Module 1

The Applicant Experience in Figures

This comprehensive set of tables examines what drives university choice for prospective full-time undergraduates.

With analysis by university mission group, UCAS tariff points, subject group, age, social background (widening access) and other key educational and demographic variables, this report shows which media and marketing sources applicants use; what attracts them to a university; the things universities could do better; the importance of open days, location, course, reputation and other attributes. Tables include, where appropriate, means, nets and measures of significance.

What you get

  • Over 150 clearly presented data tables
  • Brief results summary (3 pages)
  • Methodology
  • All based on original 2011/12 primary research data
  • Word or Excel format – easy to read, easy to use, easy to cut and paste.

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    Investment

    £495 plus VAT

    Call 020 7288 8789 to order

    The first 10 orders receive a 10% discount
    The next 20 orders receive a 5% discount

    Detailed report provided in both full-colour hard copy and electronic Word format (allows you to cut and paste straight into your presentation)

    Click the image to see a series of screen shots.

    Contents

    Introduction

    • Module overview
    • Methodology
    • Management Summary

    The HEx student population

    • Demographics
    • Social background
    • Marketing segments
    • University characteristics

    Applying to university

    • Application routes and timing
    • Number of applications and offers
    • First-choice university

    Marketing and communications

    • Admissions materials and process attributes
    • Sources used to find out about universities
    • Communications from the university

    Key reasons for choosing and declining universities

    • Key reason for choosing a university
    • Reasons for declining a university
    • Key thing a university could do to attract a decliner

    University-choice attributes

    • Importance of attributes
    • Importance of attributes by mission group
    • Widening-participation differences in importance of attributes

    Course

    • Course attributes
    • Reasons for choosing a course
    • Timings

    Employability

    • Employability attributes
    • Whether employability affected course and university choice
    • Perception of employability of graduates
    • Improving graduate employability

    Facilities and student life

    • University-facilities attributes
    • Social-life attributes

    Open days

    • Open-day attributes
    • Timing of open-day visits
    • Reasons for attending an open day
    • Attendance at open days
    • Companion on open day
    • Open-day activities
    • Assessments and interviews

    Location

    • Location attributes
    • Proximity to home
    • Lifestyle factors – Cultural, outdoor and community life

    Reputation and recommendations

    • Reputation attributes
    • League tables
    • Recommendation attributes

    Costs

    • Cost attributes
    • Extent to which tuition fees affected decision to go to university
    • Financial assistance
    • Concern about student-loan debt

    Induction, transition and initial satisfaction

    • Participation in induction activities
    • Rating of the induction experience
    • Success of induction sessions in smooth transition
    • Rating the university experience
    • Meeting expectations
    • Regretting their choice of university

    Widening participation

    • The Higher Expectations student population
    • Applying to university
    • Marketing and communications
    • Key reasons for choosing and declining universities
    • University-choice attributes
    • Course
    • Employability
    • Open days
    • Location
    • League tables
    • Costs
    • Induction, transition and initial satisfaction

    International students

    • Demographics and educational background
    • Applying to university
    • Marketing and communications
    • Key reasons for choosing and declining universities
    • University-choice attributes
    • Future employability
    • Reputation and recommendations
    • Costs
    • Location
    • Open days
    • Induction, transition and initial satisfaction

    Appendices

    • Opinionpanel
    • Institutions in sample
    • Questionnaire
    • Attributes used to identify student segments
    • Sub-group analysis
    • Weighting matrix
    • Usage of findings

      • *Table of contents based on 2010/11 study. Subject to minor changes in 2011/12.
    The study provided insights that we are still drawing on for marketing and recruitment strategy.