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How to keep your finger on the pulse
of international student opinion
isb
™
The International Student Barometer
Risk management for international educators
William Archer
Dee Roach
i-graduate.org
AIEC Conference
Gold Coast, 14 October 2005
i-graduate
INTERNATIONAL INSIGHT
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The learning experience
enlightened
interested
engaged
uncertain
doubting
depressed
i-graduate
INTERNATIONAL INSIGHT
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Structure
end
why
what
start
how
who
i-graduate
INTERNATIONAL INSIGHT
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12 megatrends in
international education
1.
Explosive growth in demand for international education
2.
Structural and political significance to HE of income from international students
3.
Ambitious forecasting (high growth targets) from traditional players
4.
New entrants – more universities plus new host countries
5.
Instant & constant global communications – do any students wait until the end of their studies to
report home?
6.
The new consumer – satisfaction guaranteed, 24/7, always-on
7.
The Payback Culture: high expectations of employment
8.
The new era of accountability – who’s to blame?
9.
The era of litigious learning – ‘I know my rights’
10.
Global league tables - illuminating the battlefield in a new world war for talent
11.
The Battle of the Brands – global marketing takes off
12.
Convergence of education systems - Bologna and beyond – multiplying choice for students and
for employers
i-graduate
INTERNATIONAL INSIGHT
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The funnel & the wheel
• In the old days
international education
was like a funnel – from
enquiry to graduation – a
straightforward numbers
game of conversion ratios.
Marketing
• Students just kept coming.
Applications
• Graduates tumbled out of
at the bottom, no doubt
enlightened and positive.
Registrations
• Strategic planning was
limited to the positioning of
the funnel - which markets
to target.
Enquiries
Students
Graduates
i-graduate
INTERNATIONAL INSIGHT
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Today, international education
is a 360° experience; opinions are fed back to future
students at all stages of the education experience…
Potential student
Enquiry
Alumni
Application
Acceptance
Recent
Graduates
Meet & greet
Year end
Post-arrival
Midway blues
Our current and former customers are now core to the
marketing and recruitment process
i-graduate
INTERNATIONAL INSIGHT
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What do these have in common?
i-graduate
INTERNATIONAL INSIGHT
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International education
a high value discretionary purchase decision
•
For almost all people, the pursuit of full-time study in another country is the single
largest consumer purchase decision they will ever make.
•
Consumer: “an individual who purchases goods or services for personal use”
•
Purchase decision: scale, complexity and permanence
•
Now place several time zones between you and your prospective purchase
•
Which source is most highly valued in making that decision?
•
So we need to understand and track what our customers are thinking
i-graduate
INTERNATIONAL INSIGHT
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The International Student Barometer tracks opinion at
three key points in the international student experience
Potential student
Enquiry
Alumni
Application
Acceptance
Recent
Graduates
Meet & greet
Year end
Third wave – reflecting on the
experience. Focus:
importance of elements of the
education experience,
degrees of satisfaction.
Recommendation ratios.
Attitudes and
aspirations.
INTERNATIONAL
INSIGHT
i-graduate
Post-arrival
Midway blues
Second wave – in the thick of
the experience. Focus: study
pressures, integration and
friendships, learning styles,
finances, perceptions of value
First wave – post arrival and
orientation. Focus:
expectations, initial perceptions
plus experience of the enquiry
to arrival process
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Not another survey!
• No, not another survey
• An ongoing risk management process for senior
administrators and academic staff
• A management tool that tracks customer attitudes and
the customer experience over time
• An objective internal reporting system
• Externally administered and validated
• With international (and national) comparative data
• Content and design shaped and validated by 25
international institutions
• Fully adaptable - to complement or incorporate existing
internal survey processes
i-graduate
INTERNATIONAL INSIGHT
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What should we track?
•
Who or what helped you to choose this
institution?
•
The learning experience
•
The living experience
•
Support services
•
Worth the investment of money?
•
Worth the investment of time?
By level of study
•
Would you recommend this university/college
to future students?
By subject area of study
•
Learning style preferences
By location
•
Career aspirations
By age
By gender
By nationality
Importance and satisfaction. Across time
i-graduate
INTERNATIONAL INSIGHT
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The Learning Experience
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Lecturers as experts
Lecturers as good teachers
Academic course content
Interesting research
Personal support with learning
Fair assessment
Studying with people from other cultures
Learning spaces
Library facilities
Technology
Flexible study
Learning that will help me get a job
Careers advice
Opportunities for work experience
Help to improve English language skills
i-graduate
INTERNATIONAL INSIGHT
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The Living Experience
•
•
•
•
•
•
•
•
•
•
•
Quality of accommodation
Cost of accommodation
Cost of living
Safety and security
Friends with a similar background
Friends from UK
Friends from other cultures
Opportunities to experience UK
culture
Sports facilities
Social facilities
Social activities
•
•
•
•
•
•
•
Internet access
Contacts for the future
Facilities for worship
University surroundings
Transport links
Financial support (bursaries etc)
Opportunity to earn while studying
i-graduate
INTERNATIONAL INSIGHT
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Support Services
•
•
•
•
•
•
•
•
•
•
•
•
University accounts/finance dept
International office
IT and systems support
Student advisory service
Counselling service
Careers advisory service
Chaplaincy or multi-faith centre
Accommodation office
Students’ union
Health centre
Halls of residence welfare support
Graduate school
i-graduate
INTERNATIONAL INSIGHT
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Learning styles
•
•
•
•
•
•
•
•
•
•
•
•
I like to study on my own
I like to work with groups
I like to work within strict guidelines
I like my academic ability to be fully challenged
In lectures, I don't like students interrupting with questions
If I don’t understand something, I will ask a member of staff
If I don’t understand something I will ask a colleague or friend
I like working to deadlines
If someone fails, they should blame themselves
I don't like people who think they know more than me
I believe academic staff know best
Students should not disagree with their lecturers
i-graduate
INTERNATIONAL INSIGHT
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UK Founders’ Group
isb
™
The International Student Barometer
Your finger on the pulse of international student opinion.
i-graduate
INTERNATIONAL INSIGHT
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New (second wave) participants include
•
•
•
•
•
•
•
University of Liverpool
University of Nottingham
University of Manchester
University of Edinburgh
University of Sunderland
University of Cincinnati
University of Cambridge
i-graduate
INTERNATIONAL INSIGHT
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How does it work?
•
Partner universities email their international student cohort at three points in the year
– commonly October/November, February/March and May/June.
•
The email, usually sent in the Vice Chancellor’s name, acknowledges the significant
investment of time and money made by students and invites their feedback.
•
The email also refers to significant incentives.
•
Students click a link in the email to complete the Barometer in confidence, online.
•
The questionnaire takes less than 12 minutes of their time.
•
The questionnaire is branded with the university’s name/logo.
•
Most questions are drawn from a common question bank to enable comparison, but
the questionnaire is unique to each university.
•
Responses are analysed by i-graduate across the vacation period and reported back
in time for the start of the next term.
•
The report-back includes detailed analysis of international student opinion by
nationality, subject area and level of study.
•
Comparisons are made across time and across the sector, providing an independent,
objective externally-validated longitudinal benchmark.
i-graduate
INTERNATIONAL INSIGHT
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What does it look like?
Text and style
customised for
each partner
Standardised
questions enable
benchmarking
i-graduate
INTERNATIONAL INSIGHT
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But will international students respond?
•
Launched during exams in 2005 to the international student cohort of 12
partner universities
•
Most partners achieved 25% to 35% response rates within 10 days
•
Over 7,000 students completed the pilot survey.
•
Top response rate: 50% of all international students
Conclusions
•
Students welcome the opportunity to provide feedback
•
The survey is intuitive and simple to complete
•
Incentives help!
i-graduate
INTERNATIONAL INSIGHT
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i-graduate
What is the geographic scope?
INTERNATIONAL INSIGHT
Inviting university partners in
United States
Hong Kong
Australia
South Africa
Japan
China
France
Netherlands
Germany
i-graduate
INTERNATIONAL INSIGHT
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Future waves also map expectations and track opinions
before and after the student experience
Future Student
Barometer™
International Alumni
Barometer™
Potential student
Enquiry
Alumni
Application
Acceptance
Recent
Graduates
Meet & greet
Year end
Post-arrival
Midway blues
i-graduate
INTERNATIONAL INSIGHT
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Influences
i-graduate
INTERNATIONAL INSIGHT
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Influences on choice of university
Which of the following HELPED your decision to CHOOSE this University?
University website
All reported
data for
illustration
only
Friends
Prospectus
Parents
Teacher/tutor/lecturer
Agent or intermediary
British Council
Other family members
Alumni of the university
Univ staff presentation
Your Univ
Sample ISB
A visit to the university
Univ staff at a fair
Home govt advisory
Friends of my family
Employer
News or mag article
Careers adviser
A printed directory
Newspaper or mag ad
Commercial website
i-graduate
INTERNATIONAL INSIGHT
0%
2%
4%
6%
8%
10%
12%
14%
16%
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Sample
ISB
Digging deeper – age differences
All reported
data for
illustration
only
Total 18-19 20-21 22-23 24-25 26-27 28/+
Total
7362 190 1076 1544 1390 865 1835
Friends
13%
8%
Parents
8%
18% 14% 11%
7%
6%
2%
Alumni of the university
2%
0%
2%
3%
3%
3%
Teacher/tutor/lecturer
10%
9%
10% 12% 11% 10%
9%
University website
11%
8%
8%
Prospectus
9%
13% 12% 11%
9%
9%
8%
Commercial website
1%
0%
1%
1%
1%
10% 13% 14% 13% 13%
0%
1%
9%
0%
13% 14% 16%
i-graduate
INTERNATIONAL INSIGHT
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Sample
ISB
Digging deeper – nationalities
India
Malaysia
France
Greece
United
States
534
572
310
318
322
292
13% 17% 10% 13% 10% 18%
Total
China
7362 1027
Friends
Nigeria
Hong
Kong
Spain
226
225
176
128
8%
11% 20%
9%
16% 14%
Germany Pakistan
Parents
8%
8%
11% 11%
5%
5%
4%
4%
13% 10% 10%
6%
Alumni of the
university
2%
1%
4%
2%
2%
3%
3%
5%
1%
5%
3%
8%
Teacher/tutor/
lecturer
10%
7%
2%
10% 29% 15% 14% 22%
4%
2%
16% 21%
Agent or
intermediary
6%
13% 22%
3%
0%
14% 11%
4%
2%
4%
11%
2%
1%
1%
11% 14%
9%
9%
13% 11% 15% 13% 11% 17%
Prospectus
9%
6%
9%
13%
4%
11%
9%
8%
8%
10% 11%
3%
Commercial
website
1%
1%
1%
0%
0%
1%
1%
0%
1%
1%
0%
University website
0%
i-graduate
INTERNATIONAL INSIGHT
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Learning
i-graduate
INTERNATIONAL INSIGHT
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reported
The most important aspects of learning Alldata
for
to international students in this university illustration
Base: 969
only
Lecturers who are good teachers
Good academic content of my course
Good library facilities
Lecturers who are experts in their subject field
Good technology (PCs, networking etc)
Fair and transparent assessment of my work
Learning that will help me to get a good job
Getting time from academic staff when I need it
3.7
i-graduate
INTERNATIONAL INSIGHT
Your university
3.8
3.9
4
4.1
4.2
4.3
4.4
Sample ISB
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Where are we delivering best?
Satisfaction with elements of the learning experience
Base: 580
All reported
data for
illustration
only
Lecturers who are good teachers
Good academic content of my
course/studies
Good library facilities
Lecturers who are experts in
their subject field
Good technology (PCs,
networking etc)
Fair and transparent assessment
of my work
Learning that will help me to
get a good job
Getting time from academic
staff when I need it
2.6
i-graduate
INTERNATIONAL INSIGHT
2.7
Your university
2.8
2.9
3
3.1
3.2
3.3
Sample ISB
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Learning - Satisfaction by nationality
Academi c cont ent
Teachi ng abi l i t y
All reported
data for
illustration
only
Chi na
Chi na
Gr eece
Gr eece
Mal aysi a
Mal aysi a
I ndi a
I ndi a
Paki st an
Paki st an
Ni ger i a
Ni ger i a
Tot al
Tot al
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0%
100%
10%
30%
40%
50%
60%
70%
80%
90%
100%
Exper t i se of t he l ect ur er s
Li br ar y f aci l i t i es
Chi na
Chi na
Gr eece
Gr eece
Mal aysi a
Mal aysi a
I ndi a
I ndi a
Paki st an
Paki st an
Ni ger i a
Ni ger i a
Tot al
0%
20%
Tot al
10%
20%
30%
40%
50%
Very dissatisfied
60%
70%
80%
90%
Dissatisfied
100%
0%
Satisfied
20%
40%
60%
80%
100%
Very satisfied
i-graduate
INTERNATIONAL INSIGHT
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Living
i-graduate
INTERNATIONAL INSIGHT
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Most important aspects of Living
Base: 610
All reported
data for
illustration
only
Good internet access
Feeling safe and secure
Low cost of living
Make good contacts for the future
Good transport links
Good value accommodation
A good place to be
High quality accommodation
2.5
2.7
2.9
Your university
3.1
3.3
3.5
3.7
3.9
4.1
4.3
4.5
Sample ISB
i-graduate
INTERNATIONAL INSIGHT
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All reported
data for
illustration
only
Satisfaction levels
Base: 566
Good internet access
Feeling safe and secure
Low cost of living
Make good contacts for
the future
Good transport links
Good value accommodation
A good place to be
High quality
accommodation
2
2.5
Your university
3
3.5
Sample ISB
i-graduate
INTERNATIONAL INSIGHT
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Importance of safety
Safety and security - importance
Malaysia
All reported
data for
illustration
only
Kenya
Hong Kong
Nigeria
China
Total
Of no importance
India
Of little importance
Greece
Important
United States
Very important
Extremely important
Ireland
Pakistan
Spain
Germany
Italy
France
0%
i-graduate
INTERNATIONAL INSIGHT
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
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Feeling safe & secure
Safety and security - experience
Ireland
All reported
data for
illustration
only
Ho ng Ko ng
Spain
United States
P akistan
Germany
India
Very dissatisfied
Dissatisfied
China
Satisfied
To tal
Very satisfied
Italy
Greece
France
M alaysia
Nigeria
Kenya
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
i-graduate
INTERNATIONAL INSIGHT
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Support services
i-graduate
INTERNATIONAL INSIGHT
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All reported
data for
illustration
only
Support services - importance
Base: 510
IT and system support
Health centre
International office
Graduate school
Student advisory service
Careers advisory service
University accounts / finance department
Students union
Accommodation office
Counselling service
Chaplaincy or multi-faith centre
2
Your university
2.5
3
3.5
4
Sample ISB
i-graduate
INTERNATIONAL INSIGHT
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All reported
data for
illustration
only
Satisfaction - Support
IT and system support
Health centre
International office
Graduate school
Student advisory service
Careers advisory service
University accounts / finance department
Students union
Accommodation office
Counselling service
Chaplaincy or multi-faith centre
2
2.5
Your university
3
3.5
Sample ISB
i-graduate
INTERNATIONAL INSIGHT
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Learning style preferences
i-graduate
INTERNATIONAL INSIGHT
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Learning Style inventory (LSi) - Your university
Base: 501
I like my academic ability to be fully
challenged
3.9
If I don’t understand something, I will
ask a member of staff
3.8
If I don’t understand something I will
ask a colleague or friend
4.0
3.8
I like to study on my own
3.6
I like working to deadlines
3.5
I like to work with groups
3.0
I like to work within strict guidelines
If someone fails, they should blame
themselves
3.0
I believe academic staff know best
In lectures, I don't like students
interrupting with questions
2.6
I don't like people who think they
know more than me
2.5
2.1
Students should not disagree with
their lecturers
2
ISB Index
3.1
2.2
2.4
2.6
2.8
3
3.2
3.4
3.6
3.8
4
4.2
i-graduate
INTERNATIONAL INSIGHT
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Sample ISB
Learning Style inventory (LSi)
I believe academic staff know best
Taiwan
Spain
Ireland
Hong Kong
UK
Nigeria
Pakistan
Germany
US
Greece
France
Malaysia
India
China
Total
2.5
2.6
2.7
2.8
2.9
3
3.1
3.2
3.3
3.4
3.5
i-graduate
INTERNATIONAL INSIGHT
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Sample ISB
Learning Style inventory (LSi)
In lectures, I don't like students interrupting with questions
Taiwan
Spain
Ireland
Hong Kong
UK
Nigeria
Pakistan
Germany
US
Greece
France
Malaysia
India
China
Total
2
2.2
2.4
2.6
2.8
3
3.2
i-graduate
INTERNATIONAL INSIGHT
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Sample ISB
Learning Style inventory (LSi)
China
If I don't understand something I will ask a colleague or friend
I like my academic ability to be fully challenged
If I don't understand something, I will ask a member of staff
I like to study on my own
I like working to deadlines
I like to work with groups
I like to work within strict guidelines
I believe academic staff know best
If someone fails, they should blame themselves
I don't like people who think they know more than me
In lectures, I don't like students interrupting with questions
Students should not disagree with their lecturers
-0.4
-0.3
-0.2
-0.1
0
0.1
0.2
0.3
0.4
0.5
0.6
i-graduate
INTERNATIONAL INSIGHT
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Would you recommend the University?
i-graduate
INTERNATIONAL INSIGHT
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Recommendation – level of study
Undergraduate (BA ,
BSc, Foundation
Degree etc)
Research postgraduate
(PhD, MRes etc)
Postgraduate (Diploma,
MA , MSc, LLM, MBA
etc)
Total
0%
I would actively
discourage people
from applying
20%
If asked, I would not
encourage people to
apply
40%
I would neither
encourage nor
discourage people
60%
80%
If asked, I would
encourage people to
apply
100%
I would actively
encourage people to
apply
i-graduate
INTERNATIONAL INSIGHT
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Recommendation – Subject areas
Busi and Admin studies
Engineering
Social studies
Math and Comp
Sciences
Sub allied to Medicine
Total
0%
I would actively
discourage people
from applying
10%
20%
If asked, I would not
encourage people to
apply
30%
40%
50%
60%
I would neither
encourage nor
discourage people
70%
80%
90%
100%
If asked, I would
encourage people to
apply
I would actively
encourage people to
apply
i-graduate
INTERNATIONAL INSIGHT
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Recommendation levels - Nationality
China
Greece
Malaysia
India
Pakistan
Nigeria
Total
0%
I would actively
discourage people
from applying
20%
If asked, I would not
encourage people to
apply
40%
60%
I would neither
encourage nor
discourage people
80%
If asked, I would
encourage people to
apply
100%
I would actively
encourage people to
apply
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INTERNATIONAL INSIGHT
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47
www.i-graduate.org +44 (0)207 222 7890
Why should we have an International Student Barometer?
•
To inform departmental and institutional decision-making
•
To identify priority areas for investment or support
•
To adapt recruitment and marketing to manage expectations
•
To enlighten students about cultural differences - and how their own
attitudes are likely to change over time (playing back selected findings)
•
To educate staff – providing enlightened insights into the motivations,
attitudes and perceptions of diverse nationalities and ethnic groups.
•
To enable national and global benchmarking - to measure the success of
your institution and set realistic goals and objectives for improvement
•
To enhance competitive advantage
•
To keep a finger on the pulse of international student opinion
i-graduate
INTERNATIONAL INSIGHT
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48
www.i-graduate.org +44 (0)207 222 7890
isb
isb
around the world
around the world
Australia
MEL DUNN
Global Business and
Development Solutions
Sydney
T +61 2 9705 7622
www.globizdev.com
[email protected]
China
PROFESSOR BOB AUBREY
Metizo
Beijing
T +86 (10) 8286 5250
www.metizo.com
[email protected]
China
LINA WANG
Metizo
Shanghai
T +86 (10) 8286 5250
www.metizo.com
[email protected]
Japan
HIDETSUGU YAMANAKA
Global Taskforce KK
Tokyo
T+813-6202-7639
www.global-taskforce.net
[email protected]
Thank you
Netherlands
NANNETTE RIPMEESTER
Expertise in Labour Mobility
Rotterdam
T +31 1- 477 6816
www.labourmobility.com
[email protected]
Questions? Discussion?
South Africa
DEBBIE MACHARD
Deborah Machard and Associates
Johannesburg
T + 27 (0) 82 7713716
www.dmachard.com
[email protected]
[email protected]
United Kingdom
DEE ROACH
i-graduate
29 Harley Street
UK London W1G 9QR
T +44(0)207 222 7890
www.i-graduate.org
[email protected]
[email protected]
www.i-graduate.org
United States
MITCH LEVENTHAL PhD
Mitch Leventhal Strategies
Washington DC
T +1 703 716 0086
www.mitchlev.com
[email protected]
i-graduate
INTERNATIONAL INSIGHT
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49
www.i-graduate.org +44 (0)207 222 7890
China StudentPulse
2005
perceptions - expectations - motivations – influences – interests - aspirations
•
•
•
•
•
•
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Understanding tomorrow’s students in China today
Multi-client study tracking attitudes and opinions of students actively
considering international study
Collects data from over 10,000 students across China in October 2005, in
Chinese, and reports back in English
Survey points: Beijing, Shanghai, Guangzhou, Chengdu, Shenyang,
Hangzhou, Kunming
Supported by British Council China. Ministry of Education official events
Tracks perceptions, expectations, motivations, influences, interests,
aspirations
Full analysis by city/province, subject area of interest, level of study,
financial status and academic achievement
i-graduate
INTERNATIONAL INSIGHT
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50
www.i-graduate.org +44 (0)207 222 7890
International Alumni Barometer
•
•
•
•
•
•
•
•
Survey all international alumni for a low cost
Hard-copy option to include alumni without email addresses
Option to include domestic alumni
Reflections - connecting back to the education experience
Profile - career progression
Context - alumni as employers
Involvement - what is of interest? Willingness to help
Benchmark by subject area, level, nationality and career phase
i-graduate
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51