From Messy to NSSE – Implementing an Effective NSSE Awareness Campaign
Abstract: As institutions of higher education strive to integrate quality High Impact Practices – as articulated by Dr. George D. Kuh, endorsed by the Association of American Colleges & Universities (AAC&U) and the National Association of System Heads (NASH) – and with the increasing need for universities to analyze and utilize data effectively, it is important that universities find effective ways to collect meaningful data. Furthermore, the importance of involving students in the development and execution of projects like this has been given significant attention in the higher education world. Surveys play an important role in understanding the higher education landscape. About 60 percent of the published research in major higher education journals utilized survey data (Pike, 2007). Institutions also commonly use surveys to assess student outcomes and evaluate programs, instructors, and even cafeteria food. However, declining survey participation rates threaten this source of vital information and its perceived utility. Survey researchers have long assumed that the best way to obtain unbiased estimates is to achieve a high response rate. This case study will cover A&M-Commerce’s Department of Institutional Effectiveness and Research (IER) attempt to strategically increase student awareness about the National Survey of Student Engagement (NSSE). Historically, many institutions achieve low response rates for the NSSE. The effectiveness of involving students in projects of this nature will be highlighted. Through use of a strategic marketing and promotional campaign, student responses were significantly increased, therefore more accurately representing the population and informing decision makers.
Natalia Assis*, Dr. Shonda Gibson, Dr. Dan Su, and Mary Cheek
Judging Forms – Official judges only