UNT Admitted Student Questionnaire Insights 2014

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIRE

Leveraging Insights from the 2014 UNT Admitted Student

Questionnaire (ASQ)

Jason Simon, Ph.D. - Associate Vice Provost, Institutional Research and Effectiveness

Ah Ra Cho – Doctoral Graduate Assistant, Office of Institutional Research and Effectiveness

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREStructure of This

Document• Why is the ASQ important to UNT? • ASQ Methodology and Considerations• ASQ Cautions and Limitations• Selected Data to Review• High Achieving Students• Competitor Analysis Review• Next Steps


Why is the ASQ Important to UNT?

• Snapshot of perceptions of enrollees and non-enrollees

• Provides competitive analysis information on select peer institutions

• Highlights segment differences amongst high-achieving students and general admits

• Allows for data-based decisions in enrollment management

• Highlights differences between students who chose UNT and those chose a different institution to attend

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREASQ Methodology &

Consideration• Surveyed same time as last year• Incentives & recruitment letters same as last

year • Lower response rate (due to institutional

decision to cut off responses due to budget). Impacted 95% C.I. and weighting multiplier slightly.

2012 2013 2014Total Responses 990 1653 1400Response Rate 10% 17% 15%

95% Confidence Int. +/- 3.0 pts. +/- 2.2 pts. +/- 2.4 pts.Non-Enrollee

Responses 12 180 125

Weighting Multiplier 428.75 39.07 50.20

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIRESelected Demographics* All Admits Enrollees Non-Enrollees

Total Population 9637 3362 6275Gender – Female 57% 61% 55% Hispanic, Latino 30% 26% 32%

Black, African American 13% 13% 12%Asian 4% 9% 1%

White (and Middle Eastern) 47% 46% 47%Median Parents Income $56,944 $63,256 $54,615

Public High School 89% 92% 88%Residence – Texas 93% 95% 92%SAT Reading Mean 551 537 559

SAT Math Mean 557 545 563SAT Writing Mean 529 519 535

ACT Composite Mean 24.0 23.2 24.3

*Self Reported Data


Enrollees Only 2012 2013 2014

Total Population 4068 2874 3362

Gender – Female 61% 63% 61%

Hispanic, Latino 29% 28% 26%

Black, African American 14% 13% 13%

Asian 3% 6% 9%

White (and Middle Eastern) 47% 49% 46%

Median Parents Income $56,931 $61,579 $63,256

Public High School 95% 93% 92%

Residence – Texas 96% 94% 95%

SAT Reading Mean 538 544 537

SAT Math Mean 549 550 545

SAT Writing Mean 522 529 519

ACT Composite Mean 23.9 23.8 23.2

How have respondent

demographics shifted over the

past three administration cycles for the

enrolled students?

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREASQ Cautions/Limitations

• Data is self-reported– Family Income, GPA, Test-Scores, Financial Aid

Offers, etc.

• Even with weighting, enrolling and non-enrolling students differ by 25 percentage points or more. This increases likelihood that reported yields negatively impact approximate true figures.

• We cannot be certain of the exact institutions the student is comparing us against when responding to certain items*


Reviewing Selected Data


EXHIBIT B-2: RATINGS OF UNTFor which characteristics was UNT most often rated "very good" or"excellent"?

Percent

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREB-2 Rating Scorecard: Changes from 2013 to 2014

RECREATIONAL F

ACILITIES

MAJORS O

F INTEREST

EXTRACURRICULAR O

PPTY

QUALITY O

F MAJO

RS

ACADEMIC FACILITIES

SPECIAL ACADEMIC PROGRAMS

VALUE FOR THE PRICE

QUALITY O

F SOCIAL LIFE

OFF-CAMPUS ACTIVITIES

CAMPUS ATTRACTIVENESS

PERSONAL ATTENTIO

N

COST OF ATTENDANCE

ON-CAMPUS HOUSING

AVAILABILI

TY OF M

ERIT SCHOLARSHIPS

ACADEMIC REPUTATION

SURROUNDINGS

2.50

2.60

2.70

2.80

2.90

3.00

3.10

3.20

3.30

3.40

3.50

3.363.33

3.303.26 3.26

3.163.14 3.13

3.093.04

3.01 3.01 2.992.95

2.88

2.82

3.37

3.26

3.33 3.32

3.27

3.19

3.143.10

3.05

3.11

2.90 2.92

3.06

2.84

3.05

2.93

2013 2014

+ - + + + + ↔ - - + - - + - + +

(+/- shows type of change between 2013-2014)Rating Scale0= Can’t Rate1= Poor/Fair2= Good3= Very Good4= Excellent


EXHIBIT B-4: IMPORTANCE AND RATING OF COLLEGE CHARACTERISTICSOn which of the characteristics considered very important by all admitted studentswas our college rated relatively high? On which were we relatively low?

Impact of Importance

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREEnrollee vs. Non-Enrollee

Perceptions of UNT

Statistically

Different

Images• Friendly

(83% vs. 60%)

• Fun (78% vs. 57%)

• Comfortable

(75% vs. 55%)

• Diverse (71% vs.

53%)• Supporti

ve (56% vs. 31%)

• Career-Oriented (52% vs.

37%)• Personal

(34% vs. 17%)

• Intellectual (53% vs. 31%)

• Research-

Oriented (17% vs.

9%)

(p < .05)

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIRENon-Enrollee vs. Enrollee

Perceptions of UNTStatistically Different Images

• Average (34% vs. 18%)• Back-up School (39% vs.

11%)• Not well-known (17% vs.

10%)• Partying (26% vs. 16%)• Isolated (13% vs. 4%)• Expensive (17% vs. 7%)

(p < .05)

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREStatistically Significant Enrollee vs. Non-Enrollee

Perceptions

(p < .05)

Images 2013 2014 EnrolleesNon-

EnrolleesFriendly (83% vs. 63%) (83% vs. 60%) ↔ ↓Fun (78% vs. 55%) (78% vs. 57%) ↔ ↑Comfortable (76% vs. 54%) (75% vs. 55%) ↓ ↑Diverse (70% vs. 54%) (71% vs. 53%) ↑ ↓Supportive (56% vs. 31%) (56% vs. 31%) ↔ ↔Career-Oriented (48% vs. 31%) (52% vs. 37%) ↑ ↑Personal (37% vs. 23%) (34% vs. 17%) ↓ ↓Intellectual (51% vs. 24%) (53% vs. 31%) ↑ ↑Challenging (27% vs. 16%)Prestigious (22% vs. 9%)Research-Oriented (17% vs. 9%)


Non-Enrollee vs. Enrollee Perceptions of UNT

(p < .05)

Images 2013 2014Non-

EnrolleesEnrollees

Average 43% vs. 18% 34% vs. 18% ↓ ↔Back-up School 41% vs. 9% 39% vs. 11% ↓ ↑Not well-known 22% vs. 9% 17% vs. 10% ↓ ↑Partying 21% vs. 13% 26% vs. 16% ↑ ↑Isolated 15% vs. 4% 13% vs. 4% ↓ ↔Expensive 14% vs. 8% 17% vs. 7% ↑ ↓


Post-Admission Communication

Contact w/ Admissions Office

Campus Tour

Financial Aid Communications

0 0.5 1 1.5 2 2.5 3 3.5 4

2.9

2.7

3.2

2.5

3.2

2.9

3.4

2.7

2.8

2.6

3

2.4

Non-EnrolleesEnrolleesAll Admits

Students marking "Not used" are not included. Scale: 4=Excellent, 3=Very Good, 2=Good, 1=Poor/Fair. All four categories were statistically different at (p < .0000). The four sources listed in the table below are the ones used by at least 25% of the respondents for which average ratings given by enrolling and non-enrolling students differ by the greatest amounts.

EXHIBIT C-3: INFORMATION RATINGS BY ENROLLING & NON-ENROLLING STUDENTSHow did admitted, enrolling and non-enrolling students rate the information weprovided?

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREC-3 Rating of Information: Changes from 2013 to 2014

COLLEGE PUBLIC

ATIONS

COLLEGE W

EB SITE

FIN. A

ID COMMUNICATIONS

ELECTRONIC COMMUNICATIO

N

CAMPUS VISIT

POST-ADMIT COMMUNICATIO

N

CONTACT WITH FACULT

Y

CONTACT WITH STUDENTS

HIGH SCHOOL V

ISITS

CONTACT WITH ADMISSIO

NS

CAMPUS TOUR

CAMPUS RECRUITMENT EVENTS

COLLEGE RECRUITMENT FAIR

SOCIAL NETW

ORKING SITES

.00

.50

1.00

1.50

2.00

2.50

3.00

3.50

2.99

2.80 2.74

2.91

3.12

2.84

2.55 2.572.49

2.72

3.17

2.76 2.81

3.043.10

2.84

2.49

2.86

3.16

2.84

2.62 2.67 2.62 2.64

3.13

2.81 2.74

2.94

2013 2014

+ + - - + ↔ + + + - - + - +

(+/- shows type of change between 2013-2014)Rating Scale0= Not Used1= Poor/Fair2= Good3= Very Good4= Excellent


Work Amount

Loans Awarded

Need-Based Grant Awarded

Merit Grant Awarded

Total Awarded

0 5,000 10,000 15,000 20,000

4,123

9,408

9,901

6,584

15,858

2,421

9,003

10,252

15,554

24,577

Average Aid Awarded by Col-lege Attending

Average Aid Awarded By UNT

EXHIBIT D-6: AMOUNT AND TYPE OF FINANCIAL AID AWARDEDAmong students who reported receiving financial aid, what was the average amount of financial aid awarded by the college the student is planning to attend?

24,577


7%

35%

36%

22%

Aid Awarded By Our College (Enrolling)

Work Study Student Loans

Need-based scholarship/grant Merit-based scholarship grant

EXHIBIT D-7: AID PERCENTAGE BY TYPEWhat percentage of financial aid was awarded as work, student loan, need-based grant, or merit-based grant?

3%

21%

26%

51%

Aid Awarded By Our College (Non-enrolling)

Work Study Student Loans

Need-based scholarship/grant Merit-based scholarship grant


Overview of Perceptions of UNT (Includes All Standard Images)

n=5294


Overview of Perceptions of UNT(Student Write-In Images)

n=53 comments


High Achieving StudentsFor the purposes of the ASQ Plus a high-achieving student is one whose combined SAT Critical Reading and SAT-Mathematics score (or comparable ACT Composite score) is in the top 25% of survey respondents who reported admission test scores. Respondents in this group had SAT-CR + SAT-M scores of 1230 or higher, or if SAT scores were not reported, an ACT Composite score of 28 or higher.

• Number of high-achieving students admitted: 1313• Number of high-achieving students enrolling: 309• Number of high-achieving students not enrolling: 1004• Yield for high-achieving students: 24%

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREEXHIBIT F-2: IMPORTANCE AND RATING OF COLLEGE CHARACTERISTICSOn which of the characteristics considered very important by high-achieving studentswas our college rated relatively high? On which were we relatively low? This figure summarizes the overall importance and rating given to each characteristic by high-achieving students (students whose self-reported admissions test scores were in the top 25% for all admitted students).

In this display "Characteristics considered very important" were those rated "Very Important" by at least 50% of the high-achieving respondents. Characteristics for which our college was "rated high" were those for which the mean rating of our college was higher than the mean rating for all other colleges.

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREHigh- Achieving Enrollee vs.

High-Achieving Non-Enrollee Perceptions of UNT

Statistica

lly Different Images

• Supportive (47%

vs. 20%)

At least (p < .05)

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREHigh-Achieving Non-Enrollee vs. High-Achieving Enrollee Perceptions of UNT

Statistically Different Images

• Back-up School (50% vs. 18%)

• Average (50% vs. 16%)• Partying (40% vs. 14%)• Expensive (15% vs. 1%)

(p < .01)


High- Achieving Enrollee vs. High-Achieving Non-Enrollee Perceptions of

UNT

At least (p < .05)

Images 2013 2014 EnrolleesNon-

EnrolleesDiverse 65% vs. 42%Supportive 57% vs. 29% 47% vs. 20% ↓ ↓Career Oriented 40% vs. 13%Intellectual 53% vs. 8%

Change

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREHigh-Achieving Non-Enrollee vs. High-Achieving Enrollee Perceptions of UNT

(p < .01)

Images 2013 2014Non-

EnrolleesEnrollees

Back-up School 46% vs. 14% 50% vs. 18% ↑ ↑Isolated 21% vs. 4%Average 50% vs. 16%Partying 40% vs. 14%Expensive 15% vs. 1%

Change


Work Amount

Loans Awarded

Need-Based Grant Awarded

Merit Grant Awarded

Total Awarded

0 10,000 20,000 30,000

3,493

10,833

10,777

6,611

16,076

2,533

6,471

8,723

17,931

23,529

Average Aid Awarded by Col-lege Attending

Average Aid Awarded By UNT

EXHIBIT F-5: AMOUNT AND TYPE OF FINANCIAL AID AWARDEDAmong High-Achieving students who reported receiving financial aid, what was the average amount of financial aid awarded by the college the student is planning to attend?


Competitor Analysis Overview

• Visual demonstration of where we perform against 5 pre-defined peers that UNT selected.

• Peers included:– University of Texas at Arlington– Texas State University: San Marcos– University of Texas at San Antonio– University of Houston – Texas Tech University


2014

EXHIBIT G-2: COMPARING OUR COLLEGE AND SELECTED OTHERS ON ACADEMIC AND SOCIAL FACTORSFor our college and the comparison set, what is the relationship between academic and social factors derived from the college characteristics? Is the relationship between the factors the same for our college as for the others being compared? Note: Gained ground on Texas Tech, others in pack caught up or passing (see next slide) .

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREEXHIBIT G-2: COMPARING OUR COLLEGE AND SELECTED OTHERS ON ACADEMIC AND SOCIAL FACTORSFor our college and the comparison set, what is the relationship between academic and social factors derived from the college characteristics? Is the relationship between the factors the same for our college as for the others being compared?

2013 Historic

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREEXHIBIT G-3: COMPARING OUR COLLEGE AND SELECTED OTHERS ON

ACADEMIC AND SETTING FACTORSFor our college and the comparison set, what is the relationship between academic and setting factors derived from the college characteristics? Is the relationship between the factors the same for our college as for the others being compared? Note: Gained ground on Texas Tech, UH, and UTA but still trailing UTSA and TSU (see next slide) .

2014

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREEXHIBIT G-3: COMPARING OUR COLLEGE AND SELECTED OTHERS ON ACADEMIC AND SETTING FACTORSFor our college and the comparison set, what is the relationship between academic and setting factors derived from the college characteristics? Is the relationship between the factors the same for our college as for the others being compared?

2013 Historic

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREEXHIBIT G-4: COMPARING OUR COLLEGE AND SELECTED OTHERS ON SOCIAL ANDSETTING FACTORSFor our college and the comparison set, what is the relationship between social and setting factors derived from the college characteristics? Is the relationship between the factors the same for our college as for the others being compared? Note: Gained ground on Texas Tech, UH, and UTA but still trailing UTSA and TSU (see next slide).

2014

RESULTS FROM THE 2013 ADMITTED STUDENT QUESTIONNAIRERESULTS FROM THE 2014 ADMITTED STUDENT QUESTIONNAIREEXHIBIT G-4: COMPARING OUR COLLEGE AND SELECTED OTHERS ON SOCIAL ANDSETTING FACTORSFor our college and the comparison set, what is the relationship between social and setting factors derived from the college characteristics? Is the relationship between the factors the same for our college as for the others being compared?

2013 Historic


Thank You• Office of VPSA for funding the ASQ• Dr. Amanda Moske for interfacing with The

College Board• Ah Ra Cho for data analysis• For more information on the ASQ

instrument please contact the Office of Institutional Research and Effectiveness at 940.565.2085

Education

UNT Admitted Student Questionnaire Insights 2014