Percept Research is pleased to introduce an updated format for the Key Driver Analysis (KDA) offering. The Key Driver Analysis is a statistical analysis package available for all of the MBA Lifecycle surveys.
KDA is a powerful tool for business school administrators to identify factors that have the greatest impact on student loyalty and determine where to focus limited resources on the issues which are both important and performing relatively poorly.
More information about the KDA and how to utilize the tool for action planning is detailed in this blog article, Leveraging Limited Resources for Biggest Impact.
Change #1: From Correlation to Regression Analysis
The KDA is graphically represented by importance-performance maps for each dimension within the survey (e.g., Faculty, Curriculum, Course Areas, etc.). Previously, derived importance was based on correlation to the Percept Research Student Loyalty Index.
New this year, the importance of each attribute will be derived from regression analysis based on an anchor question for each dimension instead of correlation to the Student Loyalty Index. For example, by selecting the question ‘overall satisfaction with faculty' as the dependent variable, we are able to determine the impact each of the faculty variables has on this overall satisfaction measure. This will allow for program managers to determine key areas of focus within each dimension.
The KDA will also provide a roll-up quadrant analysis to highlight the most impactful variables across all dimensions. This approach allows for the proper allocation of resources and priorities for your individual program based on overall impact to student loyalty.
Below is an example of an importance-performance map for Teaching Methods:
Teaching Methods Importance-Performance Map
Change #2: Key Driver Summary Tables
The new format of the KDA will also include key driver summary tables to supplement the importance-performance maps. These tables allow at-a-glance review of overall dimension strengths and weaknesses. The tables provide a list of the dimension attributes, sorted by priority for easy identification and then an aggregate snapshot of the information for comparative purposes across the dimensions.
KDA Summary Tables
These new enhancements to the Key Driver Analysis are designed to arm MBA program administrators with the data needed to drive change and raise program performance.
The Key Driver Analysis mapping will be integrated into the Competitive Intelligence Report for the 2011-2012 academic year so more business school can take advantage of this advanced analytical tool for data-driven decision making.
Brian Mahoney, author for this article, is a marketing research consultant and Managing Partner of Percept Research. Brian welcomes your questions and comments.