An investigation into what factors influence student HE course choices and how do students want to evaluate those factors March 2011

Research overview Objectives In 2010 HEFCE commissioned Oakleigh to do research to understand what key factors influence students’ HE course choices. The Student Room research set out to sensor check those 16 key factors and to find out how students would prefer to evaluate those all important criteria. Methodology Research carried out January 2011 Survey promoted across The Student Room website forum Survey incentivized with a prize draw for Amazon/Topshop/Topman vouchers Total surveys completed: 1563 Gender mix - 59% female, 41% male Segmentation available – gender, age, current situation, e.g GCSE, grad, undergrad, location incl. outside of the UK 3

Please order these factors in order of importance to you below and tell us any other factors that you feel are just as important. 4 feedback also that the options in the table asked by users wasn't easy to understand

Additional factors Additional factor s mentioned as free textPercentage chosen course content/structure e.g module choice4 location/distance from home16 world rankings2 social life and activities (price of beer)10 tuition fees payable8 cost of living4 student support5 safety2 what the city is like, ammenities shops etc16 general reputation12 availability of work placements2 ability to study abroad1 research reputation3 campus town or not1 placing in leauge tables5 quality of accommodation offered3 atmosphere6 contacts with industry1 5

How do students want to evaluate these 16 important factors? Teaching quality 6

How do students want to evaluate these 16 important factors? Course quality 7

How do students want to evaluate these 16 important factors? Level of employment 8

How do students want to evaluate these 16 important factors? Professional body recognition 9

How do students want to evaluate these 16 important factors? Student support and guidance 10

How do students want to evaluate these 16 important factors? Standard of feedback on assessments 11

How do students want to evaluate these 16 important factors? Level of employment following graduation 12

How do students want to evaluate these 16 important factors? Quality of library facilities 13

How do students want to evaluate these 16 important factors? Cost of halls of residence 14

How do students want to evaluate these 16 important factors? Weekly contact time 15

How do students want to evaluate these 16 important factors? Proportion of work that is coursework 16

How do students want to evaluate these 16 important factors? Average salary in first year after graduating 17

How do students want to evaluate these 16 important factors? Quality of the SU facilities 18

How do students want to evaluate these 16 important factors? Max available bursary 19

How do students want to evaluate these 16 important factors? Quality of IT facilities 20

How do students want to evaluate these 16 important factors? Max household eligibility for a bursary 21

Top level conclusions The research shows that students on The Student Room were in agreement with HEFCE research and ordered the 16 key factors in basically the same way. There were just two differences in the order. Quality of course above teaching as the most important factor and IT facilities above max available bursary data. ‘Social’ factors such as price of a pint, what the music is like etc. came out strongly as one of the additional factors rated as High. But highest of all was location and amenities around the university. The two most mentioned methods for evaluating the factors that influence student HE choices were: Open days Read online reviews written by current or past students The preference to evaluate these important factors by attending open days and by asking current students came out very clearly. This could be an indication that students aren’t aware of the official sources of information and that the terminology is confusing. However the NSS was chosen as top response for evaluating student salaries. The evidence suggests that students want a combination of open days, the experiences of current students and official data and that all are important in the decision making process. Full breakdown of responses is available and more segmentation could be done including by academic level and more detail from international students 22

Thank You Jamie O’Connell Marketing Director Phone: Mobile: