Speaking the Same Language: Speaking the Same Language: Information College Seekers Look Information College Seekers Look for on a College Web Sitefor on a College Web Site

Kristy Tucciarone, Ph.D.Kristy Tucciarone, Ph.D.University of Missouri – St. LouisUniversity of Missouri – St. Louis

Department of Theatre, Dance, and Media StudiesDepartment of Theatre, Dance, and Media Studies

PurposePurpose

Analyze and understand what Analyze and understand what information students are seeking information students are seeking from a college’s Web site during from a college’s Web site during their college search.their college search.

ResultsResults

Rely heavily on the information.Rely heavily on the information. Convenience and speed.Convenience and speed. Majors and tuition.Majors and tuition. Ranking, size, location, pictures, Ranking, size, location, pictures,

videos, virtual tours, student videos, virtual tours, student message boards, and blogs.message boards, and blogs.

Computer and Computer and Internet’s Internet’s PervasivenessPervasiveness Internet most engaging medium.Internet most engaging medium. Undergraduates spend 18 hours Undergraduates spend 18 hours

week.week. Viewed live, read as text, heard Viewed live, read as text, heard

as sound, seen as pictures, and as sound, seen as pictures, and engaged by film.engaged by film.

Interactive = dialogue.Interactive = dialogue.

Internet = InteractiveInternet = Interactive

Interactive: fosters two-way Interactive: fosters two-way communication.communication.

Encourages feedback.Encourages feedback. Connectedness.Connectedness.

Common Information Common Information on College Web Siteon College Web Site TuitionTuition MajorMajor ClassesClasses Financial aidFinancial aid Desire, interactionDesire, interaction

College’s Web SiteCollege’s Web Site

Top source of information.Top source of information. Primary means for information.Primary means for information. Lacks features.Lacks features.

Why a “Dialogue” for Why a “Dialogue” for Higher Education?Higher Education? Change in higher education Change in higher education

landscape.landscape.– More than 3,100 baccalaureate-More than 3,100 baccalaureate-

granting institutions.granting institutions.– World War II, robust enrollment.World War II, robust enrollment.– 1975, enrollment declined.1975, enrollment declined.– NCES, high school graduates up 15%.NCES, high school graduates up 15%.– NCES, until 2013 enrollment up 19%.NCES, until 2013 enrollment up 19%.

Competition and Two-Competition and Two-Way CommunicationWay Communication Stiffer competition means more Stiffer competition means more noisenoise.. Advantages Advantages

– Students’ “voice.”Students’ “voice.”– Identity. Identity. – Social need. Social need. – Feedback.Feedback.

Communication is not something we do Communication is not something we do totoothers; rather, it is something we do others; rather, it is something we do withwiththem.them.

College Web Site – A College Web Site – A Social ForceSocial Force Counselor(s), teacher(s), adult Counselor(s), teacher(s), adult

acquaintances, older siblings, and acquaintances, older siblings, and peer groups.peer groups.

Means of communication, access Means of communication, access to databases and directories, and to databases and directories, and marketing of the institution.marketing of the institution.

““Realistic” information.Realistic” information.

Other Studies – Search Other Studies – Search ProcessProcess 2007, re-design effort.2007, re-design effort. 2001, juniors and seniors in high 2001, juniors and seniors in high

school.school.

Examples of Institutions Examples of Institutions Who Understand Who Understand “Dialogue”“Dialogue” Albion CollegeAlbion College

Examples of Institutions Examples of Institutions Who Understand Who Understand “Dialogue”“Dialogue” University of BuffaloUniversity of Buffalo

http://www.studentservices.buffalo.edu/

Examples of Institutions Examples of Institutions Who Understand Who Understand “Dialogue”“Dialogue” Hamilton CollegeHamilton College

http://www.hamilton.edu

Examples of Institutions Examples of Institutions Who Understand Who Understand “Dialogue”“Dialogue” Furman UniversityFurman University

Examples of Institutions Examples of Institutions Who Understand Who Understand “Dialogue”“Dialogue” Lewis and Clark CollegeLewis and Clark College

http://media.lclark.edu/content/reallife/author/cyoung

Theoretical FrameworkTheoretical Framework

Interpretivist perspective: what Interpretivist perspective: what are the meanings in the data?are the meanings in the data?

Interpretive interactionism = Interpretive interactionism = symbolic interactionism + symbolic interactionism + interpretive inquiryinterpretive inquiry

Conceptual FrameworkConceptual Framework

Hossler and Gallagher’s three-Hossler and Gallagher’s three-stage model of college choicestage model of college choice

The steps:The steps:– PredispositionPredisposition– SearchSearch– ChoiceChoice

MethodMethod

Qualitative study.Qualitative study. Undergraduate students.Undergraduate students.

– Engaged in college experience.Engaged in college experience.– First generation raised with First generation raised with media technology.media technology.– 99% own a computer99% own a computer

Focus group interviewing - based upon Focus group interviewing - based upon interaction.interaction.

Discussion QuestionsDiscussion Questions

Was your higher education option obvious or Was your higher education option obvious or did you search available options?did you search available options?

Who and what influenced your college Who and what influenced your college search?search?

Explain your use of the Internet while Explain your use of the Internet while searching colleges.searching colleges.

How does the Internet assist students in the How does the Internet assist students in the college search? What information are you college search? What information are you looking for on a college’s Web site?looking for on a college’s Web site?

Prior to making a decision to visit a college, Prior to making a decision to visit a college, would you search the college’s Web site first? would you search the college’s Web site first? Why and what information are you looking Why and what information are you looking for?for?

Continue…Discussion Continue…Discussion Questions Questions What is the most meaningful data on a What is the most meaningful data on a

college’s Web site?college’s Web site? What is the least meaningful data on a What is the least meaningful data on a

college’s Web site?college’s Web site? What other data would you like to see What other data would you like to see

on a college’s Web site?on a college’s Web site? Do you think colleges use their Web Do you think colleges use their Web

sites effectively to communicate with sites effectively to communicate with students?students?

Do you think colleges should use a Do you think colleges should use a standard Web format or show standard Web format or show uniqueness of its departments?uniqueness of its departments?

Results Results

Rely heavily on the information.Rely heavily on the information.

Results - SearchResults - Search

Fit their needs (e.g., major).Fit their needs (e.g., major). Friends most influential on college Friends most influential on college

choice followed by parents.choice followed by parents. Other influencers: siblings, Other influencers: siblings,

tuition, location, scholarships and tuition, location, scholarships and financial aid, and social life.financial aid, and social life.

Results – Internet and Results – Internet and College’s Web SiteCollege’s Web Site One stop shop, 24/7.One stop shop, 24/7. Most sought information are majors Most sought information are majors

and tuition. and tuition. Ranking, size, and location.Ranking, size, and location. Student population, athletics, social Student population, athletics, social

life, scholarships/financial aid, housing, life, scholarships/financial aid, housing, demographics, information about the demographics, information about the city.city.

““Real” pictures.Real” pictures.

Results – Internet Results – Internet BenefitsBenefits Convenience.Convenience. Speed.Speed. Visual aid.Visual aid.

Results – Information Results – Information on College Web Siteon College Web Site Virtual tours.Virtual tours. Calendar of events.Calendar of events. Student message boards or blogs.Student message boards or blogs.

http://www.ratemyprofessor.com

http://www.facebook.com

Results – Least Results – Least Meaningful Data Meaningful Data Chancellor.Chancellor. Search option.Search option.

Results – Results – Communication and Communication and DesignDesign Course Management Software not Course Management Software not

the college’s Web site.the college’s Web site. Lacks “connectedness” and Lacks “connectedness” and

understanding about student use.understanding about student use. Standard format; uniqueness of Standard format; uniqueness of

each department.each department.

SummarySummary

Encourage or discourage prospective Encourage or discourage prospective students’ college choice.students’ college choice.

Two-way communication.Two-way communication. Convenience and speed.Convenience and speed. Major and tuition; ranking, size, Major and tuition; ranking, size,

location.location. Student population, athletics, social Student population, athletics, social

life/student organizations, financial life/student organizations, financial aid/ scholarships, housing, college aid/ scholarships, housing, college demographics, and surrounding city.demographics, and surrounding city.

Pictures, videos, and virtual tours.Pictures, videos, and virtual tours. Students message boards or blogs.Students message boards or blogs.