did They Study? • Educational Outcomes • Educational Experiences • Activities and Organizations • Employment History and Experiences • Background Information Alumni Outcome Survey Graphics Report For Baker University
  • 45. Points Scale (Importance) Points Scale (Impact) Major Importance 4 Major Impact 4 Moderate Importance 3 Moderate Impact 3 Minor Importance 2 Minor Impact 2 No Importance 1 No Impact 1 Blank 0 Blank 0 Alumni Outcome Survey Graphics Report For Baker University
  • 46. List of Abilities/Skills One can expect to develop with a postsecondary education Question Ability OR Skill Importance Actual Impact Margin 1 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
  • 47. Alumni Satisfaction — Based Upon Positivity of Margin Skill or ability one might expect to develop while pursuing a postsecondary Rank Question Margin 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
  • 48. Alumni Outcomes Survey 300 250 200 Response Level Importance 150 Actual Impact 100 50 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Question # Alumni Outcome Survey Graphics Report For Baker University
  • 49. Methodology • Given to Baker University CAS Alumni • Questionnaires sent out through mail • 369 alumni respondents Alumni Outcome Survey Graphics Report For Baker University
  • 50. 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
  • 51. 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
  • 52. In Conclusion • Six Surveys • Relevance, Validity, and Methodology • Existing Data to form Benchmarks Alumni Outcome Survey Graphics Report For Baker University