In response to requests from programs that graduate students during the summer months, Percept Research agreed to extend the fielding period for the 2010-11 MBA Exit Survey from June 30 to July 31. We implemented this change so summer-graduating programs would not have to wait for a year to receive their benchmark results. We now recognized this one-month change in schedule also caused other shifts in critical steps in our process.
This change in the fielding year caused the Exit Peer Selection Survey to shift from July to August. Peer Selection Survey is utilized by participating programs to choose six peer programs for comparison within the Competitive Intelligence Report (CIR). The impact was far more than anticipated, since August is a busy time for most program administrators with classes starting which means it takes longer for them to respond to the Peer Selection Survey.
After careful review of the feedback we received, we believe a November delivery is too late for the MBA Student Exit CIR to provide meaningful impact to the program for incoming students.
Accordingly, this is what are we going to do different…
We are reversing our fielding year extension from 2011 and moving back the end of the fielding year to June 30.
We will more strictly adhere to deadlines for participating in the Exit survey and selecting peers. This means if a program does not select their peers within two weeks of the Peer Selection Survey, the program will have to wait for the second batch of reports to be produced a month later.
Programs that graduate in the summer and fall months can order an Advance CIR to receive their results earlier with comparisons the previous year’s benchmark data.
We appreciate the client feedback helping us recognize that we should reverse course on the change made in 2011. This feedback allows us to learn and grow to prevent similar issues in the future. Delivering the best service to meet the needs of our clients is a key priority for us.
Brian Mahoney, author for this article, is a marketing research consultant and Managing Partner of Percept Research. Brian welcomes your questions and comments.