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Understanding
of University Purposes by
Institutional Constituencies
The University of Northern Iowa prides itself on being
in touch with and accessible to its constituencies. However, in the spirit
of continuous improvement, the University also undertakes a broad range
of more systematic assessments of constituency needs, attitudes, and understanding
of University purposes.
For example, in 1997
UNI contracted with the Crawford Johnson Group of Des Moines, Iowa, to
prepare a survey titled "Attitudes Toward the University of Northern
Iowa." The survey polled consumers, state legislators, and business
decision-makers from around the State. Highlights included:
1.The
most effective methods of reaching consumers and business decision-makers
are web, newspapers, and hometown events.
2.UNI was most clearly defined as a university with
a solid core of academic programs, high standards, and a strong undergraduate
focus.
3.The level of awareness of UNI among consumers
was comparable to those of Iowa State University and the University of
Iowa. Familiarity with specific programs, classes, and services was somewhat
lower. Consequently, highlighting exemplary programs of the University
has been identified as a marketing priority.
Survey instruments administered by UNI staff at varying levels of frequency
include an Incoming Freshman Survey, Graduating Senior Survey, Alumni
Survey, Computing and Library Services Satisfaction Survey, and Student
and Employee Climate Surveys. At the time of this report, research was
under way to measure attitudes in the surrounding Cedar Falls and Waterloo
area, as well as attitudes statewide related to minority recruitment issues.
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