American Action Forum Higher Education National Survey

Key findings from a national telephone survey of
800 likely voters, with 240 cell phone interviews,
conducted January 19-22, 2014.
AAF Higher Education
National Survey
Glen
Bolger
glen@pos.org
Project #14040
Jim Hobart
jimh@pos.org

Public Opinion Strategies is pleased to
present the key findings of a national
telephone survey. The survey was
completed January 19-22, 2014 among 800
likely voters, including 240 cell phone-
only respondents, and has a margin of
error of +3.46%.
Glen Bolger and Jim Hobart were the
principal researchers on this project.
Caitlin Reed was the project director, and
Alex Geroux provided analytical support.
Methodology

AAF Higher Education Survey ~ January 19-22, 2014
Working
Pretty
Well Now
14%
Some
Changes
Needed
45%
Major
Changes
Needed
24%
Needs
Complete
Overhaul
13%
Don't
Know
4%
Most voters do not think that our country’s college and university system needs
major changes. There is no difference by education level.
“Thinking now about the country’s college and university system, do you think our college and university system works
pretty well as it is now; some changes are needed, but basically they should be kept the same; major changes are needed;
or, needs a complete overhaul?”
Overall By Education/Gender
+24%+22% +20%
Total Well/Basically Same: 59%
Total Major Change/Overhaul: 37%
58% 61% 58% 58%
36% 37% 35%
38%
Men w/o Degree
(24%)
Men w/ Degree
(23%)
Women w/o
Degree
(28%)
Women w/
Degree
(24%)
Total Well/Basically Same
+23%

Much
Better
11%
Somewh
at Better
18%
Somewh
at Worse
16%
Much
Worse
6%
About the
Same
32%
Don't
Know
15%
Refused
2%*
Voters are divided when it comes to comparing our
college and university systems to those in other
countries.“Compared to the college and university systems in other leading countries, do you think
the college and university system in the United States is better, worse, or about the same?”
*Denotes Rounding
Total Better: 29%
Total Worse:
23%*

An overwhelming majority describe the cost of
tuition as being very expensive.
Very
Expensive
69%
Somewhat
Expensive
23%
About the
Right Price
4%
Somewhat
Inexpensive
1%
Very
Inexpensive
1%
Don't Know
2%
“How would you describe the cost of tuition at our country’s colleges and universities? Would
you say tuition is very expensive, somewhat expensive, about the right price, somewhat
inexpensive, or very inexpensive?”
Hispanics 79%
Very Liberals 76%
Women without Degrees 75%
Unmarried Women 74%
African Americans 73%
Women 18-34 73%
Women 55+ 73%
Somewhat Liberal 73%
Women 72%
Yes, Student Debt 72%
Democrats 71%
Strong Democrats 71%
Age 55-64 71%
Top Groups: Very Expensive (69%)Total Expensive:
92%
Total Right Price/Inexpensive:
6%

The Colleges
and
Universities
33%
State
Government
s
19%
Federal
Government
15%
Parents and
Students
27%
Other
1%
All of the
Above
3%
Don't Know
2%
Most voters do not think it is the state or federal
government’s responsibility to control the cost of college
tuition.“Still thinking about this, who would you say should be most responsible for controlling the
cost of college tuition. Should it be...the colleges and universities, state governments, the
federal government, or parents and students who choose to pay for more expensive
colleges, even though there are less expensive options.”

Republicans (38%)
The Colleges and
Universities
41%
Parents and students
who choose to pay
for more expensive
colleges, even though
there are less
expensive options
29%
State Governments 17%
The Federal
Government
9%
All of the Above 1%
Among both Independents and Democrats, there is no clear
consensus on who or what should be responsible for the cost
of college tuition.
Independents (18%)
The Colleges and
Universities
34%
who choose to pay
for more expensive
there are less
expensive options
31%
The Federal
Government
8%
All of the Above 6%
Democrats (42%)
The Colleges and
Universities
25%
who choose to pay
for more expensive
there are less
expensive options
25%
The Federal
Government
24%
All of the Above 3%

Language is important. There is a clear difference of opinion
when we test “taxpayer dollars” rather than “federal
spending.”
Strongly
Favor
35%
Somewha
t Favor
25%
Somewha
t Oppose
17%
Strongly
Oppose
20%
Don't
Know
3%*
“And, would you favor or oppose
increased federal spending on federal
student loans and grants for college
students?”^
“And, would you favor or oppose
increased spending of additional taxpayer
dollars on federal student loans and
grants for college students?”^^
Strongly
Favor
26%
Somewha
t Favor
22%
Somewha
t Oppose
22%
Strongly
Oppose
27%
Don't
Know
3%*
Total Favor:
60%
Total Oppose:
37%
Total Favor: 48%
Total Oppose:
48%*
*Denotes Rounding
^Split Sample A, N=399
^^ Split Sample B, N=401

41% 38%
61%54% 61%
34%
Republicans
(38%)
Independents
(18%)
Democrats
(42%)
Total Favor Total Oppose
44% 50%
76%
53%
44%
22%
By Party
Republicans and Independents oppose increasing taxpayer
funding for federal loans and grants, while Democrats
support it.
+27%-23%-13%
+54%+6%-9%
Increase Federal
Spending^
Additional Taxpayer
Dollars^^
^Split Sample A, N=399
^^ Split Sample B, N=401

Strongly
Agree
31%
Somewh
at Agree
23%
Somewh
at
Disagree
20%
Strongly
Disagree
20%
Don't
Know
6%
A majority of voters agree that the increased federal
spending on student loans and grants has caused tuition to
rise.“Still thinking about this, I would like to read you a statement and please tell me if you agree
or disagree with that statement. Increased federal government spending on student loans
and grants has contributed to the rising cost of college tuition.”
Total Agree: 54%
Total Disagree: 40%

64% 64%
40%
28% 28%
55%
Republicans
(38%)
Independents
(18%)
Democrats
(42%)
Total Agree Total Disagree
Republicans and Independents agree that federal government
spending on loans and grants has contributed to rising
tuition costs.By Party
+36%+36% -15%

Yes, worth
that amount
of debt
42%
No, not
worth that
amount of
debt
52%
Don't Know
5%
Refused
1%
A majority of voters do not believe a four-year
college degree is worth $26,000 in debt.
“Still thinking about student loans, the average student owes twenty-six thousand five-
hundred dollars after graduating from a four-year college. Do you believe a four-year college
degree is worth this amount of student loan debt?”

44%
36%
42%
48%
58%
54%
Republicans
(38%)
Independents
(18%)
Democrats
(42%)
Yes, Worth It No, Not Worth It
Voters across party lines agree that a four-year
college degree is not worth the debt.
By Party
-22%-4% -12%

29%
42%
50% 48%
42%
66%
54%
46% 48% 47%
18-34
(20%)
35-44
(20%)
45-54
(19%)
55-64
(22%)
65+
(18%)
Younger voters are especially averse to
taking on this amount of debt.
By Age
-12%-37% 0%+4% -5%

45%
39%
49%
55%
Men
(48%)
Women
(52%)
Women are more resistant to take
on significant student loan debt.
By Gender
-16%-4%

32%
41%
47%
44%
39%
56% 54%
49% 50%
54%
Very Conservative
(17%)
Somewhat
Conservative
(21%)
Moderate
(37%)
Somewhat Liberal
(16%)
Very Liberal
(8%)
By Ideology
-15%-6%-13%-24%
Voters across ideological lines agree that the debt is
not
worth it. Moderates are the most divided.
-2%

36% 38%
51%
59% 57%
44%
Less than $40,000
(32%)
$40,000-$80,000
(24%)
$80,000+
(34%)
Higher income earners are less concerned about the
amount of debt from a four-year college degree.
By Income
-19%-23% +7%

36%
55%
34%
45%
56%
42%
61%
49%
Men w/o Degree
(24%)
Men w/ Degree
(23%)
Women w/o Degree
(28%)
Women w/ Degree
(24%)
By Education/Gender
-4%-27%+13%-20%
Men with degrees are most likely to believe that a
four-year college degree is worth the debt.

43% 41% 39%
47%
52% 52%
57%
46%
Yes, Kids
(35%)
No Kids
(65%)
Moms
(19%)
Dads
(16%)
Neither parents or non-parents believe a four-year
degree is worth the debt. Dads are divided.
By Kids
-11%-9% -18% +1%

On average, voters think that college graduates should be
paying twelve percent of their income towards their loans
each month.“Now thinking some more about student loans…Approximately, what percentage of their
income should a college graduate with student loan debt have to pay towards their loans
each month?”
12.2%
Mean Score

Strongly
Favor
25%
Somewh
at Favor
27%
Somewh
at
Oppose
23%
Strongly
Oppose
20%
Don't
Know
4%
Refused
1%
There is modest support for streamlining the student aid
process even if it is a little more difficult to help the neediest
students.“Thinking further about student loans, would you favor or oppose simplifying and
streamlining the student aid process to just one type of loan or one type of grant so that
students know their eligibility sooner, even if it meant making it a little more difficult to help
the neediest students?”
Total Favor:
52%
Total Oppose:
43%

57% 56%
47%
36%
40%
50%
Republicans
(38%)
Independents
(18%)
Democrats
(42%)
Republicans and Independents share a similar view
on streamlining the aid process.
By Party
+16%+21% -3%

49%
56%
53%
46%
38%
45%
Less than $40,000
(32%)
$40,000-$80,000
(24%)
$80,000+
(34%)
Streamlining the aid process is favored
by voters of all income levels.
By Income
+18%+3% +8%

Republicans
in Congress
20%
President
Obama
14%
Democrats in
Congress
12%
High Cost of
College
Tuition
35%
Politicians in
Both Parties
9%
Other
2%
None of the
Above
3%
Don't Know
4% Refused
1%
Voters are divided on where to place blame for
the recent increase in student loan interest rates.
“As you may know, a few months ago, the President and Congress allowed interest rates on
student loans to increase. Who or what do you think is most to blame for the interest rates on
student loans increasing?”
26%

Republicans (38%)
The high cost of
college tuition
30%
Democrats in
Congress
26%
President Barack
Obama
25%
Politicians in both
parties
7%
Don’t Know 5%
None of the Above 3%
Republicans in
Congress
2%
Something Else 2%
All voters agree that the high cost of tuition is a major factor,
but they also blame members of Congress from the other
party.
Independents (18%)
The high cost of
college tuition
36%
President Barack
Obama
17%
Republicans in
Congress
15%
Politicians in both
parties
13%
Democrats in
Congress
7%
Something Else 3%
Don’t Know 2%
Democrats (42%)
The high cost of
college tuition
39%
Republicans in
Congress
39%
Politicians in both
parties
9%
President Barack
Obama
4%
Don’t Know 4%
Democrats in
Congress
2%
Something Else 1%

“Thinking some more about federal student loans and grants, I would like to read you two
statements about where students who receive federal student loans and grants should be
able to attend college. After I read the statements, please tell me which comes closest to
your own opinion.”
A large majority of voters believe students receiving federal
aid should have the freedom to attend any college or
university.
Some people say that students who receive federal
student loans and grants should have freedom of choice
and be able to attend any college or university they
want.
Other people say that students who receive federal
student loans and grants should only be permitted to
attend colleges and universities that are approved by
the federal government.
80%
18%
…while…

Colleges and
Universities
9%
The Federal
Government
12%
State
Government
s
7%
Students
36%
Parents of
Students
32%
All of the
Above
3%
None of the
Above
1%
Most voters think that students and their parents are
responsible for making sure they have an opportunity to get a
college degree.“Who is most responsible for making sure that all students have the opportunity to get a
college degree.”

Republicans (38%)
Students 39%
Parents of Students 37%
The Federal
Government
8%
Colleges and
Universities
6%
All of the Above 3%
Voters across party lines say that students are responsible for
making sure they have the opportunity to earn a college degree.
Independents (18%)
Students 37%
Colleges and
Universities
10%
The Federal
Government
5%
All of the Above 5%
Democrats (42%)
Students 32%
The Federal
Government
18%
Colleges and
Universities
10%
All of the Above 3%

66%
5%
51%
9%
37%
6%
89%
9%*
82%*
17%
75%
20%
Strongly Favor Total Favor
Voters strongly favor prior learning
assessments and open online courses.
Ranked by % Strongly Favor
Prior learning assessments that determine whether the
knowledge a student has obtained through previous
education or work experience earns them college
credit, which will help students avoid taking courses they
do not need.
Massive open online courses that would offer unlimited
enrollment and access via the Internet. These courses
would be aimed at students who are unable to attend
traditional classes on campus.
Competency based learning, which is an approach to
teaching and learning that focuses more on concrete
skills than on abstract learning.
* Denotes Rounding

Strongly
Favor
13%
Somewhat
Favor
21%
Somewhat
Oppose
13%
Strongly
Oppose
51%
Don't Know
2%
Voters strongly oppose the federal government
tracking students after they graduate.“Still thinking about the federal government and education, would you favor or oppose allowing the
federal government to use personally identifiable information such as Social Security
numbers, employment history, and salary to track students after college to determine the effectiveness
of college programs?”
Total Favor: 34%
Total Oppose: 64%

25% 23%
46%
74% 74%
52%
Republicans
(38%)
Independents
(18%)
Democrats
(42%)
Republicans and Independents are the most opposed to
tracking students, but Democrats are also against it.
By Party
-51%-49% -6%

Voters are much more likely to support the tracking
if the student must consent to it first.
Much
More
Likely
28%
Somewhat
More
Likely
34%
Somewhat
Less
Likely
11%
Much Less
Likely
23%
Don't
Know
3%
Refused
1%
“And, would you be more likely or less likely to allow the federal government to track a student’s
personally
identifiable information such as Social Security numbers, employment history, and salary if the student
first
had to agree to allow this information to be tracked?”
Very Liberals 45%
White Democrats 44%
Somewhat Liberals 40%
Soft/Lean Democrats 39%
Age 18-34 39%
Democrats 38%
Women with Degrees 38%
Moms 37%
Northeast Region 36%
College Education+ 34%
Women 31%
Top Groups: Much More Likely (28%)Total More Likely: 62%
Total Less Likely:
34%

Proximity of
college to
home or
work
6%
Courses the
college offers
50%
Average
student loan
debt of
graduates
3%
Graduation
rates of the
college
11%
Reputation
and name
recognition of
the college
10%
Cost of
college
18%
Other
1%
Don't Know
1%*
Course offerings are the most important
factor for half of likely voters.
“And, what information would you say is most important when picking a college...”
* Denotes Rounding

Hispanics 25%
Women 18-34 24%
Women 35-54 24%
Moms 24%
Northeast Region 22%
High School or Less Education 22%
Democrats 21%
Age 35-44 21%
Age 45-54 21%
Moderates 21%
Some College Education 21%
Yes, Kids 21%
Top Groups: Cost of College (18%)
Top Groups: Cost of College (18%)

African Americans are the most likely to take into account the
average earnings of graduates from individual college programs.
Very
Important
28%
Somwhat
Important
48%
Not Very
Important
14%
Not At All
Important
9%
Don't Know
1%*
“And, when looking at colleges, how important is it to know the average earnings of graduates of
individual programs at the college.”
High School or Less Education 38%
Men 18-34 37%
Age 18-34 35%
Very Conservatives 35%
Women 18-34 34%
Moms 34%
Strong Republicans 31%
Democrats 31%
Southern Region 31%
Top Groups: Very Important (28%)Total Important: 76%
Total Not Important: 24%*
* Denotes Rounding

Strongly
Favor
20%
Somewha
t Favor
26%
Somewha
t Oppose
18%
Strongly
Oppose
33%
Don't
Know
2%
Refused
1%
Republicans and Independents strongly
oppose the President’s rankings proposal.
“As you may know, President Obama has proposed ranking colleges and universities based on a number of
factors, including the average tuition they charge, the number of low-income students they enroll, and the amount
of debt their graduates owe. The colleges and universities that score the highest in these rankings would
potentially received more federal student aid money. Would you favor or oppose this proposal?”
Overall By Party
-19%-44% +36%
Total Favor: 46%
Total Oppose: 51%
27%
38%
67%
71%
57%
31%
Republicans
(38%)
Independents
(18%)
Democrats
(42%)

Strongly
Favor
22%
Somewhat
Favor
21%
Somewhat
Oppose
13%
Strongly
Oppose
42%
Don't
Know
2%*
Voters oppose giving the federal government the authority to set
price controls on public colleges and universities.
“Thinking about a new topic, would you favor or oppose giving the federal government the authority to set price
controls on public colleges and universities, as well as have the authority to penalize colleges and universities that
they deem too expensive. Would you favor or oppose this proposal?”
Total Favor: 44%*
Total Oppose: 55%
* Denotes Rounding

25%
37%
64%
74%
63%
34%
Republicans
(38%)
Independents
(18%)
Democrats
(42%)
Both Republicans and Independents oppose giving the
federal government this authority.
By Party
-26%-49% +30%

50%
47%
42%
33%
48%
51%
58%
66%
High School or Less
(24%)
Some College
(29%)
College Graduate
(31%)
Graduate/Professional
Education
(16%)Total Favor Total Oppose
By Education
-33%-16%-4%+2%
Voters with graduate and professional education are
most opposed to the federal government having this
authority.

Well, compared to the poll that focused on K-12 education, there is more consensus on higher
education policy, but there is still some uncertainty, especially with regards to who is
responsible (and should be responsible) for high tuition prices.
Looking first at the political environment, voters are quite pessimistic. Just 29% of voters say
things in the country are going in the right direction, while 65% say they are off on the wrong
track. This pessimism is taking its toll on President Obama, as 42% say they approve of the job
he is doing, while 55% say they disapprove. These numbers are very similar to President
Bush’s at this point in his second term (39% approve/54% disapprove in January of 2006).
In a bit of good news for Democrats, they do have a three point lead on the generic
Congressional ballot, but small generic ballot leads at this point do not necessarily portend
good thing to come for Democratic congressional candidates in November. (At this point in
2010, Dems held a 2 point lead on the generic ballot, before going on to lose 63 seats!)
Turning now to the education questions, voters are generally pleased with the country’s college
and university system, with 59% saying the system is working pretty well or needs only some
changes, compared to 37% who say it needs major changes or a complete overhaul.
However, voters are unsure on how the United States’ college and university system compares
to the rest of the world, with 29% saying it is better, 23% saying worse, and 32% believing it is
about the same. An additional 15% say they don’t know.
THE BOTTOM LINE

Voters overwhelmingly believe that college tuition is very expensive, but are unsure who
should be responsible for controlling the cost. Colleges and universities are the choice of
33% of voters, with parents and students following at 27%. There is limited belief that
controlling the cost of tuition should be the responsibility of state (19%) or federal (15%)
government. A majority of voters do agree that increased government spending on
student loans and grants has contributed to rising tuition costs.
When told that the average student has more than $26,000 in student loan debt after
graduating from a four year college, a slim majority said that a four year degree was NOT
worth that amount of debt (42% worth the debt/52% not worth the debt). Younger
voters, women, very conservative voters, and voters without a college degree are most
likely to say that a degree is not worth that amount of debt.
A slim majority (52%) of voters favor streamlining the student aid process, even if it would
make it more difficult to help the neediest students. Republicans and Independents are
closely aligned on this issue, while Democrats narrowly oppose it.
Asked who is to blame for interest rates on student loans increasing, 35% of voters
blame the high cost of college tuition, followed by GOPers in Congress (20%), President
Obama (14%) and Democrats in Congress (12%). Voters across party lines say the high
cost of college tuition is most to blame, with partisans also blaming members from the
other party.

Voters see the opportunity to get a college degree as the responsibility of students (36%)
and parents (32%), with only a handful of voters viewing it as the responsibility of the
federal (12%) or state (7%) government.
Looking at the new methods of instruction we tested, there is very strong support for both
prior learning assessments and large open online courses. Support for competency
based learning is also solid. Conversely, there is strong opposition to the federal
government tracking students after college in order to determine the effectiveness of
programs. Opposition does soften if students first have to agree to be tracked, especially
among Democrats.
When it comes to picking a college, half (51%) of voters say that course offerings are the
most important factor. Just 18% say the cost is most important. African
Americans, Hispanics, and younger women are most likely to cite cost as being the most
important factor to them. Voters do say that the average earnings of graduates of
individual programs at the college is important to them, but intensity is somewhat soft.
African Americans and younger voters are most likely to say it is very important to them.
Finally, neither of President Obama’s recent education proposals is particularly popular.
His ranking proposal is opposed by a majority (51%) of voters, with intensity decidedly
against it. Votes are also opposed to giving the federal government the authority to set
price controls on public colleges and universities.

For more information about this presentation or about
Public Opinion Strategies, please give us a call.
214 N. Fayette St.
Alexandria, Virginia 22314
(703) 836-7655 - Phone
(703) 836-8117 - Fax
Turning Questions Into Answers

American Action Forum Higher Education National Survey

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