University of Minnesota Public Perception and Attitude Survey 2010 February 16, 2011 – Results

Objectives 2 To measure “top of mind” attitudes and opinions regarding the University among the general public and opinion leaders in Minnesota. To examine the quality of relationships between the University and external stakeholder groups, particularly regarding the economic impact of the University. To gather feedback on how to improve these relationships. To compare 2010 results with findings over the past several years. Public Perception and Attitude Survey 2010

Method 3 Survey was conducted during the first two weeks of December Respondents did not work for the University of Minnesota, the state of Minnesota or a public relations, advertising or research company. Respondents were 25 years or older to avoid having current students in the sample; average age was 49. Total general public sample was 1,054. Sample selection was updated this year to include an online as well as phone sample, and both were stratified by age and gender to match state population. - N = 653 online throughout Minnesota: to improve representation of population without landline phones, particularly in younger age and minority groups - N = 401 throughout Minnesota: by phone, randomly selected - N = 214 opinion leaders: drawn from samples above (online: N=138; phone: N=76; about 20% from each group) – college graduates who vote and read local and state news regularly Margin of error for general public sample was ± 4 percent. Public Perception and Attitude Survey 2010

Results Public Perception and Attitude Survey

Summary of results – 1 5 Overall perceptions of the University are favorable and stable. Results over time indicate the public continues to have long-term positive perceptions of the University. Favorable perceptions are similar among Twin Cities’ metro and outstate Minnesota residents. Reasons for positive attitudes focus on the University’s reputation for (1) educational excellence; (2) strong medical and research programs; and (3) the combined benefit of education and research excellence for Minnesota’s economy. - A majority of Minnesotans believe the University is a major contributor to Minnesota’s economy. - “The University of Minnesota is … a contributing factor to innovation in numerous industries.” Most Minnesotans believe the University should not receive less funding from the state. However, they think the University could spend less and maintain a high quality of education. - More people than last year (but not a majority of respondents) support an increased share of tuition, rather than taxes, to pay for a University education. - “Be fiscally responsible with taxpayers dollars!” Public Perception and Attitude Survey 2010

Summary of results – 2 6 Most important University goal to respondents: Providing a high-quality education. Respondents also believe the University should produce highly-skilled and educated employees, and they think the University is doing a good job of this. Opinion of the University’s economic impact showed no changes from last year on both its importance to the public and the University’s performance. Economic impact measures include creation of jobs and businesses, providing skilled and educated employees, being a good manager of financial resources and conducting research that improves quality of life. Since the Driven to Discover campaign resumed in fall 2010, awareness has increased significantly for messages about “solutions for societal problems” and “boosting the state’s economy.” Respondents are most aware of messages about “discovering cures and treatments” and “providing an outstanding education.” Public Perception and Attitude Survey 2010

Summary of results – 3 7 This year’s survey shows the strongest point of connection for the general public is with the University’s health and medical system rather than sporting events. - About one-third of the public receives care for themselves or their family from a University facility, while slightly less (29 percent) attend sporting events at the University. Many respondents said the University could connect with them better through more publicity and advertising. They suggested greater communication about events and campus news, rather than sports. - “We see too much about athletics … How about publicizing the research heroes and the scholar heroes?” - “Have more coverage of science and health care discoveries.” - “Let the public be aware of what they’re doing.” Public Perception and Attitude Survey 2010

Overall perceptions of the University are favorable Public Perception and Attitude Survey Nearly two thirds of the general public and three quarters of opinion leaders hold the University in high esteem. Opinion leaders’ positive perceptions are more intense than those of the general public – that is, there are fewer neutral responses among opinion leaders. Q1: First, we have some general questions about the University of Minnesota. How would you rate your overall feelings toward the University of Minnesota? [1 =very unfavorable; 5 =very favorable] General Public – Overall feelings Opinion Leaders – Overall feelings Mean = 3.75 Mean = 3.90

Public holds long-term positive perceptions of the University Public Perception and Attitude Survey On average, the public’s rating of the University is similar to last year, and results over time indicate the public has long-term positive perceptions of the University. Differences between 2009 and 2010 are not statistically significant for general public or opinion leaders. Q1: How would you rate your overall feelings toward the University of Minnesota? [1=very unfavorable; 5=very favorable] General Public – Overall feelings (six-year trend) Mean = 3.83 Mean = 3.54 Mean = 3.8 Mean = 3.7 Mean = 4.02 Mean = 3.85 Mean = 4.0 Mean = 3.9 Mean = 3.8 Opinion Leaders– Overall feelings (six-year trend) Mean = 3.75 Mean = 3.90

Reasons for positive and negative perceptions are consistent with previous years’ research 10 Reasons for positive attitudes focus on the University’s reputation for: - Educational excellence; - Strong medical and research programs; and - The combined benefit of educational and research excellence for Minnesota’s economy. > “They are an excellent school; they support the state and community. The people I know who went through there have gotten an excellent education.” > “The University of Minnesota is an important research institution in the state and a contributing factor to innovation in numerous industries throughout the country.” Reasons for negative perceptions center mainly on the cost of tuition and the management of the University’s financial resources, which are consistent themes over time, as shown on the upcoming slides on economic impact. Public Perception and Attitude Survey 2010 Q1A: What are the main reasons you feel favorably toward the University of Minnesota? [Only respondents who reported 4 or 5 to Q1] Q1B: What are the main reasons you feel unfavorably toward the University of Minnesota? [Only respondents who reported 1 or 2 to Q1]

Opinion leaders feel greater connection than the general public Public Perception and Attitude Survey Similar to 2009, opinion leaders, more than the general public, feel connected to the University. While the majority of the general public (52 percent) do not feel a connection, this number is less than last year when 64 percent did not feel a connection. Only 38 percent of opinion leaders reported they do not feel a connection. Q12: How connected you feel to the University of Minnesota? [1 =unconnected; 5 =connected] General Public – Feeling of connection Opinion Leaders – Feeling of connection Mean = 2.41 Mean = 2.74

Positive opinion relates to connection to University Public Perception and Attitude Survey People who feel strongly connected to the University have more favorable feelings toward the University. This is true for both the general public and opinion leaders. Pearson’s correlation between favorable feelings toward the University (Q1) and feelings of connection (Q12) were statistically significant for both the general public (r=.39) and opinion leaders (r=.36). This year, feeling connected significantly increased for the general public: Their average score is higher in 2010 (mean = 2.41), than in 2009 (mean = 2.15, p<.001). - However, opinion leaders’ connection scores showed no difference between 2010 (mean = 2.74) and 2009 (mean = 2.73). Q1: How would you rate your overall feelings toward the University of Minnesota? [1=very unfavorable; 5=very favorable] Q12: How connected you feel to the University of Minnesota? [1 =unconnected; 5 =connected]

Positive opinion relates to connection to University Public Perception and Attitude Survey Q11: Now we have a few questions about your relationship with the University of Minnesota. Do you…? [yes or no] Health care and sporting events create the strongest connections for both the general public and opinion leaders. Across all ways to connect, opinion leaders are more likely to participate than the general public. Additional strong connections for opinion leaders include their University degree and attendance at cultural events. General public Opinion leaders * New question added to the survey in 2010.

Connecting to the University 14 Q13: What could the University of Minnesota do to connect with you better? Public Perception and Attitude Survey 2010 Most respondents suggested the University do more to advertise, publicize and communicate as a means to connect better with people. Remarks included: - “Talk about all the things mentioned in this survey more frequently. We see too much about athletics, which is nice. How about publicizing the research heroes and the scholar heroes? I know that's not as exciting as another season of mediocrity for the football team, but much more positive and uplifting.” Other common responses include lowering costs and providing greater access and outreach. Remarks included: - “Be fiscally responsible with taxpayers dollars!” - “They probably would have to reach out within the communities. Having classes all around or workshops in Community Ed in different parts of the state. To have more accessible classes in different areas of the state.”

Public perception of economic impact: Taxes or tuition 15 Q5: Education at the University of Minnesota is mostly paid by two sources: state taxes and student tuition. What do you think the balance between these two sources should be? Public Perception and Attitude Survey 2010 Over half of all respondents (54%) believe a University education should be financed with an equal share of state taxes and student tuition. Another third of respondents (34%) think a University education should be financed primarily with tuition. - This percentage is significantly greater than last year: In 2009, a quarter of respondents said primarily tuition. General public Opinion leaders * Significant differences found for general public responses between 2010 and 2009 (Chi-square=9.79; p<.01).

Public perception of economic impact: Spending cuts and quality 16 Q7: Which comes closer to your own view? Public Perception and Attitude Survey 2010 Most Minnesotans (64%) say the University could spend less and still maintain its high quality of education. - This shows a concern for fiscal responsibility. This opinion is consistent with national public attitudes toward college spending overall. * 2009 national sample data from Public Agenda for The National Center for Public Policy and Higher Education, report published February 2010

Public perception of economic impact: Verbatim comments The following verbatim comments are a sampling that show a concern with fiscal responsibility: - “Make efficient use of the tax dollars they receive – athletics is taking too much of a priority.” - “Stop taking my tax dollars.” - “Convince me that the tuition that is being paid by current and future students is competitive with neighboring states. Convince me that educating its residents is its primary mission.” - “I have three kids that will be going to college, and if I have to pay higher taxes plus tuition, that's going to make a hardship on my finances.” - “The cost to go is way too high, and wages paid to top employees is much, much too high.” - “They need to be very fiscally responsible with the money that they get.” - “The tuition for in-state students has gotten as high as private colleges.” - “I am very disappointed; they spend too much money towards their sports.” - “Your new president makes $600,000 or so now, really? Is that truly necessary?” Public Perception and Attitude Survey

Public perception of economic impact: Current state funding 18 Q6: Right now the University of Minnesota receives 22 percent of its funding from the state. Would you say that’s too much, not enough or just the right amount of funding from the state? Public Perception and Attitude Survey 2010 Respondents were told the University receives 22 percent of its funding from the state. - About 90 percent said the University should not receive less funding from the state. - Exactly 50 percent believe this amount of state funding is not enough. This opinion has remained stable over the past couple years. General public Opinion leaders No significant differences found between 2010 and ~ 90%

Public perception of economic impact: Current state funding 19 Q6: Right now the University of Minnesota receives 22 percent of its funding from the state. Would you say that’s too much, not enough or just the right amount of funding from the state? Public Perception and Attitude Survey 2010 Respondents stating the University does not receive enough state funding were not outstanding on any particular characteristic. We examined this group with regard to the following and found their responses comparable to the rest of the sample: - College education - Relationship to the University: degree, child student, donor, attending sports, collaborating on a professional basis, attending cultural events, taking classes, receiving health care - Feeling a strong connection - Children within any particular age category

Public perception of economic impact: Contribution to state economy 20 Q4: How much do you agree or disagree with the following statement: The University of Minnesota is a major contributor to Minnesota’s economy. [1=strong disagree; 5=strongly agree] Public Perception and Attitude Survey 2010 The majority of respondents (56% of the general public and 63% of opinion leaders) agree the University is a major contributor to Minnesota’s economy. Mean=3.67 Mean=3.79 General public Opinion leaders

Public perception of economic impact: Importance vs. performance 21 *Cronbach’s alpha is.83 for the importance index and.88 for the performance index, indicating a high degree of internal consistency among items. Q2: How important do you feel each of the following goals should be for the University of Minnesota? [1=not at all important; 5=very important] Q3: How well does each item actually describe the University of Minnesota? [1=does not describe at all; 5=describes completely] Public Perception and Attitude Survey 2010 Opinion regarding economic impact was also measured with an index – or compilation of questions – and results are shown on the next slide. The index* is based on these items: - Creating jobs and businesses in the state - Creating highly skilled and educated employees - Being a good manager of University of Minnesota financial resources - Conducting research that improves Minnesotans’ quality of life - Discovering cures for chronic diseases, such as diabetes, heart disease and multiple sclerosis - Providing health services to Minnesotans such as medical and dental clinics, hospital care and veterinary services

Public perception of economic impact: Importance versus performance 22 Q2: How important do you feel each of the following goals should be for the University of Minnesota? [1=not at all important; 5=very important] Q3: How well does each item actually describe the University of Minnesota? [1=does not describe at all; 5=describes completely] Public Perception and Attitude Survey 2010 All respondents agree: it is important for the University to provide economic benefit (items shown on previous slide). They rated the index above four on the five-point scale. - This has remained the same since last year. In addition, the perceptions of the University’s performance on economic impact have remained the same. General public Opinion leaders No significant differences found for general public or opinion leader responses between 2010 and 2009.

Driven to Discover messages 23 Q8: Have you heard or seen anything recently about the fact that _____? Q9: Have you heard or seen anything recently about this work? Public Perception and Attitude Survey 2010 Respondents are most aware of messages about “discovering cures and treatments” and “providing an outstanding education.” Message awareness increased significantly since last year for “solutions for societal problems,” and “boosting the state’s economy.” Significant increases are circled. General pubicOpinion leaders

Effects of Driven to Discover campaign Public Perception and Attitude Survey This year, opinion of performance on “world-class medical school” and “cures for diseases” significantly increased. Over time, awareness related to Driven to Discover rose in 2007, peaked in 2008, declined in 2009 and moved back up in 2010, despite a drop in opinion leaders’ message awareness for “cures for diseases.” Message awareness and performance 2005 to 2010 Campaign begins Percent saying 4 and 5 Campaign ends Campaign begins * Increase in performance from 2009 to 2010 is significant for world class medical school (Chi-square=4.62; p<.05) and nearly significant for cures for diseases (Chi- square=3.55; p=.06) * *

Driven to Discover message saturation: Four-year trend analysis Public Perception and Attitude Survey Q8: Have you heard or seen anything recently about the fact that _____? Awareness of messages about solutions for poverty and hunger has significantly increased since last year. Awareness regarding medical research has declined, particularly for opinion leaders, since General public Percentage having recently heard or seen marketing messages Opinion leaders ** ** Increase from 2009 to 2010 significant for general public (Chi-square=11.08; p<.001) and opinion leaders (Chi-square=6.81; p<.05)

The University of Minnesota logo Public Perception and Attitude Survey Q13A: When you see this logo, which of the following do you associate with it? Most respondents (two-thirds) associate the University’s logo with the entire state system. The majority of those who associate the logo with a particular campus chose the Twin Cities. Of those who selected the Twin Cities, most were metro residents.

Familiarity with UROC has increased since 2008 Public Perception and Attitude Survey More North Minneapolis residents are becoming increasingly aware of the University Northside Partnership program. Many who know about it (49 percent) stated positive attitudes toward both its impact on the community and on them personally. Q10A: How familiar are you with the University Northside Partnership or UROC? Q10B: How would you describe the impact of the University Northside Partnership or UROC on the North Minneapolis community? [1=very negative; 5=very positive] Q10C: How would you describe the impact of the University Northside Partnership or UROC on you personally? [1=very negative; 5=very positive] North Minneapolis – Percentage familiar with UROC No significant differences found on responses between 2010 and 2009.

School of Public Health questions Public Perception and Attitude Survey Nearly one-third of the general public in Minnesota take aspirin on a regular basis. Of those who take aspirin regularly, the majority (81%) do so to avoid heart attack or stroke. QE: Are you taking aspirin on a regular basis? [yes or no] QF: For what purpose are you taking aspirin? [online format=two choice options above with Check all that apply; phone format=open end categorized into one of above two choice options]

Metro and Outstate: Perceptions of University are similarly favorable Public Perception and Attitude Survey Of 1,041 respondents, 60 percent are Twin Cities metro residents, and 40 percent are from outstate Minnesota. The majority of both metro area and outstate respondents hold the University in high esteem. No significant difference was found between the mean responses for these two groups. Q1: First, we have some general questions about the University of Minnesota. How would you rate your overall feelings toward the University of Minnesota? [1 =very unfavorable; 5 =very favorable] Metro – Overall feelings Outstate – Overall feelings Mean = 3.74 Mean = 3.76 Note: Metro respondents were segmented by Zip codes in 11 counties: Anoka, Carver, Chisago, Dakota, Hennepin, Isanti, Ramsey, Scott, Sherburne, Washington and Wright (N=616 metro; N=425 outstate). Percentage aligns with actual state population.

Metro and Outstate: Metro residents have greater connection Public Perception and Attitude Survey Metro respondents (20%) feel more connected to the University than outstate respondents (11%). The majority of outstate respondents (57%) do not feel a connection, whereas 48 percent of metro area respondents do not feel a connection. Metro area respondents feel a significantly stronger connection than outstate respondents (p<001). Q12: How connected you feel to the University of Minnesota? [1 =unconnected; 5 =connected] Metro – Feeling of connection Outstate – Feeling of connection Mean = 2.53 Mean = 2.25

Summary – 1 31 Public Perception and Attitude Survey 2010 Overall perceptions of the University continue to be favorable, and are similar among Twin Cities’ metro and outstate Minnesota residents. The public is primarily concerned with prudent use of University financial resources and tax dollars. - Many believe the University could spend less and still maintain its quality of education; this opinion is consistent with national public attitudes toward college spending overall. - Most Minnesotans do not want the University to receive less funding from the state. However, when asked how a University education should be financed, an increasing number (but not a majority) believe it should come from tuition rather than taxes. This year’s survey shows the University’s health and medical system provides a stronger point of connection for the general public than do University sporting events.

Summary – 2 32 Public Perception and Attitude Survey 2010 Driven to Discover awareness has significantly increased for messages about “solutions for societal problems” and “boosting the state’s economy.” Minnesotans are most aware of messages about “discovering cures and treatments” and “providing an outstanding education.” The public believes the University is a major contributor to Minnesota’s economy, and opinion of the University’s economic impact remains stable from last year in these areas: job and business creation, skilled and educated employees, good management of financial resources, and research that improves quality of life. Many respondents said the University could better connect with them through more publicity and advertising. They suggested greater communication about events and campus news, rather than sports.