Supporting Admissions: use of statistics project

Overview

UCAS established a short-term post of Applicant Data & Statistics Officer to help member institutions using UCAS data in relation to professionalism and good practice in admissions. During 2008 the post holder reviewed the UCAS data and statistics available to institutions and investigated their use of that data.

One outcome from this project was the provision of data training modules to address institutions' data training needs as part of the UCAS Continuing Professional Development (CPD) programme.

The Supporting Professionalism in Admissions (SPA) team, committed to the continued development of good practice in admissions, worked closely with the post holder during the project.

Data use by member institutions

An aim of the project was to identify the data sources used to support member institutions' marketing activities, recruitment and admissions processes, and to establish the rationale for not making full use of the available data. The research provided insight into how and why UCAS data is used, the results of which can benefit both institutions and UCAS.

Institutions use data in varying ways to meet their information needs. This is a reflection of different factors, eg available resources for the provision of data; analytical expertise; admissions software use; user role.

UCAS data is used by staff involved in various functions other than admissions, and for different purposes. While reviewing and monitoring applications is a key activity, application data is also used for:

  • supporting targeted recruitment
  • marketing activities, eg identifying target markets and trends in subjects
  • strategic planning
  • management information (MI) requirements, eg using conversion rates to predict student numbers; ensuring recruitment numbers are on target
  • competitor benchmarking
  • trend analysis regarding applications and offers.

Trends relating to factors such as ethnicity, diversity and disability can also be monitored which could help support institutions' Widening Participation (WP) and Access activities. The data also provides statistical evidence to underpin annual monitoring, evaluation and updating of course/institution admissions policy and practice.

Users of the MI generated can include internal admissions committees and boards, Vice Chancellors, Deans, Heads of School, Directors, Course Leaders, WP staff, Admissions Tutors, International Recruitment staff, and other academic staff involved in the admissions process.

The analysis and distribution of data varies between institutions: for some, analysis is provided centrally and distributed to relevant staff, while others make it available to all staff, eg by posting regular reports on their Intranet. At some institutions, staff in devolved Faculties, Schools or Departments may take a feed from the main admissions software package and maintain their own system and analysis.

UCAS asked member institutions if, and how they used UCAS data. Those not making the most use cited:

  • lack of awareness of what data was available or how to access it
  • lack of expertise in how to analyse the data to produce meaningful information.

Based on these responses and the outcomes of the data skills training needs analysis, UCAS designed new CPD data training modules to address these needs.

Data training modules

To enable member institutions to make the most effective use of UCAS data, the project post holder worked with the Professional Development team at UCAS to develop training products in data use for non-specialists.

Several CPD data training sessions will be available from September 2008, including:

  • UCAS Data for non data specialists: an introductory session that aims to acquaint the delegate with the range of data and reports that UCAS provides and the means to access the data
  • Making the most of Management Statistics: provides an overview of this data output and engages the delegate in a more advanced analysis session.

Further specialist sessions are planned. These training opportunities can enable institutions to maximise the benefit of using UCAS data. Contact the CPD training team to find out more or to attend a session.

So what data is available?

UCAS makes available a wide range of data, statistics and reports to UCAS members, and the public. The data covers applications on a UK wide basis over several years and is in addition to institution-specific data and reports that are available.

The data can be accessed as raw data to allow you to perform your own analysis, and is also available as regularly produced statistics and reports accessible on the appropriate website or via the UCAS ftp server. Visit the Statistical Services page for further details.

UCAS can also provide member institutions with a bespoke data service at an additional charge - contact UCAS Media to learn about the range of products and services.