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school_of_business_casestudy.rtfSchool of Business
The School of Business, one unit in a public university enrolling over 40,000 students, has approximately 2,100 students in its bachelor’s, master’s, and doctorate pro- grams emphasizing such areas of business as accounting, finance, information and operations management, mar- keting, management, and others. Because the School of Business must serve a diverse student population on lim- ited resources, it feels it is important to accurately meas- ure students’ satisfaction with the school’s programs and services.
Accurate measurement of student satisfaction will ena- ble the school to target improvement efforts to those areas of greatest concern to students, whether that be by major, support services, or some other aspect of their educational experience. The school feels that improving its service to its customers (students) will result in more satisfied alumni, better community relations, additional applicants, and increased corporate involvement. Because graduate and undergraduate students are believed to have different expectations and needs, the school plans to investigate the satisfaction of these two groups separately.
In a previous survey of graduating seniors using open-ended questions, three primary areas of concern were identified: the faculty, classes/curriculum, and resources. Resources consisted of five specific areas: Undergraduate Advising Services, the Learning Center, Computer Facilities, the Library, and the Career Services Office. The research team for this project devel- oped five-point Likert scale questions to measure stu- dents’ satisfaction in each of these areas. In addition, demographic questions were included to determine whether satisfaction with the school was a function of a student’s grade point average, major, job status upon graduation, or gender. Previous surveys used by the
School of Business and other published satisfaction scales provided examples of questions and question formats. Exhibit 1 shows the questionnaire that was used.
Although the survey contained primarily Likert scale questions, a few open-ended questions were also asked. Specifically, respondents were asked to list the Business School’s strengths and weaknesses as well as their reasons for not using the various resource areas. The responses obtained to the question seeking the school’s strengths and weaknesses were classified into four major sub- groups: classes, reputation, resources, and professors. A sample of the actual verbatims are provided in Exhibit 2.
1The contributions of Sara Pitterle to the development of this case are gratefully acknowledged.
© Cengage Learning
E x h i b i t 1
Survey of Graduating Business Stu
dents
In your opinion, what ar e the greatest strengths and weaknesses of the Business School?
Str ongly
Strengths
W eaknesses
CLASSES/CURRICULUM
Please indicate the extent to which you agr ee with the following statements.
Str ongly Neither
Agr ee Agr ee Agr ee/Disagree
Disagree
Disagree
I was satisfied with the quality of classes I took within my major.
(1) (2) (3)
(4)
(5)
I was able to take enough electives within my major.
(1) (2) (3)
(4)
(5)
“Lecture-Driven” vs. “Project” or “Group” class formats are most useful for learning.
(1) (2) (3)
(4)
(5)
The business school taught too much theory and not enough about real-life applications
.
(1) (2) (3)
(4)
(5)
Creative problem solving was encouraged in my classes.
(1) (2) (3)
(4)
(5)
My classes were too large.
(1) (2) (3)
(4)
(5)
I was challenged by my coursework.
(1) (2) (3)
(4)
(5)
There were not enough group projects in my classes.
(1) (2) (3)
(4)
(5)
More night courses should be offered.
(1) (2) (3)
(4)
(5)
Overall, the material presented in my classes was current.
(1) (2) (3)
(4)
(5)
F ACU L TY
Str ongly Neither
Str ongly
Agr ee Agr ee Agr ee/Disagree
Disagree
Disagree
My professors are concerned about my future success.
(1) (2) (3)
(4)
(5)
Overall, the Business School professors are good teachers.
(1) (2) (3)
(4)
(5)
The Business School places too much emphasis on research and not enough on teaching.
(1) (2) (3)
(4)
(5)
Overall, my professors were accessible outside of class.
(1) (2) (3)
(4)
(5)
The Business School takes my comments on professor evaluation forms seriously.
(1) (2) (3)
(4)
(5)
Overall, my professors provided adequate office hours during the semester.
(1) (2) (3)
(4)
(5)
(Continued)
case 11 543
E x h i b i t 1
Survey of Graduating Business Students (Continued)
Overall, my professors encouraged students to raise relevant questions during class.
(1) (2) (3) (4) (5)
My professors tested memorization skills on exams more than my ability to apply concepts.
(1) (2) (3) (4) (5)
Overall, the Business School professors interacted well with students.
(1) (2) (3) (4) (5)
My professors showed creativity in their teaching methods.
(1) (2) (3) (4) (5)
My professors are at the leading edge of knowledge in their fields.
(1) (2) (3) (4) (5)
I approve of TA’s teaching foundation courses.
(1) (2) (3) (4) (5)
My professors were stimulating.
(1) (2) (3) (4) (5)
RESOURCES
Advising
Did you ever use the undergraduate advising of fi ce?
(1) Yes (2) No
If not, why not?
If you answered yes to the question above, please complete the remainder of the questions regarding Advising. If you answered no,
please proceed to the following section—Learning Cente r .
S tro n g ly Neither S tro n g ly
Agr ee Agr ee Agr ee/Disagree Disagree Disagree
The undergraduate advising office played a big role in helping me plan my business curriculum.
(1) (2) (3) (4) (5)
The undergraduate advising office should have more advisors.
(1) (2) (3) (4) (5)
The advisor(s) in the undergraduate advising office was (were) helpful.
(1) (2) (3) (4) (5)
The staff in the advising office was helpful.
(1) (2) (3) (4) (5)
I felt like I was bothering the advisor(s) in the undergraduate advising office if I asked him/her a question.
(1) (2) (3) (4) (5)
The advisor(s) in the undergraduate advising office was (were) concerned about my needs.
(1) (2) (3) (4) (5)
If there were more undergraduate advisors, I would have utilized the advising services more often.
(1) (2) (3) (4) (5)
Advice offered by the advising office was not helpful to me.
(1) (2) (3) (4) (5)
544 case 11
E x h i b i t 1
Survey of Graduating Business Students (Continued)
Lear ning Center
Did you ever use The Learning Center?
(1) Yes (2) No
If not, why not?
If you answered yes to the question above, please complete the remainder of the questions regarding The Learning Cente r . If you answered no, please proceed to the following section—Career-Services Facilities/Staff.
S tro n g ly Neither S tro n g ly Agr ee Agr ee Agr ee/Disagree Disagree Disagree
The Learning Center was useful to me.
(1) (2) (3) (4) (5)
The staff at the Learning Center are helpful.
(1) (2) (3) (4) (5)
The Learning Center needs to extend its hours.
(1) (2) (3) (4) (5)
Career-Services Facilities/Staf f
Did you ever use the Career-Services of fi ce as a resource in your search for full- or part-time employment?
(1) Yes (2) No
If not, why not?
If you answered yes to the question above, please complete the remainder of the questions regarding Career-Services Facilities/Staff. If you answered no, please proceed to the following section—Computer Facilities/Staff.
S tro n g ly Neither S tro n g ly Agr ee Agr ee Agr ee/Disagree Disagree Disagree
Overall, the Career-Services office has been a valuable resource in my job search.
(1) (2) (3) (4) (5)
The staff in the Career-Services office are helpful.
(1) (2) (3) (4) (5)
The Career-Services office is/was my main resource used in my search for my job.
(1) (2) (3) (4) (5)
In my opinion, the Career-Services office is understaffed.
(1) (2) (3) (4) (5)
I was pleased with the number of companies interviewing at the Career-Services office within my major.
(1) (2) (3) (4) (5)
The Career-Services office is successful at attracting desirable employers to interview on campus.
(1) (2) (3) (4) (5)
The sign-up process for interviews at the Career-Services office is fair.
(1) (2) (3) (4) (5)
The Career-Services office provides enough information on how to use the Resume Expert software.
(1) (2) (3) (4) (5)
The Career-Services office offers adequate interview training.
(1) (2) (3) (4) (5)
(Continued)
case 11 545
E x h i b i t 1
Survey of Graduating Business Students (Continued)
Computer Facilities/Staf f
Did you ever use the Business School’s computer facilities?
(1) Yes (2) No
If not, why not?
If you answered yes to the question above, please complete the remainder of the questions regarding Computer Facilities/Staff. If you
answered no, please proceed to the following section—Library Facilities/Staff.
S tro n g ly Neither S tro n g ly
Agr ee Agr ee Agr ee/Disagree Disagree Disagree
The computer room needs to extend its weekend hours.
(1) (2) (3) (4) (5)
The computer room needs to extend its night hours.
(1) (2) (3) (4) (5)
More computers are needed in the computer room.
(1) (2) (3) (4) (5)
More printers are needed in the computer facilities.
(1) (2) (3) (4) (5)
The computer-room staff is helpful.
(1) (2) (3) (4) (5)
A computer was available when I needed to use one.
(1) (2) (3) (4) (5)
Librar y Facilities/Staf f
Did you use the Business School’s library facilities?
(1) Yes (2) No
If not, why not?
If you answered yes to the question above, please complete the remainder of the questions regarding Library Facilities/Staff. If you
answered no, please proceed to the following section—Student Organizations.
S tro n g ly Neither S tro n g ly
Agr ee Agr ee Agr ee/Disagree Disagree Disagree
The Library staff is helpful.
(1) (2) (3) (4) (5)
The Library has adequate study space.
(1) (2) (3) (4) (5)
546 case 11
E x h i b i t 1
Survey of Graduating Business Students (Continued)
Student Organizations
W e re you a member of any Business School student organizations?
(1) Yes (2) No
If not, why not?
If you answered yes to the question above, please complete the remainder of the questions regarding Student Organizations. If y ou answered no, please proceed to the following section—GENERAL.
How many organizations were you a member of?
(1) 1
(2) 2
(3) 3
(4) 4
Did you hold an of fi ce? (1) Yes (2) No
Do you believe the faculty and staff were supportive of the student organizations?
(1) Yes (2) No (3) Don’t know
What were your reasons for joining?
GENERAL
Str ongly Neither Str ongly Agr ee Agr ee Agr ee/Disagree Disagree Disagree
My Business School education has given me a sense of accomplishment.
(1) (2) (3) (4) (5)
The Business School is well respected nationally.
(1) (2) (3) (4) (5)
My undergraduate degree has prepared me well for a successful career in business.
(1) (2) (3) (4) (5)
The caliber of my classmates enhanced my learning.
(1) (2) (3) (4) (5)
The Business School should require more computer courses.
(1) (2) (3) (4) (5)
The copying facilities at the Business School are inadequate.
(1) (2) (3) (4) (5)
My undergraduate experience was disappointing.
(1) (2) (3) (4) (5)
The Business School placed too much emphasis on a high GPA and not enough on learning.
(1) (2) (3) (4) (5)
I felt like a number here at the Business School.
(1) (2) (3) (4) (5)
The Business School should have a mandatory class on ethics for undergraduates.
(1) (2) (3) (4) (5)
(Continued)
case 11 547
E x h i b i t 1
Survey of Graduating Business Students (Continued)
Please indicate the extent to which you agree that each of the following factors POSITIVE L Y CONTRIBUTED to the quality of your
overall undergraduate business education:
S tro n g ly Neither S tro n g ly
Agr ee Agr ee Agr ee/Disagree Disagree Disagree
Class size in major classes:
(1) (2) (3) (4) (5)
Class size in required courses:
(1) (2) (3) (4) (5)
Group projects:
(1) (2) (3) (4) (5)
Case studies:
(1) (2) (3) (4) (5)
Multiple-choice exams:
(1) (2) (3) (4) (5)
Use of creative thought:
(1) (2) (3) (4) (5)
Guest lecturers:
(1) (2) (3) (4) (5)
Required classes:
(1) (2) (3) (4) (5)
Number of electives you can take:
(1) (2) (3) (4) (5)
Number of required computer courses:
(1) (2) (3) (4) (5)
Please indicate the extent to which you agree that each of the following core classes POSITIVE L Y CONTRIBUTED to the quality of your
overall undergraduate business education:
Comp Sci (1) (2) (3) (4) (5)
Managerial Acctg 302 (1) (2) (3) (4) (5)
Financial Acctg 200 (1) (2) (3) (4) (5)
Communications 320 (1) (2) (3) (4) (5)
Business Law 330 (1) (2) (3) (4) (5)
Corporate Finance 510 (1) (2) (3) (4) (5)
Marketing 520 (1) (2) (3) (4) (5)
Org. Behavior 530 (1) (2) (3) (4) (5)
Business Statistics 570 (1) (2) (3) (4) (5)
Mgt of Serv-Mfg Op 574 (1) (2) (3) (4) (5)
OVERALL (1) (2) (3) (4) (5)
GENERAL INFORMATION
Please mark the number corresponding to your gender:
(1) Female (2) Male
Are you a state resident?
(1) Yes (2) No
Please mark the number(s) corresponding to your major(s).
(1) Accounting (7) Marketing
(2) Actuarial Science (8) Quantitative Analysis
(3) Diversified (9) Real Estate
(4) Finance (10) Risk Management
(5) Information Systems (11) Transportation and Public Utilities
(6) Management and Human Resources
548 case 11
E x h i b i t 1
Survey of Graduating Business Students (Continued)
Please mark the number corresponding to your G P A.
(1) 3.5–4.0 (2) 3.0–3.49 (3) 2.5–2.99 (4) 2.0–2.49
Please mark the number of years it will take you to graduate.
(1) 31⁄2 (2) 4 (3) 41⁄2 (4) 5 (5) >51⁄2
During the program (excluding summers), have you been employed?
(1) Employed full time (2) Employed part time (3) Not employed
What do you plan to do upon graduation?
- full-time employment
- part-time employment
- graduate school
- other, please specify
If you intend to work full time, please specify if you:
- have already accepted a position
- are still in the process of interviewing
- other, please specify
THANK YOU FOR COMPLETING THE SUR VEY OF GRADUA TING BUSINESS STUDENTS
E x h i b i t 2
A Sample of the Survey Responses to Question 1 Regarding Strengths
and Weaknesses
Strengths Weaknesses
Breadth of courses and disciplines. Not enough real-life applications.
The increase in group projects was also helpful. Core classes tedious.
Classes in your major are relatively small. Too much emphasis on GPA.
Excellent faculty advising (not undergrad advising). Lack of advisors.
Good faculty. Excellent profs. Lack of support facilities.
Has a good reputation. Awful undergraduate advising. Required some thought-provoking classes (literature, Classes are too much on theory.
philosophy). The computer classes are a waste of time.
Free laser printing in the computer lab. Too many unnecessary core requirements that could be used The resources for information gathering are great. for another class or elective.
The options of resources available are great. Too many exams scheduled in the 6th and 12th weeks.
The competitiveness, quality of students. Too many required group projects. Nice that classes aren’t greatly dependent on Fridays (open to Can’t get classes when needed.
work or volunteering). Too few resources for the number of students.
Clear curriculum of what classes are needed if in Pre-Business Students not treated as individuals. or Business—although there are a lot of them, the core Not enough computers.
classes allow you to touch all majors. Makes students take core classes in each function of business.
A well-respected and less costly route to a business undergrad Need more case studies and seminar-type classes with fewer degree than other alternatives available. students.
National reputation. There is too much memorization and not enough practical A few good professors that make up for all the bad ones. application of knowledge.
Some of the professors are terrific and really care about the Making appointments to see advisors. students. Professors expect too much.
Computer courses are too technical.
case 11 549
