1. CUNY Market Survey Professor Kapil Bawa Chairman, Marketing & International Business Department Baruch College In collaboration with the Baruch Survey Research Unit Presented to the Zicklin School of Business Faculty Baruch College April 17, 2008

2. Purpose To identify the educational goals and aspirations of potential college applicants in the New York area To identify college choices, criteria and sources of information & influence To measure awareness and perceptions of CUNY colleges and of CUNY in general

3. Method Samples from two populations of potential college applicants in the New York area: PSAT Sample: high school students who took the PSAT in 2004 and 2005 (n=1017) Adult Sample: Adults recently enrolled, or planning to enroll in college (n=1005) Online surveys with lottery or cash incentives

4. Educational Plans

6. Findings in brief: High School vs. Adult Market High School Market is: More information seeking Less aware of choices Heavily influenced by counselors & parents More focused on quality and reputation More negative about CUNY in general The Adult Market is: Relatively more influenced by friends and family Less actively looking for information More aware of colleges More focused on practical considerations More positive about CUNY in general

7. Sources of Information

8. Sources of Influence

9. Top college choices Respondents picked their top choices from a list of 32 colleges in the NYC area (and could write in any not on the list) Indicated their first and second choices

10. Top college choices

13. College choice criteria (Adult Sample ranking) offers courses or majors that you want or need * has good professors * has affordable tuition offers courses at convenient times is easy to travel to has a good reputation among employers has high academic standards has a safe campus lets you start taking classes in your major quickly has good advising or job placement for students has good facilities on campus has small class sizes has high admission standards has an active campus life for students has an active sports program has student housing available * most important attributes for both Adult and PSAT samples Key: Practical factor Quality-related factor Student Life factor

14. Importance of Choice Criteria