Image studies looks at preceptions of USU
It is all in the eye of the beholder.
Recent studies show Utah State University as an easy-entrance university. It’s secure, calm and close to home, but lacks in academic image, according to Dan Jones & Associates Qualitative Research Analysis.
These perceptions are just a few of the results from an image study done about USU and presented to the Associated Students of USU executive committee Tuesday. The goal is to see how USU compares with competing universities in Utah.
“I thought it was very interesting to see how other students see our university,” said Camey Hatch, ASUSU public relations vice president.
Dan Jones and Associates, a professional market research company, was hired to perform a qualitative and quantitative survey on incoming high school seniors, their parents, transfer students, counselors, deans and other people in the business community.
“We are trying to assess the university’s strengths, weaknesses and opportunities,” said Renee Payne, director of university marketing. “The research is an assessment to see what we need to do as the next step.”
Several steps will be taken in the future to put into effect the results from the survey.
“Utah State is exploring all their options to accomplish their biggest goal which is retaining students. The more students are involved, the more likely they are to stay,” Hatch said.
Of the different aspects of the survey, recruitment, development, community leaders and business industry were the focus.
There were four goals formulated from the study to better improve USU. They are: enhancing recruitment, retention, graduation and placement of students, both undergraduate and graduate; building the case for and the agenda of a major capital campaign in support of the faculty, students and staff of Utah State University; enhancing the university’s national reputation for discovery, learning and engagement’ and fostering new partnerships, both internally and externally, according to the research analysis.
“The goal of the study is to figure out how to describe USU in an elevator ride and, why should students want to go here?” Payne said. “How do we compare to other colleges?”
Among the recruitment results, high school students lacked any substantial knowledge about USU’s academic programs, but felt they could make friends, go home on the weekends, have fun, study and grow intellectually and feel safe.
Many parents and counselors associated agriculture and farming, engineering, communications and research among others as particular academic programs USU is known for.
“We want to let people know within the university and the state the amount and type of research that is being done and the economic impact it has on the state,” Payne said.
Although USU received no negative perceptions among the respondents, they thought the goal to recruit students with a higher academic index was not necessarily supported by the university’s image.
Administrators hope to nourish the idea that students can receive more individualized attention and also emphasize the safe, beautiful campus with religious learning community opportunities.
The need to make the alumni feel connected to the university and produce quality graduates who are prepared to begin successful careers were the main focuses in the development segment of the survey.
In an unaided question, 56 percent of the respondents said if they had a son or daughter considering a university in Utah, they would recommend USU, according to the Research Analysis.
Other results concluded that USU alumni cannot pinpoint what distinguishes USU from other Utah institutions.
But the university hopes the prestige of Utah State University is being elevated by the success of its graduates and important research.
In the final segment from community leaders, business and industry, results showed that USU is providing a unique and important role in both higher education and business developments in Utah.
-mmackay@cc.usu.edu