Understanding the Adult Student

Understanding the Adult Student Decision Making Process

Scott Jeffe

Director

Aslanian Market Research

Session evaluation keyword: jeffe

2014 CALEM, All Rights Reserved.1

How do Adults/Post-trads

make their enrollment decisions?

Copyright: Aslanian Market Research 2012

Decisions, decisions, decisions…

Factors you need to keep in mind:

1. There is a revolution underway2. Careers are driving3. Mass availability of flexibility4. Cost is paramount5. Flexibility v. time to complete6. No silver bullet p.s.: they are satisfied….


1. There is a revolution happening in higher education.

Well, not the printing press, but the arrival of mass print textbooks in the 1840’s-50’s.

The last technological revolution?

Next

Revolution?

More and more students are deciding on online…

2004 2006 2008 2010 2016 (est)

2.3m 3.5m4.6m

6.1m

10.8m*

780k1.2m 1.8m 2.1m

3.4m

Took at Least 1 Online Course Took All Courses Online* 10.8m is based on 10% annual compounded growth (Sloan C estimates 10% growth between 2009-2010)

Sources: Eduventures Online Higher Education Market Update 2011; BMO Capital Markets, Education and Training 2012; Babson Survey Research Group, Going the Distance: Online Education in the United States, 2011


2014 CALEM, All Rights Reserved.9

Takeaway:

The availability of technology enhanced learning has had a

profound impact on the decision making patterns of adults/post

traditionals.

10

Can you relate?

2014 CALEM, All Rights Reserved.

2. Adults/Post-trads are deciding to enroll more than ever for career reasons.

Motivation for StudyUndergraduate Graduate

To change careers 30% 24%To advance in career 23 39To achieve a specific level of learning / obtain a degree 10 12

To keep up-to-date in current career 11 10To enter a first career 11 6

Unemployed/underemployed and needed more education in order to get a job 5 4

Returning to the job market for the first time in several years and needed more education

1 1

Personal reasons not related to job or career 9 5

Copyright: Aslanian Market Research 2013 12

Employment StatusUndergrad

2013Undergrad

2006Employed full time 56% 69%Employed part time 19 21Not employed 19 18Retired 4 1

Grad2013

Grad 2006

Employed full time 69% 80%Employed part time 16 14Not employed 13 5Retired 2 1

Many adults enroll with advanced credentials…

2013 2006Undergrads enrolling in undergrad with at least a Bachelor’s 32% 25%Grads enrolling in grad with at least a Master’s degree 32% 30%

15

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3. Mass availability of alternate formats and schedules has played a huge role in decision making.

Preferred Course Format Undergraduate Graduate

Entirely in a classroom with a professor present

45%

Partly online/partly in a classroom with a professor present

45

Entirely online 10

2006

Entirely in a classroom with a professor present

46%

Partly online/partly in a classroom with a professor present

36

Entirely online 18

Preferred Level of Acceleration Undergraduate Graduate

1-5 week 9% 6-8 weeks 24 9-12 weeks 38 13+ weeks 24

1-5 weeks 7% 6-8 weeks 30 9-12 weeks 46 13 weeks 18

2006

19

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4. Cost is driving decision making – both directly and indirectly.

Enrollment Decision Making Factors

Undergraduate Very important

Somewhat important

Not important

Cost of tuition and fees 79% 19% 2%

Day and time classroom courses meet 74% 22% 5%Reputation of the college or program 72% 22% 6%Credit awarded for prior learning/life experience 64% 29% 8%Length of time to complete my studies 64% 22% 14%Accreditation of institution and/or program 64% 33% 4%Transferability of previously earned credits 58% 37% 6%Location of the college 54% 33% 13%

Enrollment Decision Making Factors

Graduate Very important

Somewhat important

Not important

Day and time classroom courses meet 73% 21% 7%

Accreditation of institution and/or program 72% 25% 4%

Cost of tuition and fees 70% 23% 7%

Reputation of the college or program 67% 28% 6%

Location of the university 59% 31% 11%

Length of time to complete my studies 55% 39% 7%

Credit awarded for prior learning/life experience 41% 36% 23%

Decision Making Factors - 2006

Institutional Characteristics Increasing Interest

Undergrad GradCredits earned previously are accepted 87% 82%Programs are designed to allow you to continue working full time 84 80Students can enroll in any mix of day, evening, online, hybrid, etc. 79 73Students can complete all courses at one location 75 68Some faculty are practitioners who teach part time 57 60Some faculty teach full time and hold a terminal degree 48 58Students join a robust student/alumni network. 35 47

25

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5. Although “time to degree” is important, adults/post-trads choose flexibility.

Flexibility or Completion?

UndergraduateGraduate

6. No single “influencer” is influencing decision making – either person or activity.

“Helpers” in Enrollment Decision

Undergrad GradAttend an online open house 29% 21%Attend a face-to-face open house 27 18Talk with people I know who went to the college

48 58

Call someone at the college 19 27Visit a social media site 18 23Something else 24 33No “external” help 28 31

30

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p.s…..

Adults/Post-trads are choosing formats with which they are satisfied.Many say people enroll in online knowing it will be

inferior, this is not true.

Satisfaction with Course FormatUndergraduate

Had Taken Course Type

Not Satisfied

Some-what

SatisfiedVery

SatisfiedMean Rating

Face-to-Face 61% 1% 2% 14% 43% 40% 4.21

Partially Online 21% 2% 4% 16% 44% 33% 4.02

Fully Online 17% 8% 0% 0% 50% 42% 4.17

Satisfaction with Course FormatGraduate

Had Taken Course Type

Not Satisfied

Some-what

SatisfiedVery

SatisfiedMean Rating

Face-to-Face 59% 0% 5% 14% 35% 45% 4.22

Partially Online 20% 0% 5% 14% 51% 30% 4.14

Fully Online 26% 2% 4% 4% 35% 55% 4.42

34

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Thank You!Don’t forget to do your evaluation!

Evaluation keyword: jeffe

Scott JeffeAslanian Market [email protected] 201.377.3332Mobile 917.923.2155

www.aslanianmarketresearch.comCopyright: Aslanian Market Research 2012

Documents

Understanding the Adult Student