1. Copyright © All rights reserved to Student Insights. 1 Student-View © Report June, 2013

2. Copyright © All rights reserved to Student Insights. 2 Executive Summary Eastern Michigan registered a solid improvement in awareness in the past year, but fell slightly in perception. EMU pulled ahead of Ferris State into 8 th place in overall market position. The University’s strongest segment based on both consideration levels and market position is Wayne County. Other top segments include students with ACT scores of 18-20, students in the South East region, students majoring in social/behavioral science. EMU’s ratings rose for nearly all individual attributes and the University improved its position versus the competitive average. Eastern Michigan also gained ground versus competitors in consideration, application, and conversion rate. The primary barriers to both consideration and application were low academic standards, campus setting, and a lack of majors. Not surprisingly, the biggest reason why students do consider attending the University is affordable tuition.

3. Copyright © All rights reserved to Student Insights. 3 Survey Overview

4. Copyright © All rights reserved to Student Insights. 4 Survey Methodology Online survey of Michigan high school seniors –Conducted in January - April, 2013 –Incentives included several random drawing scholarships –Promoted through mailing to high school guidance counselors and scholarship search sites Responses were generally reflective of the student demographics –1,389 total responses from 239 high schools in Michigan –Distribution generally matched population distribution. Some sample biases include: Females comprise about 67% of responses Estimated mean combined ACT scores about 24, somewhat higher than the national and Michigan average scores. –Margins of error Margins of error for overall awareness and perception are approximately +/- 2- 4% at a 90% confidence level Margins of error for segmented data vary by type of segmentation A margin of error bar is shown on slides to provide a visual reference

5. Copyright © All rights reserved to Student Insights. 5 Survey Response Distribution ZIP Code Each pin represents a ZIP code from which at least one response was received. Many ZIP codes had multiple responses.

6. Copyright © All rights reserved to Student Insights. 6 Market Size Analysis

7. Copyright © All rights reserved to Student Insights. 7 College Selection Factors How important are the following factors when choosing a college? Very Unimportant Somewhat Unimportant NeutralSomewhat Important Very Important Students in Michigan, as well as across the U.S., continue to rate five key attributes as most important when choosing a college or university. Among these top attributes, importance scores fell solidly in the past year for academic strength, academic facilities, and campus safety. In contrast, the importance of job opportunities rose. Among other factors, the importance of an institution’s public/private status rose, and the importance of residential facilities and campus setting fell after registering a one year spike in 2012.

8. Copyright © All rights reserved to Student Insights. 8 Drive Zones 30-, 60-, 120- and 180 minutes around Ypsilanti, MI

9. Copyright © All rights reserved to Student Insights. 9 Market Size Distance Preference What distance from home do you prefer college to be? Thirty percent of students have no preference regarding the distance between home and college. These students from throughout Michigan should find Eastern Michigan University to be an acceptable distance from home. A 60 minute drive zone around Ypsilanti includes about one half of the Detroit and Flint metro areas and all of several secondary metro areas. Approximately 13-15% of students from this zone would prefer the distance to Eastern Michigan. A broader 120 minute drive zone includes the remainder of the Detroit and Flint metro areas as well as portions of the Lansing and Grand Rapids metro areas. Twenty percent of students in this zone would prefer the distance to Eastern Michigan University. Beyond the 120 minute zone are the rest of the Grand Rapids and Kalamazoo metro areas, several secondary metro areas, and largely rural areas. Eight to twelve percent of students in this region prefer the distance to Eastern Michigan.

10. Copyright © All rights reserved to Student Insights. 10 Market Size College Size Preference What size school do you prefer to attend? Forty-two percent of students have no college size preference and would find Eastern Michigan University to be acceptable. Another 19% of students would like to attend a college such as EMU that has more than 10,000 students. Size preferences continue to be stable overall.

11. Copyright © All rights reserved to Student Insights. 11 Market Size Religious Preference Forty-nine percent of students have no preference regarding a college’s religious affiliation. These students would be comfortable attending EMU. Another 22% of students prefer a secular university such as Eastern Michigan University. What religious affiliation do you prefer?

12. Copyright © All rights reserved to Student Insights. 12 Market Size Setting Preference What college setting do you prefer? Twenty-nine percent of Michigan students prefer an urban university such as Eastern Michigan. Another 45% of students have no preference and would find EMU’s location to be acceptable.

13. Copyright © All rights reserved to Student Insights. 13 Market Size Public/Private Preference Fifty-eight percent of Michigan students prefer a public university such as EMU. Another 32% of students have no preference and would find EMU to be acceptable.

14. Copyright © All rights reserved to Student Insights. 14 Market Size Tuition Expectation What do you expect to pay ANNUALLY for college tuition? Consider only the published tuition rate not including any form of financial aid that you may receive. EMU’s published tuition is $8,813. (US News, 2013). Twelve percent of students expect to pay $5,000 – 10,000 per year and another 9% have no expectation. These students would find Eastern Michigan’s tuition acceptable. Seventy-five percent of all students expect to pay more than $10,000 per year and would find EMU’s tuition preferable. The preferences have been largely stable except for a modest decline among students expecting to pay $15- 20K per year.

15. Copyright © All rights reserved to Student Insights. Consolidated Market Opportunity Tuition Screen Size Screen Setting Screen Religious Preference Screen Distance Screen All Students The consolidated market opportunity examines all student preferences, showing the percentage of students who find Eastern Michigan to be acceptable or preferred on all key variables. The University is acceptable or preferred on all attributes by just 13-16% of students.

16. Copyright © All rights reserved to Student Insights. 16 Awareness and Favorability Overall Ratings

17. Copyright © All rights reserved to Student Insights. 17 Awareness Distribution Awareness levels among students who have heard of Eastern Michigan University Very Unfamiliar Somewhat Unfamiliar NeutralSomewhat Familiar Very Familiar Among students who have heard of Eastern Michigan University, 30% are somewhat- or very unfamiliar with the University, while 50% are familiar to some degree.

18. Copyright © All rights reserved to Student Insights. 18 Index Calculation Awareness Index is the average of all survey respondents’ familiarity levels Numeric assignments for awareness –Very Unfamiliar = 0 –Somewhat Unfamiliar = 1 –Neutral = 2 –Somewhat Familiar = 3 –Very Familiar = 4 Perception Index is the average of all survey respondents’ perception ratings Numeric assignments for perception –Very Unfavorable = 0 –Somewhat Unfavorable = 1 –Neutral = 2 –Somewhat Favorable = 3 –Very Favorable = 4

19. Copyright © All rights reserved to Student Insights. 19 Awareness Index Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of Error EMU registered a solid increase in awareness scores in the past year. This is the 4 th consecutive year of increases. EMU had the largest gain of any benchmark university. The University pulled ahead of both UM-Dearborn and Oakland University in the rankings.

20. Copyright © All rights reserved to Student Insights. 20 Perception Distribution Perception levels among students who have heard of Eastern Michigan University Very Unfavorable Somewhat Unfavorable NeutralSomewhat Favorable Very Favorable Eastern Michigan received somewhat or very unfavorable scores from 29% of students and somewhat or very favorable scores from 38%. It’s important to note that overall favorability encompasses more than just academic strength. Respondents were prompted to consider all attributes of each college, including tuition cost, facilities, campus safety, academic strength, social life, and other factors important to them.

21. Copyright © All rights reserved to Student Insights. 21 Perception Index Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Margin of Error Eastern Michigan’s perception score slipped slightly from 2.16 in 2012 to 2.12 in 2013. In general, the University lost ground versus most competitors which mostly registered small improvements. Nevertheless, EMU’s rank was unchanged as the University fell behind Ferris State, but pulled ahead of UM-Dearborn.

22. Copyright © All rights reserved to Student Insights. 22 College Position Matrix Awareness Favorability Eastern Michigan and the group of “second tier” institutions became less tightly clustered in the past year. Eastern Michigan separated itself, primarily by increasing its relative awareness. This did move Eastern Michigan back below the best-fit line, indicating a relative gap in favorable perception.

23. Copyright © All rights reserved to Student Insights. 23 Market Position Index Michigan Top 15 After being ranked 9 th for three consecutive years, EMU pulled ahead of Ferris State in 2013 into 8 th place. The difference between the two schools is within the margins of error, so continued monitoring is recommended. ** Market Position = Awareness X Perception

24. Copyright © All rights reserved to Student Insights. 24 Extra-Curricular Activities

25. Copyright © All rights reserved to Student Insights. 25 Extra-Curricular Activities Which activities, interests, and hobbies would you like to pursue in college? Study abroad and sports, including watching college sports events, intramurals, and individual sports/exercise, remain the most popular activities that students would like to pursue in college. Interest in study abroad and fraternities/sororities fell somewhat in the past year.

26. Copyright © All rights reserved to Student Insights. 26 Basic Segmentation

27. Copyright © All rights reserved to Student Insights. 27 Awareness Index Gender Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of error Awareness of the University rose modestly among female students in the past year.

28. Copyright © All rights reserved to Student Insights. 28 Perception Index Gender Very Unfavorable Somewhat Unfavorable NeutralSomewhat Favorable Very Favorable Margin of error Perception scores have fallen slightly among females, but remain nearly the same as among male students.

29. Copyright © All rights reserved to Student Insights. 29 Market Position Matrix Gender Awareness Favorability The University’s position does not differ significantly by gender. This is highly consistent with prior year findings.

30. Copyright © All rights reserved to Student Insights. 30 Awareness Index Race Very Unfamiliar Somewhat Unfamiliar NeutralSomewhat Familiar Very Familiar The University’s awareness levels increased most among black, Asian, and Hispanic students.

31. Copyright © All rights reserved to Student Insights. 31 Perception Index Race Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Perceptions rose slightly among Asian and Hispanic students in the past year, but fell among white and black students.

32. Copyright © All rights reserved to Student Insights. 32 Market Position Matrix Race Awareness Favorability As in prior years, EMU enjoys its strongest position among black students.

33. Copyright © All rights reserved to Student Insights. 33 North/U P West Central East South East Wayne Oakland Macomb Geography The following geographic regions were selected by Student Insights for use in subsequent segmentation analysis.

34. Copyright © All rights reserved to Student Insights. 34 Awareness Index Geography Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of error Awareness rose solidly across the Detroit metro area and the Central East region, but were unchanged or lower elsewhere in the state.

35. Copyright © All rights reserved to Student Insights. 35 Perception Index Geography Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Margin of error Perceptions continue to be most favorable in Wayne County.

36. Copyright © All rights reserved to Student Insights. 36 Market Position Matrix Geography Awareness Favorability The biggest change in the past year has been a solid improvement in awareness in Detroit metro counties and in the Central East region, and a decline in other areas.

37. Copyright © All rights reserved to Student Insights. 37 Awareness Index ACT Scores Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of error Awareness of EMU fell among students with ACT scores of 17 or less. In general, however, awareness remains higher among students with scores of 26 or less.

38. Copyright © All rights reserved to Student Insights. 38 Perception Index ACT Scores Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Margin of Error Perception also fell significantly among students with ACT scores of 17 or less.

39. Copyright © All rights reserved to Student Insights. 39 Market Position Matrix ACT Scores Awareness Favorability Eastern Michigan’s strongest position in the past two years has been among students with ACT scores of 17 or less. This changed notably in the past year as both awareness and perception declined significantly in this segment. There has been much variation in this segment over the past few years, so this year’s results should be considered a one-time event until further data confirms the findings.

40. Copyright © All rights reserved to Student Insights. 40 Awareness Index Family Income Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of error Awareness levels fell among the wealthiest students, but increased solidly among students from the least affluent families.

41. Copyright © All rights reserved to Student Insights. 41 Perception Index Family Income Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Margin of Error Perceptions of EMU became more favorable in the past year among students from families earning more than $100K per year and similarly less favorable among those earning $50-100K per year.

42. Copyright © All rights reserved to Student Insights. 42 Market Position Matrix Family Income Awareness Favorability The correlation between EMU’s market position and family income continued for the third consecutive year. In fact, the correlation became stronger as market position weakened among the wealthiest students and strengthened among less affluent students.

43. Copyright © All rights reserved to Student Insights. 43 Awareness Index Intended Major Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of error Awareness is highest among students majoring in social/behavioral science, health, business, and biology.

44. Copyright © All rights reserved to Student Insights. 44 Perception Index Intended Major Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Perceptions of the University are also most favorable among health science majors. Margin of Error

45. Copyright © All rights reserved to Student Insights. 45 Market Position Matrix Intended Major Awareness Favorability Eastern Michigan’s position among education majors fell after three consecutive years of strength. In contrast, market position strengthened among students majoring in social/behavioral science, which is part of a multi-year pattern of ups and downs. More notably, however, EMU registered its fourth consecutive year of strength among nursing majors and improvement among non-nursing health science majors.

46. Copyright © All rights reserved to Student Insights. 46 Awareness Index Parental Education Very Unfamiliar Somewhat Unfamiliar Neutral Somewhat Familiar Very Familiar Margin of Error Awareness continues to be slightly higher among students whose parents do not have a four-year degree.

47. Copyright © All rights reserved to Student Insights. 47 Perception Index Parental Education Very Unfavorable Somewhat Unfavorable Neutral Somewhat Favorable Very Favorable Margin of Error Perceptions are also slightly higher among students whose parents don’t have a four-year degree.

48. Copyright © All rights reserved to Student Insights. 48 Market Position Matrix Parental Education Awareness Favorability The 2013 results confirm a modest, but persistent relationship between market position and parental education. This relationship has been evident for four years.

49. Copyright © All rights reserved to Student Insights. 49 Segmentation Consideration Levels

50. Copyright © All rights reserved to Student Insights. 50 Consideration Levels Segmentation: Geography The University’s highest consideration level is in Wayne County and to a lesser degree, the South East region. Although the University’s market position in Oakland County was relatively strong, as shown previously, consideration levels have not matched this strength.

51. Copyright © All rights reserved to Student Insights. 51 Consideration Levels Segmentation: ACT In general, consideration levels reflect the market position results shown previously. Specifically, consideration of EMU tends to be higher among lower scoring students. One key difference, however, is that while market position is strong among students with ACT scores of 18-20, consideration levels are not particularly high.

52. Copyright © All rights reserved to Student Insights. 52 Consideration Levels Segmentation: Parental Education Consideration levels are somewhat higher among students whose parents do not have a four-year degree.

53. Copyright © All rights reserved to Student Insights. 53 Consideration Levels Segmentation: Family Income Consideration levels are somewhat related to family income.

54. Copyright © All rights reserved to Student Insights. 54 Consideration Levels Segmentation: Race Consideration levels are lowest among white students, but similarly higher among Hispanic, black, and Asian students.

55. Copyright © All rights reserved to Student Insights. 55 Consideration Levels Segmentation: Gender EMU has a higher consideration level among female students.

56. Copyright © All rights reserved to Student Insights. 56 High levels of consideration among students majoring in nursing and social/behavioral science is consistent with EMU’s strong market position in these areas. The high degree of consideration among arts majors is quite surprising, however, since the University’s market position is weakest among this group. Consideration Levels Segmentation: Major

57. Copyright © All rights reserved to Student Insights. 57 Top Segment Analysis This analysis shows EMU’s areas of greatest strength, as defined by rankings for both consideration and market position. The University’s strongest position is in Wayne County, where EMU is ranked 5 th in both market position and consideration. Other top segments include students with ACT scores of 18-20, students from the South East region, those majoring in social/behavioral science, and students who have not decided on a major.

58. Copyright © All rights reserved to Student Insights. Market Position Transfer Students 58

59. Copyright © All rights reserved to Student Insights. Educational Intent Eleven percent of students plan to first attend a two-year college and then transfer to earn a four-year degree. Four percent intend to enroll in a two-year college to earn an associate’s degree. The number of students who plan to attend community college rose slightly in the past year. 59

60. Copyright © All rights reserved to Student Insights. College Position Matrix Two-Year Transfer 60 Eastern Michigan is ranked 11 th in the benchmark set among students who want to first attend a two-year college. This is a lower ranking than among students who plan to enroll directly in a four-year institution, which indicates that Eastern Michigan is relatively weaker among future transfer students.

61. Copyright © All rights reserved to Student Insights. 61 Advanced Segmentation

62. Copyright © All rights reserved to Student Insights. 62 Awareness Index Segmentation: Setting Preference Very Unfamiliar Somewhat Unfamiliar NeutralSomewhat Familiar Very Familiar Margin of Error Awareness is similar regardless of students’ setting preferences.

63. Copyright © All rights reserved to Student Insights. 63 Perception Index Segmentation: Setting Preference Very Unfavorable Somewhat Unfavorable NeutralSomewhat Favorable Very Favorable Margin of Error Perceptions fell slightly, within the margins of error, among students who prefer a rural or suburban institution.

64. Copyright © All rights reserved to Student Insights. 64 Market Position Matrix Segmentation: Setting Preference Awareness Favorability Eastern Michigan’s market position is not highly differentiated based on students’ setting preferences. As noted last year, this suggests that EMU’s location in an urban setting in general is not an important evaluation faction. Nevertheless, the University’s specific location in a specific city (i.e. Ypsilanti) is an important factor.

65. Copyright © All rights reserved to Student Insights. 65 Awareness Index Segmentation: Size Preference Very Unfamiliar Somewhat Unfamiliar NeutralSomewhat Familiar Very Familiar Margin of Error Awareness is relatively similar in all size preference segments.

66. Copyright © All rights reserved to Student Insights. 66 Perception Index Segmentation: Size Preference Very Unfavorable Somewhat Unfavorable NeutralSomewhat Favorable Very Favorable Margin of Error In the past year, perception scores have fallen among students who prefer an institution with fewer than 5,000 students and risen among those who prefer a university with more than 10,000 students.

67. Copyright © All rights reserved to Student Insights. 67 Market Position Matrix Segmentation: Size Preference Awareness Favorability Differences in market position based on students’ size preferences are modest and within the margins of error.

68. Copyright © All rights reserved to Student Insights. 68 Awareness Index Segmentation: Religion Preference Very Unfamiliar Somewhat Unfamiliar NeutralSomewhat Familiar Very Familiar Margin of Error Awareness is relatively similar in all religious affiliation preference segments.

69. Copyright © All rights reserved to Student Insights. 69 Perception Index Segmentation: Religion Preference Very Unfavorable Somewhat Unfavorable NeutralSomewhat Favorable Very Favorable Margin of Error Perceptions are somewhat less favorable among students who prefer a Protestant-affiliated institution.

70. Copyright © All rights reserved to Student Insights. 70 Market Position Matrix Segmentation: Religion Preference Awareness Favorability There is no significant difference in market position based on students’ preference for a secular university.

71. Copyright © All rights reserved to Student Insights. 71 Awareness Index Segmentation: Tuition Expectation Very Unfamiliar Somewhat Unfamiliar NeutralSomewhat Familiar Very Familiar Margin of Error Awareness rose among students who expect to pay $25 – 35K for tuition.

72. Copyright © All rights reserved to Student Insights. 72 Perception Index Segmentation: Tuition Expectation Very Unfavorable Somewhat Unfavorable NeutralSomewhat Favorable Very Favorable Margin of Error Perception scores continue to be slightly higher among students who expect to pay less than $20K per year.

73. Copyright © All rights reserved to Student Insights. 73 Market Position Matrix Segmentation: Tuition Expectation Awareness Favorability Tuition continues to be a modestly important decision factor for students evaluating EMU. This can be seen in the stronger market position among students who expect to pay less than $20K per year.

74. Copyright © All rights reserved to Student Insights. 74 Attribute Analysis Ratings and Competitive Comparison

75. Copyright © All rights reserved to Student Insights. 75 Margin of Error Attribute Ratings Specific Eastern Michigan University Attributes 2.42 Average Very Favorable Somewhat Favorable NeutralSomewhat Unfavorable Very Unfavorable EMU’s ratings for availability of majors and tuition improved solidly in the past year. In fact, the University earned higher scores for all attributes except for distance. These increases are quite notable, since overall favorability actually fell slightly in the past year. The reason for this discrepancy is not clear, but probably indicates a time lag between the two measures.

76. Copyright © All rights reserved to Student Insights. 76 Attribute Ratings Eastern Michigan Rating vs. Benchmark Average DisadvantageAdvantage Eastern Michigan continues to be disadvantaged versus the competitive benchmark average. Nevertheless, EMU narrowed the gap versus its competitors in nearly all areas. The University made particular gains in study abroad, academic strength, sports, and availability of majors.

77. Copyright © All rights reserved to Student Insights. 77 Competitive Comparison 4 Margin of error In the past year, Eastern Michigan generally gained versus GVSU. The largest gains were in study abroad, campus appearance, and tuition. Eastern Michigan did lose ground in distance from home. 1

78. Copyright © All rights reserved to Student Insights. 78 Competitive Comparison 4 Margin of error Eastern Michigan gained ground in all areas versus Michigan State. EMU’s largest gains came in tuition cost, financial aid, academic strength, and sports. 1

79. Copyright © All rights reserved to Student Insights. 79 Competitive Comparison 4 Margin of error Eastern Michigan lost ground modestly versus Ferris State in most areas. The biggest relative decline was in distance from home. 1

80. Copyright © All rights reserved to Student Insights. 80 Competitive Comparison 4 Margin of error SVSU leads Eastern Michigan by a small margin in most areas, although the two schools are equivalent in distance, majors, admission to graduate schools, and study abroad. 1

81. Copyright © All rights reserved to Student Insights. 81 Competitive Comparison 4 Margin of error Eastern Michigan lags Oakland University in nearly all areas. The largest gaps are in campus safety, setting, and appearance. 1

82. Copyright © All rights reserved to Student Insights. 82 Competitive Comparison 4 Margin of error Although UM – Ann Arbor enjoys a large advantage versus Eastern Michigan in nearly all areas, EMU did gain ground in academic strength, tuition, and financial aid in the past year. 1

83. Copyright © All rights reserved to Student Insights. 83 Competitive Comparison 4 Margin of error Eastern Michigan gained ground versus UM – Dearborn in tuition, financial aid, campus appearance, and study abroad. 1

84. Copyright © All rights reserved to Student Insights. 84 Competitive Comparison 4 Margin of error Eastern Michigan and UM – Flint were at parity in most areas in 2012. In the past year, however, EMU gained significant ground in most areas and is now solidly advantaged nearly across the board. 1

85. Copyright © All rights reserved to Student Insights. 85 Competitive Comparison 4 Margin of error Eastern Michigan lost ground versus Wayne State in campus safety and distance, but gained in academic strength and academic facilities. The two schools now have relatively similar attribute profiles. 1

86. Copyright © All rights reserved to Student Insights. 86 Competitive Comparison 4 Margin of error There was little change since 2012 in the relative gaps between Eastern Michigan and Western Michigan. 1

87. Copyright © All rights reserved to Student Insights. 87 Consideration and Barriers

88. Copyright © All rights reserved to Student Insights. 88 Consideration Distribution Which best describes your level of consideration and application to the following colleges? (Simply skip any college which you did not seriously consider attending.) All Students Considered Applied The absolute consideration and application levels are not comparable between 2012 and 2013 due to a change in the wording of the survey question’s response set. Relative comparisons between colleges are largely valid, however, since all colleges should have been similarly affected. Fifty-two percent of all students considered attending Eastern Michigan and 18% of students actually applied.

89. Copyright © All rights reserved to Student Insights. Consideration Levels Eastern Michigan pulled slightly ahead of Wayne State and Oakland University in overall consideration. 89

90. Copyright © All rights reserved to Student Insights. Application Levels Eastern Michigan made significant progress versus the competition in overall application levels. In 2013, Eastern Michigan pulled ahead of Oakland University into 7 th place overall. 90

91. Copyright © All rights reserved to Student Insights. Conversion Percentage Application to Consideration This chart shows the “conversion rate” of students who apply as a percentage of those students who at least considered applying. Eastern Michigan had the highest conversion rate increase of any competitor and rose into the top half of benchmark institutions. Conversion Percentage 91

92. Copyright © All rights reserved to Student Insights. 92 Barrier Analysis

93. Copyright © All rights reserved to Student Insights. 93 Barrier Analysis If you did not seriously consider Eastern Michigan University, why not? Check all that apply. While perceived low academic standards continue to be the primary reason students don’t consider Eastern Michigan, the number of students who cited this reason fell from 39% in 2012 to 31% in 2013. Other smaller changes include a reduction in the number of people citing a lack of majors and an increase in students saying EMU is too small.

94. Copyright © All rights reserved to Student Insights. 94 Barrier Analysis Did Not Consider Among students who did not consider attending EMU, the most common reason by far is the perception of low academic standards, which was cited by 55% of students. Improving EMU’s academic reputation would increase consideration as well as application levels, as shown on the next page. Campus setting, distance, and a perceived lack of majors are all cited by more than one third of students.

95. Copyright © All rights reserved to Student Insights. 95 Barrier Analysis Did Not Apply Among students who considered attending EMU, but didn’t apply, 29% cite low academic standards. Campus setting and a perceived lack of majors are key secondary barriers.

96. Copyright © All rights reserved to Student Insights. 96 Among students who do consider attending Eastern Michigan, the most common reason is tuition cost. This is not surprising, since tuition is also the University’s highest-rated attribute. The number of students who cite availability of majors as a reason for considering EMU may seem surprising, since it is also a key secondary reason why students do NOT consider the University. This may simply reflect the wide range of majors for students or suggest an opportunity to let prospective students know more about available majors in order to increase consideration levels. Incentive Analysis If you did consider Eastern Michigan University, why? Select all that apply.

97. Copyright © All rights reserved to Student Insights. 97 Thank you!