Brands
Report: University Favorability Across Demographics
Report summary
Most US doctoral universities receive a healthy number of applications from domestic and international students. However, the global pandemic accentuated the persistent challenge of imbalance by gender and race at many universities. Research also suggests that word-of-mouth reference is one of the most critical influencers in shaping the decisions of prospective students about which universities they would consider to apply and enroll.
In this context, a deeper understanding of perceptions of college-educated adults can help universities design and implement data-informed communication and marketing strategies that can bridge the gaps by race and gender.
This research snapshot summarizes over 165,000 responses on the favorability of 50 doctoral universities by diverse audiences.
Methodology
This research snapshot summarizes over 165,000 responses on the favorability of 50 doctoral universities by diverse audiences.
• Data Source: Morning Consult Brand Intelligence platform—a self-service data intelligence tool
collects 200 responses daily for each brand
• Population: US College-educated adults
• Number of Doctoral Research Universities: 50
• Number of Responses: 164,324 with a minimum of 3,000 responses for each university
• Period of Data Reported: Nov’ 2021 to Jan’ 2022
• Net Favorability = (Very + Somewhat Favorable) – (Somewhat + Very Unfavorable)
• Selectivity is based on IPEDS data on undergraduate admissions for fall 2020
• Most Selective: < 25%; Selective: 25%-50%; Less Selective: >50%
