Portland State University
Research Update
Office of Institutional Research and Planning
Volume 9, Issue 2 Fall
2005
Portland State Marketing Survey Summary
Report
The purpose of the Portland State Marketing
Survey was to assess perceptions of Portland
State and determine its
most distinctive qualities. The survey
items covered topics such as Portland
State’s strengths and the
ideas and images most closely associated with the University. All current Portland State
faculty, staff, and students received an e-mail message encouraging them to
respond to the on-line survey. In
addition, the survey was promoted on campus via a flier sent to all campus
mailboxes; an announcement in Currently; ads in the Vanguard; an on-line pop-up
request during Web registration; on-line computer terminals at Party in the
Park; a feature story on the Portland State Homepage; and an announcement at
Faculty Senate and ASPSU Senate.. Survey
respondents had the opportunity to enter a drawing for an Ipod as an incentive
to complete the survey.
Characteristics of Respondents
Respondents were a convenience sample of 3,538
self-identified students, faculty, staff, alumni, and friends. As shown in Figure 1, most respondents were
undergraduate and graduate students. Due
to the small number of alumni and friends responding to the survey, this report
will focus exclusively on the findings for the 3,452 students, faculty and
staff in the sample.
Perceptions of Portland
State’s Strengths
Overall, perceptions of Portland State’s strengths were favorable. Respondents rated their agreement with statements
about Portland State’s strengths on a scale of 1 (strongly disagree) to 5 (strongly agree). As shown in Figure 2, students, faculty, and
staff indicated the highest mean levels of agreement with three statements
about Portland State.
They agreed that a) Portland State is located in one of the nation’s most livable
cities, b) Portland State is an engaged learning community connected to
the city and region, and c) Portland
State combines involvement
and expertise in the urban community with a passion for sustainability. Undergraduates were somewhat less likely than
the other respondents to agree with these statements.
Respondents disagreed most strongly
with the statement “Portland
State University
attracts uncommonly creative faculty, students, and staff”; however, mean
ratings were still somewhat favorable, ranging from 3.17 to 3.54 across
respondent types (see Figure 3).
Figure 4 shows respondents’
agreement with other statements about Portland State. Respondents’ average ratings generally
indicated that they were neutral or agreed with the statements about Portland State’s strengths.
Phrases That Describe Portland State
Respondents were presented with a
list of words or short phrases that included “Active”, “Engaged”, “Rigorous
academics”, “International”, “Smart”, “Entrepreneurial”, “Innovative”, “Central”,
“Urban”, “Diverse”, “Creative”, “Connected”, “Relevant”, “Research”, “Serious”,
“Community-centered”, “Integrated”, “Partner”, and “Good neighbor”. Respondents ranked which five best
communicate the essence of Portland
State.
The largest proportion of respondents indicated that “Urban”
is the word that best describes Portland
State. Other descriptors that respondents ranked as
highly associated with Portland State included “Community-centered”, “Diverse”,
“Engaged”, “Connected” and “Central”. (See
Figure 5.)
Images That Describe Portland State
Respondents were presented with a written
list of images
including “Sky bridges”, “The Simon Benson House”, “The Benson Bubblers”, “South
Park Blocks”, “Mount Hood”, “The streetcar”, “Green”, “River,” “Bridges”, “Lincoln
Hall”, “Vikings”, “Trees”, and “Portland cityscape”. They ranked which five images they most
closely associate with Portland
State. The largest proportion of respondents indicated
that the image of the South Park Blocks most evokes Portland State. Other images that respondents ranked as
highly associated with Portland State included the Portland cityscape and sky bridges. In addition, undergraduates indicated that
they associate green and staff indicated that they associate the Simon Benson
House with Portland
State. (See Figure 6.)
Distinguishing Features of Portland State
The final survey item offered respondents an opportunity to
state one feature that sets Portland
State apart from other
universities. The 2,286 open-ended
responses require in depth qualitative analysis beyond the scope of this
report; however, a brief summary of frequently named features is included
here. Features of Portland
State that at least 100 respondents
mentioned included the University’s appreciation and acceptance of diversity;
extensive commitment to community engagement; its central, urban setting and
integration with the city; and the benefits of its location in Portland as a livable
city.
Summary
Respondents identified Portland State’s
urban mission and location, and its commitment to engaged learning as three of its
strengths. They associated the following
words and images with what they believed to be the essence of Portland State.
Words
That Describe Portland
State University
·
urban
·
community-centered
·
diverse
·
engaged
Images
That Evoke Portland
State University
·
South Park Blocks
·
Portland cityscape
·
Skybridges
In addition, respondents indicated that the University’s
commitment to diversity and community engagement; location in Portland, Oregon;
and its urban setting distinguish it from other institutions.