Internal Research Matters
Internal Constituent Surveys
As schools develop enrollment management strategies, they must avoid making decisions based on anecdotal information-especially as it relates to the reasons a current student withdraws. In order to determine the reasons behind families leaving your institution and in order to gain a better understanding of their perceptions of value (or lack of value) of the school experience, an attrition study can survey families with children who have left your school in the current year and in past years.
Parent Satisfaction Research
One of the most inexpensive means to marketing your institution is through satisfied current parent testimony of your school’s value. Gauging the perceptions and satisfaction level of current parents can assist the school in understanding the “value” of the school as described by its current parents. Parent research can also guide the School’s future admission efforts by defining the characteristics to look for in new families. Parent research can also provide useful guidance to making adjustments or changes to the existing program that will enhance the overall educational and social experience for students.
Student Quality of Life Research
Another highly credible source in conveying the message and value of your school are the ambassadors known as your current students. By understanding the perceptions and satisfaction level of current students, student research will provide insights as to what students feel are issues impacting the quality of life at their school. Assessing attrition and retention statistics provides a better understanding of the quality of student life and will provide insight into maintaining high retention rates. The research is useful in making adjustments or changes to the existing program that can enhance the overall educational and social experience for all students.
Faculty and Staff Research
Because the faculty and staff are invested in their school’s future, it is important to gauge their perceptions of the “value” of the experience and the need for programmatic enhancements. A survey is distributed to current faculty and staff including questions regarding perceived value of the current school experience for families, and opinions regarding marketing the School, capital project needs and other school related issues. Faculty research can inform strategic discussions, and can be essential for community building and support.