values and perceptions of graduate schools
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Business Research 6860
Values and Perceptions
of Graduate SchoolsAn Exploratory Research Project
M. Jared Burgess, Bridget Hall, Jen Lyons, Forrest Purser, Kevin TameMay 5, 2010
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Executive Summary
The Utah State University (USU) School of Graduate Studies is in the process of developing a
new marketing campaign in order to effectively market to potential graduate students. To do
this, the school must have a clear understanding of what graduate students most highly value in a
graduate program. This report addresses the key research question: What do students value
most when considering which graduate school to attend?
A survey was created that will provide information about the perceptions and values of current
and prospective graduate students. A detailed list of factors students consider when making a
choice in graduate programs was developed using depth interviews, other similar surveys, and
personal experience. The survey is primarily centered on these values.
The survey will be sent via email to two sample sets. The first sample group is comprised of all
USU seniors and graduate students, and the second sample group will be comprised of a
specified group of students who have recently taken the Graduate Record Examinations
(GRE). Statistical analysis will be used to determine which values are statistically significant
both in the USU sample group and the GRE sample group. A bivariate t-test will be the primary
statistical tool employed in the analysis. Key values determined from the statistical analysis of
the survey results will then be presented to the School of Graduate Studies.
Our recommendation is to use these key values to develop a marketing campaign for graduate
studies at USU. Using these key values in a marketing campaign will allow USU to show
prospective graduate students how USU can meet these students criteria in providing an
excellent graduate school experience.
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Introduction
The School of Graduate Studies is planning a three-year marketing campaign to raise awareness
of the benefits of attending graduate school at Utah State University (USU). They desired a
benchmark to measure the effectiveness of this campaign. To create the benchmark, they wished
to do a longitudinal study of a group of students before, during, and after the campaign.
Additionally, they wanted to know what prospective students valued in a graduate school.
As our group attempted to fulfill the schools desire of creating a longitudinal study, we
determined that the length of time for an average graduate student to graduate was less than the
time of the marketing campaign. Therefore, we would likely be unable to maintain contact with
the same students over the three-year time period, prohibiting effective implementation of a
longitudinal study. More importantly, because the School of Graduate Studies wanted to design
an effective campaign, it was determined that the actual values held by incoming graduate
students should be identified rather than marketing to assumed values.
Currently, the marketing plan is centered around values the graduate school sees as attractive.
This includes marketing the beautiful area surrounding USU and the available opportunities for
outdoor activities. While these are great ideas to market, nothing links these current marketing
points with their importance to prospective students in terms of their graduate school experience.
Therefore, it is important that the School of Graduate Studies first know what prospective
students most highly value in order to create a marketing plan that addresses these points.
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Literature Review
Marketing is an important aspect in business since it contributes greatly to the success of the
organization. Covering advertising, promotions, public relations, and sales, marketing is the
process of introducing and promoting the product or service into the market and encourages sales
from the buying public. Strategies for selling products and services have evolved over the past
60 years. In the early 50s, companies focused on mass production, and the most common
strategy was getting the maximum number of products to market faster than other companies. In
the 60s, companies focused on the quality of their products under the assumption that as long as
a product was of a high standard, people would buy and consume the product. Throughout the
50s and 60s, pushing the product on the customer was the preferred choice and the ultimate goal
of the sales department. Not until the 1970s was marketing to the needs and wants of the
customers the general focus of companies' marketing and promotion strategies (Adcock, 2001).
Currently, the formal approach to marketing is a customer-focused strategy known as the SIVA
(Solution, Information, Value, Access). This approach is also known as the four P's of
marketing; Product, Price, Placement and Promotion (Schultz, 2005).
A problem in todays over-saturated market is that creating an excellent product or service and
distributing it effectively is no longer sufficient to be successful. Ravald noted that "the ability
to provide superior value to customers is a prerequisite when trying to establish and maintain
long-term customer relationships... The underlying construct of customer satisfaction is more
than a perception of the quality received (Ravland, 1996).
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Marketing specialist have long acknowledged the importance of attitudes and attitude change in
the world of marketing and consumer behavior, but the role of values can sometimes be
overlooked. The School of Graduate Studies cannot overlook the importance of identifying the
values of their potential customers. Creating a a marketing plan without knowing the values of
potential customers is taking a shot into the dark, hoping to hit the target market.
Vinson, Scott and Lamont state, Knowledge of consumer value orientations provides an
efficient, measurable set of variables closely related to needs which expand the marketer's
knowledge beyond demographic and psychographic differences. If large market segments can be
identified on the basis of value profiles, the marketing strategist could develop programs which
would maximally enhance the important values of consumers in each market segment... By
knowing the preferences of large market segments, the promotional strategist will be better able
to select media and design appeals which will reach and enhance the important value of
consumers (Vinson, 1977). For example, the School of Graduate Studies might find that their
potential customers' values and interests are asscociated with the outdoors, extreme spots, and
fun. Now, Snowboarder Magazine might also have similiar values associated with it. This
magazine would then be a good medium to advertise USU services because the magazine will
enhance those same consumer values, thus allowing the medium to reinforce the advertising
message.
Values have an important role in marketing effectively and have been proven to influence
purchasing behavior. For the School of Graduate Studies, defining these values and the ways
they influence the behavior of consumers is not entirely clear. In order to investigate these
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relationships, it is required to define what values consumers find important and then examine the
connection of these values with purchasing behavior.
Research Question
After looking at the needs of the Utah State Graduate School and student surveys conducted by
other universities, we were able to determine our research question: What do students value
most when considering which graduate school to attend? By addressing this question, our
exploratory research will provide the School of Graduate Studies an indication of the most
important values to incoming students. This information will allow the School of Graduate
Studies to focus its marketing on the key values that appeal to these prospective students.
Survey
Sample Selection
In order to find the values of current and prospective graduate students, the sample population
was chosen to include every Utah State University senior and graduate student as well as a
refined list of people who have recently taken the Graduate Record Examinations, or GRE. To
use the bivariate t-test and compare sample populations, the sample size of both USU students
and GRE test takers must be large enough to create statistically significant results. The School of
Graduate Studies already has access to the email address of every USU senior and graduate
student, so reaching this sample population does not pose any challenges. Conversely, the GRE
list of email addresses must be purchased.
Operating under a set budget from the School of Graduate Studies, we selected a sample size that
would give us statistically significant conclusions without being excessively expensive. To
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generate statistically significant results, 50 people must respond. Email surveys typically give a
5-10% response rate, so conservatively estimating that this surveys response rate will be 5%,
1,000 surveys will be emailed to people from the GRE list. This list will be refined in terms
of geographic location, indication of a desire to pursue graduate work in the West via school
selections, interest in majors offered by Utah State University, and provided email addresses.
These categories represent some of the attributes of the average Utah State University student.
Because the purpose of the survey is to find what students value in a graduate school, we
performed depth interviews, researched other universities surveys, and used group member input
to create a list of characteristics that are important in choosing a graduate school. Interviewees
for depth interviews were selected according to gender, program of study, university, and age.
Given that the majority of Utah State University students are from Utah, we primarily
interviewed Utah residents. Surveys from other universities gave us a starting point for
demographic information that could be useful to obtain. We also added our own experiences in
choosing our graduate school to the list.
This list of important characteristics consisted of 28 attributes divided unequally into four
categories: 1) recognition, 2) personal preferences, 3) financial barriers, and 4) academic
alignment. See Figure 1 in the attached exhibits for a list of categorized values. From this point,
we constructed questions that would address these characteristics without creating survey bias,
leading questions, or double-barreled questions. The survey itself consists of 12 questions,
including 37 values to be ranked on importance using a category scale of importance. We
limited the surveys length to approximately ten minutes in order to keep the attention of the
participant while not discouraging them from completing the survey. Furthermore, we pre-tested
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the survey to obtain feedback, clarify any ambiguous questions, and ensure that the time to
complete the survey was under our time limit.
In the creation of the survey, an effort was made to keep similar values together. However,
within the broader categories, the values were reordered to accommodate positive and negative
tones used in the clarification and removal of ambiguity in the values list. The School of
Graduate Studies utilizes Survey Monkey for conducting online surveys; therefore, that was the
survey medium employed. We determined a page by page survey would be better than scrolling
due to the potential for respondents to overlook questions. In order to encourage respondents
and provide feedback, a progress bar was added.
Addressing Sources of Survey Error
When preparing the survey, selecting participants, and analyzing the results, there are several
sources of error that need to be considered.
Random sampling error and sample selection error might occur during the selection of the GRE
student group. The selection set will be determined based on geographic location, indication of a
desire to pursue graduate work in the West via their school selections, interest in majors offered
by Utah State University, and provided email addresses. The error could be generated due to
potential for the selected students to not accurately reflect the actual population being pursued.
Given that we are sending the survey to 1,000 GRE students and are expecting a response rate of
5-10%, a non-response error is expected. This low response rate is inherent in internet surveys.
We will attempt to minimize this error by sending a follow-up email to non-respondents within
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seven to ten days of the original survey request. Since the School of Graduate Studies intends to
incorporate the values survey into the general exit survey for graduating students, there will not
be a self-selection bias for this group. However, the GRE students will have the option of refusal
creating a self-selection bias amongst this group.
The survey may result in several responses biases. In general, respondents opinions may
change based on any number of outside factors. We anticipate that most of the response bias will
be a result of unconscious misrepresentation rather than deliberate falsification, because the
survey is anonymous and will not directly affect them. However, the survey will be emailed
from Utah State University which could create an auspices bias. In addition, the use of a Likert
scale will inevitably result in some amount of extremity bias due to its structure. The final form
of response bias that we anticipate is social desirability bias due to the discussion of values.
The final form of error that we might encounter is data-processing error. This could be created
due to data export format or possible errors in the bivariate t-test calculations.
Pre-testing of survey
The survey was pre-tested on nine students in a USU graduate level class. This class was able to
complete the survey in approximately ten minutes, which met the time frame we wanted to keep
the survey within. These students found the survey easy to complete and clear in meaning.
Additionally, we presented our survey to Dr. Kathy Chudoba to obtain her feedback. We changed
the survey based on feedback from these sources and feel that the survey is ready to be sent to
our sample groups.
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Administration of the survey
The survey will be administered via email and Survey Monkey to two groups in order to allow
for testing the statistical significance of the values currently being marketed by the School of
Graduate Studies. The first group will consist of all graduating seniors and graduate students at
Utah State University (USU). This group will provide a base point to understand the values of
the current students attending this institution. The second group surveyed will be a selection of
1,000 students who have recently taken the GRE. This group will provide an understanding of
the values held by the general graduate student population at large. We are expecting a high
response rate to the USU survey; however, as previously discussed, a response rate of 5-10%
would be considered a good for the GRE student group. The School of Graduate Studies has
indicated that they intend to incorporate the values survey into the exit survey for graduating
students; this will result in additional base population data being available over time.
Analysis
The survey information was not available at the time this paper was being written. However, the
analysis criteria would be as follows:
1. Analysis of trends and bar graphs from the compiled Survey Monkey data.
a. This will allow the school to see any major correlations in the data quickly and
become familiar with the trend of responses. Also, this process will help them identify
outliers in the data set.
2. Perform a bivariate t-test of Utah State University subgroups.
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a. A bivariate t-test of the graduating seniors verses the graduate students should be
conducted to determine if the responses of each of these groups is statistically similar. If
these groups are not similar, then the School of Graduate Studies must determine which
of these groups best represents the target demographic they are pursuing with their
marketing campaign.
b. A bivariate t-test of the on-campus verses extension program responses should also
be conducted to determine if the responses of each of these groups is statistically similar.
If these groups are statistically different, the data from the on-campus and extension
programs should be analyzed separately and employ targeted marketing strategies
accordingly.
3. Perform a bivariate t-test of the GRE student responses.
a. A bivariate t-test should be conducted at the 95% confidence interval to determine
if the responses of the GRE students are statistically similar to the responses of USU
students. This would determine if the general graduate student pool has similar values to
those of current USU students. If the results show a statistical correlation between the
two groups, then the School of Graduate Studies can use the combined information
gathered as a basis of making marketing decisions regarding which values to promote.
However, if there is not a statistical correlation between the two groups, then the School
of Graduate Studies will have to reevaluate their marketing campaign based on the
information gathered from the GRE student group.
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b. If a statistical difference was found between the on-campus and extensions program
then a second bivariate t-test of the GRE student responses should be conducted to
determine if they are statistically similar to those of the USU extensions program.
Future Research
This survey will be re-administered to all USU graduating seniors and graduate students in order
to increase the size of the comparison population and to track potentially changing values.
Additionally, the survey will be sent to non-USU GRE test takers on a periodic basis.
Modifications to the marketing campaign can be made according to these results.
Conclusion
In conclusion, the designed survey should be administered to the general student population and
to the purchased GRE student list. The results of the survey should then be analyzed as laid out
in the Analysis section above. Based on the statistical analysis of the survey results, the School
of Graduate Studies can see the actual values of prospective students to whom they wish to
market. This will allow the creation of an effective marketing campaign that will align the
strengths of USU with the students' values.
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References
Adcock, D, Halborg, A, & Ross, C. (2001)."introduction". Marketing: principles andpractice (4th) p.15.
Berger, P., & Nasr, N. (1998). Customer lifetime value: marketing models andapplications. Journal of Interactive Marketing, 12(1), 17-30.
Crone, I., & MacKay, K. (2007). Motivating today's college students. Peer Review, 9(1),18-21.
Doyle, P. (2000). Value-based marketing. Journal of Strategic Marketing, 8(4), 299 -311.
Jenkins, J, & Thomas, C. (2002). Graduate school student survey. Unpublishedmanuscript, The Graduate School, State University of West Georgia, Carrollton,Georgia. Retrieved from http://www.westga.edu/~cogs/printable/
GraduateSurveySpring2002.pdf
Keane, T., & Wang, P. (1995), Applications for the Lifetime Value Model in ModernNewspaper Pub- lishing, Journal of Direct Marketing, 9(2), 5966.
Kim, J., DesJardins, S.L., & McCall, B.P. (2009). Exploring the effects of studentexpectations about financial aid on postsecondary choice: a focus on income andracial/ethnic differences. Research in Higher Education, 50(8), 741-774.
Kotler, P. (1972). A Generic concept of marketing. The Journal of Marketing, 36(2),46-54.
Morse, R. (2010, February 04). Students say college rankings aren't most important partof decision. Retrieved from http://www.usnews.com/blogs/college-rankings-blog/2010/02/04/students-say-college-rankings-arent-most-important-part-of-decision.html
Ravald, A, & Gronoors, C. (1996). The Value concept and relationship marketing.European Journal of Marketing, 30(2), 19-30.
Shultz, D. (2005). "In the mix: a customer-focused approach can bring the currentmarketing mix into the 21st century".Marketing Management.
Sweitzer, K., & Volkwein, J.F. (2009). Prestige among graduate and professional
schools: comparing the U.S. news' graduate school reputation ratings betweendisciplines. Research in Higher Education, 50(8), 812-836.
Vinson, D, Scott, J, & Lamont, L. (1977). The Role of personal values in marketing andconsumer behavior.American Marketing Association,41(2), 44-50.
Woodruff, R. (1997). Customer value: the next source for competitive advantage.Journal of the Academy of Marketing Science, 2(25), 139-153
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Figure 1: Categorized List of Values
Recognition and
Reputation
Personal
Preferences
Financial Barriers Academic Alignment
Prestige
Reputation
Athletics
Entrancerequirements
Networking
Acceptance Rate
Location
Convenience
Size
Aesthetics andAtmosphere
Distance Ed
Familiarity
Friendliness
Length of Time
Mentors
Concurrent
Safety
Activities
Financial Aid
Cost of Tuition
EntranceRequirements
Research Funding
Scholarships
Assistantships
Cost of Living
EntranceRequirements
Research Interests
Workload
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Figure 2: Graduate Student Values Survey
Graduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values Survey
1. When selecting a graduate school, how important are the following:
2. When selecting a graduate school, how important are the following:
1.
ImportantSomewhat
importantNeutral
Somewhat
unimportantUnimportant
Prestige of the
universitynmlkj nmlkj nmlkj nmlkj nmlkj
Prestige of the
programnmlkj nmlkj nmlkj nmlkj nmlkj
Safety of the
communitynmlkj nmlkj nmlkj nmlkj nmlkj
Availability of research
fundingnmlkj nmlkj nmlkj nmlkj nmlkj
High acceptance rate nmlkj nmlkj nmlkj nmlkj nmlkj
Strong career
placement programnmlkj nmlkj nmlkj nmlkj nmlkj
Research opportunities
that match myinterests
nmlkj nmlkj nmlkj nmlkj nmlkj
Low student-to-teacher
rationmlkj nmlkj nmlkj nmlkj nmlkj
2.
ImportantSomewhat
importantNeutral
Somewhat
unimportantUnimportant
Rigorous academic
programnmlkj nmlkj nmlkj nmlkj nmlkj
Availability of distance
educationnmlkj nmlkj nmlkj nmlkj nmlkj
Cost of tuition
nmlkj nmlkj nmlkj nmlkj nmlkjReputation of the
universitynmlkj nmlkj nmlkj nmlkj nmlkj
Reputation of the
programnmlkj nmlkj nmlkj nmlkj nmlkj
Location of the
universitynmlkj nmlkj nmlkj nmlkj nmlkj
Convenience of
attending the
university
nmlkj nmlkj nmlkj nmlkj nmlkj
Familiarity with the
universitynmlkj nmlkj nmlkj nmlkj nmlkj
Atmosphere of the
campusnmlkj nmlkj nmlkj nmlkj nmlkj
3.
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Graduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values Survey
3. When selecting a graduate school, how important are the following:
4. When selecting a graduate school, how important are the following:
ImportantSomewhat
importantNeutral
Somewhat
unimportantUnimportant
Friendliness of people
in the communitynmlkj nmlkj nmlkj nmlkj nmlkj
My qualifications match
the entrance
requirements
nmlkj nmlkj nmlkj nmlkj nmlkj
Length of the program nmlkj nmlkj nmlkj nmlkj nmlkj
Availability of
accelerated programnmlkj nmlkj nmlkj nmlkj nmlkj
High-quality professors nmlkj nmlkj nmlkj nmlkj nmlkj
Availability of
networking
opportunities
nmlkj nmlkj nmlkj nmlkj nmlkj
4.
ImportantSomewhat
importantNeutral
Somewhat
unimportantUnimportant
Likelihood of receiving financial
assistance
(scholarships/assistantships/fellowships,
etc.)
nmlkj nmlkj nmlkj nmlkj nmlkj
Availability of extracurricular activities nmlkj nmlkj nmlkj nmlkj nmlkj
Opportunity to attend university sporting
eventsnmlkj nmlkj nmlkj nmlkj nmlkj
Flexible class schedules nmlkj nmlkj nmlkj nmlkj nmlkj
Ability to work while attending school nmlkj nmlkj nmlkj nmlkj nmlkj
Willingness of professors to modify
coursework to align with your interestsnmlkj nmlkj nmlkj nmlkj nmlkj
Low cost of living nmlkj nmlkj nmlkj nmlkj nmlkj
5.
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Graduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values Survey
5. When selecting a graduate school, how important are the following:
6. When selecting a graduate school, how important are recreational
opportunities:
7. When selecting a graduate school, which of the following recreational
activities are important to you? Check all that apply.
ImportantSomewhat
importantNeutral
Somewhat
unimportantUnimportant
Strict entrance
requirements
nmlkj nmlkj nmlkj nmlkj nmlkj
High career placement
ratenmlkj nmlkj nmlkj nmlkj nmlkj
Reputable alumni
networknmlkj nmlkj nmlkj nmlkj nmlkj
Ability to attend the
same university for
your undergraduate
and graduate work
nmlkj nmlkj nmlkj nmlkj nmlkj
Religious affiliation of
the schoolnmlkj nmlkj nmlkj nmlkj nmlkj
Religious affiliation of
the student populationnmlkj nmlkj nmlkj nmlkj nmlkj
6.
Important
nmlkj
Somewhat important
nmlkj
Neutral
nmlkj
Somewhat unimportant
nmlkj
Unimportant
nmlkj
Skiing/Snowboarding
gfedc
Rock climbing
gfedc
Caving
gfedc
Water activities
gfedc
Intramural sports
gfedc
Camping
gfedc
Biking
gfedc
Hiking
gfedc
Recreational activities are not important to me
gfedc
Other (please specify)
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Graduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values Survey
8. When selecting a graduate school, how important are the campus
facilities:
9. When selecting a graduate school, which of the following campus facilities
are important to you? Check all that apply.
10. Please list any other considerations when choosing a graduate school:
7.
8.
Important
nmlkj
Somewhat important
nmlkj
Neutral
nmlkj
Somewhat unimportant
nmlkj
Unimportant
nmlkj
Up-to-date laboratories
gfedc
Live theater
gfedc
Daycare
gfedc
Exercise facilities
gfedc
Housing
gfedc
Transportation
gfedc
Dining
gfedc
Entertainment
gfedc
Campus facilities are not important to me
gfedc
Other (please specify)
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Graduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values Survey
11. Which of the following sources are most valuable to you in selecting a
university for graduate study? Check all that apply.
12. What year were you born?
13. What is your level of education?
14. What is your marital status?
9. Demographics
10. Demographics
University website
gfedc
Other website
gfedc
Mailings from the university
gfedc
Magazines
gfedc
Books
gfedc
Contact with university faculty
gfedc
Contact with current students
gfedc
Contact with alumni
gfedc
Recommendations from family and friendsgfedc
Other (please specify)
High school
nmlkj
Some collegenmlkj
Completed college
nmlkj
Some graduate school
nmlkj
Completed graduate school
nmlkj
Single
nmlkj
Married
nmlkj
Divorced/separated
nmlkj
Widowed
nmlkj
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Graduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values Survey
15. How many children do you have?
16. Gender
17. Are you a U.S. citizen?
18. If you are a U.S. citizen, are you:
19. Where is your hometown (state, country)?
20. What is your desired course of study?
11. Demographics
12. Demographics
None
nmlkj
1
nmlkj
2
nmlkj
3
nmlkj
4
nmlkj
5
nmlkj
6+
nmlkj
Male
nmlkj
Female
nmlkj
Ye s
nmlkj
No
nmlkj
American Indian or Alaskan Native
nmlkj
Asian
nmlkj
Black, African-American
nmlkj
Hispanic
nmlkj
Native Hawaiian/Pacific Islander
nmlkj
White
nmlkj
Two or more races
nmlkj
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Graduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values SurveyGraduate Student Values Survey
21. Are you a current student or alum of Utah State University?
22. What is your current cumulative GPA for your most recent degree?
Ye s
nmlkj
No
nmlkj
4.0-3.80
nmlkj
3.79-3.50
nmlkj
3.49-3.30
nmlkj
3.29-3.0
nmlkj