Bronco Bookstore
Customer Satisfaction Report
Spring 2015
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Table of Contents
Methodology / Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Overall Store Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Importance vs. Satisfaction Ratings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Yearly Comparison. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Textbooks/Course Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Purchasing Behaviors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Renting Behaviors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Buy Back Behaviors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Shopping at Bronco Bookstore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Preferred Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Events/Sales Information Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Respondent Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
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Methodology and Objectives
During the spring of 2015, the Bronco Bookstore conducted an online Customer Satisfaction Survey created by
OnCampus Research, a division of indiCo. The survey fielded from January 12 through January 30, yielding a total
of 1,117 completed surveys. All surveys were compiled, tabulated, and analyzed by OnCampus Research staff.
The objective of the Customer Satisfaction Survey was to assist the Bronco Bookstore in identifying and measuring
factors essential to serving customers. This includes discovering store strengths and pinpointing areas for
improvement.
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Overall Store Evaluation
Overall Store Evaluation
(scale of 1-very poor, to 5-excellent)
3.92
0
1
2
3
4
5
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Importance vs. Satisfaction Ratings
The average satisfaction rating for the attributes is a 3.91 on a scale of 1-Very dissatisfied to 5Very satisfied. The satisfaction ratings ranged from a high of 4.43 and a low of 3.09.
The average importance rating for the attributes is a 4.21 on a scale of 1-Not at all important to
5-Extremely important. The importance ratings ranged from a high of 4.73 and a low of 3.35.
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Areas of Success
Areas of Success
(Above average
importance and above
average satisfaction)
This indicates where the
Bronco Bookstore is
meeting expectations.
These items have a
significant impact on overall
satisfaction.
The Bronco Bookstore
should maintain (or slightly
increase) emphasis on
items in this area.
Importance
Satisfaction
Gap
Industry
Average Gap
Confidence that textbook will be
correct edition
4.66
4.20
0.46
0.40
Clean and organized
4.51
4.43
0.08
0.06
Ease of website navigation
4.48
3.96
0.52
-
Useful store website
(www.broncobookstore.com)
4.47
4.02
0.45
0.47
Speed of service during first
week of classes
4.47
3.97
0.50
0.56
Quality of service
4.43
4.20
0.23
-
Ease of textbook ordering online
4.41
4.10
0.31
0.34
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Areas of Success (continued)
Areas of Success
(Above average
importance and above
average satisfaction)
This indicates where the
Bronco Bookstore is
meeting expectations.
These items have a
significant impact on overall
satisfaction.
The Bronco Bookstore
should maintain (or slightly
increase) emphasis on
items in this area.
Importance
Satisfaction
Gap
Industry
Average Gap
Ease of locating items
4.38
4.21
0.17
0.19
Responsiveness to requests,
issues, and complaints
4.38
4.04
0.34
0.28
Resolution of problems
4.38
4.03
0.35
N/A
Helpful, knowledgeable, store
staff
4.34
4.17
0.17
-
Convenient location
4.32
4.05
0.27
0.02
Convenient store hours
4.30
3.92
0.38
0.41
Store appearance
4.22
4.28
-0.06
N/A
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Opportunities for Improvement
Opportunities for
Improvement
(Above average importance
and below average
satisfaction)
This indicates where the
Bronco Bookstore is not
performing as well as
students expect it to
perform.
These items have a
significant impact on
satisfaction, and the Bronco
Bookstore should increase
emphasis on items in this
area.
Importance
Satisfaction
Gap
Industry
Averages Gap
Course materials available
when classes start (in stock)
4.73
3.81
0.92
0.85
Availability of used textbooks
4.62
3.52
1.10
1.13
4.62
3.09
1.53
1.65
4.60
3.66
0.94
0.87
4.49
3.79
0.70
N/A
Refund/exchange policies
4.38
3.90
0.48
0.60
Availability of textbook rentals
4.36
3.74
0.62
-
Textbook buyback program
4.36
3.16
1.20
1.40
Promotional offers
4.28
3.51
0.77
0.63
Competitively priced course
materials
Communication about expected
arrival of late or out-of-stock
course materials
Ability to compare textbook
prices
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Exceeding Expectations
Exceeding Expectations
(Below average importance
and above average
satisfaction)
This indicates where the
Bronco Bookstore is
performing significantly
better than expected.
These items do not
significantly affect the
overall level of satisfaction.
The Bronco Bookstore
should maintain (or
slightly decrease)
emphasis on items in this
area.
Importance
Satisfaction
Gap
Industry
Averages Gap
Inviting shopping atmosphere
4.18
4.17
0.01
-0.10
Selection of school supplies
4.14
4.15
-0.01
-0.11
Visually appealing displays
4.07
4.20
-0.13
-
Speed of service at other times
4.02
4.27
-0.25
-0.28
Selection of apparel and
accessories
3.93
3.98
-0.05
-0.26
Selection of general and
reference books
3.85
3.97
-0.12
-0.25
Selection of technology
products and accessories
3.67
3.97
-0.30
-
Selection of gift and novelty
items
3.49
3.94
-0.45
-
Selection of snacks and
beverages
3.42
3.97
-0.55
-0.85
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Less Important
Less Important
(Below average importance
and below average
satisfaction)
This indicates where the
Bronco Bookstore is not
performing well relative to its
performance in other areas;
however, these items are
generally considered to be
less important to students.
This area does not
significantly affect overall
satisfaction because the
items are less important.
Importance
Satisfaction
Gap
Industry
Averages Gap
Store support of institution's
academic mission
4.17
3.89
0.28
N/A
Communication about store
services, sales and events
4.17
3.65
0.52
0.34
Special order of course
materials
4.12
3.73
0.39
N/A
Good source for "one-stop
shopping"
4.11
3.88
0.23
0.16
Availability of digital/electronic
course materials
4.07
3.72
0.35
0.14
Competitively priced nontextbook products
3.99
3.57
0.42
-
Selection of non-textbook
merchandise online
3.97
3.63
0.34
0.20
Overall variety of all nontextbook product selection
3.81
3.86
-0.05
-
Store selection of seasonal
products
3.35
3.84
-0.49
N/A
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Yearly Comparison
Importance & Satisfaction Ratings
2015 vs. 2014
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Service
Satisfaction Ratings
Importance Ratings
2015
2014
Helpful, knowledgeable, store staff
4.17
4.20
4.43
Quality of service
4.20
4.26
4.47
4.53
Speed of service during first week
of classes
3.97
4.16
Speed of service at other times
4.02
4.09
Speed of service at other times
4.27
4.38
Responsiveness to requests,
issues, and complaints
4.38
4.35
Responsiveness to requests,
issues, and complaints
4.04
4.03
Refund/exchange policies
4.38
4.44
Refund/exchange policies
3.90
3.90
Convenient store hours
4.30
4.36
Convenient store hours
3.92
3.92
Resolution of problems
4.38
-
Resolution of problems
4.03
-
Mean
4.34
4.32
Mean
4.06
4.10
Service Attributes
2015
2014
Helpful, knowledgeable, store staff
4.34
4.29
Quality of service
4.43
Speed of service during first week
of classes
Service Attributes
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Textbooks/Course Materials
Satisfaction Ratings
Importance Ratings
Textbook/Course Materials
Attributes
2015
2014
4.73
4.74
4.60
4.60
4.66
4.71
Availability of used textbooks
4.62
4.64
Availability of textbook rentals
Availability of digital/electronic
course materials
Competitively priced course
materials
Textbook buyback program
4.36
4.24
4.07
3.91
4.62
4.65
4.36
Special order of course materials
Mean
Course materials available when
classes start (in stock)
Communication about expected
arrival of late or out-of-stock
course materials
Confidence that textbook will be
correct edition
Textbook/Course Materials
Attributes
2015
2014
3.81
3.80
3.66
3.67
4.20
4.22
Availability of used textbooks
3.52
3.59
3.74
3.74
3.72
3.75
3.09
3.07
4.39
Availability of textbook rentals
Availability of digital/electronic
course materials
Competitively priced course
materials
Textbook buyback program
3.16
3.17
4.12
4.12
Special order of course materials
3.73
3.78
4.46
4.44
Mean
3.63
3.64
Course materials available when
classes start (in stock)
Communication about expected
arrival of late or out-of-stock
course materials
Confidence that textbook will be
correct edition
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Other Products
Satisfaction Ratings
Importance Ratings
Other Products Attributes
2015
2014
Selection of general and reference
books
3.85
3.79
Selection of school supplies
4.14
4.22
3.93
3.87
3.42
3.32
3.67
3.61
3.49
3.51
3.35
-
3.99
3.92
3.81
3.75
3.74
3.69
Selection of apparel and
accessories
Selection of snacks and
beverages
Selection of technology products
and accessories
Selection of gift and novelty items
Store selection of seasonal
products
Competitively priced non-textbook
products
Overall variety of all non-textbook
product selection
Mean
Other Products Attributes
2015
2014
Selection of general and reference
books
3.97
4.03
Selection of school supplies
4.15
4.18
3.98
4.02
3.97
3.99
3.97
4.00
3.94
3.93
3.84
-
3.57
3.62
3.86
3.88
3.92
3.94
Selection of apparel and
accessories
Selection of snacks and
beverages
Selection of technology products
and accessories
Selection of gift and novelty items
Store selection of seasonal
products
Competitively priced non-textbook
products
Overall variety of all non-textbook
product selection
Mean
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Store
Satisfaction Ratings
Importance Ratings
2015
2014
Ease of locating items
4.21
4.22
4.49
Clean and organized
4.43
4.45
4.07
4.00
Visually appealing displays
4.20
4.25
Inviting shopping atmosphere
4.18
4.16
Inviting shopping atmosphere
4.17
4.20
Convenient location
4.32
4.38
Convenient location
4.05
4.09
Store appearance
4.22
-
Store appearance
4.28
-
Mean
4.28
4.31
Mean
4.22
4.24
Store Attributes
2015
2014
Ease of locating items
4.38
4.42
Clean and organized
4.51
Visually appealing displays
Store Attributes
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Website
Satisfaction Ratings
Importance Ratings
Website Attributes
2015
2014
Useful store website
(www.broncobookstore.com)
4.47
4.47
Ease of website navigation
4.48
Ease of textbook ordering online
Selection of non-textbook
merchandise online
Ability to compare textbook prices
Mean
Website Attributes
2015
2014
Useful store website
(www.broncobookstore.com)
4.02
4.04
4.48
Ease of website navigation
3.96
4.04
4.41
4.46
Ease of textbook ordering online
4.10
4.13
3.97
3.90
3.63
3.66
4.49
4.49
Selection of non-textbook
merchandise online
Ability to compare textbook prices
3.79
3.77
4.36
4.36
Mean
3.90
3.93
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Other
Satisfaction Ratings
Importance Ratings
Other Attributes
2015
2014
4.11
4.11
4.17
4.18
Promotional offers
4.28
4.30
Store support of institution's
academic mission
4.17
-
Mean
4.18
Good source for "one-stop
shopping"
Communication about store
services, sales and events
4.19
Other Attributes
2015
2014
3.88
3.88
3.65
3.73
Promotional offers
3.51
3.51
Store support of institution's
academic mission
3.89
-
Mean
3.73
3.76
Good source for "one-stop
shopping"
Communication about store
services, sales and events
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Overall Ratings
Overall Store Evaluation
Store Evaluation
2015
2014
3.92
3.92
Average Importance Rating
Importance
2015
2014
4.21
4.20
Average Satisfaction Rating
Satisfaction
2015
2014
3.91
3.93
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Textbooks/Course Materials
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Acquiring Course Materials
When Students Acquire Course Materials
More than a month in
advance
Almost 50% of students wait to acquire their
course materials the week classes start with
an additional 20% waiting until after classes
begin.
3.4%
Weeks before classes
begin
25.6%
Week of classes
beginning
48.4%
After classes begin
Not until I have a test
or assignment from
the book
I do not purchase or
rent course materials
20.3%
1.7%
0.6%
With so many students waiting until the last
minute to obtain their materials, the Bronco
Bookstore should continue to develop
strategies regarding the delivery of course
materials.
Specifically, the attributes ‘course materials
available when classes start (in stock)’ and
‘communication about expected arrival of late
or out-of-stock course materials’ were
classified as an opportunity for improvement.
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Content Format
Preferred Format
Fifty-one percent of students prefer a printed
version of their course materials versus 9% that
prefer a digital/electronic version.
50.7%
37.2%
9.2%
3.0%
Printed
Depends on
course
Digital/electronic
Students are using a combination approach to
acquire their course materials. In the past 12
months, 92% of students purchased at least one
course material while 70% rented at least one of
their course materials.
No preference
Meanwhile, the average student at the California
State Polytechnic University purchased 63% and
rented 36% of their course materials in the past 12
months.
In the past 12 months, the
Average Student …
Actual Course Material Format
Acquired
Purchased
91.6%
Rented
69.8%
Digital (purchased or rented)
34.2%
Purchased
62.6%
Rented
36.2%
of their course
materials
of their course
materials
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Purchase Behaviors
Where Students Purchased Their Textbooks
Bronco Bookstore
83.1%
Amazon
72.2%
Chegg.com
17.8%
Other students
12.9%
Half.com
Percentage of Required Course Materials
Purchased from Bronco Bookstore
100%
90%
7.6%
80%
9.5%
70%
9.0%
12.4%
60%
eBay
13.8%
7.0%
10.4%
50%
Other
6.7%
Barnesandnoble.com
6.0%
Facebook
5.6%
40%
7.6%
30%
Other campus bookstore
4.0%
20%
ValoreBooks.com
3.6%
10%
91.6% of students purchased at least one course
material within the past 12 months.
13.7%
10.6%
12.0%
9.2%
Students that indicated purchasing some of their books
from the Bronco Bookstore, purchased an average of
55.1% of their course materials there.
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Rental Behaviors
Where Students Rented Their Textbooks
Bronco Bookstore
65.8%
Amazon
46.4%
Chegg.com
BookRenter.com
23.8%
8.3%
Other
6.4%
Half.com
5.7%
Percentage of Required Course Materials
Rented from Bronco Bookstore
100%
27.9%
90%
80%
8.3%
3.6%
70%
60%
5.7%
3.1%
50%
40%
CampusBookRentals.com
Other campus bookstore
4.0%
4.9%
30%
Valorebooks.com
12.1%
3.1%
1.3%
69.8% of students rented at least one course
material within the past 12 months.
20%
10%
11.7%
11.2%
12.4%
Students that indicated renting some of their books
from the Bronco Bookstore, rented an average of
58.7% of their course materials there.
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Buyback Behaviors
Where Students Sold Their Textbooks
Bronco Bookstore
Percentage of Required Course Materials
Sold Back to Bronco Bookstore
33.7%
100%
I keep my books
90%
Other students
6.6%
13.3%
Amazon Marketplace
80%
11.8%
Amazon Trade-In
70%
8.8%
Facebook
60%
4.8%
Chegg.com
50%
4.2%
Half.com
2.3%
40%
Other campus bookstore
2.1%
30%
eBay
2.0%
20%
Other
1.6%
10%
ValoreBooks.com
0.8%
Barnesandnoble.com
0.6%
I haven't had a chance to
sell back books
30.2%
26.8%
24.9%
4.2%
6.9%
4.5%
5.6%
6.3%
10.1%
9.0%
16.7%
Students that indicated selling back books to the
Bronco Bookstore, sold back an average of 58.8%
of their course materials there.
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Buyback
Reasons Students Sold Textbooks Back Elsewhere
Could get more money somewhere else
49.4%
Bronco Bookstore would not buy my
book
20.1%
Limited buyback period at Bronco
Bookstore
Other
7.3%
3.8%
Inconvenient hours at Bronco Bookstore
3.5%
Inconvenient location of Bronco
Bookstore
I didn't sell them back, I kept my
textbooks
Amazon and Chegg appear to be the Bronco
Bookstore’s biggest competitors when it comes to
students buying and renting their course
materials. Furthermore, Amazon and other
students are the store’s biggest competitors when
it comes to students selling their materials.
10.3%
Takes too long to sell my books back to
Bronco Bookstore
Course Materials Summary
According to Student Watch™, students are
shopping around and looking for the best deals
when it comes to acquiring and selling their
course materials. The same is true for Bronco
Bookstore customers.
The Bronco Bookstore should consider strategies
that highlight some of the advantages of buying
and selling to the campus store versus online.
2.8%
48.1%
The bookstore should also continue strategies
that would improve the availability of used and
rental course materials as well as the textbook
buyback programs as all three attributes are
classified as opportunities for improvement.
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Shopping at Bronco Bookstore
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Frequency of Visits
Frequency of Customer Visits to Bronco
Bookstore
More than once a
week
Main Reason for Not Shopping at Bronco Bookstore More
Often
4.3%
Prices
About once a week
20.5%
About once a month
55.9%
No reason to shop
32.2%
20.4%
Location
10.0%
Product selection
At the beginning and
end of the term
6.1%
22.3%
Other
Only at the beginning
of the term
16.8%
Only at the end of the
term
2.0%
Never
2.0%
3.7%
Parking
1.7%
Customer service
1.7%
Store policies
0.5%
Approximately 75% of customers only visit the bookstore about once a month or less and more than half of
customers indicated they don’t shop more often due to store prices With 39% of customers visiting the store at the
beginning of the term, Bronco Bookstore should investigate new ways to get these customers back into their store
as well as examine possible new products with price points that customers are more comfortable with.
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Store Purchases
Bronco Bookstore Purchase Within Past 3 Months
Textbooks
75.0%
School supplies
66.8%
Clothing & accessories
48.2%
Money Spent at Bronco Bookstore Within Past
3 Months
$12,000.00
Food/beverages/snack
31.0%
$10,000.00
$10,000.00
Gifts and novelty items
17.9%
$8,000.00
General & refernce books
10.5%
$6,000.00
Other technology
products & accessories
9.4%
$4,000.00
Computer products and
supplies
9.3%
$2,000.00
Health & hygiene
products
2.9%
$0.00
$150.00
Minimum
Median
$0.00
Cosmetics & beauty
products
1.0%
Other
0.6%
No purchase made
$236.04
3.3%
Mean
Maximum
$200.00—Most common response (mode)
mentioned by 117 respondents.
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Preferred Promotions
Preferred Promotions
% off (no minimum purchase)
62.3%
Buy one item, get one item free
52.5%
$ off (no minimum purchase)
52.0%
Free gift with purchase
Preferred Promotions
Bronco Bookstore’s customers most preferred
promotions are those that do not require a minimum
purchase in order to redeem. While more than half of
customers prefer to receive money or a percentage
off (no minimum required), customers are 10% more
likely to prefer a percentage off their purchase (62%)
versus a specific dollar amount off (52%).
24.2%
Free shipping
18.7%
Buy one item, get a discount on a
second item
13.2%
% off (with minimum purchase)
13.1%
$ off (with minimum purchase)
Buy one, get one free promotions are also very
popular with customers. Products that generally have
higher margins such as clothes and mugs are most
commonly used for these promotions. Connect2One’s
‘Commit2Win’ program is one way stores have been
able to offer these types of promotions in the past.
10.2%
Box sale
9.0%
Secret sale (find out % discount at
checkout)
3.9%
Founders sale
2.3%
Other:
1.0%
I do not prefer any promotions
1.5%
0%
20%
40%
60%
80%
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Events/Sales Information Sources
Sources Used to Learn About Store Sales and Events
E-mail from store
54.7%
Posters/signs/bulletin
boards/chalking on campus
33.8%
In-store signage
27.5%
Word-of-mouth
22.6%
Website
19.8%
Fliers/ads in campus mail
16.3%
Social networking sites
(Facebook, Twitter, etc.)
14.0%
Poly Post
Text messages
Other
I never hear about
bookstore events and sales
Email is the most popular way customers
hear about store sales and events.
Additionally, one-third of customers also
learn about bookstore happenings through
posters/signs on campus.
Bronco Bookstore should consider further
investigation into what events customers
would like the bookstore to hold as well as
what they would want to hear from the store.
With prices and having no ‘reason’ to shop
being the primary reasons customers are
not shopping at Bronco Bookstore more
often, the store should craft strategies that
advertises sales/promotions and provides
customers a reason to visit the store.
8.0%
2.5%
0.5%
14.4%
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Respondent Demographics
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Respondent Demographics
Type of Customer
Gender
Full-time student
83.6%
Administration/staff
member
Part-time student
10.4%
Male
36.7 %
4.7%
Female
63.3%
Alumni
0.5%
Faculty member
0.4%
Guest/visitor
0.4%
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Respondent Demographics (continued)
Major
Student Classification
Business
First-year student
21.1%
25.2%
Second-year student
Engineering
18.8%
Third-year student
24.7%
Fourth-year student
8.7%
Graduate student
Sciences
11.8%
Social Sciences
3.8%
Other
16.7%
Other
16.0%
Fifth-year student
18.1%
9.2%
Arts
2.7%
5.6%
Health-Related Sciences
4.5%
Education
4.3%
Where do you live?
Computer Sciences
8.9%
House/Apartment NOT within
walking distance to campus
16.1%
Residence hall
2.8%
Undecided
2.0%
Communication Sciences
1.9%
Humanities
1.3%
75.1%
N/A
0.4%
Vocational/Technical
0.2%
House/Apartment within
walking distance to campus
88.3% of respondents were students.
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Respondent Demographics (continued)
Department
Other:
26.7%
Administration - Student Affairs
21.7%
Administration - Information Technology
8.3%
College of Letters, Arts& Social Sciences
7.5%
Administration - Academic Affairs
7.5%
College of Business
4.2%
College of Agriculture
3.3%
College of Environmental Design
3.3%
10.8%
Admissions
3.3%
of respondents were
administration/staff or faculty.
Extended University
2.5%
College of Science
2.5%
College of Engineering
2.5%
Administration - University Advancement
2.5%
Police/Parking Services
1.7%
Foundation
0.8%
Associated Students (ASI)
0.8%
College of Education
0.8%
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© 2015 OnCampus Research
All rights reserved. No part of this report may be used or reproduced in any manner without express permission from
OnCampus Research, 500 E. Lorain St., Oberlin, OH 44074.
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Customer Satisfaction Survey
Industry Averages
Report
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Industry Averages
About the Industry Averages
The Industry Averages Report are the combined averages from all Customer Satisfaction Surveys conducted during
the summer of 2012 through spring of 2014. There were a total of 31 surveys conducted during this timeframe.
Majority of the surveys conducted were at large, public, four-year colleges/universities.
Enrollment Size
More than
10,000
45.2%
5,000 or
10,000
Public
2 Year vs. 4 Year
77.4%
4-Year
90.3%
29.0%
Less than
5,000
0.0%
Public vs. Private
Private
25.8%
20.0%
40.0%
60.0%
0.0%
2-Year
22.6%
50.0%
100.0%
0.0%
9.7%
50.0%
100.0%
The Industry Averages can be used as a benchmark for your store. Take into account the differences between your
store’s enrollment/type of campus and the breakdown of overall averages. The closer you are to the majority of
responses shown in the averages above, the easier it is to benchmark against the survey data. Stores that do not fit
enrollment or campus type may still use the Industry Averages as a general guideline.
The Customer Satisfaction Survey underwent an evaluation during the summer of 2013. During this evaluation, new
questions and attributes were added, others re-worded and a few removed. New questions and answer options are
noted in this report. There is no comparable data available yet for these new questions and answer options.
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Industry Averages (continued)
Service Attributes
Importance
Satisfaction
Gap
Helpful, friendly bookstore staff***
4.32
4.09
0.23
Knowledgeable bookstore staff***
4.42
4.05
0.33
*
*
*
Speed of service during first week of classes
4.38
3.82
0.56
Speed of service at other times
3.89
4.16
-0.28
Responsiveness to requests, issues, and
complaints
4.35
4.07
0.28
Refund/exchange policies
4.32
3.73
0.60
Convenient store hours
4.25
3.84
0.41
Quality of service*
*New question/answer option . Comparable data not yet available.
***Question/answer option has been reworded.
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Industry Averages (continued)
Textbook/Course Materials Attributes
Importance
Satisfaction
Gap
Course materials available when classes start
4.70
3.85
0.85
Communication about expected arrival of late or
out-of-stock course materials
4.51
3.64
0.87
Confidence that textbook will be correct edition
4.61
4.21
0.40
Availability of used textbooks
4.56
3.42
1.13
*
*
*
Availability of digital/electronic course materials
3.81
3.67
0.14
Competitively priced course materials
4.60
2.95
1.65
Textbook buyback program***
4.42
3.02
1.40
Availability of textbook rentals*
*Comparable data not yet available.
***Question/answer option has been reworded.
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Industry Averages (continued)
Other Products Attributes
Importance
Satisfaction
Gap
Selection of general and reference books
3.59
3.84
-0.25
Selection of school supplies
3.85
3.96
-0.11
Selection of apparel and accessories***
3.68
3.94
-0.26
Selection of snacks and beverages
2.96
3.81
-0.85
Selection of technology products and accessories*
*
*
*
Selection of gifts and novelty items*
*
*
*
Competitively priced non-textbook products*
*
*
*
Variety of non-textbook product selection*
*
*
*
Store Attributes
Importance
Satisfaction
Gap
Ease of locating items
4.25
4.06
0.19
Clean and organized
4.37
4.31
0.06
*
*
*
Inviting shopping atmosphere
3.99
4.09
-0.10
Convenient location
4.23
4.21
0.02
Visually appealing displays*
*Comparable data not yet available.
***Question/answer option has been reworded.
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Industry Averages (continued)
Website Attributes
Importance
Satisfaction
Gap
4.22
3.75
0.47
*
*
*
Ease of textbook ordering online
4.20
3.86
0.34
Selection of non-textbook merchandise online***
3.83
3.63
0.20
Importance
Satisfaction
Gap
Good source for "one-stop shopping"
3.82
3.66
0.16
Communication about store services, sales and
events***
3.90
3.56
0.34
Promotional offers
4.03
3.40
0.63
Useful store website
Ease of website navigation*
Other Attributes
*Comparable data not yet available.
***Question/answer option has been reworded.
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Industry Averages (continued)
Overall Store Evaluation
(scale of 1-very poor, to 5-excellent*)
3.81
0
1
2
3
4
5
*Scale remains a 5 point scale but changed during summer 2013 from 1-low to 5-high to current rating of 1-very poor to 5-excellent.
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Industry Averages (continued)
In what field is your major?
What is your gender?
Male
30.4%
Arts
6.9%
Female
69.5%
Business
14.1%
Computer Sciences
2.3%
Communication Sciences
6.9%
Which one of these categories best describes you?
(please check only one)
Part-time student
8.5%
Education
10.2%
Full-time student
81.6%
Engineering
5.9%
Alumni
1.7%
Humanities
4.3%
Administration/staff member
6.3%
Health-Related Sciences
12.3%
Faculty member
1.5%
Sciences
14.2%
Guest/visitor
1.0%
Social Sciences
11.2%
Vocational/Technical
0.4%
What is your student classification?
First-year student
23.5%
Other
8.5%
Second-year student
19.4%
Undecided
3.2%
Third--year student
22.6%
N/A
2.5%
Fourth-year student
21.6%
Fifth-year student*
*
Graduate student
7.4%
Other
5.6%
Which best describes where you currently live?***
Residence hall
House/Apartment within walking distance
to campus
House/Apartment NOT within walking
distance to campus
*Comparable data not yet available.
***Question/answer option has been reworded.
32.4%
*
*
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Industry Averages (continued)
If the choice were entirely up to you, what would your
preferred textbook option be when taking a class?*
Printed textbook
*
Digital/electronic textbook
*
Depends on course
*
No preference
*
When do you typically purchase or rent your course
materials?
More than a month in advance
*
Weeks before classes begin
*
Week of classes beginning***
35.3%
After classes begin***
17.2%
Not until I have a test or assignment
from the book
I do not purchase or rent course
materials
16.8%
*
Please indicate what percent of your course materials
you typically purchase and rent. Combined percentage
must not exceed 100%*
Purchase
*
Rent
*
*Comparable data not yet available.
***Question/answer option has been reworded.
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Industry Averages (continued)
In the past year, where have you PURCHASED your
textbooks? (select all that apply)*
In the past year, what percent did you PURCHASE from
the Campus Bookstore?
Campus Bookstore
*
100%
17.4%
Other campus Campus Bookstore
*
90%
11.4%
Amazon
*
80%
9.9%
Barnesandnoble.com
*
70%
8.3%
Chegg.com
*
60%
5.6%
eBay
*
50%
12.1%
Facebook
*
40%
6.3%
Half.com
*
30%
8.8%
ValoreBooks.com
*
20%
8.7%
Other students
*
10%
8.7%
Other:
*
*Comparable data not yet available.
***Question/answer option has been reworded.
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Industry Averages (continued)
In the past year, where have RENTED your textbooks?
(select all that apply)*
In the past year, what percent did you RENT from the
Campus Bookstore?*
Campus Bookstore
*
100%
*
Other campus Campus Bookstore
*
90%
*
Amazon
*
80%
*
BookRenter.com
*
70%
*
CampusBookRentals.com
*
60%
*
Chegg.com
*
50%
*
Half.com
*
40%
*
Valorebooks.com
*
30%
*
Other:
*
20%
*
10%
*
*Comparable data not yet available.
***Question/answer option has been reworded.
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Industry Averages (continued)
In the past year, where have SOLD BACK your
textbooks? (select all that apply)
In the past year, what percent did you SELL BACK to
the Campus Bookstore?
Campus Bookstore
42.1%
100%
9.1%
Other campus bookstore
14.9%
90%
5.9%
Amazon Marketplace
*
80%
7.5%
Amazon Trade-In
*
70%
5.5%
Barnesandnoble.com
1.0%
60%
4.7%
Chegg.com
8.8%
50%
10.4%
eBay
6.6%
40%
5.6%
Facebook
4.6%
30%
7.4%
Half.com
6.4%
20%
8.3%
*
10%
12.8%
ValoreBooks.com
Other students
28.3%
Other:
7.5%
I keep my books
40.4%
I haven't had a chance to sell back books
*
*Comparable data not yet available.
***Question/answer option has been reworded.
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Industry Averages (continued)
What were the main reason you sold you textbooks to
a place other than the Campus Store? (select all that
apply)
Inconvenient location of Campus Store
6.0%
Inconvenient hours at Campus Store
5.9%
Campus Store would not buy my book
38.0%
Limited buyback period at Campus Store
*
Could get more money somewhere else
55.7%
Takes too long to sell my books back to
Campus Store
5.9%
I didn't sell them back, I kept my textbooks
45.7%
Other
*
Did you purchase or rent any digital/electronic
textbooks in the past twelve months?*
Yes
*
No
*
What sources do you use to find information on
bookstore events and sales? (select all that apply)
Campus newspaper
12.0%
E-mail from store
57.4%
Fliers/ads in campus mail
14.8%
In-store signage
22.8%
Posters/signs/bulletin boards/chalking on
campus
Social networking sites (Facebook, Twitter,
etc.)
Text messages
29.4%
13.1%
*
Website
17.0%
Word-of-mouth
24.8%
Other:
1.2%
I never hear about store events and sales
18.5%
*Comparable data not yet available.
***Question/answer option has been reworded.
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Industry Averages (continued)
In the last 3 months, which of the following products
have you purchased from your Campus Store? (check all
More than once a week
4.9%
71.4%
About once a week
14.8%
*
About once a month
50.4%
that apply)
Textbooks
General & reference books
How frequently do you visit the Campus Store?
School supplies (notebook, pens, etc.)
56.6%
Only at the beginning of the term
24.9%
Clothing & accessories
39.4%
Only at the end of the term
2.8%
Gift and novelty items
24.6%
At the beginning and end of the term
Health & hygiene products
6.9%
Never
Cosmetics & beauty products
2.7%
Food/beverage/snack
27.5%
*
2.0%
What is your main reason for not shopping at your
Campus Store more often?
Customer service
1.6%
Computer products and supplies
*
Location
8.2%
Other technology products & accessories
*
Parking
3.3%
Prices
55.0%
Product selection
11.3%
Store policies
0.5%
Other:
No purchase made
3.2%
*
Approximately how much did you personally spend at
the Campus Store during the past 3 months.*
Mean
*
No reason to shop
Median
*
Other
*Comparable data not yet available.
***Question/answer option has been reworded.
*
13.0%
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© 2014 OnCampus Research
All rights reserved. No part of this report may be used or reproduced in any manner without
express permission from OnCampus Research, 500 E. Lorain St., Oberlin, OH 44074.
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Bronco Bookstore
Faculty Satisfaction Report
Spring 2015
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Table of Contents
Methodology / Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Overall Store Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Importance vs. Satisfaction Ratings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Yearly Comparison . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . 11
Faculty Use of Course Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Frequency of Visits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Respondent Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
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Methodology and Objectives
During the spring of 2015, the Bronco Bookstore conducted an online Faculty Satisfaction Survey created by
OnCampus Research, a division of indiCo. The survey fielded from January 12 through February 12, yielding a total
of 83 completed surveys. All surveys were compiled, tabulated, and analyzed by OnCampus Research staff.
The objective of the Faculty Satisfaction Survey was to assist Bronco Bookstore in identifying and measuring factors
essential to serving faculty. This includes discovering store strengths and pinpointing areas for improvement.
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Overall Store Evaluation
Overall Store Evaluation
(scale of 1-very poor, to 5-excellent)
3.90
0
1
2
3
4
5
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Importance vs. Satisfaction Ratings
The average importance rating for the attributes is a 3.65 on a scale of 1-Not at all important to
5-Extremely important. The importance ratings ranged from a high of 4.66 and a low of 2.24.
The average satisfaction rating for the attributes is a 3.87 on a scale of 1-Very dissatisfied to
5-Very satisfied. The satisfaction ratings ranged from a high of 4.32 and a low of 3.42.
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Areas of Success
Areas of Success
(Above average importance / above average satisfaction)
Importance
Satisfaction
Gap
Industry
Averages
Course materials available when classes
start
4.66
4.23
0.43
0.66
Timely resolution of course material-related
problems
4.51
3.87
0.64
0.60
Convenient process for submitting course
material adoptions
4.32
3.93
0.39
0.14
Knowledgeable store personnel
4.15
4.24
-0.09
0.19
Helpful and friendly store personnel
4.10
4.32
-0.22
0.18
This indicates where the Bronco Bookstore is meeting expectations. These items have a
significant impact on overall satisfaction. Bronco Bookstore should maintain (or slightly
increase) emphasis on items in this area.
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Areas of Success (continued)
Areas of Success
(Above average importance / above average satisfaction)
Importance
Satisfaction
Gap
Industry
Averages
Store support of students with course
materials assistance
4.10
3.98
0.12
-
Availability of used books
4.09
4.05
0.04
0.17
3.96
3.98
-0.02
N/A
3.87
3.88
-0.01
-0.47
3.83
3.98
-0.15
-
Efficient and responsive handling of special
order requests
Communication from store staff of
alternative course material availability (e.g.,
different formats available at lower cost)
Store support of academic mission
This indicates where the Bronco Bookstore is meeting expectations. These items have a
significant impact on overall satisfaction. Bronco Bookstore should maintain (or slightly
increase) emphasis on items in this area.
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Opportunities for Improvement
Opportunities for Improvement
(Above average importance / below average satisfaction)
Importance
Satisfaction
Gap
Industry
Averages
Communication of potential problems (e.g.,
out-of-stock)
4.40
3.53
0.87
0.85
Convenient store hours
4.21
3.85
0.36
0.03
Transparency of course materials price in
comparison to other sources
3.86
3.53
0.33
-
Availability of digital (e.g., eBooks, access
codes)+
3.76
3.77
-0.01
-
Availability of rental books+
3.69
3.86
-0.17
-
This indicates where Bronco Bookstore is not performing as well as faculty expect it to perform.
These items have a significant impact on satisfaction, and Bronco Bookstore should increase
emphasis on items in this area.
+NOTE:
While these attributes technically qualify as an opportunity for improvement based on OnCampus
Research criteria, it should be noted that the satisfaction rating is higher than its corresponding importance mean.
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Exceeding Expectations
Exceeding Expectations
(Below average importance / above average satisfaction)
Importance
Satisfaction
Gap
Industry
Averages
3.54
3.98
-0.44
-
3.45
3.92
-0.47
-0.45
3.43
3.93
-0.50
-
Store layout/organization
3.42
4.05
-0.63
-0.28
Direct contact with the text department (e.g.,
buyers, manager)
3.36
3.90
-0.54
-0.51
Store selection of office and academic
supplies
3.17
3.93
-0.76
-0.23
Store support of campus culture
Availability of other alternative course
material formats (i.e., non-bound, custom
published etc.)
Store selection of technology
products/accessories
This indicates where Bronco Bookstore is performing significantly better than expected. These
items do not significantly affect the overall level of satisfaction. Bronco Bookstore should maintain
(or slightly decrease) emphasis on items in this area.
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Less Important
Less Important
(Below average importance / below average satisfaction)
Importance
Satisfaction
Gap
Industry
Averages
Outreach with digital information, trends, etc.
3.53
3.54
-0.01
N/A
Store selection of university
apparel/accessories
3.35
3.75
-0.40
-0.55
Store selection of gift and insignia
merchandise
2.99
3.74
-0.75
-
Store support of faculty and college events
(e.g., author signings, seminars, etc.)
2.97
3.76
-0.79
-0.64
Assistance with coursepacks/duplicated
course materials
2.95
3.68
-0.73
-0.64
Store selection of seasonal products
2.28
3.68
-1.40
N/A
Store selection of food and beverage
2.24
3.42
-1.18
-
This indicates where Bronco Bookstore is not performing well relative to the store’s performance
in other areas; however, these items do not significantly affect overall satisfaction because
the items are less important.
NOTE: While the above technically qualify as less important based on OnCampus Research criteria,
please note that all the satisfaction ratings are higher than the corresponding importance means.
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Yearly Comparison
Importance & Satisfaction Ratings
2015 vs. 2014
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Yearly Comparison: Textbook
Satisfaction Ratings
Importance Ratings
Textbook Attributes
Course materials available when
classes start
Communication of potential problems
(e.g., out-of-stock)
Timely resolution of course materialrelated problems
Communication from store staff of
alternative course material availability
(e.g., different formats available at
lower cost)
Convenient process for submitting
course material adoptions
Direct contact with the text department
(e.g., buyers, manager)
Assistance with
coursepacks/duplicated course
materials
Transparency of course materials price
in comparison to other sources
Outreach with digital information,
trends, etc.
Mean
2015
2014
4.66
4.24
4.40
4.16
4.51
4.04
3.87
3.11
4.32
3.59
3.36
3.39
2.95
2.99
3.86
3.53
3.94
3.65
Textbook Attributes
Course materials available when
classes start
Communication of potential problems
(e.g., out-of-stock)
Timely resolution of course materialrelated problems
Communication from store staff of
alternative course material availability
(e.g., different formats available at
lower cost)
Convenient process for submitting
course material adoptions
Direct contact with the text department
(e.g., buyers, manager)
Assistance with
coursepacks/duplicated course
materials
Transparency of course materials price
in comparison to other sources
Outreach with digital information,
trends, etc.
Mean
2015
2014
4.23
4.19
3.53
3.90
3.87
4.18
3.88
3.85
3.93
4.03
3.90
4.24
3.68
3.92
3.53
3.54
3.79
4.04
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Yearly Comparison: Textbook Format
Satisfaction Ratings
Importance Ratings
Textbook Format Attributes
2015
2014
Availability of used books
4.09
3.87
Availability of rental books
3.69
Availability of digital (e.g., eBooks,
access codes)
3.76
Availability of other alternative course
material formats (i.e., non-bound,
custom published etc.)
Mean
Textbook Format Attributes
2015
2014
Availability of used books
4.05
4.06
Availability of rental books
3.86
3.38
Availability of digital (e.g., eBooks,
access codes)
3.77
3.90
3.45
3.27
Availability of other alternative course
material formats (i.e., non-bound,
custom published etc.)
3.92
3.89
3.75
3.51
Mean
3.90
3.95
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Yearly Comparison: Store Operations
Importance Ratings
Store Operations
Satisfaction Ratings
2015
2014
Knowledgeable store personnel
4.15
4.23
Helpful and friendly store
personnel
4.10
Store layout/organization
2015
2014
Knowledgeable store personnel
4.24
4.25
4.41
Helpful and friendly store
personnel
4.32
4.34
3.42
3.65
Store layout/organization
4.05
4.10
Store support of faculty and
college events (e.g., author
signings, seminars, etc.)
2.97
3.27
Store support of faculty and
college events (e.g., author
signings, seminars, etc.)
3.76
3.94
Store support of academic mission
3.83
Store support of academic mission
3.98
Store support of campus culture
3.54
Store support of campus culture
3.98
Store support of students with
course materials assistance
Convenient store hours
Efficient and responsive handling
of special order requests
Mean
4.10
4.21
4.05
3.96
3.81
3.95
Store Operations
Store support of students with
course materials assistance
Convenient store hours
Efficient and responsive handling
of special order requests
Mean
3.98
3.85
3.93
3.98
4.02
4.10
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Yearly Comparison: Products
Importance Ratings
Products Attributes
Store selection of office and
academic supplies
Store selection of technology
products/accessories
Store selection of university
apparel/accessories
Store selection of gift and insignia
merchandise
Store selection of food and
beverage
Store selection of seasonal
products
Mean
Satisfaction Ratings
2015
2014
3.17
3.42
3.43
3.55
3.35
3.58
2.99
3.18
2.24
2.28
2.91
3.36
Products Attributes
Store selection of office and
academic supplies
Store selection of technology
products/accessories
Store selection of university
apparel/accessories
Store selection of gift and insignia
merchandise
Store selection of food and
beverage
Store selection of seasonal
products
Mean
2015
2014
3.93
3.99
3.93
3.98
3.75
3.83
3.74
3.72
3.42
3.68
3.74
3.86
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Yearly Comparison: Overall Evaluation
Overall Store Evaluation
Store Evaluation
2015
2014
3.90
4.05
Average Importance Rating
Importance
2015
2014
3.65
3.64
Average Satisfaction Rating
Satisfaction
2015
2014
3.87
4.01
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Faculty Use of Course Materials
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Faculty Perceptions
The campus store is a valued partner in helping deliver high quality education to students.
2.5%
9.9%
27.2%
42.0%
18.5%
The campus store offers students a variety of course materials options at different price points.
6.6%
10.5%
34.2%
44.7%
3.9%
The cost of course materials has an impact on student learning.
1.2% 6.2%
18.5%
51.9%
Strongly disagree
Disagree
Neutral
22.2%
Agree
Strongly agree
The majority of faculty at Cal Poly see the campus store as a valuable partner in helping to deliver high quality education
to students. Majority of faculty also believe that the cost of course materials has an impact on student learning. The
campus store should continue to offer a variety of course material options at different prices points, as one-third of
respondents are neutral on whether the store currently does this.
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Course Material Selection
The majority of faculty respondents indicated that they
select the materials for their courses.
While 74% agreed that the cost of course materials has
an impact on student learning, price is not the most
important factor when deciding what materials to select
/ adopt.
Factors When Selecting Course Materials
Breadth and depth of material covered
71.6%
Price
The most important factors are those that tend to
have direct impact on student learning -- the breadth
and depth of material.
Who Selects Course Materials
65% I am the sole decision maker for my courses
22% I am part of a group discussion, and make the final decision
I am part of a group discussion, and someone else makes the
12% final decision
10% I have minimal to no input into material selection
55.6%
Layout, organization, structure of
content
44.4%
Author(s)
24.7%
Availability of format (digital/print/both)
22.2%
Availability of supplemental material
(videos, prepared study tools for
students, etc.)
21.0%
Publisher
3.7%
Other:
3.7%
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Course Material Formats Used
Course Instruction Materials
81.9%
81.7%
Traditional printed course materials (textbooks,
coursepacks, etc.)
66.3%
62.2%
Learning management systems (Blackboard,
Sakai, etc.)
Professional journals and/or articles
54.2%
45.1%
Digital/electronic course materials (eBooks,
access codes, etc.)
54.2%
42.7%
Custom materials from publishers
Faculty usage of professionals
journals/articles, digital/electronic
course materials and OER materials
is anticipated to increase within the
next 12 months. However, it appears
that faculty are planning to use these
resources in addition to, rather than in
place of the current instructional
materials they are using.
33.7%
22.0%
Open educational resources (OER)
16.9%
15.9%
Other:
7.2%
7.3%
I do not use materials for any courses
6.0%
6.1%
Majority of faculty respondents
indicated using at least one type of
course material for the classes they
teach.
Next 12 Months
Past 12 Months
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Open Educational Resources (OER)
Despite being a popular topic in higher education, a large section
of faculty (42%) are still unfamiliar with Open Educational
Resources (OER). The Bronco Bookstore should consider
holding information sessions to explain what OERs are, the
benefits of using these materials and how the bookstore can
assist in the process.
Usage Expected to Increase
Even with the lack of familiarity, OER usage is expected to
increase about 10% in the next 12 months. While one-fourth of
respondents have experience with using OERs in their courses,
an additional 29% are considering using it. Only 4% of faculty
indicated they have no interest in OERs.
The Bronco Bookstore should consider meeting with faculty who
have used OERs and discuss their experiences. Find out the
faculty’s pain points as well as the advantages of OERs. This
then can then assist the store in identifying and understanding
their potential role(s).
Open Educational Resources
Usage
3.6%
8.4%
16.9%
I am unfamiliar with OERs
42.2%
No, but considering it
Yes, currently using OERs
28.9%
Have used it in the past, but
not currently
No, and have no interest in
OERs
Definition
For the purpose of the survey, open educational resources were defined as teaching, learning, and research resources that reside in the public
domain or have been released under an intellectual property license that permits their free use and re-purposing by others. Open educational
resources include full courses, course materials, modules, textbooks, streaming videos, tests, software, and any other tools, materials, or
techniques used to support access to knowledge.
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Course Material Usage
According to Student Watch™*, faculty use of course materials factors
significantly into a student’s decision whether or not to acquire their
course materials.
Three-fourths of respondents required students to obtain most or all of
the materials adopted for class and 82% stated that they moderately or
extensively incorporate the materials into their instruction.
Where Faculty Refer Students for Course Materials
Bronco Bookstore
74.7%
Amazon
According to the customer survey, the Bronco Bookstore and Amazon
are the primary sources for students when obtaining materials, which
parallels where Cal Poly faculty are referring their students.
Require Student to Obtain Materials Adopted
6.0%
34.9%
Library
Other online retailer
25.3%
19.3%
3.6%
Publisher site(s)
13.3%
48.2%
28.9%
Require all materials
Require most materials
Require some materials
N/A
82%
regularly incorporate
materials
9.6%
Other:
7.2%
Chegg
6.0%
I do not refer my students to any
sources
21.7%
Do not require materials
*OnCampus Research. (2014). Student WatchTM Attitudes & Behaviors toward Course Materials Spring 2014.
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Facilitating Faculty-Publisher Relationship
Almost two-thirds of respondents have at least a moderate interest in the bookstore facilitating faculty-publisher
relationships and communications. About 10% of faculty refer students directly to the publisher site(s). Only 4% of
respondents indicated that the publisher was one of the most important factors when deciding what course materials to
adopt/select.
If not already, the Bronco Bookstore should be having regular conversations with faculty about how the store can better
serve their needs as well as current trends like OERs which could have an impact on their instruction. These
conversations can help the bookstore maintain and strengthen its’ image as an invaluable resource for faculty and a
partner in helping deliver high quality education to students.
Interest with Store Facilitating Faculty-Publisher Relationship
63.9%
25.3%
Not at all interested
10.8%
Slightly interested
28.9%
Moderatley interested
21.7%
Very interested
13.3%
Extremely interested
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Frequency of Visits
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Visiting the Bookstore
Preferred Sources for Information on Store Events /
Promotions / Services
Frequency of Store Visits
Once a week
E-mail from store
4.9%
68.7%
Website
Once a month
Only at the beginning and end of
term
29.3%
12.2%
Once at the beginning of term
Once at the end of term
Posters/signs/bulletin boards/chalking on
campus
14.5%
Poly Post
12.0%
In-store signage
10.8%
Fliers/ads in campus mail
8.4%
Word-of-mouth
7.2%
Social networking sites (Facebook, Twitter,
etc.)
7.2%
31.7%
9.8%
Other:
Never
16.9%
12.2%
I do not seek out information on store
events, promotions and services
3.6%
15.7%
Approximately 95% of faculty only visit Bronco Bookstore about once a month or less. The bookstore should
explore new ways to get the faculty into the store more often.
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Visiting the Website
Frequency of Website Visits
Several times a week
1.2%
Faculty Use of Website
Once a week
1.2%
Once a month
19.3%
Only at the beginning and end of term
19.3%
Once at the beginning of term
Once at the end of term
Never
22.9%
12.0%
Submit course material adoptions
62.9%
Verify adopted course materials are available in store
38.7%
Look up store information (contact info, hours, etc.)
35.5%
Check selling price of adopted course materials
30.6%
Purchase products
21.0%
Other
3.2%
24.1%
Majority of faculty only visit the Bronco Bookstore website once or twice a term. Most of the faculty
that visit the website do so to submit their adoptions.
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Respondent Demographics
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Respondent Demographics
Discipline
Academic Title
Social Sciences
18.3%
Business
18.3%
Other:
14.6%
Education
Lecturer
31.3%
Professor
24.1%
12.2%
Assistant Professor
Humanities
8.5%
Sciences
8.5%
Engineering
18.1%
Associate Professor
10.8%
7.3%
Adjunct Professor
Mathematics/Computer Sciences
7.2%
6.1%
Health-Related
3.7%
Vocational/Technical
1.2%
Communications
1.2%
Other:
Instructor
6.0%
2.4%
Approximately 64% of respondents are
full-time faculty members on campus.
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Materials Faculty Publish
Materials Published by Faculty
Years at Cal Poly
Less than 1 year
Journals or scholarly papers
14.6%
53.1%
Textbooks
1-5 years
Custom course content pack / textbooks
6-10 years
Blogs
8.6%
Open educational resource content
8.6%
18.3%
3.7%
Other:
More than 20
years
11.1%
24.4%
11-15 years
16-20 years
13.6%
23.2%
15.9%
General or trade books
None
6.2%
4.9%
32.1%
Approximately 71% of respondents are aware the
bookstore is a part of the institution and store profits
go back to support the institution.
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© 2015 OnCampus Research
All rights reserved. No part of this report may be used or reproduced in any manner without express permission from
OnCampus Research, 500 E. Lorain St., Oberlin, OH 44074.
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Faculty Satisfaction Survey
Industry Averages
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Industry Averages
About the Industry Averages
The Industry Averages are the combined averages from all Faculty Satisfaction Surveys conducted during the fall of
2012 through spring of 2014. There were a total of 21 surveys conducted during this timeframe. Majority of the
surveys conducted were at large, public, four-year colleges/universities.
Total Number of Faculty
800 or
more
42.9%
300 799
Public
2 Year vs. 4 Year
76.2%
4-Year
76.2%
33.3%
0-299
0.0%
Public vs. Private
Private
23.8%
20.0%
40.0%
60.0%
0.0%
2-Year
23.8%
50.0%
100.0%
0.0%
23.8%
50.0%
100.0%
The Industry Averages can be used as a benchmark for your store. Take into account the differences between your
store’s enrollment/type of campus and the breakdown of overall averages. The closer you are to the majority of
responses shown in the averages above, the easier it is to benchmark against the survey data. Stores that do not fit
enrollment or campus type may still use the Industry Averages as a general guideline.
The Faculty Satisfaction Survey underwent an evaluation during the summer of 2014. During this evaluation, new
questions and attributes were added, others re-worded and a few removed. New questions and answer options are
noted in this report. There is no comparable data available yet for these new questions and answer options.
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Industry Averages (continued)
Course Materials Attributes
Course materials available when classes start
Communication of potential problems (e.g.,
out-of-stock)
Timely resolution of course material-related
problems
Communication from store staff of alternative
course material availability (e.g., different
formats available at lower cost)
Convenient process for submitting course
material adoptions***
Direct contact with the text department (e.g.,
buyers, manager)
Assistance with coursepacks/duplicated course
materials
Transparency of course materials price in
comparison to other sources*
Importance
Satisfaction
Gap
4.66
4.00
0.66
4.46
3.61
0.85
4.47
3.87
0.60
3.08
3.55
-0.47
3.84
3.70
0.14
3.42
3.93
-0.51
3.08
3.72
-0.64
*
*
*
*New question/answer option. Comparable data not yet available.
***Question/answer option has been reworded.
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Industry Averages (continued)
Course Materials Options
Availability of used books
Availability of rental books*
Availability of digital (e.g., eBooks, access
codes)
Availability of other alternative course material
formats (i.e., non-bound, custom published
etc.)***
Importance
Satisfaction
Gap
3.98
3.81
0.17
*
*
*
*
*
*
3.27
3.72
-0.45
*New question/answer option. Comparable data not yet available.
***Question/answer option has been reworded.
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Industry Averages (continued)
Store Operations Attributes
Importance
Satisfaction
Gap
Knowledgeable store personnel
4.19
4.00
0.19
Helpful and friendly store personnel
4.36
4.18
0.18
Store layout/organization
3.53
3.81
-0.28
Store support of faculty and college events
(e.g., author signings, seminars, etc.)
3.15
3.79
-0.64
Store support of academic mission*
*
*
*
Store support of campus culture*
*
*
*
Store support of students with course materials
assistance*
*
*
*
3.86
3.83
0.03
Convenient store hours
*New question/answer option. Comparable data not yet available.
***Question/answer option has been reworded.
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Industry Averages (continued)
Products / Services Attributes
Importance
Satisfaction
Gap
3.46
3.69
-0.23
*
*
*
Selection of university apparel / accessories***
3.18
3.73
-0.55
Store selection of gift and insignia merchandise
*
*
*
Store selection of food and beverage
*
*
*
Store selection of office and academic supplies
Store selection of technology
products/accessories
*New question/answer option. Comparable data not yet available.
***Question/answer option has been reworded.
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Industry Averages (continued)
Overall Store Evaluation
(scale of 1-very poor, to 5-excellent*)
3.89
0
1
2
3
4
5
*Scale remains a 5 point scale but changed during summer 2013 from 1-low to 5-high to current rating of 1-very poor to 5-excellent.
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Industry Averages (continued)
Are you a full-time or part-time faculty member?
What is your academic title?
Full-time
74.6%
Professor
14.9%
Part-time
25.4%
Associate Professor
18.9%
Assistant Professor
16.9%
Adjunct Professor
12.9%
What is your discipline?
Business
11.2%
Instructor
13.3%
Communications
3.3%
Lecturer
6.0%
Education
10.6%
Dean
0.4%
Engineering
2.5%
Chair
2.4%
Health-Related
9.7%
Other
13.9%
Humanities
16.1%
Mathematics/Computer Sciences
7.0%
Sciences
10.3%
Social Sciences
14.0%
Vocational/Technical
2.0%
Other:
13.0%
How long have you been a faculty member on this
campus?***
Mean
***Question/answer option has been reworded.
10.4 Years
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Industry Averages (continued)
Have you published any of the following materials?
Textbook(s)
10.7%
Custom course content pack / textbook(s)
5.9%
General or trade book(s)
10.2%
Journals or scholarly paper(s)
46.7%
Open educational resource content
*
Blog(s)
10.5%
Other
7.8%
None
40.2%
Are you aware that the bookstore is a part of the
institution and profits go back to support the institution?
Yes
*
No
*
*New question/answer option. Comparable data not yet available.
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Industry Averages (continued)
What sources do you prefer to use to find information
on campus store events, promotions, and services?
How often do you visit the bookstore?
Several times a week
3.8%
Once a week
14.4%
Once a month
50.7%
Once at the beginning of term
26.6%
Campus Newspaper
14.9%
E-mail from store
76.4%
Fliers/ads in campus mail
15.1%
13.3%
Once at the end of term
*
In-store signage
Only at the beginning and end of term
*
Posters/signs/bulletin boards/chalking on
campus
Social networking sites (Facebook, Twitter,
etc.)
Never
4.5%
19.2%
6.2%
Store website
19.6%
Word-of-mouth
10.4%
Other:
3.1%
I do not seek out information on store
events, promotions, and services
6.7%
*New question/answer option. Comparable data not yet available.
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Industry Averages (continued)
How often do you use the bookstore's website?
How do you utilize the bookstore's website?
Several times a week
1.8%
Once a week
2.8%
Once a month
20.8%
Once at the beginning of term
39.2%
Purchase products
*
Submit course material adoptions
*
Verify adopted course materials are available
in store
*
Once at the end of term
*
Check selling price of adopted course
materials
*
Only at the beginning and end of term
*
Look up store information (contact info,
hours, etc.)
*
Other:
*
Never
35.4%
*New question/answer option. Comparable data not yet available.
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Industry Averages (continued)
Please indicate the extent to which you
agree/disagree with the following statements.
The cost of course materials has an impact on student
learning.
Please indicate the extent to which you
agree/disagree with the following statements.
The campus store is a valued partner in helping deliver highquality education to students.
Strongly disagree
*
Strongly disagree
*
Disagree
*
Disagree
*
Neutral
*
Neutral
*
Agree
*
Agree
*
Strongly agree
*
Strongly agree
*
Please indicate the extent to which you
agree/disagree with the following statements.
The campus store offers students a variety of course material
options at different price points.
Strongly disagree
*
Disagree
*
Neutral
*
Agree
*
Strongly agree
*
*New question/answer option. Comparable data not yet available.
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Industry Averages (continued)
What is your level of involvement with course
materials selection for the course(s) you teach?
I am the sole decision maker for my courses
*
I am part of a group discussion, and make
the final decision
*
I am part of a group discussion, and
someone else makes the final decision
*
I have minimal to no input into material
selection
*
What are the most important factors when deciding
what course materials to select/adopt?
Select up to three
Author(s)
*
Availability of format (digital/print/both)
*
Availability of supplemental material (videos,
prepared study tools for students, etc.)
*
Breadth and depth of material covered
*
Layout, organization, structure of content
*
Price
*
Publisher
*
Other:
*
*New question/answer option. Comparable data not yet available.
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Industry Averages (continued)
In the past 12 months which have you used for course
instruction?
Traditional printed course materials
(textbooks, coursepacks, etc.)
91.5%
Digital/electronic course materials (eBooks,
access codes, etc.)
*
Learning management systems (Blackboard,
Sakai, etc.)
52.9%
Open educational resources (OER)
*
In the next 12 months which of the following do you
plan to use for course instruction?
Traditional printed course materials
(textbooks, coursepacks, etc.)
91.0%
Digital/electronic course materials (eBooks,
access codes, etc.)
*
Learning management systems (Blackboard,
Sakai, etc.)
55.1%
Open educational resources (OER)
*
Professional journals and/or articles
*
Custom materials from publishers
*
Professional journals and/or articles
*
Custom materials from publishers
*
Other
*
Other
*
I do not use materials for any course(s)
*
I do not use materials for any course(s)
*
*New question/answer option. Comparable data not yet available.
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Industry Averages (continued)
Do you require your students to obtain the course
materials adopted for your course(s)?
Require all materials
*
Require most materials
*
Require some materials
*
Do not require materials
*
N/A
*
To what extent do you incorporate the adopted
materials into your course instruction? (e.g., course
materials are needed to complete class activities,
homework, etc.)
Extensively incorporate
*
Moderately incorporate
*
Slightly incorporate
*
Never incorporate
*
N/A
*
Where do you refer your students to acquire course
materials for the course(s) you instruct?
Campus Bookstore
*
Amazon
*
Chegg
*
Library
*
Other online retailer
*
Publisher site(s)
*
Other:
*
I do not refer my students to any sources
*
*New question/answer option. Comparable data not yet available.
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© 2014 OnCampus Research
All rights reserved. No part of this report may be used or reproduced in any manner without
express permission from OnCampus Research, 500 E. Lorain St., Oberlin, OH 44074.
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