in today’s
B
ecause i’m a publisher I receive lots of promotional
material about college-related surveys.
A surprising number of pitches from pundits and PR
practitioners also cross my desk with observations, opinions and
economy,
interpretations of survey results.
A well-designed survey gathers evidence that is up-to-date,
factual and highly useful. A carefully-crafted and scientifically-
implemented survey, in my opinion, should settle arguments
what should
rather than cause them.
Useful, that’s the ticket
you get from
So recently I began musing. How would I design, conduct and
distribute a useful consumer survey about college admissions, re-
admissions and retention?
I’d design it for college marketers, admissions and enrollment
a survey?
management people: managers and executives. I’d want the cam-
pus president and provost to be at least casual readers as well.
I’d want them to see the survey as an added dimension, some-
thing not available previously, that enhances successful strategies
and tactics; in other words, a valuable addition to a well-stocked
marketing toolkit.
By Jeff Wendt
I’d want them to receive value all year long: data and analysis
publisher
in manageable portions. By the middle of the first year, in addi-
tion to fresh data, I’d also provide year-to-year comparisons and
Today’s Campus
identify trends.
I’d furnish the kind of data that leading national and regional
jwendt@todayscampus.com consumer marketers use to understand the marketplace; to develop
the most effective marketing techniques; to determine whether and
when to add new offerings; to predict future sales with confidence.
I’d deliver it fresh and factual. I’d deliver it sliced and diced
by age groups, ethnicity, gender, locality and willingness to pay,
just like the most valuable consumer surveys.
Most of all …
I’d like to help survey subscribers better understand the students
on their campuses. I’d like to help acquaint them with students
they don’t have yet.
I’d like to have a survey subscription pay for itself with just
one incremental student.
Thank you for reading this far. My musings have developed
into an inaugural survey, which we’ll be conducting in partner-
ship with the renowned survey firm Atenga.
If you’d like to take a closer look at what I’m talking about,
visit www.todayscampus.com/survey If you’d like to offer your
suggestions or comments, I’ll welcome them.
TC
32 T
oday’s
C
ampus subscribe at no charge at www.todayscampus.com
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