Table of Contents
THE QUESTIONNAIRE.......................................................................................................................................12
PARTICIPANTS LIST ..........................................................................................................................................19
Characteristics of the Sample ............................................................. Error! Bookmark not defined.
SUMMARY OF MAIN FINDINGS ......................................................... Error! Bookmark not defined.
Evaluating the organization’s internal market research capabilities in developing new
degree and certificate programs. ................................................. Error! Bookmark not defined.
Data Support for Last New Program Developed .................... Error! Bookmark not defined.
Monitoring Peer Organizations’ Activities in New Program Development .................... Error!
Bookmark not defined.
Making Use of the Integrated Postsecondary Education Data System from the National
Center for Education Statistics...................................................... Error! Bookmark not defined.
Useful Indicators for Assessing Demand for Certificates.... Error! Bookmark not defined.
Website Visit Statistics ..................................................................... Error! Bookmark not defined.
Events Attendance ............................................................................. Error! Bookmark not defined.
Estimating Demand for New Certificates .................................. Error! Bookmark not defined.
Useful Information Sources in Developing New Degree and Certificate Programs .... Error!
Bookmark not defined.
Current Faculty or Staff .................................................................... Error! Bookmark not defined.
Current Students or Members ....................................................... Error! Bookmark not defined.
Alumni .................................................................................................... Error! Bookmark not defined.
Employers Who Were Familiar with the Organization ....... Error! Bookmark not defined.
Previous Students of Certificate Programs .............................. Error! Bookmark not defined.
Ideal Average Price for a Certificate Program......................... Error! Bookmark not defined.
Demand for New Certificate Programs ...................................... Error! Bookmark not defined.
Reaching Potential Students .......................................................... Error! Bookmark not defined.
Percentage of Certificates that Earn Credit .............................. Error! Bookmark not defined.
What percentage of certificate programs contain an element of distance learning? . Error!
Bookmark not defined.
Standardized Testing and Certificate Programs .................... Error! Bookmark not defined.
Competency Exam Based Certificate Courses or Programs .................Error! Bookmark not
defined.
Development of Certificate Programs ............................................. Error! Bookmark not defined.
Administrators or Non-Faculty Employees as Certificate Program Developers .......... Error!
Bookmark not defined.
Full-Time Faculty or Staff as Certificate Program Developers ............Error! Bookmark not
defined.
Adjunct Faculty or Consultants/Freelancers as Certificate Program Developers ....... Error!
Bookmark not defined.
Utilizing Competency Based Testing .......................................... Error! Bookmark not defined.
Money Spent on Marketing a New Certificate Program ...... Error! Bookmark not defined.
How New Certificates are Marketed ................................................ Error! Bookmark not defined.
Opt-In Email Blasts ............................................................................ Error! Bookmark not defined.
College Website ................................................................................... Error! Bookmark not defined.
Direct Mail ............................................................................................. Error! Bookmark not defined.
Radio ....................................................................................................... Error! Bookmark not defined.
Television .............................................................................................. Error! Bookmark not defined.
Alumni Publications .......................................................................... Error! Bookmark not defined.
Space Ads in Publications ............................................................... Error! Bookmark not defined.
Ads in Ezines or Other Online Publications ............................. Error! Bookmark not defined.
Pay Per Click Google Ads ................................................................. Error! Bookmark not defined.
Pay Per Click Facebook Ads............................................................ Error! Bookmark not defined.
Pay Per Click LinkedIn Ads ............................................................. Error! Bookmark not defined.
Pay Per Click Bing/Yahoo, Vimeo and YouTube .................... Error! Bookmark not defined.
Instagram .............................................................................................. Error! Bookmark not defined.
Coursework Derived from Pre-Existing Courses ................... Error! Bookmark not defined.
Separate Budget for Curriculum or Course Development.. Error! Bookmark not defined.
Budget for the Last New Certificate Program Developed... Error! Bookmark not defined.
The Market for Certificate Programs over the Next Two Years ..........Error! Bookmark not
defined.
The Market for Certificates Compared to the Market for Traditional Degrees ............. Error!
Bookmark not defined.
Admirable Programs ......................................................................... Error! Bookmark not defined.
Resources .............................................................................................. Error! Bookmark not defined.
Table 1.1 You will be providing data for the complete college or a particular school, division
or department? ........................................................................................ Error! Bookmark not defined.
Table 1.2 You will be providing data for the complete college or a particular school, division
or department? Broken out for public and private colleges .. Error! Bookmark not defined.
Table 1.3 You will be providing data for the complete college or a particular school, division
or department? Broken out by Enrollment .................................. Error! Bookmark not defined.
Table 1.4 You will be providing data for the complete college or a particular school, division
or department? Broken out by Carnegie class or type of college ............Error! Bookmark not
defined.
Table 1.5 You will be providing data for the complete college or a particular school,
division, or department? Broken out by annual tuition, $ ...... Error! Bookmark not defined.
Please describe the last certificate program that your organization developed............... Error!
Bookmark not defined.
Table 2.1 How would you evaluate your organization's internal market research
capabilities in developing new degree and certificate programs? .........Error! Bookmark not
defined.
Table 2.2 How would you evaluate your organization's internal market research
capabilities in developing new degree and certificate programs? Broken out for public and
private colleges ........................................................................................ Error! Bookmark not defined.
Table 2.3 How would you evaluate your organization's internal market research
capabilities in developing new degree and certificate programs? Broken out by
Enrollment ................................................................................................. Error! Bookmark not defined.
Table 2.4 How would you evaluate your organization's internal market research
capabilities in developing new degree and certificate programs? Broken out by Carnegie
class or type of college .......................................................................... Error! Bookmark not defined.
Table 2.5 How would you evaluate your organization's internal market research
capabilities in developing new degree and certificate programs? Broken out by Annual
tuition, $ ...................................................................................................... Error! Bookmark not defined.
Table 3.1 In your view how well supported with data was the last new program that your
organization developed? ...................................................................... Error! Bookmark not defined.
Table 3.2 In your view how well supported with data was the last new program that your
organization developed? Broken out for public and private colleges ...Error! Bookmark not
defined.
Table 3.3 In your view how well supported with data was the last new program that your
organization developed? Broken out by Enrollment ................ Error! Bookmark not defined.
Table 3.4 In your view how well supported with data was the last new program that your
organization developed? Broken out by Carnegie class or type of college . Error! Bookmark
not defined.
Table 3.5 In your view how well supported with data was the last new program that your
organization developed? Broken out by Annual tuition, $ ..... Error! Bookmark not defined.
Table 4.1 How much of an effort does your organization make in monitoring what peer
organizations are doing in terms of new program development? ..........Error! Bookmark not
defined.
Table 4.2 How much of an effort does your organization make in monitoring what peer
organizations are doing in terms of new program development? Broken out for public and
private colleges ........................................................................................ Error! Bookmark not defined.
Table 4.3 How much of an effort does your organization make in monitoring what peer
organizations are doing in terms of new program development? Broken out by
Enrollment ................................................................................................. Error! Bookmark not defined.
Table 4.4 How much of an effort does your organization make in monitoring what peer
organizations are doing in terms of new program development? Broken out by Carnegie
class or type of college .......................................................................... Error! Bookmark not defined.
Table 4.5 How much of an effort does your organization make in monitoring what peer
organizations are doing in terms of new program development? Broken out by Annual
tuition, $ ...................................................................................................... Error! Bookmark not defined.
Table 5.1 In developing new programs does your college make us of the Integrated
Postsecondary Education Data System (IPEDS) from the National Center for Education
Statistics...................................................................................................... Error! Bookmark not defined.
Table 5.2 In developing new programs does your college make us of the Integrated
Postsecondary Education Data System (IPEDS) from the National Center for Education
Statistics. Broken out for public and private colleges ............... Error! Bookmark not defined.
Table 5.3 In developing new programs does your college make us of the Integrated
Postsecondary Education Data System (IPEDS) from the National Center for Education
Statistics. Broken out by Enrollment ............................................... Error! Bookmark not defined.
Table 5.4 In developing new programs does your college make us of the Integrated
Postsecondary Education Data System (IPEDS) from the National Center for Education
Statistics. Broken out by Carnegie class or type of college ..... Error! Bookmark not defined.
Table 5.5 In developing new programs does your college make us of the Integrated
Postsecondary Education Data System (IPEDS) from the National Center for Education
Statistics. Broken out by Annual tuition, $ .................................... Error! Bookmark not defined.
Table 6 Rate the usefulness of the following indicators for assessing possible demand for
certificates. ................................................................................................ Error! Bookmark not defined.
Table 6.1.1 Rate the usefulness of the employment trends from US Department of Labor
or other sources for assessing possible demand for certificates. .......Error! Bookmark not
defined.
Table 6.1.2 Rate the usefulness of the employment trends from US Department of Labor
or other sources for assessing possible demand for certificates. Broken out for public and
private colleges ................................................................................... Error! Bookmark not defined.
Table 6.1.3 Rate the usefulness of the employment trends from US Department of Labor
or other sources for assessing possible demand for certificates. Broken out by
Enrollment ............................................................................................ Error! Bookmark not defined.
Table 6.1.4 Rate the usefulness of the employment trends from US Department of Labor
or other sources for assessing possible demand for certificates. Broken out by Carnegie
class or type of college...................................................................... Error! Bookmark not defined.
Table 6.1.5 Rate the usefulness of the employment trends from US Department of Labor
or other sources for assessing possible demand for certificates. Broken out by Annual
tuition, $ ................................................................................................. Error! Bookmark not defined.
Table 6.2.1 Rate the usefulness of the course enrollment trends in your own organization
for assessing possible demand for certificates. ...................... Error! Bookmark not defined.
Table 6.2.2 Rate the usefulness of the course enrollment trends in your own organization
for assessing possible demand for certificates. Broken out for public and private
colleges ................................................................................................... Error! Bookmark not defined.
Table 6.2.3 Rate the usefulness of the course enrollment trends in your own organization
for assessing possible demand for certificates. Broken out by Enrollment ................... Error!
Bookmark not defined.
Table 6.2.4 Rate the usefulness of the course enrollment trends in your own organization
for assessing possible demand for certificates. Broken out by Carnegie class or type of
college ..................................................................................................... Error! Bookmark not defined.
Table 6.2.5 Rate the usefulness of the course enrollment trends in your own organization
for assessing possible demand for certificates. Broken out by Annual tuition, $ ........ Error!
Bookmark not defined.
Table 6.3.1 Rate the usefulness of the organization website visit statistics for assessing
possible demand for certificates. ................................................. Error! Bookmark not defined.
Table 6.3.2 Rate the usefulness of the organization website visit statistics for assessing
possible demand for certificates. Broken out for public and private colleges .............. Error!
Bookmark not defined.
Table 6.3.3 Rate the usefulness of the organization website visit statistics for assessing
possible demand for certificates. Broken out by Enrollment ..............Error! Bookmark not
defined.
Table 6.3.4 Rate the usefulness of the organization website visit statistics for assessing
possible demand for certificates. Broken out by Carnegie class or type of college ..... Error!
Bookmark not defined.
Table 6.3.5 Rate the usefulness of the organization website visit statistics for assessing
possible demand for certificates. Broken out by Annual tuition, $ ....Error! Bookmark not
defined.
Table 6.4.1 Rate the usefulness of the events attendance for assessing possible demand
for certificates. ..................................................................................... Error! Bookmark not defined.
Table 6.4.2 Rate the usefulness of the events attendance for assessing possible demand
for certificates. Broken out for public and private colleges ..................Error! Bookmark not
defined.
Table 6.4.3 Rate the usefulness of the events attendance for assessing possible demand
for certificates. Broken out by Enrollment ............................... Error! Bookmark not defined.
Table 6.4.4 Rate the usefulness of the events attendance for assessing possible demand
for certificates. Broken out by Carnegie class or type of college ........Error! Bookmark not
defined.
Table 6.4.5 Rate the usefulness of the events attendance for assessing possible demand
for certificates. Broken out by Annual tuition, $ .................... Error! Bookmark not defined.
How does your organization go about estimating demand for new certificates? ............ Error!
Bookmark not defined.
Table 7 Rate the following information sources for their usefulness in developing new
degree and certificate programs. ...................................................... Error! Bookmark not defined.
Table 7.1.1 Current Faculty or Staff ............................................ Error! Bookmark not defined.
Table 7.1.2 Current Faculty or Staff Broken out for public and private colleges ......... Error!
Bookmark not defined.
Table 7.1.3 Current Faculty or Staff Broken out by Enrollment .........Error! Bookmark not
defined.
Table 7.1.4 Current Faculty or Staff Broken out by Carnegie class or type of college Error!
Bookmark not defined.
Table 7.1.5 Current Faculty or Staff Broken out by Annual tuition, $ ....... Error! Bookmark
not defined.
Table 7.2.1 Current Students or Members ............................... Error! Bookmark not defined.
Table 7.2.2 Current Students or Members Broken out for public and private
colleges ................................................................................................... Error! Bookmark not defined.
Table 7.2.3 Current Students or Members Broken out by Enrollment .... Error! Bookmark
not defined.
Table 7.2.4 Current Students or Members Broken out by Carnegie class or type of
college ..................................................................................................... Error! Bookmark not defined.
Table 7.2.5 Current Students or Members Broken out by Annual tuition, $ .................. Error!
Bookmark not defined.
Table 7.3.1 Alumni ............................................................................. Error! Bookmark not defined.
Table 7.3.2 Alumni Broken out for public and private colleges ..........Error! Bookmark not
defined.
Table 7.3.3 Alumni Broken out by Enrollment ....................... Error! Bookmark not defined.
Table 7.3.4 Alumni Broken out by Carnegie class or type of college Error! Bookmark not
defined.
Table 7.3.5 Alumni Broken out by Annual tuition, $ ............ Error! Bookmark not defined.
Table 7.4.1 Employers Familiar with Your Organization ... Error! Bookmark not defined.
Table 7.4.2 Employers Familiar with Your Organization Broken out for public and private
colleges ................................................................................................... Error! Bookmark not defined.
Table 7.4.3 Employers Familiar with Your Organization Broken out by Enrollment Error!
Bookmark not defined.
Table 7.4.4 Employers Familiar with Your Organization Broken out by Carnegie class or
type of college ...................................................................................... Error! Bookmark not defined.
Table 7.4.5 Employers Familiar with Your Organization Broken out by Annual tuition,
$ ................................................................................................................. Error! Bookmark not defined.
Table 7.5.1 Previous Students of Certificate Programs ....... Error! Bookmark not defined.
Table 7.5.2 Previous Students of Certificate Programs Broken out for public and private
colleges ................................................................................................... Error! Bookmark not defined.
Table 7.5.3 Previous Students of Certificate Programs Broken out by Enrollment .... Error!
Bookmark not defined.
Table 7.5.4 Previous Students of Certificate Programs Broken out by Carnegie class or
type of college ...................................................................................... Error! Bookmark not defined.
Table 7.5.5 Previous Students of Certificate Programs Broken out by Annual tuition,
$ ................................................................................................................. Error! Bookmark not defined.
Table 8.1 In your view in the current market conditions, what is the ideal average price for
a certificate program? (in $) ............................................................... Error! Bookmark not defined.
Table 8.2 In your view in current market conditions what is the ideal average price for a
certificate program? Broken out for public and private colleges (in $) ...... Error! Bookmark
not defined.
Table 8.3 In your view in current market conditions what is the ideal average price for a
certificate program? Broken out by Enrollment (in $) ............ Error! Bookmark not defined.
Table 8.4 In your view in current market conditions what is the ideal average price for a
certificate program? Broken out by Carnegie class or type of college (in $) .................... Error!
Bookmark not defined.
Table 8.5 In your view in current market conditions what is the ideal average price for a
certificate program? Broken out by Annual tuition, $ .............. Error! Bookmark not defined.
In your view is the demand for new certificate programs generally elastic or inelastic,
meaning, for example, if you doubled the price would demand fall by more or less than
50%? ............................................................................................................ Error! Bookmark not defined.
How do you try to reach potential students with certificate programs at different price
points? ......................................................................................................... Error! Bookmark not defined.
Table 9.1 For higher education institutions what percentage of the certificates that you
develop earn credit that can later be applied to a degree? ..... Error! Bookmark not defined.
Table 9.2 For higher education institutions what percentage of the certificates that you
develop earn credit that can later be applied to a degree? Broken out for public and private
colleges ........................................................................................................ Error! Bookmark not defined.
Table 9.3 For higher education institutions what percentage of the certificates that you
develop earn credit that can later be applied to a degree? Broken out by Enrollment .. Error!
Bookmark not defined.
Table 9.4 For higher education institutions what percentage of the certificates that you
develop earn credit that can later be applied to a degree? Broken out by Carnegie class or
type of college ........................................................................................... Error! Bookmark not defined.
Table 9.5 For higher education institutions what percentage of the certificates that you
develop earn credit that can later be applied to a degree? Broken out by Annual tuition,
$...................................................................................................................... Error! Bookmark not defined.
Table 10.1 What percentage of your certificate programs contain an element of distance
learning? ..................................................................................................... Error! Bookmark not defined.
Table 10.2 What percentage of your certificate programs contain an element of distance
learning? Broken out for public and private colleges ............... Error! Bookmark not defined.
Table 10.3 What percentage of your certificate programs contain an element of distance
learning? Broken out by Enrollment ............................................... Error! Bookmark not defined.
Table 10.4 What percentage of your certificate programs contain an element of distance
learning? Broken out by Carnegie class or type of college...... Error! Bookmark not defined.
Table 10.5 What percentage of your certificate programs contain an element of distance
learning? Broken out by Annual tuition, $ .................................... Error! Bookmark not defined.
Table 11.1 Do your certificate programs often use standardized testing? .. Error! Bookmark
not defined.
Table 11.2 Do your certificate programs often use standardized testing? Broken out for
public and private colleges .................................................................. Error! Bookmark not defined.
Table 11.3 Do your certificate programs often use standardized testing? Broken out by
Enrollment ................................................................................................. Error! Bookmark not defined.
Table 11.4 Do your certificate programs often use standardized testing? Broken out by
Carnegie class or type of college ....................................................... Error! Bookmark not defined.
Table 11.5 Do your certificate programs often use standardized testing? Broken out by
Annual tuition, $ ...................................................................................... Error! Bookmark not defined.
Table 12.1 What percentage of your certificate courses or programs would you say are
completely competency exam based and do not involve a human instructor? ................. Error!
Bookmark not defined.
Table 12.2 What percentage of your certificate courses or programs would you say are
completely competency exam based and do not involve a human instructor? Broken out for
public and private colleges .................................................................. Error! Bookmark not defined.
Table 12.3 What percentage of your certificate courses or programs would you say are
completely competency exam based and do not involve a human instructor? Broken out by
Enrollment ................................................................................................. Error! Bookmark not defined.
Table 12.4 What percentage of your certificate courses or programs would you say are
completely competency exam based and do not involve a human instructor? Broken out by
Carnegie class or type of college ....................................................... Error! Bookmark not defined.
Table 12.5 What percentage of your certificate courses or programs would you say are
completely competency exam based and do not involve a human instructor? Broken out by
Annual tuition, $ ...................................................................................... Error! Bookmark not defined.
Table 13 What percentage of your certificate programs are developed by each of the
following? ................................................................................................... Error! Bookmark not defined.
Table 13.1.1 What percentage of your certificate programs are developed by
administrators or non-faculty employees of your college or division? ... Error! Bookmark
not defined.
Table 13.1.2 What percentage of your certificate programs are developed by
administrators or non-faculty employees of your college or division? Broken out for
public and private colleges ............................................................. Error! Bookmark not defined.
Table 13.1.3 What percentage of your certificate programs are developed by
administrators or non-faculty employees of your college or division? Broken out by
Enrollment ............................................................................................ Error! Bookmark not defined.
Table 13.1.4 What percentage of your certificate programs are developed by
administrators or non-faculty employees of your college or division? Broken out by
Carnegie class or type of college................................................... Error! Bookmark not defined.
Table 13.1.5 What percentage of your certificate programs are developed by
administrators or non-faculty employees of your college or division? Broken out by
Annual tuition, $ ................................................................................. Error! Bookmark not defined.
Table 13.2.1 What percentage of your certificate programs are developed by full-time
faculty or staff? .................................................................................... Error! Bookmark not defined.
Table 13.2.2 What percentage of your certificate programs are developed by full-time
faculty or staff? Broken out for public and private colleges .................Error! Bookmark not
defined.
Table 13.2.3 What percentage of your certificate programs are developed by full-time
faculty or staff? Broken out by Enrollment .............................. Error! Bookmark not defined.
Table 13.2.4 What percentage of your certificate programs are developed by full-time
faculty or staff? Broken out by Carnegie class or type of college .......Error! Bookmark not
defined.
Table 13.2.5 What percentage of your certificate programs are developed by full-time
faculty or staff? Broken out by Annual tuition, $ ................... Error! Bookmark not defined.
Table 13.3.1 What percentage of your certificate programs are developed by Adjunct
Faculty or Consultants/Freelancers? ......................................... Error! Bookmark not defined.
Table 13.3.2 What percentage of your certificate programs are developed by Adjunct
Faculty or Consultants/Freelancers? Broken out for public and private colleges ...... Error!
Bookmark not defined.
Table 13.3.3 What percentage of your certificate programs are developed by Adjunct
Faculty or Consultants/Freelancers? Broken out by Enrollment ......Error! Bookmark not
defined.
Table 13.3.4 What percentage of your certificate programs are developed by Adjunct
Faculty or Consultants/Freelancers? Broken out by Carnegie class or type of
college ..................................................................................................... Error! Bookmark not defined.
Table 13.3.5 What percentage of your certificate programs are developed by Adjunct
Faculty or Consultants/Freelancers? Broken out by Annual tuition, $ .... Error! Bookmark
not defined.
How has your program utilized competency based testing in your certificate
programs? .................................................................................................. Error! Bookmark not defined.
About how much would you say is spent on marketing a new certificate program? ...... Error!
Bookmark not defined.
Table 14 Are new certificates marketed through any of the following means: ................. Error!
Bookmark not defined.
Table 14.1.1 Are new certificates marketed through Opt- in email blasts? ................... Error!
Bookmark not defined.
Table 14.1.2 Are new certificates marketed through Opt - in e-mail blasts? Broken out for
public and private colleges ............................................................. Error! Bookmark not defined.
Table 14.1.3 Are new certificates marketed through Opt - in e-mail blasts? Broken out by
Enrollment ............................................................................................ Error! Bookmark not defined.
Table 14.1.4 Are new certificates marketed through Opt - in e-mail blasts? Broken out by
Carnegie class or type of college................................................... Error! Bookmark not defined.
Table 14.1.5 Are new certificates marketed through Opt-in e-mail blasts? Broken out by
Annual tuition, $ ................................................................................. Error! Bookmark not defined.
Table 14.2.1 Are new certificates marketed through college website? ... Error! Bookmark
not defined.
Table 14.2.2 Are new certificates marketed through college website? Broken out for
public and private colleges ............................................................. Error! Bookmark not defined.
Table 14.2.3 Are new certificates marketed through college website? Broken out by
Enrollment ............................................................................................ Error! Bookmark not defined.
Table 14.2.4 Are new certificates marketed through college website? Broken out by
Carnegie class or type of college................................................... Error! Bookmark not defined.
Table 14.2.5 Are new certificates marketed through college website? Broken out by
Annual tuition, $ ................................................................................. Error! Bookmark not defined.
Table 14.3.1 Are new certificates marketed through direct mail? .....Error! Bookmark not
defined.
Table 14.3.2 Are new certificates marketed through direct mail? Broken out for public
and private colleges........................................................................... Error! Bookmark not defined.
Table 14.3.3 Are new certificates marketed through direct mail? Broken out by
Enrollment ............................................................................................ Error! Bookmark not defined.
Table 14.3.4 Are new certificates marketed through direct mail? Broken out by Carnegie
class or type of college...................................................................... Error! Bookmark not defined.
Table 14.3.5 Are new certificates marketed through direct mail? Broken out by Annual
tuition, $ ................................................................................................. Error! Bookmark not defined.
Table 14.4.1 Are new certificates marketed through radio? ................Error! Bookmark not
defined.
Table 14.4.2 Are new certificates marketed through radio? Broken out for public and
private colleges ................................................................................... Error! Bookmark not defined.
Table 14.4.3 Are new certificates marketed through radio? Broken out by
Enrollment ............................................................................................ Error! Bookmark not defined.
Table 14.4.4 Are new certificates marketed through radio? Broken out by Carnegie class
or type of college ................................................................................ Error! Bookmark not defined.
Table 14.4.5 Are new certificates marketed through radio? Broken out by Annual tuition,
$ ................................................................................................................. Error! Bookmark not defined.
Table 14.5.1 Are new certificates marketed through television? .......Error! Bookmark not
defined.
Table 14.5.2 Are new certificates marketed through television? Broken out for public and
private colleges ................................................................................... Error! Bookmark not defined.
Table 14.5.3 Are new certificates marketed through television? Broken out by
Enrollment ............................................................................................ Error! Bookmark not defined.
Table 14.5.4 Are new certificates marketed through television? Broken out by Carnegie
class or type of college...................................................................... Error! Bookmark not defined.
Table 14.5.5 Are new certificates marketed through television? Broken out by Annual
tuition, $ ................................................................................................. Error! Bookmark not defined.
Table 14.6.1 Are new certificates marketed through Alumni Publications? ................. Error!
Bookmark not defined.
Table 14.6.2 Are new certificates marketed through Alumni Publications? Broken out for
public and private colleges ............................................................. Error! Bookmark not defined.
Table 14.6.3 Are new certificates marketed through Alumni Publications? Broken out by
Enrollment ............................................................................................ Error! Bookmark not defined.
Table 14.6.4 Are new certificates marketed through Alumni Publications? Broken out by
Carnegie class or type of college................................................... Error! Bookmark not defined.
Table 14.6.5 Are new certificates marketed through Alumni Publications? Broken out by
Annual tuition, $ ................................................................................. Error! Bookmark not defined.
Table 14.7.1 Are new certificates marketed through space ads in publications? ........ Error!
Bookmark not defined.
Table 14.7.2 Are new certificates marketed through space ads in publications? Broken
out for public and private colleges .............................................. Error! Bookmark not defined.
Table 14.7.3 Are new certificates marketed through space ads in publications? Broken
out by Enrollment .............................................................................. Error! Bookmark not defined.
Table 14.7.4 Are new certificates marketed through space ads in publications? Broken
out by Carnegie class or type of college ..................................... Error! Bookmark not defined.
Table 14.7.5 Are new certificates marketed through space ads in publications? Broken
out by Annual tuition, $.................................................................... Error! Bookmark not defined.
Table 14.8.1 Are new certificates marketed through ads in e-zines or other online
publications? ........................................................................................ Error! Bookmark not defined.
Table 14.8.2 Are new certificates marketed through ads in ezines or other online
publications? Broken out for public and private colleges .. Error! Bookmark not defined.
Table 14.8.3 Are new certificates marketed through ads in ezines or other online
publications? Broken out by Enrollment .................................. Error! Bookmark not defined.
Table 14.8.4 Are new certificates marketed through ads in ezines or other online
publications? Broken out by Carnegie class or type of college............Error! Bookmark not
defined.
Table 14.8.5 Are new certificates marketed through ads in ezines or other online
publications? Broken out by Annual tuition, $........................ Error! Bookmark not defined.
Table 14.9.1 Are new certificates marketed through pay per click ads Google? .......... Error!
Bookmark not defined.
Table 14.9.2 Are new certificates marketed through pay per click ads Google? Broken out
for public and private colleges ...................................................... Error! Bookmark not defined.
Table 14.9.3 Are new certificates marketed through pay per click ads Google? Broken out
by Enrollment ...................................................................................... Error! Bookmark not defined.
Table 14.9.4 Are new certificates marketed through pay per click ads Google? Broken out
by Carnegie class or type of college ............................................ Error! Bookmark not defined.
Table 14.9.5 Are new certificates marketed through pay per click ads Google? Broken out
by Annual tuition, $ ........................................................................... Error! Bookmark not defined.
Table 14.10.1 Are new certificates marketed through pay per click ads on
Facebook? .............................................................................................. Error! Bookmark not defined.
Table 14.10.2 Are new certificates marketed through pay per click ads on Facebook?
Broken out for public and private colleges .............................. Error! Bookmark not defined.
Table 14.10.3 Are new certificates marketed through pay per click ads on Facebook?
Broken out by Enrollment .............................................................. Error! Bookmark not defined.
Table 14.10.4 Are new certificates marketed through pay per click ads on Facebook?
Broken out by Carnegie class or type of college ..................... Error! Bookmark not defined.
Table 14.10.5 Are new certificates marketed through pay per click ads on Facebook?
Broken out by Annual tuition, $ .................................................... Error! Bookmark not defined.
Table 14.11.1 Are new certificates marketed through pay per click ads on
LinkedIn? ............................................................................................... Error! Bookmark not defined.
Table 14.11.2 Are new certificates marketed through pay per click ads on LinkedIn?
Broken out for public and private colleges .............................. Error! Bookmark not defined.
Table 14.11.3 Are new certificates marketed through pay per click ads on LinkedIn?
Broken out by Enrollment .............................................................. Error! Bookmark not defined.
Table 14.11.4 Are new certificates marketed through pay per click ads on LinkedIn?
Broken out by Carnegie class or type of college ..................... Error! Bookmark not defined.
Table 14.11.5 Are new certificates marketed through pay per click ads on LinkedIn?
Broken out by Annual tuition, $ .................................................... Error! Bookmark not defined.
Table 14.12.1 Are new certificates marketed through pay per click ads on
Bing/Yahoo? ......................................................................................... Error! Bookmark not defined.
Table 14.13.1 Are new certificates marketed through YouTube? ......Error! Bookmark not
defined.
Table 14.13.2 Are new certificates marketed through YouTube? Broken out for public
and private colleges........................................................................... Error! Bookmark not defined.
Table 14.13.3 Are new certificates marketed through YouTube? Broken out by
Enrollment ............................................................................................ Error! Bookmark not defined.
Table 14.13.4 Are new certificates marketed through YouTube? Broken out by Carnegie
class or type of college...................................................................... Error! Bookmark not defined.
Table 14.13.5 Are new certificates marketed through YouTube? Broken out by Annual
tuition, $ ................................................................................................. Error! Bookmark not defined.
Table 14.14.1 Are new certificates marketed through Vimeo? ...........Error! Bookmark not
defined.
Table 14.15.1 Are new certificates marketed through Instagram? ...Error! Bookmark not
defined.
Table 14.15.2 Are new certificates marketed through Instagram? Broken out for public
and private colleges........................................................................... Error! Bookmark not defined.
Table 14.15.3 Are new certificates marketed through Instagram? Broken out by
Enrollment ............................................................................................ Error! Bookmark not defined.
Table 14.15.4 Are new certificates marketed through Instagram? Broken out by Carnegie
class or type of college...................................................................... Error! Bookmark not defined.
Table 14.15.5 Are new certificates marketed through Instagram? Broken out by Annual
tuition, $ ................................................................................................. Error! Bookmark not defined.
Table 15.1 In the last new certificate program that you developed what percentage of the
coursework was derived from pre-existing courses? ............... Error! Bookmark not defined.
Table 15.2 In the last new certificate program that you developed what percentage of the
coursework was derived from pre-existing courses? Broken out for public and private
colleges ........................................................................................................ Error! Bookmark not defined.
Table 15.3 In the last new certificate program that you developed what percentage of the
coursework was derived from pre-existing courses? Broken out by Enrollment ............ Error!
Bookmark not defined.
Table 15.4 In the last new certificate program that you developed what percentage of the
coursework was derived from pre-existing courses? Broken out by Carnegie class or type of
college .......................................................................................................... Error! Bookmark not defined.
Table 15.5 In the last new certificate program that you developed what percentage of the
coursework was derived from pre-existing courses? Broken out by Annual tuition, $ . Error!
Bookmark not defined.
Table 16.1 Did you have a separate budget for curriculum or course development? .... Error!
Bookmark not defined.
Table 16.2 Did you have a separate budget for curriculum or course development? Broken
out for public and private colleges ................................................... Error! Bookmark not defined.
Table 16.3 Did you have a separate budget for curriculum or course development? Broken
out by Enrollment ................................................................................... Error! Bookmark not defined.
Table 16.4 Did you have a separate budget for curriculum or course development? Broken
out by Carnegie class or type of college ......................................... Error! Bookmark not defined.
Table 16.5 Did you have a separate budget for curriculum or course development? Broken
out by Annual tuition, $ ........................................................................ Error! Bookmark not defined.
Table 17.1 If so, what was the budget for the last new certificate program that you
developed? (in $) ..................................................................................... Error! Bookmark not defined.
Table 17.2 If so, what was the budget for the last new certificate program that you
developed? (in $)Broken out for public and private colleges Error! Bookmark not defined.
Table 17.3 If so, what was the budget for the last new certificate program that you
developed? (in $) Broken out by Enrollment ............................... Error! Bookmark not defined.
Table 17.4 If so, what was the budget for the last new certificate program that you
developed? (in $) Broken out by Carnegie class or type of college ........Error! Bookmark not
defined.
Table 17.5 If so, what was the budget for the last new certificate program that you
developed? (in $)Broken out by Annual tuition, $ ..................... Error! Bookmark not defined.
Table 18.1 In your view, how good do you think that the market will be for certificate
programs over the next two years? ................................................. Error! Bookmark not defined.
Table 18.2 In your view, how good do you think that the market will be for certificate
programs over the next two years? Broken out for public and private colleges .............. Error!
Bookmark not defined.
Table 18.3 In your view, how good do you think that the market will be for certificate
programs over the next two years? Broken out by Enrollment ..............Error! Bookmark not
defined.
Table 18.4 In your view, how good do you think that the market will be for certificate
programs over the next two years? Broken out by Carnegie class or type of college ..... Error!
Bookmark not defined.
Table 18.5 In your view, how good do you think that the market will be for certificate
programs over the next two years? Broken out by Annual tuition, $ ....Error! Bookmark not
defined.
Table 19.1 In your field how is the market for certificates compared to the market for
traditional degrees? ............................................................................... Error! Bookmark not defined.
Table 19.2 In your field how is the market for certificates compared to the market for
traditional degrees? Broken out for public and private colleges ............Error! Bookmark not
defined.
Table 19.3 In your field how is the market for certificates compared to the market for
traditional degrees? Broken out by Enrollment ......................... Error! Bookmark not defined.
Table 19.4 In your field how is the market for certificates compared to the market for
traditional degrees? Broken out by Carnegie class or type of college ...Error! Bookmark not
defined.
Table 19.5 In your field how is the market for certificates compared to the market for
traditional degrees? Broken out by Annual tuition, $ ............... Error! Bookmark not defined.
Which colleges, trade associations or other organizations that offer certificate programs
have particularly admirable programs and why do you admire them? ....... Error! Bookmark
not defined.
What information resources do you rely on to keep you informed about developments in
the world of certificates? (Mention e-zines, websites, conferences, listservs, magazines,
blogs, books, and other information resources) ......................... Error! Bookmark not defined.
THE QUESTIONNAIRE
CHAPTER 1 – Introduction
1. Please list your basic contact information
A.
B.
C.
D.
E.
Name:
Organization:
Work Title:
Country:
Email Address:
2. Your organization is which of the following:
A. A college,
B. A trade or professional association, and
C. Other (please specify)
CHAPTER 2 – College Identifying Information
3. Your college is public or private?
A. Public
B. Private
4. What is the full time equivalent enrollment of your entire institution?
5. Carnegie class or type of college
A.
B.
C.
D.
Community College,
Four-year College,
MA/Ph.D. Granting College,
Research University
6. What is the annual tuition for your college prior to any aid or deductions? (use in state tuition for state colleges)
7. You will be providing data for the complete college or a particular school, division,
or department?
A.
B.
C.
D.
E.
Complete College
Adult Education Program
Distance Learning Program
Program Aimed at International Students
Other (please specify)
CHAPTER 3 – Typical Certificate Programs
8. Please describe the last certificate program that your organization developed.
CHAPTER 4 – Researching Potential New Degree Programs
9. How would you evaluate your organization's internal market research capabilities
in developing new degrees and certificate programs?
A.
B.
C.
D.
E.
No Capability at All
Modest Capability
Some Capability
Good Capability
Very Good Capability
10. In your view how well supported with data was the last new program that your
organization developed?
A.
B.
C.
D.
Not at all supported by any data
Only modestly supported and by questionable data
Some support by reliable data
A good deal of support by reliable data
11. How much of an effort does your organization make in monitoring what peer
organizations are doing in terms of new program development?
A.
B.
C.
D.
No effort at all really
Only modest efforts
Some efforts
Significant efforts
12. In developing new programs, does your college make use of the Integrated
Postsecondary Education Data System (IPEDS) from the National Center for
Education Statistics?
A.
B.
C.
D.
E.
F.
Not at all
Not very much
Occasionally
Often
Very much so
Never heard of this
13. Rate the usefulness of the following indicators for assessing possible demand for
certificates.
Useless
Not too
useful
Somewhat Useful
useful
Very
useful
Employment trends from
US Department of Labor
or other sources
Course enrollment trends
in your own organization
Organization website visit
statistics
Events attendance
Other (please specify)
14. How does your organization go about estimating demand for new certificates?
CHAPTER 5 – Sources of Ideas for New Certificates
15. Rate the following information sources for their usefulness in developing new
degree and certificate programs.
Not
useful at
all
Not
often
useful
Sometime
s useful
Often
useful
A great
source
Current Faculty or Staff
Current Students or Members
Alumni
Employers Familiar with Your
Organization
Previous Students of Certificate
Programs
Other (please specify)
CHAPTER 6 – Pricing
16. In your view in current market conditions what is the ideal average price for a
certificate program?
17. In your view is the demand for new certificate programs generally elastic or
inelastic, meaning, for example, if you doubled the price would demand fall by more
or less than 50%?
18. How do you try to reach potential students with certificate programs at different
price points?
19. For higher education institutions what percentage of the certificates that you
develop earn credit that can later be applied to a degree?
CHAPTER 7 – Technology
20. What percentage of your certificate programs contain an element of distance
learning?
21. Do your certificate programs often use standardized testing?
A. Yes
B. No
22. What percentage of your certificate courses or programs would you say are
completely competency exam based and do not involve a human instructor?
23. How has your program utilized competency based testing in your certificate
programs?
CHAPTER 8 – Program Development
24. What percentage of your certificate programs are developed by each of the
following?
A.
B.
C.
D.
Administrators or non-faculty employees of your college or division
Full time Faculty or Staff
Adjunct Faculty or Consultants/Freelancers
Other
25. What is the average cost for developing a new certificate program, including
payment for the course developer, and development of educational materials if
required?
CHAPTER 9 – Marketing Certificate Programs
26. About how much would you say is spent on marketing a new certificate program?
27. Are new certificates marketed through any of the following means:
A. Opt in email blasts
B.
C.
D.
E.
F.
G.
H.
I.
J.
K.
L.
M.
N.
O.
P.
Q.
college website
Direct mail
Radio
Television
Alumni Publications
Space ads in publications
Ads in e-zines or other online publications
Pay per click ads Google
Pay per click ads Facebook
Pay per click ads LinkedIn
Pay per click ads Bing/Yahoo
YouTube
Vimeo
Instagram
Pinterest
Other (please specify)
CHAPTER 10 – Curriculum Development
28. In the last new certificate program that you developed, what percentage of the
coursework was derived from preexisting courses?
29. Did you have a separate budget for curriculum or course development?
A. Yes
B. No
30. If so, what was the budget for the last new certificate program that you developed?
CHAPTER 11 – Market Conditions
31. In your view, how good do you think that the market will be for certificate programs
over the next two years?
A.
B.
C.
D.
E.
Poor
Fair
Acceptable
Good
Great
32. In your field, how is the market for certificates compared to the market for
traditional degrees?
A. Worse market than that for traditional degrees
B. About the same as for traditional degrees
C. Better market than that for traditional degrees
D. Other (please specify)
CHAPTER 12 – Advice and Role Models
33. Which colleges, trade associations, or other organizations, that offer certificate
programs, have particularly admirable programs and why do you admire them?
34. What information resources do you rely on to keep you informed of developments
in the world of certificates? (mention ezines, websites, conferences, listservs,
magazines, blogs, books, and other information resources)
PARTICIPANTS LIST
Ancilla College
Antioch College
Bellin College
Bethel Seminary
Bridgewater State University
California State University, Chico
Central Michigan University
Cleary University
Gardner-Webb University
Georgetown University
Illinois College
International Festivals & Events Association
Lamar University
Luzerne County Community College
McDowell Technical Community College
Prairie View A&M University
Santa Rosa Jr. College
South College School of Pharmacy
SPIE-Int'l Soc. for Optics & Photonics
St John's Law School
St. John's University
Stevenson University
Stevens-Henager College
Texas A&M University
Texas Christian University
Tulsa Community College
UAM College of Technology-Crossett
University of Illinois at Urbana Champaign
University of La at Monroe
University of Nebraska at Omaha
Utah Valley University
Western State Colorado University
Westminster College
Williamson College of the Trades
Wilson College