1. TeensTALKA Review of College-Bound Teen Trends, Attitudes,
Lifestyles and Knowledge Eric Sickler Principal Consultant
[email protected] 319.431.5043 Twitter: ericsickler
2. About Stamats Stamats is a higher education marketing
thought leader with a distinct, customized-solutions approach to
the marketplace. Our array of time- tested services has set the
standard for a marketing partner: actionable,research-based counsel
that can inform effective, multiple-media creative solutions and
strategic thinking. We promise our clients the highest level of
professional service and attention to detail because we know our
success is measured by theirs. Research Creative Services Image,
perception, and brand studies Creative concepting Recruiting,
marketing, brand, and Web strategies academic program marketability
audits Recruiting and advancement Tuition Pricing ElasticityTM
studies publications Communication process mapping
3. Methodology Nationwide survey of 500 high school students
who will attend college as first-year freshman in fall 2010 2009
summer interviews conducted in June 2009 fall interviews conducted
in November 2010 spring interviews conducted in FebruaryMarch
Sampling at random (probability sample) to provide rigorous data
set for accurate assessment of college-selection decision
process
4. Methodology Format provides a means to compare and contrast
national figures with results among individual institution
prospective students. Key issues include: Timing of selection (Is
the national audience ahead of, equal to, or behind the population
of prospective students for individual institutions in terms of
making final selection decisions?) Number of visits, applications
submitted, and deposits paid (currently and in the future) Absolute
and relative importance of specific factors in decision about which
colleges to consider Details of top choice college currently and
incidence of having made final decision Acceptable and preferred
communication methods Involvement of others in college selection
process
5. Geographic Dispersion of Spring RespondentsBase: All 2010
Spring TeensTALK respondents (n=500)
6. Spring Respondent Demographics: Gender, Ethnicity Respondent
Gender Respondent Ethnicity Hispanic 10% Mixed, other 2% Asian 8%
Male, 47% Black, Afr. Am. 12%Female, 53% White, Caucasion 68% Base:
All 2010 Spring TeensTALK respondents (n=500)
7. Spring Respondent Demographics: Parent Education, Respondent
High School Rank Parent Educational Attainment Respondent High
School Rank 4-yr. Top 50% Bottom 10% 50% degree Top 25% 33% 3%
Graduate 16% work Dont 24% know Top15% 21% 2-yr. 12%degree 8% High
College, school or no degree less Top 10% Top 5% 13% 22% 16% 22%
Base: All 2010 Spring TeensTALK respondents (n=500)
8. Spring Respondent Demographics: Taken ACT Exam? Took ACT,
Percent with ACT score of: 55% 50% 40% 31% 28% 30% 21% 20% 13% 7%
10% 0%Not taken
