parents of younger prospective students: then & now

Parents of Younger Prospective Students: Then & Now

Summary ReportApril, 2011

2

Parents of Younger Prospective

Students

Research Design

Attitudes and Behaviors

Communications And Outreach

KCTCS Communications And Outreach

Brand Awareness And Perceptions

Perceptions On Credit Transfer(s) And Tuition

Respondent Profile

Page

2

4

14

22

25

34

39

Table Of Contents

3


StudentsResearch Design: Parents of High School Juniors and Seniors

ObjectiveTo understand the perceptions and attitudes of parents who have a junior or senior in a Kentucky public high school regarding Kentucky Community and Technical Colleges.

MethodologyTelephone surveys conducted by professional interviewers.

The majority of interviews (87%) were conducted within the same household of the juniors and seniors who completed the younger prospect survey.

For the rest of the interviews, the same sample list of telephone numbers of households predictive to have juniors or seniors living there was used.

FieldworkTotal number of completed Interviews = 354 Dates: February – March 2011Average length of interview: 26 minutes.

4


StudentsResearch Design: Parents of High School Juniors and Seniors

SampleApproximately equal number of interviews were completed in four geographic areas, defined as Urban, East, Central and West. Total results were weighted to reflect the correct proportion for the state as a whole.

Reporting/GraphicsThe percents shown on the graphs are based on those who had a response to the question.A on the graphs indicates a discernibly statistical difference from the corresponding segment at the 90 percent confidence level.

5

Attitudes and Behaviors Toward Education

6


Students

Do you have any children that are a Junior or Senior in high school this school year living in your household. . .? What type of high school does that child attend? Is it a . . ?

Home schooled

Private/Parochial School

Public school

Senior

Junior

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1%

12%

87%

43%

61%

2%

8%

90%

45%

58%

Then Now

Child’s Educational Background

Then n=400Now n=354

A cross section of parents with juniors and seniors in high school were interviewed mostly from public schools in Kentucky.

Year InHigh School*

Type OfHigh School

*Does not add to 100% due to households with more than one junior or senior.

7


Students

Which of the following statements best describes the last level of education you finished and got credit for? Was it…?

8th grade or less

High school grades 9 through 11

Any post-graduate work

An associate's degree, diploma or certificate from a two year college or technical trade institute

Some technical training after high school but no degree, diploma or certificate

4-year college degree

High school graduate or GED

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

0%

7%

8%

12%

12%

21%

40%

2%

7%

10%

14%

19%

9%

39%

Then Now

Educational Background of Respondents

Then n=400Now n=354

A similar number of parents with high school educations were interviewed in 2011. Since about half did not have postsecondary education, many were expecting their

children to be first generation college students.

8


Students

How well did your education prepare you FOR LIFE?

Not well at all

Very well

Fairly well

0% 10% 20% 30% 40% 50% 60%

9%

36%

55%

10%

40%

50%

Then NowThen n=396Now n=350

Education As Preparation For Life

Most parents were positive about the benefits of the education they received.

9


Students

Think now about your child that is a (Junior/Senior) in high school this year. Within the next few years, how likely is that (Junior/Senior) to enroll in a university, college or technical or trade institute? Would you say they are…?

Not very/Not at all likely

Somewhat likely

Extremely/Very likely

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1%

10%

89%

3%

10%

87%


Child’s Likelihood To Further Education In Future

Parental aspirations for their children were as high as those of the children themselves.

X Less than 0.5 percent.

10


Students

Which ONE of the following programs do you think you would work for your child if he/she did enroll in university, college or technical trade institute in the future? Would that be…?

An employer required job training

Just take some courses with no particular degree, diploma or certificate in mind

A certificate in a particular field or area

A diploma in a particular technical field

A doctorate degree

Associates degree

A masters degree

A four-year degree

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

1%

3%

8%

7%

11%

25%

46%

Nown=337

Program/Degree Of Interest Among Those Whose Child Is Likely To Enroll In College

These parents wanted what their children wanted. Mostly they expected four-year college careers or better.

* Less than 0.5 percent.

11


Students

Just for something different to do

Because family or friends encourage them to go

To earn credits to transfer to a four year college or university

For self improvement or personal enjoyment

To learn more about a special topic or subject

To earn more money when working

To get a degree or certification in a specialized field

To get a better job

0% 20% 40% 60% 80% 100%

8%

43%

50%

63%

79%

83%

89%

92%

Now

n=349The (n) indicates the number of respondents who were asked the question. Sample sizes for those who gave a response varied for individual items. Percents are based on those who gave a response to the statement.

For each one, tell me how important that reason would be for being likely to enroll in a university, college or technical trade institute in the future.

Parents agreed that the most important reason for their child to enter a postsecondary educational institution was to assure them of a better job by learning a specialty that could earn them more

money than would otherwise be the case.

Drivers Of Educational Attainment Among Those Whose Child Is Likely To Enroll

Percent “Very Important”

12


StudentsBarriers To Continue Among Those Whose Child Is Likely To Enroll

0%

20%

40%

60%

80%

74%

47%42%

18%

70%

42%38%

29% 27%19%

Then Now

Do you strongly agree, somewhat agree or disagree that (item) is a fear or concern you have for your (junior/senior) furthering their education in the future?

For parents the most likely barriers to realizing the dream for their children centered on money – having enough, applying for it and qualifying for it. The worries were the same as five years ago.

Primary Barriers

Then n=377Now n=348The (n) indicates the number of respondents who were asked the question. Sample sizes for those who gave a response varied for individual items. Percents are based on those who gave a response to the statement.

Percent “Strongly/Somewhat Agree”

Not askedIn 2006

Not askedIn 2006

13


Students

A full-time enrollment is twelve (12) credit hours at (a KCTCS College). What do you think the tuition would be for one semester there as a full-time student?

Less than $500

$4000-$4999

$500-$999

$2000-$2999

$1000-$1999

$5000 plus

$3000-$3999

Don't know

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

2%

3%

5%

9%

12%

13%

14%

42%

n=340

Estimate of Tuition Expense For A Full-Time Student

Mean: $3,000

Almost half of the parents did not know what the tuition was for a KCTCS College. On average they thought they were about twice as expensive as the prices posted on the website. That may be one reason they were

so worried about costs.

Actual: $1,560

14


Students

0%

20%

40%

60%

80%

0.22 0.24

0.16 0.1518% 16% 15% 15%11% 11%

Then Now

Do you strongly agree, somewhat agree or disagree that (item) is a fear or concern about furthering their education in the future?

Secondary barriers were just that. After money, the other issues were not considered to be significant barriers this time or last time.

Secondary Barriers

Then n=377Now n=348The (n) indicates the number of respondents who were asked the question. Sample sizes for those who gave a response varied for individual items. Percents are based on those who gave a response to the statement.

Percent “Strongly/Somewhat Agree”

Not askedIn 2006

Not askedIn 2006

Barriers To Continue Among Those Whose Child Is Likely To Enroll

15

Communication & Outreach

16


Students

Most said their child had started seriously looking at the educational alternatives, and most of these parents were very involved in the search.

How involved have you been with your child in their search for a place to attend after high school?

Has that child started to seriously look into which university, college or technical trade

institute to attend after high school?

Not very/Not at all involved

Somewhat involved

Extremely/Very involved

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

8%

17%

75%

7%

15%

78%

Then Now

Percent “Yes”

College Search Involvement

Then n=288Now n=341

n=377

Then Now0%

20%

40%

60%

80%

100%

77% 79%

n=349

17


Students

Please indicate the high school sponsored activities you have participated in to assist you and your (junior/senior) with their college planning decisions?

Other

Financial aid workshops

High school visits by college/university admissions personnel

Parent college events/fairs sponsered by high school

Individual meetings with high school guidance counselors

0% 20% 40% 60% 80% 100%

5%

20%

25%

37%

39%

Now

n=349

High School Sponsored College Planning Activities

Percent “Yes”

Most had not yet personally engaged in face to face meetings at high school sponsored events.

18


Students

From a representative or recruiter

From friends

From family members

A visit to the campus

Through the mail

A brochure or pamphlet

From their website

0% 10% 20% 30% 40% 50% 60% 70%

44%

45%

50%

52%

56%

60%

62%

21%

36%

41%

36%

52%

49%

40%

Then Now

College Planning Activities

Rather, the consultation has been among friends and relatives, on the web and reviewing college recruitment and admissions material that were sent to them. Note

that virtually every source was being used more than before.Think about the places you mentioned earlier that you were considering. Did you

learn and or get information about any of them…?

Then n=337Now n=340

Primary SourcesPercent “Yes”

19


Students

When you went to college websites, what information was most important for you to find in your search?

Location

Athletic information

Career information

Student life on campus

Class size/Student teacher ratio

Housing

Requirement for admission

Access to student aid

Cost of enrollment

Academic majors and programs

0% 10% 20% 30% 40% 50% 60% 70%

4%

4%

4%

6%

6%

8%

13%

23%

41%

58%

Nown=182

Web Content Relevance Among Those Who Visited College Websites

Those going to the website said they were looking for relevant academic information but also cost structures, and access to student aid.

Top Responses

20


Students

Think about the places you mentioned earlier that you were considering. Did you learn and or get information about any of them…?

TV/radio*

At work

At church

From a teacher you know

From a high school counselor

Through email

0% 10% 20% 30% 40% 50% 60% 70%

10%

15%

19%

27%

33%

36%

18%

13%

11%

16%

22%


Counselors and teachers were apparently becoming bigger sources of information for these parents as well.

Secondary Sources

Not asked in 2006

Sources of Information Among Those Whose Child Is Likely To Enroll

Percent “Yes”

* Wording included Newspaper or printed ad was in the 2006 survey.

21


Students

What more could a college have done to make you and your high school junior or senior’s college planning easier?

More workshops/fairs

More focus on juniors/earlier

More info mailed to home

Lower the cost

Make scholarship/financial aid info more available

Nothing/Don't Know

0% 10% 20% 30% 40% 50% 60% 70%

3%

3%

5%

8%

8%

61%

Nown=349

Ways To Make College Planning Easier

Most felt they were getting the information they needed to consider alternatives and make decisions.

Top Responses

22


Students

Other

Parents

Student

Both student and parents

0% 10% 20% 30% 40% 50% 60%

1%

6%

37%

56%

Nown=347

When all the information is collected and the decision is made it will be a joint one in most cases. Rarely did a parent say they would make the final decision by themselves.

Who would you say will be the final decision maker of what college your (Junior/Senior) will attend?

Final Decision Maker Of What College Your Child Will Attend

23

KCTCS Communications & Outreach

24


Students

Yes74%

No26%

n=338

Apparently parents were receiving information from KCTCS and recognizing it as such even if their student children were not. Almost three in four said they got information from the local

KCTCS campus – up significantly from 2006. Not many asked for information, but those who did felt the representatives were responsive.

Sources Of Information Among Those That Were Aware Of The KCTCS College Closest To Them

Yes11%

No89%

Push PullHave you ever contacted (closest KCTCS college) and asked them for some help or

information?Did the (area college) send you information about their school in the past year or so?

Net Contact75%

n=338

+28From ‘06

71% Said They Were “Extremely/Very Responsive”

25


Students

Did Not Received In-formation

Received Information0%

10%

20%

30%

40%

50%

60%

32%

20%

% Would Consider KCTCS**

Did Not Receive In-formation

Received Information0%

10%

20%

30%

40%

50%

60%

31%

55%

% Extremely/Very Favorable Im-pression*

n=223

The information was having its desired effect in terms of impression but little affect on their likelihood to consider the school.

Tactical Communication Impact

n=262 n=102 n=91

* Among those aware of KCTCS college and evaluated extremely or very good.** Among those whose child is likely to attend college and would consider KCTCS.

26

Brand Awareness & Perceptions

27


Students

Now

Then

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

66%

49%

n=354

Now

Then

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

26%

32%

95%

90%KCTCS College Awareness(Unaided/Aided)

System Awareness(Aided)

Awareness was up dramatically among parents – especially regarding the KCTCS overall brand.

KCTCS Brand Awareness Among Those Aware

Prior to my call today, have you heard of the Kentucky Community and Technical College System otherwise known as KCTCS?

When you think of these places in Kentucky that people go to further their education after school, which one comes to mind? Have you heard of (college)?

n=400

n=400

n=354

The (n) indicates the number of respondents who were asked the question. Sample sizes for those who gave a response varied for individual items. Percents are based on those who gave a response to the statement.

28


Students

Now

Then

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

37%

44%

Now

Then

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

60%

60%

A KCTCS College In My Area

As A System

Brand impression was about the same as last year. It did not sustain the negative change exhibited by their children in the high school prospect survey.

KCTCS Brand Impression Among those Aware

n=228

n=336

Based on what you know or have heard from others, is your overall impression of KCTCS colleges overall excellent, very good, good, fair or poor?

Based on experience or anything you have heard, seen or read, is your overall impression of (KCTCS College) excellent, very good, good fair or poor?

n=172

n=368

% Excellent/Very Good

% Excellent/Very Good


29


Students

Now

Then

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

68%

62%

West

Parent perceptions of the KCTCS brand have not changed appreciably anywhere in the state.

KCTCS Brand Impressions By Region Among Those Aware Of The KCTCS College System

Nown=64

Now

Then

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

58%

58%

Central

Now

Then

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

57%

69%

Now

Then

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

57%

54%

East

Urban Nown=43

Nown=52

Nown=69

As A System (% Excellent/Very Good)

Based on what you know or have heard from others, is your overall impression of KCTCS colleges overall excellent, very good, good, fair or poor?

Thenn=50

Thenn=36

Thenn=49

Thenn=37

30


Students

Now

Then

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

35%

48%

West

The same was true for the KCTCS College in their region. The impressions in 2011 were much the same as in 2006. However in neither year was the impression particularly high.

KCTCS Brand Impressions By Region Among Those Aware Of The KCTCS College In Their Area

Nown=80

Now

Then

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

40%

51%

Central

Now

Then

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

37%

44%

Now

Then

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

36%

30%

East

Urban Nown=86

Nown=72

Nown=98

A KCTCS College (% Excellent/Very Good)

Thenn=94

Thenn=96

Thenn=93

Thenn=85

Based on experience or anything you have heard, seen or read, is your overall impression of (KCTCS College) excellent, very good, good fair or poor?

31


Students

58%52% 51% 49% 48%

The majority of parents liked KCTCS Colleges for their affordability, modern and up-to-date campuses and the successful graduates they know. It all suggested to them that the courses

are useful and the academics are solid.

KCTCS Brand Perceptions Among Those Aware Of The Closest KCTCS College

n= 280

Do you strongly agree, somewhat agree or disagree that (the KCTCS College)…?

n= 271 n= 272 n= 290 n= 293

Stronger Associations: Percent Strongly Agree


32


Students

46% 45% 44% 44% 44%39% 36%

31%

Like their children, they were not impressed with student life on campus, the diversity and relevance of majors or efforts to find graduates jobs.

n= 219 n= 248 n= 277 n= 237 n= 173 n= 207

Weaker Associations: Percent Strongly Agree

n= 168n= 237




33


Students

Now

Then

36%

44%

Now

Then

52%

61%

Now

Then

31%

41%

Now

Then

44%

54%n=213

Has a well qualified faculty

While four different attributes scored lower than five years ago, none were dramatic or important enough to change the overall impression discussed earlier.

*Has a vibrant student life on campus

Has successful graduates

(-10)

(-10)

(-9)

n=237

n=179

n=186

n=221

n=271

*In 2006 Wave, “vibrant student life” was worded: Has a good outside of class social experience.

Key Changes

Has academic majors he/she is interested in (-8)

n=217

n=250




34


Students

n=314

Then Now0%

10%

20%

30%

40%

50%

22% 22%

Brand consideration of KCTCS remained as strong as it had ever been. If there was any attrition it might be in the urban areas. However sample sizes were not large enough to confirm that.

KCTCS Brand Consideration Among Those Whose Child Is Likely To Enroll

Then Now0%

10%

20%

30%

40%

50%

25%

46%

Then Now0%

10%

20%

30%

40%

50%

27% 24%

Then Now0%

10%

20%

30%

40%

50%

21% 11%

Then Now0%

10%

20%

30%

40%

50%

22% 24%

West

Central

East

Urban

n=377

n=94

n=93

n=93

n=97

If your (Junior/Senior) did enroll in a university, college or technical trade institute, what is the name of the place you think they would be most likely to attend? What are the names of any others they would seriously consider?

n=73

n=92

n=72

n=77

Percent Likely To Consider A KCTCS College

35

Perceptions on Credit Transfer(s) & Tuition

36


Students

Now I’d like you to use excellent, very good, good, fair or poor and tell me how you would rate the KCTCS college closest to you as a place to start college and then transfer credits to a four-year college or university in Kentucky?

Poor

Fair

Good

Very good

Excellent

0% 10% 20% 30% 40% 50%

1%

8%

26%

32%

35%

n=298

Closest KCTCS College As A Place To Transfer From

The large majority of parents thought a KCTCS College was a good place to start college and then transfer credits.

37


Students

Don't want to switch schools

Too difficult to transfer credits

3%

5%

Why do you say that the KCTCS college is a/an excellent, very good, good, fair or poor place to start college and then transfer credits to a four-year college or university in Kentucky?

n=300

Rationale For Starting And Transferring From KCTCS

Easy to transfer

Past experience from students

Good place to start college experience

People like me attend

Smaller class size/Variety

Cost less

Convenience/Close to home

5%

8%

10%

11%

18%

26%

27%

Positive Responses

Negative Responses

They liked it because it was convenient, affordable and small.

38


Students

Based on what you know or have heard is it very easy, easy, difficult or very difficult to transfer credits from (a KCTCS College) to a four-year college or university in Kentucky?

n=340

Ease of Transferring Credits From KCTCS Among Those Aware Of Closest KCTCS College

Very easy22%

Easy38%

Difficult8%

Very dif-ficult1% Unsure

31%

Very few people felt transferring credits to a Kentucky four-year institution would be difficult.

39


Students

Why do you think it is easier now?

n=340

Ease of Transferring Credits From KCTCS Among Those Aware Of KCTCS College

The colleges have made transferring credits a priority

Seems like it has become easier

New regulation/Legislation signed by the governor/Articulation agreement

Have seen/Experience credits being transferred easily

That's what I've heard/Don’t hear complaints

Colleges are offering more transferable, accredited classes

KCTCS has built relationships with the state universities

0% 10% 20% 30% 40% 50%

5%

7%

10%

12%

12%

15%

20%

Easier14%

Same29%

More difficult

2%

Unsure55%

To the best of your knowledge, over the past year has it become easier, about the same, or more difficult to get

(KCTCS college) credits accepted at four-year colleges and universities in Kentucky?

n=59

Since transferring credits was not thought to be difficult, only a few thought it had gotten even easier. Most gave KCTCS and the state colleges credit for working out the details. Only

10 percent said anything about the recent legislation.

40

Respondent Profile

41


Students

ParentsTotal

Age19-39 11%40-54 77%Average (Mean) 47.6Base 348GenderMale 32%Female 68%Base 354RaceCaucasian 96%Minority 4%Base 346

ParentsTotal

Marital StatusMarried 89%Not Married 11%Base 346IncomeAverage Household 68.5 KBase 315

Respondent Profile

42


Students

ParentsUrban Other Regions

Computer (NET) 95% 95%Desktop (at home) 92% 91%Laptop 68% 64%Base 159 195Traditional Media (NET) 95% 99%Cable/Satellite 83% 92%Subscription/Newspaper 63% 50%Subscription on Magazine 67% 57%Base 159 195

Respondent Profile

43


Students

ParentsUrban Other Regions

Cell Phone (NET) 96% 90%Text 74% 71%E-mail 27% 23%Website 26% 24%Base 159 195Smart Phone 27% 20%Base 159 195Social Media (NET) 53% 55%Facebook/MySpace 53% 54%Twitter 3% 5%Base 159 195

Respondent Profile

parents of younger prospective students: then & now

Documents

parents of high school

type of high school

high school educations

school year

lifemost parents

attitudes of parents

kentucky public high

similar number of parents