Notice of Correction to Marketing Intelligence Report #2, November 4, 2010: The “Parents Education” data inadvertently excluded
"some graduate work and master’s degree or higher." The revised report is available at:
accepted to UHV did not
enroll in classes this
fall. The pressing
question is, “What were
these students looking
for that UHV didn’t
Marketing recently conducted a phone survey with the
objective of shedding some light on this question. Of
the 344 potential participants, Marketing surveyed
nearly 50 percent, or 167 students. The results of
this survey will also help identify the opportunities for
improving the matriculation of accepted students.
institutions students chose instead of UHV.
Financial factors were the main reason students went
degree programs sought that were unavailable.
majority of survey participants cited factors for not
attending UHV that were outside the university’s ability
to influence the students.
Improved attention and communication with applicants
will improve conversion rates.
Ninety percent of survey participants currently are
enrolled at another institution. Of the remaining 10
percent, 6 percent have plans to enroll within the
next 12 months. The final 4 percent are undecided or
do not plan to enroll in higher education.
Most of the survey participants (excluding athletic
recruits) chose to attend a university (56 percent)
instead of a community college (44 percent).
Top five institutions that students are attending
#1 - Houston Community College (12% of the students)
#2 – University of Texas San Antonio (7% of the
#3 – Victoria College (6% of the students)
#4 – Lone Star Community College (5% of the students)
#5 – University of Houston Main Campus (5% of the
Freshman applicants who did not enroll at UHV chose
to enroll in one of 48 “other” institutions.
Twenty-eight percent of survey participants indicated
various financial factors for why they selected another
- Availability of needs-based financial aid
- Availability of merit-based financial aid
- No rent or dorm fees by attending an institution close
- Lower tuition
- Lower living expenses
Seventeen percent of the survey participants (26)
indicated that the No. 1 reason they chose another
school was Major or program of study is not offered at
of these students were interested in a nursing program
of these students were interested in a mechanical
of these students were interested in an architecture
of these students were interested in a chemistry program
Percentages for other program interest were too small
to be considered significant.
Eighty-seven percent of the survey participants sited
a factor for not attending UHV that was outside the
university’s ability to influence the student. Note the
The two single most influential factors that students
- “Wanting to live near home” due to convenience (other
- “Major or program of study is not offered at UHV”
* Chart includes survey participant’s first most important reason for selecting another institution. Percentages are rounded.
*Other : To get basics there, then transfer to another school
Thirteen percent of the
indicated factors for not
attending UHV that are
potentially within our scope
to address. Included in the
chart below is the 8
percent of survey
participants who indicated
Availability of needs-based
financial aid as a factor
for not attending UHV.
What’s puzzling is that all
incoming freshmen from
outside the Victoria area
were to receive 50 percent
off their first year’s
tuition. The responses
indicate that the
availability of financial
aid was not clearly
understood or communicated
to these students.
The following quotes are from some of the students
that chose Availability of needs-based financial aid as
a reason for enrolling in another school:
- “scholarship was given too late”
- “got more aid at Texas Tech”
- “San Marcos offered more money”
- “not offered enough money”
- “gave me more money at A&M”
- “no financial aid offered”
* Chart includes survey participant’s first most
important reason for selecting another institution.
Percentages are rounded.
**Communication Issue – Student indicated breakdown
in communication or misunderstanding. Examples: “was
told I was accepted, then told ‘no’ last minute,” “no
scholarships given, only loans,” “didn’t get an award … or
never checked,” “acceptance notification came late, already
enrolled in other school.”