HCC Research Presentation

Community and Student Research Report
Prepared by:

Table of Contents
• Executive Summary ............................................................ 4
• Familiarity with HCC ............................................................ 7
• Perceptions of HCC ............................................................ 14
• Overall Attitudes ........................................................... 20
• Comparison of HCC to other Schools........................................................ 24
• Value Analysis ........................................................... 27
• Net Promoter Score ............................................................ 35
• Student Satisfaction ........................................................... 39
• Decision to Attend HCC ........................................................... 45
• Communication Audit ........................................................... 48
• Online Education ........................................................... 51
• Community Respondent Profile ............................................................ 55
• Student Respondent Profile ............................................................ 59
• Comparison to 2007 Research ............................................................ 66

HCC commissioned yaffe|DEUTSER to conduct research as part of an overall strategic initiative to help HCC assume a
desirable position in the local educational marketplace. Two separate surveys were conducted, one for community
members and the other for current HCC students. Data were collected using online surveys.
Specific objectives of the community study:
• To measure and compare the attitudes of area residents in the overall community and individual districts
• To determine which components of HCC’s services and roles most impact the attitudes of area residents
• To identify the appropriate strategic positions for HCC to occupy in the marketplace
Specific objectives of the student study:
•To measure overall student satisfaction including satisfaction levels regarding services and facilities.
•To calculate HCC’s Net Promoter Score as an indicator of the overall satisfaction levels of the students.
•To measure communication between HCC and students.
•To measure the awareness of specific programs (Coleman and Online courses).
Online data collection was conducted from March through May, 2013.
Background and Methodology
Market # of Community Surveys
Central College Area 100
Northeast College Area 125
Northwest College Area 200
Southeast College Area 100
Southwest College Area 226
TOTAL 751
College # of Student Surveys
Central College 772
Coleman College 188
Northeast College 408
Northwest College 950
Southeast College 548
Southwest College 1100
Online 309
TOTAL 4275

Executive Summary
• Results from the two surveys were both positive and negative. HCC is doing well in some areas but the results
also indicate some areas of concerns.
• Overall, the data from the community survey show high levels of awareness. HCC has by far the highest level of
unaided awareness among area community colleges. While awareness was high the last time the Value Analysis
study was conducted, it continued to improve.
• Respondents felt it was most important for HCC to deliver quality, affordability, and convenience. When asked to
write in words or phrases that come to mind when thinking of HCC, respondents were most likely to mention
affordability, community-oriented, education, and convenience. This indicates that HCC is delivering on these
areas that the community finds most important.
• The value analysis data shows that residents place high value on the degree to which HCC contributes to the
community. Attributes that relate to the community include: convenient locations, meeting residents’
education needs, and serving diverse groups. Several “big picture” benefits are also seen as extremely valuable,
such as the college’s overall impact on the region’s economy, patronizing local businesses, and decreasing overall
social costs to the state.
• Two-thirds of respondents were completely or mostly satisfied with HCC meeting the overall needs of their
community, and a majority rates HCC much or somewhat better than other local colleges/universities and
community colleges/proprietary schools.
• While HCC scored high on many satisfaction measurements, the community Net Promoter Scores (NPS) were not
as high. The NPS for the community was -6%, while the NPS for students was 30% (on a scale of + or – 100%).
THE NPS shows that overall, students are satisfied with their experience at HCC and are more likely to
recommend HCC than they are to speak negatively of the school; however, community members are less likely to
recommend HCC.

Executive Summary
• Respondents were asked to rate 12 issues both in terms of HCC’s performance and the importance of HCC
delivering effectively on the issues. The largest gaps (where HCC is underperforming against perceived
importance) are uses tax revenues wisely, has effective leadership, and offers a high-quality education.
• Awareness of Coleman College for Health Sciences could also be increased. On an aided basis, 58% of community
respondents were aware that HCC has a health science program, but 39% were unsure. Sixty-four percent did not
know if HCC has a campus in the Medical Center. However, student awareness was much higher. Eighty-six
percent (86%) of students were aware that HCC offers programs in Health Sciences on an aided basis. Sixty-one
percent (61%) of students said they were aware that HCC has a campus in the medical center on an aided basis;
although, only percent (35%) of respondents correctly named Coleman as the campus in the medical center.
• Students were satisfied with the variables having to do with their courses: appropriate class size (4.18),
challenging courses (4.02), convenient classes (4.02), and variety of courses (3.94). Of the variables related to
courses, the lowest score was for availability of courses (3.73).
• They were also satisfied with campus facilities (campus cleanliness - 4.14 and maintenance of facilities - 4.11)
except for food options (3.08) which received the lowest score for satisfaction.
• Students rated registration and admissions lower, particularly with regards to staff assistance during registration
(3.51) and staff assistance during admissions (3.54). Another area of concern was the convenience of office
hours for administrative and student services (3.70).
• In addition to measuring student satisfaction, a communication audit was conducted. One quarter (26%) of
students do not feel they receive enough information overall from HCC. Sixty-eight percent (68%) feel they
receive the right amount of information. This indicates a need to improve communications with students.
Students receive the most and best information via email. They also prefer to receive information this way. They
utilized HCC’s website as another important source of information.

• HCC has by far the highest level of unaided awareness among area community colleges, and is the
only community college mentioned by a majority of respondents on an unaided basis. Hispanics and
lower-income respondents are least likely to be aware of HCC on an unaided basis, but a majority of
both segments are still aware of HCC.
• Four in five (80%) respondents recalled HCC on an unaided basis when asked which community
colleges in the area come to mind.
Unaided Awareness of HCC
Respondents were asked open-ended question: “When you think about community colleges in your area, which ones come to mind?”
71%
11%
7%
9%
5%
22%
17%
5%
5%
18%

Almost one-half (48%) of respondents have a fairly close relationship with HCC
(either have a degree from the school or have a family member who does OR have
taken classes at HCC or have a family member who has).
Respondents were asked: “Which of the following best describes your relationship with each of the colleges?” If respondent had not
heard of HCC, they were terminated from the remainder of the study.
Relationships With Area Colleges
18%
12%
16%
5%

• More than one-half (58%) of all respondents were aware that HCC offers programs in the Health
Sciences.
• Respondents in the Southeast market were most likely to be aware of HCC’s offerings in this area.
Respondents were asked: “To your knowledge, does Houston Community College offer programs in the Health Sciences,
such as nursing, dental hygiene, etc.?”
Community Awareness of Health Sciences Programs
All Respondents Responses by Area

• One-fifth (19%) of all respondents were aware of the HCC campus in the Medical Center.
• Six percent (6%) of all respondents correctly recalled the name “Coleman” on an unaided basis.
Respondents were asked: “To your knowledge, is there a Houston Community College campus in the Texas Medical Center?”
If respondents answered “Yes”, then they were immediately asked to write in the campus name.
Community Awareness of Campus in the Medical Center
All Respondents Responses by Area

Four in five (80%) respondents felt it is important for HCC to make it easy for residents to take
advantage of the college’s services and educational programs, and 81% felt that HCC is performing
well on this attribute.
Importance/Performance Gaps

The largest gap between importance and performance was on the attribute “HCC uses tax revenue
wisely”; 84% of respondents felt this is “extremely important” or “very important”, but only 57%
“completely agreed” or “mostly agreed” that HCC performs well in this area.
Importance/Performance Gaps (continued)

When asked what comes to mind when thinking about HCC, two in five (39%) respondents mentioned
some aspect of “affordability”.
Word/Phrase Associations With HCC
All respondents were asked, “When you think of HCC, what three words or phrases come to mind first?”

Almost one-quarter (23%) of respondents believed that HCC’s large size or number of locations makes
it unique compared to other colleges in the area.
Unique Aspects of HCC
All respondents were asked, “What makes HCC unique?”

All respondents were asked three general questions:
• “What is your overall level of interest in having a community college in your
community?”
• “Overall, how much value does a community college have for your community?”
• “How satisfied are you with the job that HCC does in meeting the overall needs of your
community?”
Overall Attitudes

Overall, one-half (51%) of respondents were “extremely interested” or “very interested”
in having a community college in their community.
Overall Interest in a Community College in Your Community

African-American and Hispanic respondents saw the most value in having a community
college in their community (47% “excellent value” for each group).
Overall Value of a Community College in Your Community

One-third (29%) of lower income respondents (under $35k household income) were
“completely satisfied” that HCC is meeting the overall needs of the community.
Satisfaction With HCC Meeting the Needs of Your Community

All respondents were asked:
• “Compared to other post-secondary institutions (after high school), not including other
community colleges, how good a job does HCC do overall in serving the educational
needs of the community?”
• “Compared to other local community colleges and proprietary schools*, how good a job
does HCC do overall in serving the educational needs of the community?”
* Definition of a proprietary school shown to respondents if needed while taking the survey: A school organized as a for-profit primarily to reach
vocational skills or training. Many provide on-line classes.
Comparison of HCC to Other Schools

Much
Better
Much
Worse
One-third (32%) of Hispanics felt that HCC is “much better” than other local colleges and universities.
HCC Compared to Local Colleges and Universities

Much
Better
Much
Worse
Three in five (59%) respondents felt that HCC is “much better” or “somewhat better” than other local
community colleges and proprietary schools.
HCC Compared to Other Local Community Colleges and Proprietary Schools

BASICS
UNESSENTIALS
VALUE
ISSUES• Expected of every area
college and university
• The objective is to be
competitive, not better
or worse
• Low perceived importance
among residents, and...
• Not currently valuable
• Greatest impact on
resident attitudes
toward community
colleges
• Superior performance
here is the best way
to differentiate from
other schools
ResidentImportanceHighestLowest
Contributes to Value Perception MostLeast
Value Analysis™ Defined

26
Over time, many issues on the Value Map
move counterclockwise as the market
evolves and responds to residents’ needs.
These shifts on the map follow a clear and
logical pattern:
1. Issues that truly have the ability to
change the course of the market often
begin as Unessentials — low importance
and not seen as valuable.
2. Innovation on the part of one or
more colleges or universities within the
area moves an issue from an Unessential
to a low Value Issue.
3. Over time, the gradual adoption of
these features and benefits by other
schools raises awareness of their
importance.
4. When most schools offer the new
features or benefits, they lose their
innovativeness and residents begin to take
these issues for granted. These issues
then lose their influence as major
contributors to value perception and evolve
into Basics.
How Issues Move Over Time

StatedImportanceHighestLowest
BASICS VALUE
ISSUES
UNESSENTIALS
Easy for residents to take advantage
of the college’s services
Professors knowledgeable in
their subject areas
Has continuing ed
courses for residents
whose jobs require it
Meets the education
needs of the local
business community by
supplying an educated
workforce
Overall affordable education
Convenient class
times
Offers a
high-quality
education
Makes it more
affordable to obtain a
four-year degree from
another schoolHas programs that
help people become
qualified to enter
workforce after
graduation
Uses tax
revenue
wisely Convenient
locations
Sufficient variety of
classes and
degree or
certificate
programs
Effectively
trains people
for local jobs
Has effective
leadership
Meets
education
needs of
residents
Up-to-date equipment
and facilities
Increases
students’ lifetime
incomes
Works with community
businesses to identify
workforce needs
Positively
impacts
region’s
economy
Innovative in
meeting
community’s
educational
needs
Effectively
serves
diverse
groups in the
community
Provides training in essential
services such as police, fire,
paramedics and nursing
Students
decrease
social costs
to TX
Is responsive to
the community
Provides
opportunities
for economic
growth by
doing business
with local
companies
Provides good jobs for
local residents who work
at the college
Has continuing ed courses
for residents who want
them for personal reasons
Houston Community College Value Analysis™

28
• Theme Analysis identifies important positioning issues for branding and
communications, and describes these issues in terms of strategic implications and
supporting attributes.
• Two themes emerged from the Value Analysis™ map:
• High-quality education – Houston residents have come to expect that community
colleges offer a high-quality education. This is no longer an effective
differentiator for community colleges. For residents, this comes down to
affordability, variety of degrees, workforce preparation, knowledgeable
professors, and up-to-date facilities.
• Responsive to the community – Houston residents value the degree to which
community colleges are responsive to the community. This includes meeting the
community’s education needs, impacting the local economy as an employer and
a partner to area businesses, and decreasing social costs to the state.
Theme Analysis

BASICS
VALUE ISSUES
UNESSENTIALS
Professors knowledgeable
in their subject areas
Overall affordable
education Offers a
high-quality
education
Makes it more
affordable to obtain a
four-year degree
from another schoolHas programs that
help people become
qualified to enter
workforce after
graduation
Sufficient variety
of classes and
degree or
certificate
programs
Up-to-date
equipment
and facilities

BASICS
VALUE ISSUES
UNESSENTIALS
Meets
education
needs of
residents
Works with
community
businesses to identify
workforce needs
Positively
impacts
region’s
economy
Students decrease
social costs
to TX
Is responsive to
the community
Provides
opportunities for
economic
growth by doing
business with
local companiesProvides good jobs for
local residents who work
at the college

Net Promoter Score
Objective: This section examines responses to the question, “How likely is it that you would recommend
HCC to a friend or family member?” as a method of measuring satisfaction.
Methodology: Respondents rated, on a scale from 0-10 (“Not at all Likely” to “Extremely Likely”), how likely
they were to recommend HCC. Responses are divided into three categories: Promoter, Passive, or
Detractor. The Net Promoter score is determined by subtracting the percentage of respondents who are
Detractors from the percentage of respondents who are Promoters.
Scale: The Net Promoter Score scale ranges from -100% to 100%. An average score is between 5-10%. A score of
50% or above is considered excellent.
0 1 2 3 4 5 6 7 8
Not at all Likely Extremely Likely
PassiveDetractor
9 10
Promoter
Findings: HCC’s Net Promoter Score (NPS) for students was 30% (on a scale of + or – 100%). This
puts HCC in between average and above average with regards to its NPS score. NPS is used as an
additional measurement of satisfaction and shows that overall, students are satisfied with their
experience at HCC and are more likely to recommend HCC than they are to speak negatively of the
school.
Net Promoter Score

33
HCC’s Community Net Promoter Score is -6%. Southeast (31%) had the highest NPS. Northwest (-17%)
and Southwest (-10%) had the lowest NPS. These scores put HCC in the “below average” range in terms
of Net Promoters for the community.
Community Net Promoter Score
-7%
-17%
31%
-6%
Net Promoter Score
-9%
-10%
Respondents were asked: “How likely are you to recommend HCC to a friend or family member?”

Student Net Promoter Score
HCC’s total Student Net Promoter Score is 30%. Northeast (40%) and Online (36%) had the highest
NPS. Central (25%) and Southwest (27%) had the lowest NPS. These scores put HCC in the “average to
good” range in terms of Net Promoters for students.
Respondents were asked: “How likely are you to recommend HCC to a friend or family member?”
40%
34%
27%
25%
30%
Net Promoter Score
32%
30%
36%

Student Satisfaction
Respondents were asked to: “Please rate your overall level of satisfaction with the following college
functions and services” on a scale from 1 to 5, with 1 being “Very Dissatisfied” and 5 being “Very
Satisfied.”
Respondents were asked to rate the statements below:
Administrative and student service offices are open at convenient times.
Classes are scheduled at times that are convenient for me.
Class sizes are appropriate for maximum learning.
Faculty members are helpful and approachable.
I am proud to tell others that I am an HCC student.
I receive excellent instruction in most of my courses.
My courses are challenging.
Online course registration is easy to use.
Policies and procedures regarding course registration and course selection are clear and easy to find.
Students are made to feel welcome on campus.
The enrollment process is easy to complete.

Student Satisfaction
Respondents were asked: “Please rate your level of agreement with the statements below.”
Students were satisfied with the variables having to do with their courses: appropriate class
size (4.18), challenging courses (4.02), convenient classes (4.02), and variety of courses
(3.94). Of the variables related to courses, the lowest score was for availability of courses
(3.73).

Student Satisfaction (continued)
Respondents were asked: “Please rate your level of agreement with the statements below.”
The lowest score was for the statement, “Administrative and student service offices are
open at convenient times.” Policies and procedures regarding course registration and
course selection are clear and easy to find,” also received a lower score.

Satisfaction with Services
Students were most satisfied with the variety of courses, campus facilities, and availability
of technology. However, none of the variables rated received a score of 4.0 or higher,
indicating room for improvement in all areas.
Respondents were asked: “Please rate your overall level of satisfaction with the following college functions and services.”

Satisfaction with Services (continued)
Staff assistance during admissions and registration process received the lowest ratings.
While variety of courses received a high rating, the availability of courses scored lower.
Respondents were asked: “Please rate your overall level of satisfaction with the following college functions and services.”

Student Satisfaction with Facilities
Campus cleanliness and maintenance received high scores. Food options consistently
received the lowest scores.
Respondents were asked: “Please rate your level of satisfaction with the areas below.”

Decision to Attend HCC
• Low cost, flexibility of course times, convenient locations, and availability of
courses were all rated as extremely important in deciding to attend HCC.
• Referrals from others were the least important factors.

Decision to Register
• Most students answered “None” or wrote in a response to “Other.”
• Other responses were mainly that friends or family members were the primary
influences when deciding to register for courses at HCC.

Communication Audit
• Between 20-30% of respondents felt they did not receive enough information.
• Most respondents feel the information they receive is of acceptable quality.
• Between one-quarter and one-third feel the information they receive is of high quality.
Quality of Information
Quantity of Information
Respondents were asked: “Please rate the amount and quality of information you receive from HCC.”

Information Mechanisms
Students receive the most and best information via email. They also prefer to receive
information this way. Their secondary source of information is HCC’s website.
Respondents were asked to rank the mechanisms through which they receive the most and best information as well as the

Aided Awareness of Online Education
Ninety-three percent (93%) of all respondents were aware that HCC offers online courses.
All Respondents
Responses by Campus

Participation in Online Course
Forty-six percent (46%) of respondents have taken an online course.
All Respondents
Responses by Campus

Online Education - HCC
The overall satisfaction for online courses was moderate with a score of 3.84. Responses were fairly
neutral with regards to preference for online courses and the amount of time spent on online courses.
Students agree that they take online courses when traditional formats are not available.
Respondents were asked: “Please rate your level of agreement with the statements below regarding your experience with Online courses
(Distance Education) at HCC:”

Awareness of Coleman College for Health Sciences

Eighty-six percent of all respondents were aware that HCC offers programs in Health Sciences.
Student Awareness of Health Sciences Programs
All Respondents Responses by Campus

• Sixty-one percent of respondents said they were aware that HCC has a campus in The Texas Medical
Center.
• Thirty-five percent correctly named Coleman as the campus in the medical center.
Student Awareness of Campus in the Medical Center
All Respondents
Responses by Campus

Gender and Age – By Market
Market
Total CCA NECA NWCA SECA SWCA
% % % % % %
Gender
Male 41 36 45 47 28 41
Female 59 64 55 53 72 59
Age
Under 25 10 5 11 5 21 11
25-34 25 27 28 21 23 25
35-44 17 17 18 19 22 11
45-54 20 20 20 20 13 24
55-64 15 15 12 18 15 15
65 or older 13 16 11 18 6 13

Gender and Age – By Ethnicity and Household Income
Ethnicity Household Income
Total Af-Am Asian Hisp Cauc
Under
$35k
$35-
74.9k $75k+
% % % % % % % %
Gender
Male 41 24 52 34 52 36 36 51
Female 59 76 48 66 48 64 64 49
Age
Under 25 10 8 10 22 3 18 7 2
25-34 25 15 41 37 17 25 28 19
35-44 17 16 24 19 13 12 21 18
45-54 20 34 10 15 20 21 16 22
55-64 15 19 14 4 21 10 14 24
65 or older 13 8 2 2 27 13 12 14

Ethnicity and Household Income – By Market
Market
Total CCA NECA NWCA SECA SWCA
% % % % % %
Ethnicity
African-American 20 15 15 8 42 22
Asian 9 6 3 9 3 18
Hispanic 29 18 49 21 39 21
White or Caucasian 40 56 33 56 14 38
Other 2 2 0 4 2 0
Prefer not to answer 1 3 1 0 0 0
Household Income
Under $25,000 28 12 44 12 35 32
$25,000 to $34,999 12 11 13 17 13 9
$35,000 to $49,999 14 16 11 14 17 15
$50,000 to $74,999 16 17 17 18 16 15
$75,000 to $99,999 10 16 4 12 12 9
$100,000 or higher 19 27 10 27 8 20

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