york university’s reputation: challenges and opportunities

York University’s Reputation: Challenges and Opportunities

A Presentation to the Planning Forum on the Draft White Paper

March 9, 2010

STRICTLY PRIVILEGED AND CONFIDENTIAL

Introduction

This presentation features the results of two external research initiatives undertaken by Strategic Counsel as input for the White Paper:

– Surveys of key student groups; and

– A series of in-depth interviews.

On line surveys were undertaken among:

– Current York University students;

– Students accepted to York University but who declined; and

– GTA high school and university students who are not considering/did not consider York, but intend to/did apply to a TO based PS institution.

A total of 4,951 questionnaires were completed by York students, 1,468 by declining students, and 500 by students not intending/not applying to York.

Ten, one-on-one interviews with key York and external influencers.


Objectives

For the student surveys primary objectives were:

– Overall perceptions of York;

– Perceived strengths/attributes of York;

– Primary reasons students chose York; and

– Primary barriers to choosing York.

Additional objectives of the one-on-one interviews were:

– Overall assessment of York’s reputation; and

– Assessment of options for York in moving forward.


Major Findings

York’s reputation in terms of both academic performance and the quality of the student experience is in need of significant improvement.

York is generally perceived to be well below the U of T and McMaster and on a par with Laurier and Guelph, in terms of the quality of the education offered. Among those who did not apply or do not plan to apply, York’s reputation in this area is particularly low.

In terms of reasons for choosing a university, York students are least concerned about reputation as a factor, while among those who declined a York offer or did not apply reputation is considerably more important in making a choice.

York students appear to share many of the feelings about York of other students, they are less likely than students at other institutions to say they would recommend the university and to say they would make the same choice again.

A number of factors appear to act as barriers for students in either accepting a York offer or for considering applying and they are somewhat different for the two groups.


Major Findings

Essentially, those who did not apply or would not consider applying are far more likely to say that program availability issues are major factor. However, for both groups the strike, location and York’s reputation are also key factors.

In n order to enhance the student experience four actions were identified by all three student groups surveyed:

– Expand experiential learning opportunities;

– Reduce class sizes,

– Enhance campus safety; and

– Provide more academic advising

One-on-one interviewees generally believe that York has a significant reputation problem that they believe has a basis in reality and arises from:

– The extensive use of part-time faculty;

– Recent strike; and

– Lowering of admission standards.


Major Findings

This has contributed, they believe, to what is seen as a diminished student experience and is a major issue to address;

While the northern part of the GTA is a natural catchement area for York, interviewees believe that this could no longer be relied upon as a reliable source due to changes in the area and that the reputation issue was exacerbating this situation.

Finally, interviewees believe that York must continue to grow, but must diversity its program areas and especially into the “hard sciences”, in order to reach students not now thinking of York and to establish York as a complete university.

Quantitative Findings

Assessments of Ontario Universities


A York education is seen as good, but not exceptional

% Excellent/Good York Current

StudentsStudents who declined York

Students who did not/will not apply to

York

Total* Total* Total*

n= 4951 1468 500

% % %

University of Toronto 90 91 92

McMaster University 84 86 90

York University 66 58 34

University of Guelph 58 56 58

Wilfrid Laurier University 56 55 55

Ontario College of Art and Design 56 52 50

Ryerson University 50 52 52

University of Ontario Institute of Technology 36 35 47

Q. 14. Irrespective of your status as a York student, how would you rate the following colleges and universities in terms of the overall quality of (undergraduate-level/graduate-level or professional-level) education offered by each? (Current Students)

Q. 13. How would you rate the following colleges and universities in terms of the overall quality of (undergraduate/graduate-level or professional-level) education offered by each?(Declining Students)

Q. 16. To the best of your knowledge, how would you rate the following universities in terms of the overall quality of undergraduate education offered by each? (Did not/Will not apply)Base: Total base

* Totals have been repercentaged to exclude the no opinion/don’t know responses

Ratings of specific universities in terms of education offered (undergraduates rate undergraduate education and graduate-level students rate graduate-level education


53

36

16

14

17

14

12

8

37

48

50

44

39

42

38

28

7

14

26

35

32

36

37

44

2

4

5

6

8

7

7

13

1

1

1

2

5

2

2

6

0% 20% 40% 60% 80% 100%

Excellent Good Average Poor Very poor

Among current students, York is seen as well below U. of T. and McMaster in the quality of education.

Q. 14. Irrespective of your status as a York student, how would you rate the following colleges and universities in terms of the overall quality of (undergraduate-level/graduate-level or professional-level) education offered by each? (Current Students)

Base: Total base (* Totals have been repercentaged to exclude the no opinion/don’t know responses)

School Ratings – York Current Students

Total Excellent/

Good*%

Total DK%

University of Toronto 90 17

McMaster University 84 30

York University 66 1

University of Guelph 58 39

Ontario College of Art and Design 56 53

Wilfrid Laurier University 56 46

Ryerson University 50 26

University of Ontario Institute of Technology 36 60


62

45

16

16

15

19

16

8

29

41

42

40

40

33

36

27

7

12

30

33

35

32

35

40

1

2

8

9

8

11

11

18

1

1

4

2

3

4

3

6

0% 20% 40% 60% 80% 100%


Among declining students, York is seen to be on a par with Guelph, Laurier and Ryerson.

Q. 13. How would you rate the following colleges and universities in terms of the overall quality of (undergraduate/graduate-level or professional-level) education offered by each? (Declining Students)


School Ratings - Students who declined York

Total Excellent/

Good* %

Total DK%










63

58

16

14

17

17

11

6

29

32

42

44

35

33

36

28

5

10

34

36

38

37

39

41

2

6

5

8

10

10

18

1

1

1

3

3

4

7

0% 20% 40% 60% 80% 100%


Those who did not apply have the lowest regard for York.

Q. 16. To the best of your knowledge, how would you rate the following universities in terms of the overall quality of undergraduate education offered by each? (Did not/Will not apply)


School Ratings - Students who did not/will not apply to York

Total Excellent/

Good* %

Total DK%









Assessing York


York students are notably less likely than others to report that they would still choose their university if they could choose again.

Q. 10. If you could choose again, would you still choose to attend York? (Current Students)Q. 11. If you could choose again, would you still choose to attend the college or university you are currently attending? (Declining Students)Q. 14. If you could choose again, would you still choose to attend the college or university you are currently attending? (Did not/Will not apply)Base: Total base

York Current Students

Students who declined York


York

Total Total Total

n= 4951 1327 110

% % %

Yes 51 71 76

No 19 8 7

Not sure 30 21 16

Percentage who would choose to attend their current university if they could choose again


Just over half of York’s students would recommend the University for undergraduate studies, notably less than those attending other schools.

Q. 13. How likely would you be to recommend York University to friends or family… (Current Students)Q. 12. How likely would you be to recommend the college or university that you are currently attending to friends or family? (Declining Students)Q. 15. How likely would you be to recommend (UNIVERSITY SELECTED IN FIRST COLUMN AT Q.2) to friends or family… (Did not/Will not apply)Base: Total base

% For undergraduate studies




York

Total Total Total

n= 4951 1327 110

% % %

NET Likely 54 76 82

Very likely 24 54 55

Somewhat likely 30 21 26

Neither likely nor unlikely 14 7 8

Somewhat unlikely 12 5 5

Very unlikely 15 7 5

NET Unlikely 27 12 10

Don’t know/No opinion 5 6 -

Likelihood of recommending current university to friends or family


Less than half of York’s students report that the University provides a positive student experience.

Q. 12. How would you rate York University in terms of your overall experience as a student? (Current Students)Base: Total base


Total Under-graduate Degree Graduate/ Profess-ional Degree Full-time Student Part-time Student

n= 4951 3799 1152 4230 721

% % % % %

NET Excellent/Good 49 49 51 49 51

Excellent 12 12 11 11 13

Good 38 37 39 38 38

Average 31 32 28 32 28

Poor 12 12 13 12 13

Very poor 7 6 8 7 7

NET Poor 19 18 21 19 20

Don’t know/No opinion 1 1 1 1 1

Ratings of York in terms of overall student experience (among York students)

Reasons for not Choosing York


Location, the strike and programs are top-of-mind reasons for not applying to York.

Q. 17 What are the main reasons that you decided not to attend York? Please list up to three reasons, in order of importance. (Declining Students)Q. 20. What are the main reasons that you (UNIVERSITY STUDENTS: did not consider, GRADE 12 STUDENTS: have not considered) applying to York University? Please list up to three

reasons, in order of importance. (Did not/Will not apply)Base: Total baseNote: Responses of 1% or less not shown.

Students who declined York Students who did not/will not apply to York

Total Total

n= 1468 500

% %

NET Location 42 35 Distance/very far/long commute 23 17 Bad location / neighbourhood / near Jane and Finch 16 15 Too close to home 3 4 Looking for school outside of Toronto 3 1NET Staff/Labour 31 28 Recent strike / too many strikes 24 26 Admin problems/Poor treatment of TA’s 6 1 Labour dispute 3 1NET Access 28 10 Fees/Expensive tuition 8 3 Not accepted into first choice program/High academic standards 8 6 Lack of financial support 7 - Received late acceptance 4 - Not enough scholarships 3 1NET Programs/Courses 27 58 My preferred program/course not offered 22 43 Issues with programs (not specialized, bad reputation) 2 7 No co-op program 2 3 No reputable science program / medical school / engineering 1 10

Reasons for declining/not apply to York.


York’s reputation is also a top-of-mind reason for not applying to York.


Total Total

n= 1468 500

% %

NET Personal preference 24 15

Prefer other options 17 4

Not interested/Didn’t know enough about it 3 10

Not as good as University of Toronto 2 1

NET Reputation 22 27

Poor overall reputation 18 22

Not as good a reputation as University of Toronto 2 1

NET Environment 22 17

Issues with campus (boring, ugly) 5 5

Safety/security concerns 4 3

University is too large 4 2

Class size too large 3 2

Issues with environment (bad, unfriendly, depressing) 3 3

Don’t like their residence 2 1

NET Word of mouth 7 10

Friends/parents/others do not recommend York 4 8

Heard bad things/someone had bad experience 3 1

NET Academic issues 6 11

Not challenging academically / bad teaching 3 7

Admission standards too lenient 2 2Q. 17 What are the main reasons that you decided not to attend York? Please list up to three reasons, in order of importance. (Declining Students)Q. 20. What are the main reasons that you (UNIVERSITY STUDENTS: did not consider, GRADE 12 STUDENTS: have not considered) applying to York University? Please list up to three

reasons, in order of importance. (Did not/Will not apply)Base: Total baseNote: Responses of 1% or less not shown.

Reasons for declining/not apply to York.


Reducing labour strikes and improving perceptions of York academically are two critical factors to increasing student interest.

Top 2 boxes of 7 point importance scale


Total Total

n= 1468 500

% %

You wanted to attend another college or university more 59 74

The labour strike 54 64

Geographic location 42 32

Academic reputation 40 53

Availability of courses that you wanted 37 53

Transportation/access to campus 34 29

Likelihood of getting a good job following program completion 31 37

The look and feel of the campus 26 28

Availability of student financial assistance 22 19

University culture 21 22

Availability of experiential education opportunities such as co-op programs or internships

19 28

Size of the university 18 16

The desire to move out of your hometown to study 18 25

Q. 18 How important were the following as reasons why you did not attend York University? (Declining Students)Q. 22. How important were the following as reasons why you did not attend York University / for not applying to York University? (Did not/Will not apply)Base: Total base

Importance of the following as reasons for declining/not applying to York University

Enhancing York’s Student Experience


Expanding experiential learning, improving campus safety, more academic advising, and improving student support services will increase interest from current and potential students.

% Very/Somewhat important




York

Total Total Total

n= 4951 1468 500

% % %

Expand the study space in the library 77 27 43

Invest in campus safety 76 40 49

Provide more academic advising 75 35 51

Improve student support services 73 33 48

Expand experiential education opportunities such as co-op programs and internships

69 42 57

Improve food service on campus 63 23 34

Reduce class sizes 58 42 51

Improve the York website and technology services 58 22 32

Increase flexibility by offering more courses during evenings and/or on weekends

56 26 40

Create more space for socializing on campus 53 27 37

Increase e-learning opportunities and online courses 48 19 24

Introduce block scheduling in first year so that the same students are registered in two or more courses

38 22 33

Expand the role of the Colleges 37 17 24

Q. 17 How important would it be to undertake the following initiatives to improve the quality of the student experience at York? (Current Students)Q. If the following changes had been implemented when you applied/were implemented before you applied to University, to what extent, if at all, would they have affected/affect your

decision to attend/apply to York University? (Declining Students: Q.20, Did not/Will not apple: Q24)Base: Total base

Importance of York doing the following to improve the quality of the student experience


Increasing experiential education opportunities is of significant interest to all




York

Total Total Total

n= 4951 1468 500

% % %

Expand experiential education opportunities such as co-op programs and internships

25 28 41

Expand library study space 25 7 9

Invest in campus safety 23 21 21

Reduce class sizes 19 31 26

Provide more academic advising 19 15 21

Improve student support services 15 15 18

Increase flexibility by offering more evenings / weekend courses 14 10 13

Improve food service on campus 13 5 5

Increase e-learning opportunities 11 7 4

Create more space for socializing 8 9 8

Improve the York website and technology services 6 7 5

Introduce block scheduling in first year 5 8 8

Expand the role of the Colleges 4 6 6

Improve access (financial and other) 4 5 1

Academic improvement 3 2 1

Q. If York could only undertake two of these initiatives, which two do you feel are the most important? (Current Students: Q19, Declining Students: Q22, Did not/Will not apply: Q.26)Base: Total baseNote: Responses of less than 1% not shown.

Most important things that York can do to improve the quality of the student experience

One-on-One Findings


Main findings

General sense York has a significant reputation problem arising from:

– Extensive use of part time staff;

– Recent strike; and

– Lowering of admission standards.

These issues have all contributed to what is seen as a diminished student experience and this is seen as a major issue to address;

While there is agreement regarding the importance of the northern GTA for York there is also a sense that it cannot automatically be relied upon as a source of students, and as a result of:

– Growing aspirations of the regions students;

– York’s more limited program offerings;

– Increased competition from Ryerson; and

– York’s current reputation.


Main Findings

There is broad recognition that York must continue to grow, but also must diversify in terms of its programs;

However, there is no real consensus in terms of the type of program areas to develop, aside from a preference for the “hard sciences”;

Many respondents articulated, in various ways, the need for York to develop a clear vision of how it wants to evolve, and importantly, why and to build a consensus around this vision;

Finally, in moving forward most advised to build on York’s existing strengths.

york university’s reputation: challenges and opportunities

Documents

york students

key york

york universitys reputation

york andprimary barriers

declining students

significant reputation

student experience

oneonone interviews