Using Text Mining for Improving Student Experience Management in Higher Education

Using Text Mining for Improving Student Experience Management in Higher Education

Chong Ho Yu (Arizona State University, USA), Samuel A. DiGangi (Arizona State University, USA) and Angel Jannasch-Pennell (Arizona State University, USA)
DOI: 10.4018/978-1-60960-599-5.ch012
OnDemand PDF Download:
$37.50

Abstract

The objective of this case study is to illustrate how text mining of open-ended responses from a student survey could yield valuable information for improving student experience management (SEM). The concept of student SEM was borrowed from the notion of customer experience management (CEM), which aims for ongoing improvement of customer relations through understanding of the customer’s point of view (Pine & Gilmore 1998). With the advance of text mining technology, textual data that were previously underutilized are found to be valuable in CEM. To illustrate how text mining can be applied to SEM, we discuss an example from a campus-wide survey conducted at Arizona State University. The purpose of this survey was to better understand student experiences with instructional technology in order for administrators to make data-driven decisions on its implementation. Rather than imposing the researchers’ preconceived suppositions on the students by using force-option survey items, researchers on this project chose to use open-ended questions in order to elicit a free emergence of themes from the students. The most valuable lesson learned from this study is that students perceive an ideal environment as a web of mutually supporting systems. Specifically, online access should be augmented by use of laptops and availability of course materials, whereas virtual classes should be balanced by human interactions.
Chapter Preview
Top

Organization Background

Arizona State University (ASU) is the largest public research university in the United States under a single administration, with a 2009 student enrollment of 68,064 (ASU, 2009c). ASU is composed of four campuses spanning across the Phoenix Metropolitan Area (Tempe, West, Polytechnic, Downtown). In 2009 the total endowment supporting ASU is $407 million whereas the total assets of ASU Foundation worth $645 million (ASU, 2009b).

ASU was founded in 1885 as the Tempe Normal School by an act of the Thirteenth Territorial Legislature. Its name was changed to the Normal School of Arizona in 1901 and became Tempe State Teachers College in 1925. In 1945, the school was under control of the Arizona Board of Regents and was renamed Arizona State College. These changes resulted from expansions of the curriculum and degree offerings. By 1958 the school performed all the functions of a regular university. As a result, a statewide ballot led the school to adopt the current name Arizona State University. Although research endeavors preceded attainment of university status in 1958, the development of new academic programs and library holdings and the conferral of doctoral degrees in the 1960s led the Carnegie Foundation to grant ASU Research I status in 1994 (ASU, 2009d).

In 2002, Dr. Michael Crow became the university's 16th president. President Crow outlined his vision for transforming ASU into a “New American University,” an open and inclusive source of learning opportunities for all types of. Crow has stated that ASU is in a unique position to evolve together with the city into one of the great intellectual institutions in the world. In order to build a New American University, ASU has undergone some radical changes over the last few years. Like many universities, ASU has added new buildings, hired new faculty and brought in new students. For instance, ASU admitted its largest and highest-quality freshman class ever in fall 2003 and has developed nationally recognized programs in a number of fields, including accounting, astrobiology, design science, creative writing, music, ecology and evolutionary biology, electron microscopy, nanotechnology, psychology, solid-state science, and supply chain management. In addition, ASU has embarked on an aggressive capital building effort. The university is adding one million square feet of research infrastructure, and is continuing its development and expansion of the West, Polytechnic and Downtown campuses (ASU, 2009a). More importantly, the core essence of New American University is open and inclusive. The preceding efforts might not yield the expected results if student experience is not well understood. Thus, under the leadership of Dr. Crow, the management style of ASU has become more data-driven, research-based, and student (customer)-oriented.

Complete Chapter List

Search this Book:
Reset
Editorial Advisory Board
Table of Contents
Foreword
Abdul Waheed Khan
Preface
Purnendu Tripathi, Siran Mukerji
Acknowledgment
Purnendu Tripathi, Siran Mukerji
Chapter 1
Alan C. K. Cheung, Y. C. Cheng, Timothy W. W. Yuen, Celeste Y. M. Yuen
The purpose of this study is to examine the current conditions of higher education services in three Asian markets and to explore effective market... Sample PDF
Exporting Hong Kong’s Higher Education to Emerging Asian Markets: Marketing Strategies and Government Policies
$37.50
Chapter 2
Maria Fuentes Blasco, Irene Gil Saura, Beatriz Moliner Velásquez
The transformations being experienced by Spanish universities faced with the challenge of adapting to a changing environment and increasingly... Sample PDF
Heterogeneity Analysis in the University Context: A Proposal Based on Service Quality Perceptions
$37.50
Chapter 3
Sven Tuzovic, Lyle Wetsch, Jamie Murphy
In 2008, a collaborative partnership between Google and academia launched the Google Online Marketing Challenge (hereinafter Google Challenge)... Sample PDF
The Google Online Marketing Challenge: A Transnational Comparison of Classroom Learning with Real Clients, Real Money, and Real Advertising Campaigns
$37.50
Chapter 4
Laurie Bedford
Efforts to promote the distinctiveness of online programs in an increasingly competitive market have led to a focus on instructor expertise and... Sample PDF
The Adjunct’s Role in Delivering Quality Online Instruction
$37.50
Chapter 5
Frank Wai-ming Tam, Paula Yu-Kwong Kwan
The case suggests that a school organization adapts itself to the environment and survives external competition through a series of self-organizing... Sample PDF
School Images, School Identity, and How Parents Select Schools for Their Children: The Case of Hong Kong
$37.50
Chapter 6
John Munro, Elena Verezub
A key capacity in twenty-first century markets is being able to convert information to knowledge. This information is frequently a written form in... Sample PDF
Technology in the Development and Teaching of a Literacy Program for XXI Century Education
$37.50
Chapter 7
Kathleen A. Krentler, Albert Caruana
A transnational partnership between the University of Malta in Malta and San Diego State University in the United States resulted in an agreement to... Sample PDF
An International Collaborative Masters Degree in Integrated Marketing Communications: A US-EU program in the Mediterranean
$37.50
Chapter 8
Manuel Cuadrado-García, María-Eugenia Ruiz-Molina, Lourdes Hernández-Martín
In this chapter we describe this interdisciplinary project focusing on the contribution in the teaching-learning process of students at the... Sample PDF
A Multidisciplinary Project Integrating Marketing Research, Art and Spanish Language for Social Sciences
$37.50
Chapter 9
Ken Stevens
The international problem facing small high schools in rural communities of providing access to educational and vocational opportunities that... Sample PDF
A Four-Step Process to Reposition Small Schools as Sites Within Teaching and Learning Networks
$37.50
Chapter 10
Francine Rochford
Academic freedom is acknowledged to both define the university and to protect its status. A commitment to academic freedom must be reflected in... Sample PDF
Academic Freedom and the Ethics of Marketing Education
$37.50
Chapter 11
Iryna Pentina, Veronique Guilloux
Increased globalization of the world economy makes international aspects of marketing an important priority. A growing number of business colleges... Sample PDF
Developing a Grassroots Cross-Cultural Partnership to Enhance Student Experiences
$37.50
Chapter 12
Chong Ho Yu, Samuel A. DiGangi, Angel Jannasch-Pennell
The objective of this case study is to illustrate how text mining of open-ended responses from a student survey could yield valuable information for... Sample PDF
Using Text Mining for Improving Student Experience Management in Higher Education
$37.50
Chapter 13
John Rutaisire
This chapter highlights the importance of educational marketing through modern innovative technologies. It explores how teachers who mark Rwandan... Sample PDF
Innovations in Technology for Educational Marketing: Stakeholder Perceptions and Implications for Examinations System in Rwanda
$37.50
Chapter 14
Elizabeth Osika, Rochelle Johnson, Rosemary Buteau
Over the last few years, Southern State University (SSU) has experienced a decline in enrollment and state funding. However, one aspect that holds... Sample PDF
When Going Online Isn’t Going
$37.50
Chapter 15
Shuyi Zhang, Li Zhao
This case focuses on the challenges and trends of Chinese higher education. It analyzes the challenges that the Chinese higher education faces and... Sample PDF
The Trends and Challenges of Higher Education in China
$37.50
Chapter 16
Tom Bisschoff, Christopher Rhodes
A historically white school in a city setting in South Africa is faced with the demand from a newly democratically elected government to transform... Sample PDF
Transformation through Marketing: A Case of a Secondary School in South Africa
$37.50
Chapter 17
Paul Breen, Magdalena De Stefani, Achilleas Kostoulas
Many adult professionals no longer have the time or finances to engage in full time, on site study, and as a consequence are seeking flexible... Sample PDF
Navigating a Pathway to Partnership through Turbulent Seas of Adversity
$37.50
Chapter 18
Gonca Telli Yamamoto, Michael D. Featherstone, Faruk Karaman, Patricia C. Borstorff
The chapter details the experiences both students and instructors encountered in creating and participating in a cross-cultural virtual team... Sample PDF
Exploration of Multi-cultural Teaching and Learning in a Collaborative Virtual Environment
$37.50
Chapter 19
Felicia Blacher-Wilson, Evan G. Mense, Michael D. Richardson
E-learning and distance learning technologies have accelerated tremendously during the last decade. Changes in development and delivery include... Sample PDF
Marketing Services Globally: The Benefits of E-Learning
$37.50
About the Contributors