King's College London newsletter
STUDENT RECRUITMENT - NEW MARKET RESEARCH FOR KING'S Last year the External Relations Department commissioned Penny Mesure, an expenenced market research consuuant, to study the characteristus and attUudes of the appbcants for undergraduate courses who accepted and rejected places at King's thIS year. Here Ms Mesure describes her findmgs and indicates their relevance for the College's recruitment policy. Again t a background of increasing competition for students, particularly in physical sciences, King's is working on an effective recruitment strategy for the future, and market research has been conducted to aid development of this strategy. The main focus of the research was a quantitative survey among applicants who had accepted or rejected places at King's during the 1990/91 academic year. Although 'rejecters' are of most obvious interest in the context of the survey, the 'accepters' provided valuable insight into the reasons why people do accept places at King'S. Cost considerations dictated the use of the often-maligned self-completion method for data collection. However, response rates in both cases were very high, yielding samples which matched their respective universes very closely. The survey results contained some surprises, including the crucial influence which parents have over the application decision. Previous research has shown this influence to be hotly denied, a year on, by freshers. However, when the decision is made, parental views are admitted to be more important than those of subject teachers, careers advisers or friends.
At the application stage, university choice is typically dictated by academic reputation, course content, entrance requirements and location. Acceptance of an offer will additionally be motivated by the 'friendly atmosphere' experienced via visits to the campus. The research found no obvious reason why physical scientists are more likely than other applicants to reject places at King'S. However, a significantly higher proportion of them seem to do o. What we can say is that scientists who accept places at King's tend to be firmly committed to London itself. The 'London factor' certainly exists. King's benefits from association with high academic reputation, good career prospects and the general 'buzz' of life in the capital.
However, London is also associated with accommodation and travel difficulties and with expense. The University of London as a whole receives most of its application from people living within easy reach. King's is not unique in this respect. In terms of current recruitment activity, the survey showed the General Prospectus to be vital. In addition, interviews, open days and other campus visits all provide opportunities for applicants to experience the all-important 'friendly atmosphere' which i such a strong feature of King'S. Copies of the research summary and conclusions have been widely circulated; the full report, together with tabulated data, can be borrowed from the Schools and Colleges Liaison Office in Cornwall House Annexe, ext 3003.
The College's third Presentation Celebration was held on 30 September. Here one of the 1,000 King's graduates who attended is congratulated by Sir James Spoon er, Chairman of Council Full C07Jerage of the day is given in the four page supplement enclosed, and staff may order their own prints of these and other photographs taken. The full contact sheet of photographs can be seen in the Press and Publications Office at Cornwall House, and order forms are available from Pat Gray in this office.