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Using Market Research to Improve Student Experiences

Using Market Research to Improve Student Experiences - Presented at the ADAPE 2008 Conference

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Using Market Research to Improve Student Experiences

  1. 1. Using Market Research to Improve Student Experiences Cassandra Erbs I Thursday, 11 September 2008
  2. 2. Questions <ul><li>Who currently conducts research within the school? </li></ul><ul><ul><li>With students? </li></ul></ul><ul><ul><li>With parents? </li></ul></ul><ul><ul><li>With prospective parents? </li></ul></ul><ul><ul><li>With staff? </li></ul></ul><ul><ul><li>With past students? </li></ul></ul><ul><li>Outside of the school? </li></ul>
  3. 3. Outline Part 1- Secondary research Part 2 - Primary research Part 3 – What we do with it
  4. 4. What do we do? <ul><li>Statistical research and benchmarking by monitoring and maintaining secondary (desktop) research including: </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Competitor analysis </li></ul></ul><ul><ul><li>Industry trends </li></ul></ul><ul><ul><li>Environmental influences. </li></ul></ul>
  5. 5. How? <ul><li>ABS </li></ul><ul><li>ISQ </li></ul><ul><li>Media </li></ul><ul><li>Conferences </li></ul><ul><li>Collateral from other schools </li></ul>
  6. 6. For example <ul><li>From ABS </li></ul><ul><ul><li>224,000 in the Western Suburbs of which 89,000 are aged 30-54 years </li></ul></ul><ul><ul><li>48.9% or 44,000 people aged 30-54 </li></ul></ul><ul><ul><li>41.1% or 30,000 people have children aged under 16 years in the household </li></ul></ul><ul><ul><li>50.7% or 56,000 of people with household income great than $60K </li></ul></ul><ul><ul><li>47.3% or 72,000 of those are currently employed </li></ul></ul>
  7. 7. For example <ul><li>From ISQ </li></ul><ul><ul><li>Size, location, affiliation, student / teacher ratio, enrolments, source income, capital funding </li></ul></ul>
  8. 8. For example <ul><li>Other schools </li></ul>
  9. 9. For example <ul><li>From the Media </li></ul>
  10. 10. For example <ul><li>From sites such as who conduct regular parent surveys </li></ul><ul><li>How does your child travel to school? </li></ul><ul><ul><ul><ul><ul><li>Private vehicle 60.98% </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Walks/cycles 27.62% </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Public transport 11.4% </li></ul></ul></ul></ul></ul><ul><li>Would you like to see more integration of new technologies at your child’s school? </li></ul><ul><ul><li>Yes 90.7% </li></ul></ul><ul><ul><li>No 7.7% </li></ul></ul><ul><ul><li>Not sure 1.6% </li></ul></ul>
  11. 11. For example <ul><li>From sites such as </li></ul>
  12. 12. What else do we do? <ul><li>Obtain feedback or primary research from key stakeholders on a regular basis to assist ongoing development and improvement with </li></ul><ul><ul><li>Parents </li></ul></ul><ul><ul><li>Current students </li></ul></ul><ul><ul><li>Past students </li></ul></ul><ul><ul><li>Staff (teaching and support) </li></ul></ul><ul><ul><li>Prospective parents </li></ul></ul>
  13. 13. How? <ul><li>Parent Survey </li></ul><ul><li>Staff Survey </li></ul><ul><li>Student Research </li></ul><ul><li>Teaching / Classroom research </li></ul><ul><li>Exit Interviews </li></ul><ul><li>New Parent Telephone interviews </li></ul><ul><li>Non-Acceptance of Place Survey </li></ul><ul><li>Event Surveys </li></ul>
  14. 14. Parent Survey <ul><li>Every two years </li></ul><ul><li>Conducted by external agency (to demonstrate independence) – Insight Plus </li></ul><ul><li>Covers: </li></ul><ul><ul><li>Overall satisfaction </li></ul></ul><ul><ul><li>Likelihood of recommendation </li></ul></ul><ul><ul><li>Areas ranked by importance </li></ul></ul><ul><ul><li>Areas ranked by satisfaction </li></ul></ul><ul><ul><li>Broken down from whole school into early childhood (P-3), Primary (P-7) and Secondary (8-12) </li></ul></ul><ul><ul><li>Benchmarked against previous surveys and other school’s results </li></ul></ul>
  15. 15. Parent Survey <ul><li>Overall satisfaction index 90.3 (from 88.5 in 2005) with 80 average for schools </li></ul><ul><li>89% said they are either likely or very likely to recommend the school to other parents. </li></ul>
  16. 16. Parent Survey <ul><li>Parents told us: </li></ul><ul><li>They appreciated and valued the increased focus on academic rigour and extension. </li></ul><ul><li>They had a very high degree of satisfaction with co-curricular program at the school. Achievement in visual and performing arts and sport is valued. </li></ul><ul><li>They wanted continued and improved focus on technology integration in the Senior School. </li></ul><ul><li>They had a desire for a continued and increased focus on literacy and numeracy. </li></ul><ul><li>They believed St Aidan's holds a strong and growing reputation in the community. </li></ul><ul><li>They wanted more opportunities for students to develop leadership skills in the Junior School. </li></ul>
  17. 17. Parent Survey <ul><li>Some comments </li></ul><ul><li>The academic standard is very high. Teaching staff are exceptional and go above and beyond in every way. Facilities and grounds are very good. Class sizes are small. </li></ul><ul><li>The school has good values, a high quality education and very high quality teaching staff. </li></ul><ul><li>Caring and informed staff, child acknowledged as individual. </li></ul><ul><li>Wonderful sense of place and purpose for the girls. </li></ul><ul><li>Small school achieving excellent academic results </li></ul>
  18. 18. Staff Survey <ul><li>Every year </li></ul><ul><li>Conducted internally with all staff </li></ul><ul><li>Covers: </li></ul><ul><ul><li>Job satisfaction </li></ul></ul><ul><ul><li>Pay </li></ul></ul><ul><ul><li>Leadership </li></ul></ul><ul><ul><li>Respect between staff and students </li></ul></ul><ul><ul><li>Understanding of mission and goals </li></ul></ul><ul><ul><li>Communication </li></ul></ul><ul><ul><li>Broken down from all staff to teaching and support staff </li></ul></ul>
  19. 19. Staff Survey <ul><li>88% of staff said St Aidan’s as an employer was either good to excellent </li></ul><ul><li>96% agreed to strongly agreed the primary concern of everyone in our School is the learning of students </li></ul>
  20. 20. Staff Survey <ul><li>Some comments: </li></ul><ul><li>Strong, supportive environment </li></ul><ul><li>Great facilities </li></ul><ul><li>High standard of work expectation </li></ul><ul><li>The students are lovely people </li></ul><ul><li>I love what I do everyday </li></ul>
  21. 21. Student Research <ul><li>Student Surveys with Years 7 to 12 </li></ul><ul><ul><li>Conducted internally by a paper survey (moving to online in 2009) </li></ul></ul><ul><ul><li>Conducted in relation to specific programs such as the Social and Emotional Learning program and ‘Futures Week’ </li></ul></ul>
  22. 22. Student Research <ul><li>Exit Surveys </li></ul><ul><ul><li>Tracking of student destinations through reports such as ‘Next Steps’ </li></ul></ul>
  23. 23. Student Research <ul><li>‘ Carpet Conversations’ with Year 6 to 12 </li></ul><ul><ul><li>Conducted by members of the Educational Leadership Team </li></ul></ul><ul><ul><li>Small group in an informal setting </li></ul></ul><ul><ul><li>Use some opening questions with younger grades to get conversation going </li></ul></ul>
  24. 24. Student Research <ul><li>Some comments (from Year 12 groups) </li></ul><ul><ul><li>Year 12 very similar to Year 11. Big jump from Year 10 to Year 11. Told it was hard but didn’t realise </li></ul></ul><ul><ul><li>QCS Trial helpful. Feel well prepared </li></ul></ul><ul><ul><li>Enjoy the personal relationship with teachers </li></ul></ul><ul><ul><li>Y8/Y12 lockers work. Really good way to meet them </li></ul></ul><ul><ul><li>Year Coordinator for 5 years is good </li></ul></ul>
  25. 25. Other research <ul><li>Teaching / Classroom research </li></ul><ul><li>Exit interviews </li></ul><ul><li>Non-Acceptance of Place Survey </li></ul><ul><li>New Parent interviews </li></ul><ul><li>Event surveys </li></ul>
  26. 26. What do we do with it? <ul><li>Review and interpret data on a regular basis and report back to School Council and SLT </li></ul><ul><li>Incorporate into the strategic planning process </li></ul>
  27. 27. What else do we do? <ul><li>Provide parents with informative and timely communication about their child’s progress through: </li></ul><ul><ul><li>Parent / Teacher interviews </li></ul></ul><ul><ul><li>Parent Lounge </li></ul></ul><ul><ul><li>Access to teaching staff </li></ul></ul><ul><ul><li>Reporting </li></ul></ul><ul><ul><li>Website </li></ul></ul>
  28. 28. Future plans… <ul><ul><li>Continue with current market research program of primary and secondary research. </li></ul></ul><ul><ul><li>Improved access and education of Parent Lounge </li></ul></ul><ul><ul><li>Improved content for Parent Lounge (through teaching staff) </li></ul></ul><ul><ul><li>Continuous reporting </li></ul></ul>
  29. 29. Summary <ul><ul><li>Use the research already out there (Secondary) </li></ul></ul><ul><ul><li>Use the information coming from your key stakeholders (Primary) </li></ul></ul><ul><ul><li>Make sure you feedback research results into the school community </li></ul></ul><ul><li>And finally… </li></ul><ul><li>Don’t be steer too far from your strategic direction but allow the research to inform your direction and improve student experiences. </li></ul>