2010 teenstalk research findings
DESCRIPTION
Stamats’ TeensTALK® study has earned a reputation as one of higher education’s benchmark research resources, offering valuable insight into the Trends, Attitudes, Lifestyles, and Knowledge of traditional-aged, college-bound students. Fine tuned each year to address current issues, TeensTALK® collects information regarding:*How high school students define “quality” as it relates to college selection*Preferred channels and methods of communication at inquiry, application, admission, and deposited stages of the recruitment cycle*Key indicators of how students determine a good “fit” with a particular college or university, and*Most-important predictors of success after college graduation, as identified and understood during the college-selection processIn response to recruitment marketing practitioners’ needs for the kind of “real-time” data upon which sound strategies must be built, Stamats TeensTALK® survey now involves three separate data collection points or “testings” during a single annual recruitment cycle. With this approach, recruitment marketing officers have access to national college-bound teen behavior and thinking at three critically important milestones:*Fall – when seniors begin to apply to the schools on their short lists*Spring – when those same seniors are considering financial aid offers*Summer – after final college choices are madeTRANSCRIPT
- 1. TeensTALKA Review of College-Bound Teen Trends, Attitudes, Lifestyles and Knowledge Eric Sickler Principal Consultant [email protected] 319.431.5043 Twitter: ericsickler
- 2. About Stamats Stamats is a higher education marketing thought leader with a distinct, customized-solutions approach to the marketplace. Our array of time- tested services has set the standard for a marketing partner: actionable,research-based counsel that can inform effective, multiple-media creative solutions and strategic thinking. We promise our clients the highest level of professional service and attention to detail because we know our success is measured by theirs. Research Creative Services Image, perception, and brand studies Creative concepting Recruiting, marketing, brand, and Web strategies academic program marketability audits Recruiting and advancement Tuition Pricing ElasticityTM studies publications Communication process mapping
- 3. Methodology Nationwide survey of 500 high school students who will attend college as first-year freshman in fall 2010 2009 summer interviews conducted in June 2009 fall interviews conducted in November 2010 spring interviews conducted in FebruaryMarch Sampling at random (probability sample) to provide rigorous data set for accurate assessment of college-selection decision process
- 4. Methodology Format provides a means to compare and contrast national figures with results among individual institution prospective students. Key issues include: Timing of selection (Is the national audience ahead of, equal to, or behind the population of prospective students for individual institutions in terms of making final selection decisions?) Number of visits, applications submitted, and deposits paid (currently and in the future) Absolute and relative importance of specific factors in decision about which colleges to consider Details of top choice college currently and incidence of having made final decision Acceptable and preferred communication methods Involvement of others in college selection process
- 5. Geographic Dispersion of Spring RespondentsBase: All 2010 Spring TeensTALK respondents (n=500)
- 6. Spring Respondent Demographics: Gender, Ethnicity Respondent Gender Respondent Ethnicity Hispanic 10% Mixed, other 2% Asian 8% Male, 47% Black, Afr. Am. 12%Female, 53% White, Caucasion 68% Base: All 2010 Spring TeensTALK respondents (n=500)
- 7. Spring Respondent Demographics: Parent Education, Respondent High School Rank Parent Educational Attainment Respondent High School Rank 4-yr. Top 50% Bottom 10% 50% degree Top 25% 33% 3% Graduate 16% work Dont 24% know Top15% 21% 2-yr. 12%degree 8% High College, school or no degree less Top 10% Top 5% 13% 22% 16% 22% Base: All 2010 Spring TeensTALK respondents (n=500)
- 8. Spring Respondent Demographics: Taken ACT Exam? Took ACT, Percent with ACT score of: 55% 50% 40% 31% 28% 30% 21% 20% 13% 7% 10% 0%Not taken