CUNY Market Survey

Professor Kapil BawaChairman, Marketing & International Business Department

Baruch College

In collaboration with the Baruch Survey Research Unit

Presented to the Zicklin School of Business FacultyBaruch CollegeApril 17, 2008

Purpose

To identify the educational goals and aspirations of potential college applicants in the New York area

To identify college choices, criteria and sources of information & influence

To measure awareness and perceptions of CUNY colleges and of CUNY in general

Method Samples from two populations of

potential college applicants in the New York area: PSAT Sample: high school students who

took the PSAT in 2004 and 2005 (n=1017) Adult Sample: Adults recently enrolled,

or planning to enroll in college (n=1005) Online surveys with lottery or cash

incentives

Educational Plans

Type of College--Adult vs. PSAT Sample

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

Community college Four-year college Graduate/professional Trade school Not sure Other

Perc

ent

Adult PSAT

Educational Plans

Subject of Study--Adult vs. PSAT Sample

0.0

5.0

10.0

15.0

20.0

25.0

30.0

Perc

en

t

Adult PSAT

Findings in brief:High School vs. Adult Market

High School Market is: More information

seeking Less aware of choices Heavily influenced by

counselors & parents More focused on

quality and reputation More negative about

CUNY in general

The Adult Market is: Relatively more

influenced by friends and family

Less actively looking for information

More aware of colleges More focused on

practical considerations More positive about

CUNY in general

Sources of Information

Information Sources--Adult vs. PSAT Sample

0

10

20

30

40

50

60

Per

cen

t

Adult PSAT

Sources of Influence

Influencers--Adult vs. PSAT Sample

0102030405060708090

Per

cen

t

Adult PSAT

Top college choices Respondents picked their top choices

from a list of 32 colleges in the NYC area (and could write in any not on the list)

Indicated their first and second choices

Top college choices

First vs. Second choice college—adult sample

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

Per

cen

t

Second choice

First choice

College Choice by Educational Aspiration

0.0

5.0

10.0

15.0

20.0

25.0

NYU

Hunter

Columbia

City C

ollege

Baruch

Queen

s

Brookly

n

Fordh

am LIU

John

Jay

Lehm

ann

SUNY Sto

nybro

ok

Hofstra

Pace

DeVry

BMCC

New York

CC Tech

St John

's

Adelph

i

Bronx C

CSVA

Queen

sbor

ough

CC

Staten

Isla

nd

Med

gar E

vers FIT

Hostos C

C

LaGua

rdia

CC

Kingsb

oroug

h CC

New Sch

ool

Pratt

Parso

nsYor

k

Per

cen

t

Community college

4-year college

Graduate/Professional

Top college choices

College choice criteria(Adult Sample ranking) offers courses or majors that you want or need * has good professors * has affordable tuition offers courses at convenient times is easy to travel to has a good reputation among employers has high academic standards has a safe campus lets you start taking classes in your major quickly has good advising or job placement for students has good facilities on campus has small class sizes has high admission standards has an active campus life for students has an active sports program has student housing available

* most important attributes for both Adult and PSAT samples

Key:Practical factorQuality-related factorStudent Life factor

Importance of Choice Criteria

Attribute Importance--Adult vs. PSAT Sample

2

2.5

3

3.5

4

4.5

5

5.5

6

6.5

7

Majo

rs

Profe

ssor

s

Afford

able

Course

times

Easy

trave

l

Reputa

tion

Acad. s

tanda

rds

Safe

Quick s

tart

Job

place

men

t

Good

facilit

ies

Small

clas

ses

Admiss

ion st

ds.

Campus lif

e

Sports

Housin

g

Adult samplePSAT sample sample

Top Choices for Adult vs High School Samples

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

-2.0 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0

% Choices — High School sample

% C

ho

ice

s —

Ad

ult

sa

mp

le

Adelphi, BMCC, Bronx CC, DeVry, Hostos, Kingsborough, LaGuardia, Lehmann, New School, NYCC Tech, Pratt, Queensborough, Staten Is., SVA, York

Hunter Baruch

Columbia

NYU

Fordham

St. John's SUNY Stonybrook

FIT, Adelphi, HofstraLIU

CCNY

Brooklyn, Queens

John JayPace