Use of Surveying and Online Survey Tools in College Marketing and Public Relations

Primary Research Group
109 Pages - PRG10001
$134.00

The study looks closely at how college administrators in admission, marketing, enrollment management, public relations and other marketing-oriented departments are using surveying and online survey tools to improve performance. The study helps its readers to answer questions such as: what is the role of online survey tools in college marketing and public relations? What services are colleges using and how much are they spending? How much do they spend on traditional market research and surveying services and to what extent have they been replaced by use of online survey tools? Which populations are being surveyed the most and how have colleges benefited? What percentage and types of surveys are done by phone, by mail, in-person or online? How much has surveying increased or decreased in recent years? How are surveys archived and accessed and by whom?

Just a few of the report’s many findings are that:

75% of private colleges in the sample had a paid subscription to Surveymonkey.

The range of annual spending on online survey tools by the public colleges in the sample was $150 to $15,000.

Use of survey tools has led to a significant increase in the overall volume of surveying by colleges.. A research university participant puts it this way: “We know more about the value of our degrees in the real world, and how people feel about our brand and the experience they have/had here - plus logistics like cost, location, program delivery models, etc.”

More than 51% of the colleges sampled maintain an archive, directory or repository for their surveys. Community colleges and 4-year colleges were much more likely than research-oriented colleges and universities to do so.

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THE QUESTIONNAIRE
PARTICIPANTS LIST
Characteristics of the Sample
SUMMARY OF MAIN FINDINGS
Characteristics of the Sample
How Many Times the College has Surveyed Certain Specific Populations such as Potential Students, Alumni, Open House Attendees, Etc.
Frequency of Interviewing Potential Students
Frequency of Interviewing Attendees at Campus Open House Events
Frequency of Interviewing High School Guidance Counselors
Frequency of Interviewing Alumni
Frequency of Interviewing Accepted Students
Frequency of Interviewing Accepted Students who Accepted the Offer
Frequency of Interviewing Students who Leave, Transfer or Drop Out
Frequency of Interviewing Parents or Grandparents
Frequency of Interviewing Potential International Student Applicants
Brands of Online Survey Tools Used
Spending by the Colleges in the Sample on Paid Subscriptions to Online Survey Tools
Use of Survey Tools at no Cost
Overall Increase or Decrease in the Volume of Surveying
Areas in which Surveying has Increased the Most
Benefits of Greater Amount of Surveying
Use of and Spending on Outside Market Research Firms
Impact of the Use of Online Survey Tools on Use of Outside Market Research Firms
How to Maximize the Advantages of Online Surveying While Minimizing Its Disadvantages
Percentage of Surveys Conducted by the College done by Phone, Mail, in-Person and Online
Use of Crowdsourcing
Surveying Internally
Email Lists Used in College Marketing Oriented Surveys
Surveying of Current and Potential Employers of the College’s Students
Surveying of Potential Users of College Services such as Camps, Summer Room Rental and other Services
Use of Pre-packaged Online Samples of College Students
Publishing Results of Surveys
Maintenance of Archive, Directory or Repository of Surveys
Most Beneficial Surveys Conducted
Table 1.1 In the past three years, has the college surveyed any of the following populations: Potential Students
Table 1.2 In the past three years, has the college surveyed any of the following populations: Broken out for public and private colleges 28
Table 1.3 In the past three years, has the college surveyed any of the following populations: Broken out by Enrollment 29
Table 1.4 In the past three years, has the college surveyed any of the following populations: Broken out by College type or Carnegie class 30
Table 1.5 In the past three years, has the college surveyed any of the following populations: Broken out by Annual Tuition 31
Table 2 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed each of the following groups: 32
Table 2.1.1 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed potential students?
Table 2.1.2 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed potential students? Broken out for public and private colleges
Table 2.1.3 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed potential students? Broken out by Enrollment
Table 2.1.4 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed potential students? Broken out by College type or Carnegie class
Table 2.1.5 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed potential students? Broken out by Annual Tuition
Table 2.2.1 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed attendees at campus open houses and similar events?
Table 2.2.2 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed attendees at campus open houses and similar events? Broken out for public and private colleges
Table 2.2.3 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed attendees at campus open houses and similar events? Broken out by Enrollment
Table 2.2.4 Over the past year ,approximately how many times has the college (or your particular division if you are supplying data for this) surveyed attendees at campus open houses and similar events? Broken out by College type or Carnegie class
Table 2.2.5 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed attendees at campus open houses and similar events? Broken out by Annual Tuition
Table 2.3.1 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed High School Guidance Counselors?
Table 2.3.2 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed High School Guidance Counselors? Broken out for public and private colleges
Table 2.3.3 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed High School Guidance Counselors? Broken out by Enrollment
Table 2.3.4 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed High School Guidance Counselors? Broken out by College type or Carnegie class
Table 2.3.5 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed High School Guidance Counselors? Broken out by Annual Tuition
Table 2.4.1 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed alumni?
Table 2.4.2 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed alumni? Broken out for public and private colleges
Table 2.4.3 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed alumni? Broken out by Enrollment
Table 2.4.4 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed alumni? Broken out by College type or Carnegie class
Table 2.4.5 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed alumni? Broken out by Annual Tuition
Table 2.5.1 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed accepted students?
Table 2.5.2 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed accepted students? Broken out for public and private colleges
Table 2.5.3 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed accepted students? Broken out by Enrollment
Table 2.5.4 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed accepted students? Broken out by College type or Carnegie class
Table 2.5.5 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed accepted students? Broken out by Annual Tuition
Table 2.6.1 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed incoming accepted students?
Table 2.6.2 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed incoming accepted students? Broken out for public and private colleges
Table 2.6.3 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed incoming accepted students? Broken out by Enrollment
Table 2.6.4 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed incoming accepted students? Broken out by College type or Carnegie class
Table 2.6.5 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed incoming accepted students? Broken out by Annual Tuition
Table 2.7.1 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed students who leave, transfer or drop out?
Table 2.7.2 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed students who leave, transfer or drop out? Broken out for public and private colleges
Table 2.7.3 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed students who leave, transfer or drop out? Broken out by Enrollment
Table 2.7.4 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed students who leave, transfer or drop out? Broken out by College type or Carnegie class
Table 2.7.5 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed students who leave, transfer or drop out? Broken out by Annual Tuition
Table 2.8.1 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed parents or grandparents
Table 2.8.2 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed parents or grandparents Broken out for public and private colleges
Table 2.8.3 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed parents or grandparents Broken out by Enrollment
Table 2.8.4 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed parents or grandparents Broken out by College type or Carnegie class
Table 2.8.5 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed parents or grandparents Broken out by Annual Tuition
Table 2.9.1 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed potential international students?
Table 2.9.2 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed potential international students? Broken out for public and private colleges
Table 2.9.3 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed potential international students? Broken out by Enrollment
Table 2.9.4 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed potential international students? Broken out by College type or Carnegie class
Table 2.9.5 Over the past year, approximately how many times has the college (or your particular division if you are supplying data for this) surveyed potential international students? Broken out by Annual Tuition
Table 3 Does the college have a paid subscription to any of the following survey services or instruments?
Table 3.1.1 Does the college have a paid subscription to Surveymonkey?
Table 3.1.2 Does the college have a paid subscription to Surveymonkey? Broken out for public and private colleges
Table 3.1.3 Does the college have a paid subscription to Surveymonkey? Broken out by Enrollment
Table 3.1.4 Does the college have a paid subscription to Surveymonkey? Broken out by College type or Carnegie class
Table 3.1.5 Does the college have a paid subscription to Surveymonkey? Broken out by Annual Tuition
Table 3.2.1 Does the college have a paid subscription to Surveygizmo?
Table 3.3.1 Does the college have a paid subscription to Zoomerang?
Table 3.4.1 Does the college have a paid subscription to Qualtrics Research?
Table 3.4.2 Does the college have a paid subscription to Qualtrics Research? Broken out for public and private colleges
Table 3.4.3 Does the college have a paid subscription to Qualtrics Research? Broken out by Enrollment
Table 3.4.4 Does the college have a paid subscription to Qualtrics Research? Broken out by College type or Carnegie class
Table 3.4.5 Does the college have a paid subscription to Qualtrics Research? Broken out by Annual Tuition
Table 3.5.1 Does the college have a paid subscription to PollDaddy?
Table 3.6.1 Does the college have a paid subscription to FormSite?
Table 3.7.1 Does the college have a paid subscription to QuestionPro?
Table 4.1 To the best of your knowledge, how much did the college spend for subscriptions to online survey tools in the past year?
Table 4.2 To the best of your knowledge, how much did the college spend for subscriptions to online survey tools in the past year? Broken out for public and private colleges
Table 4.3 To the best of your knowledge, how much did the college spend for subscriptions to online survey tools in the past year? Broken out by Enrollment
Table 4.4 To the best of your knowledge, how much did the college spend for subscriptions to online survey tools in the past year? Broken out by College type or Carnegie class
Table 4.5 To the best of your knowledge, how much did the college spend for subscriptions to online survey tools in the past year? Broken out by Annual Tuition
Table 5.1 Would you say that over the past three years your college's use of surveying for marketing or public relations purposes has increased, decreased or remained about the same?
Table 5.2 Would you say that over the past three years your college's use of surveying for marketing or public relations purposes has increased, decreased or remained about the same? Broken out for public and private colleges
Table 5.3 Would you say that over the past three years your college's use of surveying for marketing or public relations purposes has increased, decreased or remained about the same? Broken out by Enrollment
Table 5.4 Would you say that over the past three years your college's use of surveying for marketing or public relations purposes has increased, decreased or remained about the same? Broken out by College type or Carnegie class
Table 5.5 Would you say that over the past three years your college's use of surveying for marketing or public relations purposes has increased, decreased or remained about the same? Broken out by Annual Tuition
Table 6.1 Has the college hired an outside market research firm to perform survey work in the past three years?
Table 6.2 Has the college hired an outside market research firm to perform survey work in the past three years? Broken out for public and private colleges
Table 6.3 Has the college hired an outside market research firm to perform survey work in the past three years? Broken out by Enrollment
Table 6.4 Has the college hired an outside market research firm to perform survey work in the past three years? Broken out by College type or Carnegie class
Table 6.5 Has the college hired an outside market research firm to perform survey work in the past three years? Broken out by Annual Tuition
Table 7.1 If so, how much has the college paid to outside research and surveying firms in the past three years in the aggregate? ($ US)
Table 7.2 If so, how much has the college paid to outside research and surveying firms in the past three years in the aggregate? ($ US) Broken out for public and private colleges
Table 7.3 If so, how much has the college paid to outside research and surveying firms in the past three years in the aggregate? ($ US) Broken out by Enrollment
Table 7.4 If so, how much has the college paid to outside research and surveying firms in the past three years in the aggregate? ($ US) Broken out by College type or Carnegie class
Table 7.5 If so, how much has the college paid to outside research and surveying firms in the past three years in the aggregate? ($ US) Broken out by Annual Tuition
Table 8.1 Has the use of online survey tools replaced work once outsourced to market research or survey firms?
Table 8.2 Has the use of online survey tools replaced work once outsourced to market research or survey firms? Broken out for public and private colleges
Table 8.3 Has the use of online survey tools replaced work once outsourced to market research or survey firms? Broken out by Enrollment
Table 8.4 Has the use of online survey tools replaced work once outsourced to market research or survey firms? Broken out by College type or Carnegie class
Table 8.5 Has the use of online survey tools replaced work once outsourced to market research or survey firms? Broken out by Annual Tuition
Table 9 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through the following mediums:
Table 9.1.1 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through phone?
Table 9.1.2 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through phone? Broken out for public and private colleges
Table 9.1.3 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through phone? Broken out by Enrollment
Table 9.1.4 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through phone? Broken out by College type or Carnegie class
Table 9.1.5 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through phone? Broken out by Annual Tuition
Table 9.2.1 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through mail?
Table 9.2.2 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through mail? Broken out for public and private colleges
Table 9.2.3 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through mail? Broken out by Enrollment
Table 9.2.4 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through mail? Broken out by College type or Carnegie class
Table 9.2.5 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through mail? Broken out by Annual Tuition .. 73
Table 9.3.1 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through online?
Table 9.3.2 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through online? Broken out for public and private colleges
Table 9.3.3 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through online? Broken out by Enrollment
Table 9.3.4 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through online? Broken out by College type or Carnegie class
Table 9.3.5 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through online? Broken out by Annual Tuition
Table 9.4.1 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through in-person?
Table 9.4.2 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through in-person? Broken out for public and private colleges
Table 9.4.3 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through in-person? Broken out by Enrollment
Table 9.4.4 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through in-person? Broken out by College type or Carnegie class
Table 9.4.5 Approximately what percentage of college surveys for marketing or public relations purposes are conducted primarily through in-person? Broken out by Annual Tuition
Table 10.1 Has the college used crowdsourcing services for any research purposes within the past three years?
Table 10.2 Has the college used crowdsourcing services for any research purposes within the past three years? Broken out for public and private colleges
Table 10.3 Has the college used crowdsourcing services for any research purposes within the past three years? Broken out by Enrollment
Table 10.4 Has the college used crowdsourcing services for any research purposes within the past three years? Broken out by College type or Carnegie class
Table 10.5 Has the college used crowdsourcing services for any research purposes within the past three years? Broken out by Annual Tuition
Table 11.1 Does the college conduct "feedback" surveys to get an idea how a particular marketing approach might be working? Such as a change on the college website, Facebook page or other marketing vehicle?
Table 11.2 Does the college conduct "feedback" surveys to get an idea how a particular marketing approach might be working? Such as a change on the college website, Facebook page or other marketing vehicle? Broken out for public and private colleges
Table 11.3 Does the college conduct "feedback" surveys to get an idea how a particular marketing approach might be working? Such as a change on the college website, Facebook page or other marketing vehicle? Broken out by Enrollment
Table 11.4 Does the college conduct "feedback" surveys to get an idea how a particular marketing approach might be working? Such as a change on the college website, Facebook page or other marketing vehicle? Broken out by College type or Carnegie class
Table 11.5 Does the college conduct "feedback" surveys to get an idea how a particular marketing approach might be working? Such as a change on the college website, Facebook page or other marketing vehicle? Broken out by Annual Tuition
Table 12 Does the college conduct surveys of any of the following populations to assess worker satisfaction or for any other purpose?
Table 12.1.1 Does the college conduct surveys of student tour guides to assess worker satisfaction or for any other purpose?
Table 12.1.2 Does the college conduct surveys of student tour guides to assess worker satisfaction or for any other purpose? Broken out for public and private colleges
Table 12.1.3 Does the college conduct surveys of student tour guides to assess worker satisfaction or for any other purpose? Broken out by Enrollment
Table 12.1.4 Does the college conduct surveys of student tour guides to assess worker satisfaction or for any other purpose? Broken out by College type or Carnegie class
Table 12.1.5 Does the college conduct surveys of student tour guides to assess worker satisfaction or for any other purpose? Broken out by Annual Tuition
Table 12.2.1 Does the college conduct surveys of enrollment, public relations and marketing college personnel to assess worker satisfaction or for any other purpose?
Table 12.2.2 Does the college conduct surveys of enrollment, public relations and marketing college personnel to assess worker satisfaction or for any other purpose? Broken out for public and private colleges
Table 12.2.3 Does the college conduct surveys of enrollment, public relations and marketing college personnel to assess worker satisfaction or for any other purpose? Broken out by Enrollment
Table 12.2.4 Does the college conduct surveys of enrollment, public relations and marketing college personnel to assess worker satisfaction or for any other purpose? Broken out by College type or Carnegie class
Table 12.2.5 Does the college conduct surveys of enrollment, public relations and marketing college personnel to assess worker satisfaction or for any other purpose? Broken out by Annual Tuition
Table 13 Has the college done any surveying to assess the college's reputation with any of the following populations:
Table 13.1.1 Has the college done any surveying to assess the college's reputation with current and potential employers of the college's students?
Table 13.1.2 Has the college done any surveying to assess the college's reputation with current and potential employers of the college's students? Broken out for public and private colleges
Table 13.1.3 Has the college done any surveying to assess the college's reputation with current and potential employers of the college's students? Broken out by Enrollment
Table 13.1.4 Has the college done any surveying to assess the college's reputation with current and potential employers of the college's students? Broken out by College type or Carnegie class
Table 13.1.5 Has the college done any surveying to assess the college's reputation with current and potential employers of the college's students? Broken out by Annual Tuition .. 91
Table 13.2.1 Has the college done any surveying to assess the college's reputation with potential users of college services such as camps, summer room rental, and others?
Table 13.2.2 Has the college done any surveying to assess the college's reputation with potential users of college services such as camps, summer room rental, and others? Broken out for public and private colleges
Table 13.2.3 Has the college done any surveying to assess the college's reputation with potential users of college services such as camps, summer room rental, and others? Broken out by Enrollment
Table 13.2.4 Has the college done any surveying to assess the college's reputation with potential users of college services such as camps, summer room rental, and others? Broken out by College type or Carnegie class
Table 13.2.5 Has the college done any surveying to assess the college's reputation with potential users of college services such as camps, summer room rental, and others? Broken out by Annual Tuition
Table 14.1 Has the college used pre-packaged online samples of college students or other populations made available by providers of major online survey tools?
Table 14.2 Has the college used pre-packaged online samples of college students or other populations made available by providers of major online survey tools? Broken out for public and private colleges
Table 14.3 Has the college used pre-packaged online samples of college students or other populations made available by providers of major online survey tools? Broken out by Enrollment
Table 14.4 Has the college used pre-packaged online samples of college students or other populations made available by providers of major online survey tools? Broken out by College type or Carnegie class
Table 14.5 Has the college used pre-packaged online samples of college students or other populations made available by providers of major online survey tools? Broken out by Annual Tuition
Table 15.1 Does the college publish results of any of its surveys?
of Surveying & Online Survey Tools in College Marketing & Public Relations
Table 15.2 Does the college publish results of any of its surveys? Broken out for public and private colleges
Table 15.3 Does the college publish results of any of its surveys? Broken out by Enrollment .. 99
Table 15.4 Does the college publish results of any of its surveys? Broken out by College type or Carnegie class
Table 15.5 Does the college publish results of any of its surveys? Broken out by Annual Tuition
Table 16.1 Does the college maintain an archive, directory or repository of any kind in which it stores for easy access surveys done by enrollment, marketing or public relations professionals?
Table 16.2 Does the college maintain an archive, directory or repository of any kind in which it stores for easy access surveys done by enrollment, marketing or public relations professionals? Broken out for public and private colleges
Table 16.3 Does the college maintain an archive, directory or repository of any kind in which it stores for easy access surveys done by enrollment, marketing or public relations professionals? Broken out by Enrollment
Table 16.4 Does the college maintain an archive, directory or repository of any kind in which it stores for easy access surveys done by enrollment, marketing or public relations professionals? Broken out by College type or Carnegie class
Table 16.5 Does the college maintain an archive, directory or repository of any kind in which it stores for easy access surveys done by enrollment, marketing or public relations professionals? Broken out by Annual Tuition

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