Speaking the Same Language: Information College Seekers Look for on a College Web Site Kristy Tucciarone, Ph.D. University of Missouri – St. Louis Department of Theatre, Dance, and Media Studies

Purpose Analyze and understand what information students are seeking from a college’s Web site during their college search. Analyze and understand what information students are seeking from a college’s Web site during their college search.

Results Rely heavily on the information. Rely heavily on the information. Convenience and speed. Convenience and speed. Majors and tuition. Majors and tuition. Ranking, size, location, pictures, videos, virtual tours, student message boards, and blogs. Ranking, size, location, pictures, videos, virtual tours, student message boards, and blogs.

Computer and Internet’s Pervasiveness Internet most engaging medium. Internet most engaging medium. Undergraduates spend 18 hours week. Undergraduates spend 18 hours week. Viewed live, read as text, heard as sound, seen as pictures, and engaged by film. Viewed live, read as text, heard as sound, seen as pictures, and engaged by film. Interactive = dialogue. Interactive = dialogue.

Internet = Interactive Interactive: fosters two-way communication. Interactive: fosters two-way communication. Encourages feedback. Encourages feedback. Connectedness. Connectedness.

Common Information on College Web Site Tuition Tuition Major Major Classes Classes Financial aid Financial aid Desire, interaction Desire, interaction

College’s Web Site Top source of information. Top source of information. Primary means for information. Primary means for information. Lacks features. Lacks features.

Why a “Dialogue” for Higher Education? Change in higher education landscape. Change in higher education landscape. –More than 3,100 baccalaureate-granting institutions. –World War II, robust enrollment. –1975, enrollment declined. –NCES, high school graduates up 15%. –NCES, until 2013 enrollment up 19%.

Competition and Two- Way Communication Stiffer competition means more noise. Stiffer competition means more noise. Advantages Advantages –Students’ “voice.” –Identity. –Social need. –Feedback. Communication is not something we do to others; rather, it is something we do with them.

College Web Site – A Social Force Counselor(s), teacher(s), adult acquaintances, older siblings, and peer groups. Counselor(s), teacher(s), adult acquaintances, older siblings, and peer groups. Means of communication, access to databases and directories, and marketing of the institution. Means of communication, access to databases and directories, and marketing of the institution. “Realistic” information. “Realistic” information.

Other Studies – Search Process 2007, re-design effort. 2007, re-design effort. 2001, juniors and seniors in high school. 2001, juniors and seniors in high school.

Examples of Institutions Who Understand “Dialogue” Albion College Albion College

Examples of Institutions Who Understand “Dialogue” University of Buffalo University of Buffalo

Examples of Institutions Who Understand “Dialogue” Hamilton College Hamilton College

Examples of Institutions Who Understand “Dialogue” Furman University Furman University

Examples of Institutions Who Understand “Dialogue” Lewis and Clark College Lewis and Clark College

Theoretical Framework Interpretivist perspective: what are the meanings in the data? Interpretivist perspective: what are the meanings in the data? Interpretive interactionism = symbolic interactionism + interpretive inquiry Interpretive interactionism = symbolic interactionism + interpretive inquiry

Conceptual Framework Hossler and Gallagher’s three-stage model of college choice Hossler and Gallagher’s three-stage model of college choice The steps: The steps: –Predisposition –Search –Choice

Method Qualitative study. Qualitative study. Undergraduate students. Undergraduate students. –Engaged in college experience. –First generation raised with media technology. media technology. –99% own a computer Focus group interviewing - based upon interaction. Focus group interviewing - based upon interaction.

Discussion Questions Was your higher education option obvious or did you search available options? Was your higher education option obvious or did you search available options? Who and what influenced your college search? Who and what influenced your college search? Explain your use of the Internet while searching colleges. Explain your use of the Internet while searching colleges. How does the Internet assist students in the college search? What information are you looking for on a college’s Web site? How does the Internet assist students in the college search? What information are you looking for on a college’s Web site? Prior to making a decision to visit a college, would you search the college’s Web site first? Why and what information are you looking for? Prior to making a decision to visit a college, would you search the college’s Web site first? Why and what information are you looking for?

Continue…Discussion Questions What is the most meaningful data on a college’s Web site? What is the most meaningful data on a college’s Web site? What is the least meaningful data on a college’s Web site? What is the least meaningful data on a college’s Web site? What other data would you like to see on a college’s Web site? What other data would you like to see on a college’s Web site? Do you think colleges use their Web sites effectively to communicate with students? Do you think colleges use their Web sites effectively to communicate with students? Do you think colleges should use a standard Web format or show uniqueness of its departments? Do you think colleges should use a standard Web format or show uniqueness of its departments?

Results Rely heavily on the information. Rely heavily on the information.

Results - Search Fit their needs (e.g., major). Fit their needs (e.g., major). Friends most influential on college choice followed by parents. Friends most influential on college choice followed by parents. Other influencers: siblings, tuition, location, scholarships and financial aid, and social life. Other influencers: siblings, tuition, location, scholarships and financial aid, and social life.

Results – Internet and College’s Web Site One stop shop, 24/7. One stop shop, 24/7. Most sought information are majors and tuition. Most sought information are majors and tuition. Ranking, size, and location. Ranking, size, and location. Student population, athletics, social life, scholarships/financial aid, housing, demographics, information about the city. Student population, athletics, social life, scholarships/financial aid, housing, demographics, information about the city. “Real” pictures. “Real” pictures.

Results – Internet Benefits Convenience. Convenience. Speed. Speed. Visual aid. Visual aid.

Results – Information on College Web Site Virtual tours. Virtual tours. Calendar of events. Calendar of events. Student message boards or blogs. Student message boards or blogs.

Results – Least Meaningful Data Chancellor. Chancellor. Search option. Search option.

Results – Communication and Design Course Management Software not the college’s Web site. Course Management Software not the college’s Web site. Lacks “connectedness” and understanding about student use. Lacks “connectedness” and understanding about student use. Standard format; uniqueness of each department. Standard format; uniqueness of each department.

Summary Encourage or discourage prospective students’ college choice. Encourage or discourage prospective students’ college choice. Two-way communication. Two-way communication. Convenience and speed. Convenience and speed. Major and tuition; ranking, size, location. Major and tuition; ranking, size, location. Student population, athletics, social life/student organizations, financial aid/ scholarships, housing, college demographics, and surrounding city. Student population, athletics, social life/student organizations, financial aid/ scholarships, housing, college demographics, and surrounding city. Pictures, videos, and virtual tours. Pictures, videos, and virtual tours. Students message boards or blogs. Students message boards or blogs.