1. 1 School of Health in Social Science 2011 UG Entrants’ Survey Analysis

2. 2 Contents Objectives Methodology Results Summary Recommendations Appendix - Questionnaire

3. 3 Methodology All new UG students in BN Nursing (Hons), the only UG degree at the School of Health, were invited to complete the survey online (emailed out by the School) 10 started and completed the survey between 27 October and 4 December 2011, a response rate of 29%.

4. 4 Objectives To find out which information sources undergraduate students use when considering studying at the School of Health in Social Science and how useful they find these sources. To find out what information students find most influential when choosing to study Nursing at the University of Edinburgh. To find out the primary reasons why students choose to study Nursing at the University of Edinburgh and to identify any gaps where they would have liked more information. All above mentioned information should inform the School’s marketing activity, for example, key messages, advertising and communications.

5. 5 Results

6. 6 1. Student Population

7. 7 Demographics Age Gender Country of residence Gender, age and region of domicile of survey respondents were representative of the whole UG population. None of the variations from the actual student population is statistically significant. No of respondents: 10

8. 8 2. Information gathering

9. 9 Timing 70% of students started gathering information just a year before they started their degree; nobody started collecting information earlier than 2 years before University. How long before starting university did you begin gathering information about where to apply? No of respondents: 10

10. 10 All students had used UCAS (as they apply through it). More than half of the respondents had also used The Guardian, and almost half The Student Room (which offers reviews and feedback from peer students). Excluding the main university websites, which of the following websites did you use when considering which university to apply to? Information sources: External websites No of responses: 10

11. 11 Information sources: Online tools Which of the following online tools did you use when considering which university to apply to? University rankings were used by 80%of respondents, while World rankings are of less importance – perhaps due to the fact that all respondents were Scottish or RUK. Social Media were hardly used. No of responses: 10

12. 12 3. Decision-making

13. 13 Choices Was the University of Edinburgh your…? While the University of Edinburgh was the first choice from the outset for 70% of students, for 30% it was only first choice among those institutions that offered them a place. What would make the University be first choice from the outset to even more students? No of responses: 10

14. 14 Most used UoE information sources There is a considerable number of students who never used certain University’s information tools. The main University marketing tools - website and printed prospectus - were used by most students, as were University rankings How useful did you find the following when considering whether to study at the University of Edinburgh? No of responses: 10

15. 15 Most useful UoE information sources Looking at only those students who did use the University’s information sources, and by ranking their feedback on usefulness by average score, the most useful source of information are the University rankings. The highly used prospectus and website are also very useful to students, and recommendations from friend or colleagues are valued too. How useful did you find the following when considering whether to study at the University of Edinburgh? No of responses: 10

16. 16 Most used vs most useful UoE information sources The lists of Top 5 used and Top 5 useful information sources are very similar. Marketing efforts should be focused on utilising and further improving the university website, the printed prospectus, University rankings (e.g. using them as key message/USP) and the Online degree finder (e.g. making sure all links are correct). No of responses: 10 TOP 5 used sources 1.UoE website 2.University rankings 3.Printed prospectus 4.School of Health website 5.Online degree finder TOP 5 useful sources 1.University rankings 2.Printed prospectus 3.School career fair 4.UoE website 5.Online degree finder

17. 17 Most influential factors How influential were the following in choosing to study your degree at the University of Edinburgh? No of responses: 10 The degree content is the most influential factor to students when they make their decision, followed by reputation (of UoE, and of the degree subject) as well as Quality of teaching. Again, the importance of University rankings becomes obvious. Maybe surprisingly, financial factors (cost of study, scholarships) and the School’s facilities were of little influence.

18. 18 Additional information needs Only three students respondents answered this question, so their feedback can only be looked at anecdotally. What, if anything, would you have liked more information about when researching your degree at the University of Edinburgh? “Slightly more on what the exact course content was.” “Specifically what topics are covered in the course such as anatomy.” “Travelling to the Royal Infirmary once a week.” No of respondents: 3

19. 19 Uniqueness Answers to this question covered mainly the reputation and specific degree at the University of Edinburgh. Location was mentioned a couple of times too. When deciding where to study your degree, what were the unique elements offered by the University of Edinburgh that made you choose here? Rankings & reputation “High rankings in University league tables, City.” “It's high ranking in University polls, and the quality of placements.” “The top ranking in league tables and the chance to study abroad.” “Close to home - can't afford to live else where. Most prestigious in the city and the country.” Degree structure & content “Integrated placements and theory rather than alternating separate blocks.” “Flexibility of subject in that we get to choose our own outside course.” “Opportunity to specialise more in 3rd and 4th year.” No of respondents: 7

20. 20 Association Which one of the following do you associate yourself with most? Half of the students associate themselves most closely with the University and half with their degree in Nursing. University and degree specific factors (e.g. rankings of the University and the degree programme, reputation of Uni/degree etc) should be utilised equally in the marketing materials. No of responses: 10

21. 21 Summary & Recommendations

22. 22 Summary (The survey analysis based on only 10 respondents so caution is advised when interpreting any of the results. ) Prospective UG students seem to start collecting information 1-2 years before they would start their degree. UCAS, The Guardian and The Student Room are important external websites that most prospective students look at when researching their degree in Nursing. UK University rankings are among the most used external websites, and also among the most influential sources of information in the decision-making process. Among the UoE information material the UoE website, rankings, the printed prospectus and online degree finder were the most used and also useful sources of information. Even though the School’s website was also among the top 5 used sources, it was only useful to 6 out of 10 students. When choosing to study at the University of Edinburgh, the degree content, the reputation of the University/the Nursing degree and the teaching quality were the most influential factors Most students see the uniqueness of the University of Edinburgh in its (and the degree’s) reputation, as well as the course structure and content.

23. 23 Recommendations TIMING: Pupils should be targets in the final or penultimate year of high school - this is inline with SRA’s activities in schools. EXTERNAL WEBSITES: Use most used external websites - UCAS, the Guardian and The Student Room - to reach potential students. Consider advertising and ensure listings incl. links are correct PUBLICATIONS: Invest in most used information sources: presence on the main UoE website, degree finder and printed prospectus. Also investigate how to improve the School’s website which is currently not valued as highly by prospective students. UNIVERSITY RANKINGS: Utilise rankings as much as possible in all marketing materials (web, print, comms). FIRST CHOICE: Establish who are Nursing’s main competitors and the School can become first choice to even more prospective students above those competitors.

24. 24 Appendix

25. 25 Questionnaire 1. What degree are you studying? 2. How long before starting university did you begin gathering information about where to apply? 3. Excluding the main university websites, which of the following websites did you use when considering which university to apply to? 4. Which of the following online tools did you use when considering which university to apply to? 5. How useful did you find the following when considering whether to study at the University of Edinburgh? 6. How influential were the following in choosing to study your degree at the University of Edinburgh? 7. What, if anything, would you have liked more information about when researching your degree at the University of Edinburgh? 8. When deciding where to study your degree, what were the unique elements offered by the University of Edinburgh that made you choose here? 9. Which one of the following do you associate yourself with most? 10. Was the University of Edinburgh your First choice /First choice university amongst those who offered a place/First choice university amongst scholarship offer/ Insurance choice? 11. If you applied to university outside of the UK, what countries were they in? 12. Into what year did you enter 13. Please state your gender 14. Which of the following age groups do you belong to? 15. What is your usual country of residence? 16. What tuition fee classification are you? 17. If you would be willing to take part in further research by the University of Edinburgh, please leave your name, email address and country of residence below.

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