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Rice University:Image and Reputation Survey
Administrators ForumFeb. 12, 2008
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• Objective– Measure awareness of, attitudes about and support
for Rice among opinion leaders in strategic markets – Understand Rice’s standing among target competitors – Understand Rice’s performance in priority areas
• Methodology– Oct. 19 – Oct. 30, 2007– 800 interviews of opinion leaders
• Age 35 and older, college-educated, affluent, civic participants
• 150 in Houston; 150 in greater Texas; 250 East Coast (New York, D.C., Miami); 250 West Coast (San Francisco, Los Angeles, Seattle)
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FindingsFindings
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Competitive SetCompetitive Set
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Overall respondents are familiar with Rice, though intensity lags its competitors
I am going to read you a list of colleges and universities. For each one, please tell me how familiar you are with that college or university. If you have never heard of it or are not sure, please just say so.
Total Familiar
39%
38%
34%
42%
38%
38%
21%
39%
45%
50%
Emory University
Rice University
Duke University
Stanford University
Harvard University 88%
84%
81%
73%
59%
% Very/ Somewhat FamiliarAll respondentsNot
Familiar
12%
16%
19%
25%
37%
Total
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Proximity drives familiarity; Houstonians feel most familiar
I am going to read you a list of colleges and universities. For each one, please tell me how familiar you are with that college or university. If you have never heard of it or are not sure, please just say so.
Total Familiar
48%
37%
41%
41%
15%
34%
12%
19%
78%
39%
West Coast (D)
East Coast (C)
Rest of Texas (B)
Houston (A)
Total 73%
93%CD
90%CD
60%D
49%
% Very/ Somewhat FamiliarRice University
Not Familiar
25%
6%
10%
36%AB
48%ABC
Total
BCD
CD
D
Superscript indicates significant difference at 95% confidence level
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Those who know Rice are favorable – and intensely; more than half are very favorable
Now I am going to read you the same list of colleges and universities. For each one, please tell me how favorable you are, in general, about that particular college or university. Do you feel very favorable, somewhat favorable, somewhat unfavorable or very unfavorable toward … ? [Asked only of those who are familiar with the college or university]
30%
46%
54%
58%
64%
48%
42%
34%
32%
27%
17%
5%
7%
3%
4%
4%
5%
4%
6%
4%
2%
2%
Emory University
Duke University
Rice University
Harvard University
Stanford University
Very favorable Somewhat favorable Don't know/Never heard of Somewhat unfavorable Very unfavorable
Total favorable: 91% Total unfavorable: 5%
Total favorable: 89% Total unfavorable: 8%
Total favorable: 89% Total unfavorable: 5%
Total favorable: 88% Total unfavorable: 7%
Total favorable: 78% Total unfavorable: 5%
All respondents
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Favorability toward Rice is high across markets; intensity drops outside of Texas
Now I am going to read you the same list of colleges and universities. For each one, please tell me how favorable you are, in general, about that particular college or university. Do you feel very favorable, somewhat favorable, somewhat unfavorable or very unfavorable toward … ? Base: those who are familiar with Rice, Houston N=143, Rest of Texas N=146; East Coast N=196; West Coast N=158
20%
28%
68%
85%
54%
55%
50%
31%
11%
34%
15%
15%
1%
1%
7%
8%
5%
1%
3%
4%
1%
West Coast (D)
East Coast (C)
Rest of Texas (B)
Houston (A)
Total
Very favorable Somewhat favorable Don't know/Never heard of Somewhat unfavorable Very unfavorable
Total favorable: 89% Total unfavorable: 5%
Total favorable: 97% Total unfavorable: 3%
Total favorable: 98% Total unfavorable: 1%
Total favorable: 79% Total unfavorable: 6%
Total favorable: 75% Total unfavorable: 10%
Rice University
Superscript indicates significant difference at 95% confidence level
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Media Environment Media Environment & Connections& Connections
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Most respondents do not have any connection to Rice University
2%
3%
3%
4%
11%
12%
21%
63%
2%Don't know/refused
Have a child who is a current or former student at Rice
Work at or with Rice University
Have a degree from Rice
Make charitable contributions to Rice
Have a spouse or close family member who attendedRice
Attend Rice sporting events
Follow Rice sporting events in the news
No connection
Total
In which of the following ways, if any, are you connected with Rice University? Do you … ?
37% have some connection to Rice
All respondents
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A connection to Rice leads to increased familiarity and favorability
O indicates significant difference from those with no connection at 95% confidence level
29%
24%
74%
67%
35%
38%
19%
26%
Favorability
Familiarity
Favorability
Familiarity
Total familiar: 93%
Total favorable: 94%
Connection
No connectionTotal familiar: 62%
Total favorable: 64%
% Very/Somewhat Positive Response
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Reputation, athletics and science programs are top-of-mind associations with Rice
13%
3%
4%
4%
4%
4%
7%
7%
9%
11%
12%
48%
3%
6%
3%
3%
Don't know
Nothing
Other
Good faculty/professors
In the south
Private
Good location
It is a liberal arts school
Good value for the tuition dollar
Beautiful campus
Small school
I attended/know someone who attended
Tough to get accepted
Science programs
Athletics
Reputation
When you think of Rice University, what comes to mind?Base: those who are familiar with Rice, Total N=643
Total familiar: 73% of all respondents
Reputation is largely driven by perceptions
of academic excellence (32%)
All respondents
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Outside of Houston, there is a soft news environment for Rice University
32%
63%
34%
10% 12%
67%
36%
66%
89% 87%
Total Houston (A) Rest ofTexas (B)
East Coast(C)
West Coast(D)
Yes No
Have you seen, heard or read anything recently about Rice University?Base: those who are familiar with Rice, Total N=643; Houston N=143; Rest of Texas N=146; East Coast N=196; West Coast N=158
BCD
CD
AB AB
Prospects (39%) and very affluent respondents (35%) are most likely to have heard something recently
Superscript indicates significant difference at 95% confidence level
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News recall focuses on sports and lacks specificity
16%
3%
3%
3%
4%
4%
4%
4%
6%
6%
6%
7%
8%
8%
36%
1%Don't know
Other
Know someone applying
News about its medical center
News about research projects
That it is highly ranked/prestigious
News about the James Baker Institute
News about student recruitment
I recently visited Rice
News about Rice alumni
Receive brochures from Rice
Something about a professor
Rice is under construction
News about the programs at Rice
News general
News about sports
What did you see, hear or read? Anything else?Base: Respondents who had seen, heard, or read anything recently about Rice, Total N=176
Respondents across geographies cited news about sports. On the West Coast, most
recalled general news (note: small n size on the
West Coast. N=20)
All respondents
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Overall, respondents most often get Rice news from their local paper
12%
3%
3%
7%
8%
14%
16%
19%
19%
43%
2%Don't know/refused
Other
Magazines
NPR
Friends and family who work at or attend theUniversity
Local radio
University publication
Friends and family
The Internet
Local television news
Local newspaper
Where did you see, hear or read this news about Rice UniversityBase: Respondents who had seen, heard, or read anything recently about Rice, Total N=176
All respondents
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When respondents do hear or see news about Rice, it drives positive feelings
35%
11%
36%
30%
30%
29%
47%
26%
33%
32%
32%
32%
36%
28%
31%
11%
2%
2%
3%
2%
West Coast (D)
East Coast (C)
Rest of Texas (B)
Houston (A)
Total
Much more favorable Somewhat more favorable Neither more nor less favorableSomewhat less favorable Much less favorable
Total more favorable: 62% Total less favorable: 4%
Total more favorable: 63% Total less favorable: 4%
Total more favorable: 61% Total less favorable: 2%
Total more favorable: 57% Total less favorable: 11%
Total more favorable: 63% Total less favorable: 5%
C
C
Did this information – what you saw, read or heard about Rice University – make you much more favorable, somewhat more favorable, somewhat less favorable or much less favorable?Base: Respondents who had seen, heard, or read anything recently about Rice, Houston N=90, Rest of Texas N=47, East Coast N=19, West Coast N=20 (note: small N size for East and West Coast respondents)
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Performance & Goals
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Respondents prioritize a high-quality education and world-class faculty
Now I am going to read you some goals a PRIVATE college or university may have may have. Using a scale of 1 to 10, where a 1 is “not at all important” and a 10 is “very important,” please tell me how important you feel each of the following goals should be for a private college or university.
42%
46%
52%
53%
55%
80%
Offers students a strongcampus community and active
campus life
Offers a wide range of majorsand academic experiences
Maintains a low student tofaculty ratio
Offers a good value for themoney
Has world class faculty andresearchers
Providing high qualityundergraduate education
96%
85%
86%
% Very (9-10)/ Somewhat (7-8) ImportantFirst Tier Goals
All respondents
88%
85%
85%
First tier goals are those about which respondents feel most intense – that is have the highest percentage saying “very important”
Total
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State of the art classrooms and research are second-tier priorities
Now I am going to read you some goals a PRIVATE college or university may have may have. Using a scale of 1 to 10, where a 1 is “not at all important” and a 10 is “very important,” please tell me how important you feel each of the following goals should be for a private college or university.
% Very (9-10)/ Somewhat (7-8) Important
30%
32%
35%
36%
36%
36%
37%
37%
Provides an undergraduate education that emphasizes thehumanities
Has world class professional schools such as medicine andlaw
Provides an undergraduate education that emphasizesscience and technology
Has an increasingly diverse student body
Has world class professional schools such as architecture,business and music
Is highly ranked among other colleges and universitiesacross the country
Conducts cutting edge research
Is expanding state of the art classrooms, labs and otherfacilities
80%
76%
74%
Second Tier GoalsAll respondents
77%
73%
76%
70%
73%
Total
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Third tier goals lack intensity
24%
Now I am going to read you some goals a PRIVATE college or university may have may have. Using a scale of 1 to 10, where a 1 is “not at all important” and a 10 is “very important,” please tell me how important you feel each of the following goals should be for a private college or university.
5%
15%
18%
21%
Is increasing the size of thestudent body
Is as prestigious as IvyLeague schools
Is located in a city or town thatoffers lots of educational andentertainment opportunities
Has an appealing andattractive campus
69%
49%
% Very (9-10)/ Somewhat (7-8) Important
Third Tier GoalsAll respondents
57%
Total
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Those familiar with Rice describe it as providing a high-quality education
Now I’d like to read you the same list and ask you how well that describes Rice University. Using a scale of 1 to 10 where 1 is “does not describe at all” and 10 is “describes completely,” please tell me how well that attribute or phrase describes Rice University.Base: those familiar with Rice, N=643
34%
46%
48%
27%
31%
25%
26%
33%
22%
25%
30%
32%
34%
39%
Conducts cutting edge research
Has world class faculty and researchers
Has an appealing and attractive campus
Provides an undergraduate education thatemphasizes science and technology
Is highly ranked among other colleges anduniversities across the country
Is located in a city or town that offers lots ofeducational and entertainment opportunities
Provides a high-quality undergraduate education 74%
67%
72%
60%
64%
First Tier Descriptions
57%
% Very (9-10)/ Somewhat (7-8) DescribesAll respondents
Neutral/DK
25%
30%
26%
38%
35%
41%
Total
First tier descriptors are those about which respondents feel most intense – that is have the highest percentage saying “describes very well”
59% 38%
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On a second tier, respondents describe Rice as prestigious and a value
Neutral/DK
Now I’d like to read you the same list and ask you how well that describes Rice University. Using a scale of 1 to 10 where 1 is “does not describe at all” and 10 is “describes completely,” please tell me how well that attribute or phrase describes Rice University.Base: those familiar with Rice, N=643
26%
29%
30%
36%
30%
24%
25%
29%
22%
25%
27%
27%
Maintains a low student to faculty ratio
Offers a wide range of majors and academicexperiences
Offers students a strong campus community andactive campus life
Has world class professional schools such asarchitecture, business and music
Offers a good value for the money
Is as prestigious as Ivy League schools 57%
52%
51%
56%
52%
Second Tier Descriptions% Very (9-10)/ Somewhat (7-8) DescribesAll respondents
33%
44%
44%
43%
47%
Total
61% 36%
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Respondents are least likely to describe Rice as having a growing student body
23%
Neutral/DK
47%
56%
51%
70%
Now I’d like to read you the same list and ask you how well that describes Rice University. Using a scale of 1 to 10 where 1 is “does not describe at all” and 10 is “describes completely,” please tell me how well that attribute or phrase describes Rice University.Base: those familiar with Rice, N=643
19%
16%
21%
24%
22%
28%
7%
15%
20%
20%
Is increasing the size of the student body
Has world class professional schools such asmedicine and law
Has an increasingly diverse student body
Is expanding state of the art classrooms, labs andother facilities
Provides an undergraduate education thatemphasizes the humanities
48%
42%
43%
Third Tier Descriptions% Very (9-10)/ Somewhat (7-8) DescribesAll respondents
Total
36% 47%
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The ability to rate Rice diminishes with distance
Now I’d like to read you the same list and ask you how well that describes Rice University. Base: those who are familiar with Rice, Total N=643; Houston N=143; Rest of Texas N=146; East Coast N=196; West Coast N=158
• Houston and Texas respondents see Rice as high-quality, highly ranked and well-located
• East and West Coast respondents often do not know how to describe Rice. They are more likely than Houston and Texas respondents to say they “don’t know” if an attribute describes Rice. They are not more likely to say an attribute does not describe Rice
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LocationLocation
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The majority – even those outside of Texas – have visited Houston before
77%
97% 98%
60%54%
23%
3% 2%
40%46%
Total Houston (A) Rest ofTexas (B)
East Coast(C)
West Coast(D)
Yes No
Have you ever been to Houston, TX?
CD
CD
ABAB
CD
Superscript indicates significant difference at 95% confidence level
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Outside of Texas, the Houston location does not impact feelings toward Rice
7%
7%
17%
53%
21%
11%
16%
18%
19%
16%
52%
50%
40%
20%
41%
17%
12%
19%
3%
13%
6%
3%
8%
10%
11%
West Coast (D)
East Coast (C)
Rest of Texas (B)
Houston (A)
Total
Much more favorable Somewhat more favorable Neither more nor less favorableSomewhat less favorable Much less favorable
Total more favorable: 37% Total less favorable: 20%
Total more favorable: 72% Total less favorable: 6%
Total more favorable: 35% Total less favorable: 25%
Total more favorable: 23% Total less favorable: 23%
Total more favorable: 18% Total less favorable: 27%
BCD
BC
As you may or may not know, Rice University is located in Houston, TX. Hearing that, does that make you feel more favorable or less favorable about Rice University?
D
A A
AB A A
AAAB
67% of those who know Rice say being “located in a city or town that offers lots of educational and entertainment opportunities” describes the University
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Conclusions Conclusions & Implications& Implications
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Positive Starting Point
• Rice University enjoys a relatively positive position across markets
– At least half in all markets are aware of Rice
– Those who know Rice are positive
– No entrenched negatives
– Quality (in academic offerings, faculty and student experiences) is associated with Rice across markets
– Location is seen as having either a neutral or positive impact
– Familiarity breeds positive reactions: Houston respondents are more likely to feel favorably toward Rice and to rate Rice higher on attributes
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Areas for Work
• Rice will need to reinforce positives within Texas outside of Houston
• In East and West Coast markets, Rice must introduce itself to key audiences
– Awareness of Rice is lower in East and West Coast markets
– Though overall levels are high, there is a lack of intensity in favorability levels among those who know Rice in these markets
– The media environment tends to be soft – recall of Rice in the news is vague or athletics-driven
– While negatives are not entrenched, many feel unable to rate Rice on key performance metrics
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