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RESULTS OF ST AMBROSE UNIVERSITY
HIGH SCHOOL SENIORS FOCUS GROUP
OCTOBER 19 T H , 1998
Factors Influencing Student College Choice
Background
Focus group session October 18th 1998.
Focus group consisted of seven high school seniors
randomly selected from different high schools in
Iowa state.
Focus group conducted on St. Ambrose University
Campus.
Object of study was to determine factors influencing
university selection in high school seniors.
Factors Influencing College Choice
Research Questions:
1. How do students gather information about universities and colleges?
2. What are high school seniors’ perceptions of the different sources of information?
3. What are students looking for in a university when making choices?
How do students gather information about universities and colleges?
Television
Sports
College Fair
Campus Visits
Replies to ACT scores
Phone calls
Videos
Letters
Internet
Family/Tradition
Brochures
0 2 4 6 8 10 12 14
Number of Positive Responses Focus Group Members (n=8)
What are high school seniors’ perceptions of the different sources of information?
Personal Let-ters
Phone Calls Television Mailings Internet / Website
Brochures Family and Friends
22.2% 23.1%
33.3%36.4%
61.5%
85.7% 85.7%
Student Attitudes Towards Information Sources
What are students looking for in a university when making choices?
4 Factors Affecting Decision Making:
Academic Choices
Campus
Financial
Educational Benefit
Campus Choices
52%
Academic Choices26%
Financial Choices12%
Educational Benefit
10%
CAMPUS Choices
Cam-pus
Choices
52%
Academic Choices26% Finan-
cial Choices
12%
Educa-tional
Benefit10%
Location or Neighbourhood Campus Re-
sources and In-frastruture
Social LifeAthletics Programs Housing / Dorms
30%
27%
20%
13%
10%
Campus Choices
ACADEMIC Choices
Programs Offered
Quality of Programs
Degree of Faculty Contact
33.33%33.33%
33.33%
Academic Choices
Cam-pus
Choices
52%
Academic Choices26% Finan-
cial Choices
12%
Educa-tional
Benefit10%
FINANCIAL Choices
Campus Choices
52%
Academic Choices26% Finan-
cial Choices
12%
Educa-tional
Benefit10%
ScholarshipsCost
Financial Aid
42%
29% 29%
EDUCATIONAL BENEFIT
Cam-pus
Choices
52%
Academic Choices26% Finan-
cial Choices
12%
Educa-tional
Benefit10%
Job Placement
School Reputation
67%
33%
Educational Benefit
What are students looking for in a university when making choices?
SUMMARY…
4 Major Factors Affecting University Choice:
1. Campus
a. Location or Neighbourhood
b. Campus Resources and Infrastructure
c. Social Life
d. Athletics Programs e. Housing / Dorms
52%
SUMMARY…
2. Academic Choices / Programs
a. Programs Offered
b. Quality of Programs
c. Degree of Faculty Contact
26%“Personal attention, just so that if you’re struggling in a class the teacher won’t blow you off and drop you from the grading scale.”
SUMMARY…
3. Financial Choices
a. Scholarships
b. Cost
c. Financial Aid
12%“Depends, on the cost of tuition…”
“type of scholarship…”
SUMMARY.
4. Educational Benefit
a. Job Placement
b. School Reputation
10%“Placement. You want to go to a school that’s going to get you a good job…”
“…so you might want to know the hiring percentage.”
REVIEW: Coding
Assignment 04 - Focus Group Article - Coding
Time Consuming
Highly subjective (found myself second-guessing)
Multiple ways to interpret data
Multiple ways to use data for different questions
Did help to understand emerging themes and common
values amongst participants
Able to collect useful information
REVIEW: Quantitative Data
Useful for presenting “the bottom line” to clients.
Can help to highlight general trends.
May bring in some objectivity of interpretation, although
dependant on initial interpretation of statements.
Small sample size made it difficult to make definite
conclusions (i.e. comments about email).
How does one “quantitize” statements?
Can easily go in multiple directions with data
REVIEW:
The End
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