MBA Evidence-Based Innovation

Percept Research Announces Enhanced Executive Summary Format

Posted on Sep 10, 2013 9:12:00 AM

Percept Research released an updated format for the Executive Summary report offering available to participants in the MBA Lifecycle surveys. The Executive Summary is a timesaving and powerful tool for MBA program leadership providing a concise analysis of key findings with analyst commentary. Within this report, Percept Research analysts dissect internal trends coupled with Key Driver Analyses along with comparisons to industry norms and the program peers to provide an assessment on the brand health and delivery of the MBA program.

The Executive Summary provides deeper insight into the key drivers of the Student Loyalty Index, tracks the most critical attributes across all of the MBA service dimensions (e.g., faculty, teaching methods, administration, curriculum, etc.) and presents return on investment metrics in a comparative format to guide program success.

Enhancement #1: Incorporation of the Key Driver Analysis

The Key Driver Analysis (KDA) is a graphical representation of importance-performance maps for each service dimension within the survey. The importance of each attribute is derived from regression analysis that measures each attribute’s impact on the Student Loyalty Index (exception: Stated importance is utilized for the Entry Survey). This analytical map guides program managers on key areas of focus within each dimension. 

Below is an example for the Faculty dimension. This Key Driver Map indicates the importance students place on the overall quality of faculty, responsiveness to students’ needs and teaching effectiveness and the level of impact these attributes have on a student loyalty. It also illustrates where the program should leverage limited resources. While the three attributes are highly correlated to student loyalty, responsiveness and effectiveness are performing significantly below average relative to their importance implying they are the highest priority of concern.

Faculty Key Driver Map

ExecSumm Faculty Key Driver Map 

Enhancement #2: Student Loyalty Index (SLI) Component Tracking

The Student Loyalty Index (SLI) is based on the average of student ratings of three questions:

  • I2 - Overall, how would you rate the quality of your program;
  • I4 - How likely are you to recommend this program to a friend or colleague;
  • I6 - If you were seeking an MBA again, how likely would you be to choose to attend this program?  

The question above regarding choosing to attend this program again (I6) is a new component of the Student Loyalty Index this year. This Index is the best indicator of alumni loyalty than any single attribute.

The Executive Summary now includes both tracking of the Student Loyalty Index components over time as well as commentary on program performance compared the program’s peer composite. This insight allows programs to determine overall brand health of the program and areas of focus to increase competitiveness.

I2. Overall Quality of Program 

ExecSumm Overall Quality of Program

These new enhancements are designed to increase the value of the Executive Summary. The Executive Summary provides program leadership with the information critical to improving the MBA program from the students’ perspective. This summary synthesizes hundreds of data points into concise actionable insights. The Executive Summary is designed to arm MBA program administrators with the data needed to drive change and raise program performance.

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Daniel Mosrie, author for this article, is Head of Research Operations and Managing Partner of Percept Research. Daniel welcomes your questions and comments.

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Topics: Brian Mahoney, Analysis/Reporting