1. University Of North Alabama Alumni Marketing Survey Results
Dr. Andrew L. Luna
Director
Institutional Research, Planning and Assessment

2. Alumni Marketing Survey Results Points of Discussion
Marketing Surveys and UNA
Groups Surveyed
Methodology
Results of Alumni Survey
Implications/Recommendations

3. Alumni Marketing Survey Results Marketing Surveys and UWG
As part of a comprehensive marketing plan, UNA administered surveys to key target audiences
Alumni
Current Freshmen
Prospective Students
Results from this year’s survey would serve as a baseline for subsequent surveys
The surveys will be re-administered in Fall 2010

4. Alumni Marketing Survey Results University Involvement
University Advancement
University Relations
Web Master
Marketing Committee
Institutional Research, Planning, and Assessment

5. Alumni Marketing Survey Results Sample Size
For the survey results to be generalized to each of the three separate populations, a significant sample size had to be generated
As the population significantly increases, the sample size exponentially decreases:
N=100 (S=80%); N=1,000 (S=28%); N=10,000 (S=3.7%); N=100,0000 (S= .04%)

6. Alumni Marketing Survey Results Sample Size
Based upon the formula, only the Alumni survey had a significant number of respondents
Alumni (n=504) – Significant
Prospective (n=150) – Not Significant
Current Student (n=60) Not Significant

7. Measuring Both Importance and Satisfaction
The Importance/Satisfaction procedure measures the importance respondent places on a given attribute as well as how satisfied they are with the service of that same attribute
Using I/S measures gives a lot more information than just satisfaction alone
An important component of the I/S measure is the performance gap which is the mathematical difference between importance and satisfaction
The performance gap indicates where the institution is least meeting student expectations

8. Alumni Marketing Survey Results 18 Characteristics/Attributes
Access to Faculty
Availability of Major
Availability of Scholarships
Availability of Social Events
Close to Home
Varsity Athletic Programs
Cost to Attend
Honors Programs
Job Placement Opportunities
Leadership Development
National and State-Wide Reputation
Warm/Friendly Campus
Quality of Classroom Facilities
Quality of Faculty
Quality of Undergraduate Education
Safe Campus
Selective Admissions Standards
Smaller Faculty/Student Ratio

9. Alumni Marketing Survey Results Statistics
Sent to all alumnae with contact information
Over 500 respondents
Over 62 percent were under 50 and over 50 percent graduated before 1990
Most respondents received their degrees from the Colleges of Business and Education

10. Alumni Marketing Survey Results Demographics

11. Alumni Marketing Survey Results Demographics, Cont.

12. Alumni Marketing Survey Results Demographics, Cont.

13. Alumni Marketing Survey Results Demographics, Cont.

14. Alumni Marketing Survey Results Demographics, Cont.

15. Alumni Marketing Survey Results Demographics, Cont.

16. Alumni Marketing Survey Results Demographics, Cont.

17. Alumni Marketing Survey Results Demographics, Cont.

18. Alumni Marketing Survey Results Demographics, Cont.

19. Alumni Marketing Survey Results Demographics, Cont.
Over 57 percent of respondents were 40 and over

20. Alumni Marketing Survey Results Demographics, Cont.

21. Alumni Marketing Survey Results Demographics, Cont.

22. Alumni Survey Results Demographics, Cont.

23. Alumni Marketing Survey Results Gap Analysis
Measures both the Importance and Satisfaction of a particular variable or attribute
The Performance Gap is the difference between the Importance Measure and the Satisfaction Measure
The higher the Performance Gap, the least UNA is meeting customer (alumni) expectations

24. Exceeding Expectations/Possible Overkill
Alumni Marketing Survey Results
Interpreting the Radar Chart
Meeting Expectations
Smaller Gap
Larger Gap
Exceeding Expectations/Possible Overkill

25. Alumni Marketing Survey Results Radar Chart on 20 Characteristics
Intersection of Importance to Satisfaction.
Meeting Expectations
Large negative gap.
Possible Overkill
Large positive gap.
Concentrate Here
Not Meeting Expectations

26. Alumni Marketing Survey Results Top Performance Gaps
NOTE: Larger gaps mean UNA is least meeting expectations

27. Alumni Marketing Survey Results Opinion Questions
Questions were designed to ask about particular attributes within UNA
Questions were either based on a 1- 7 Likert Scale or by Y/N answers
Likert Scale responses were averaged. The higher the average the more favorable the respondent was toward that attribute

28. Alumni Survey Opinion Questions

29. Alumni Survey Opinion Questions

30. Alumni Survey Opinion Questions

31. Alumni Survey Opinion Questions

32. Alumni Marketing Survey Results Open Ended Questions
Respondents were also asked their opinion on certain qualitative questions
These questions were codified and frequency distributions were run
In certain cases, respondents were asked to choose “all that apply,” and some gave more than one answer. This this case the total n may be greater than the respondent rate

33. Alumni Survey Open-Ended Questions

34. Alumni Survey Open-Ended Questions

35. Alumni Survey Open-Ended Questions

36. Alumni Survey Open-Ended Questions

37. Alumni Survey Open-Ended Questions

38. Recommendations
Alternate the Current Student Marketing Survey with the NSSE Survey
Continue to administer all three surveys every other year
Work to obtain a statistically significant response rate for each group

39. Questions?