The "U.S. News and World Report" rankings of colleges do not affect institutions equally; the schools impacted most are those that have the most to lose because they benefit from, even rely on, the rankings for prestige and visibility. The magazine relies on the rankings for substantial sales revenues, and has garnered considerable power…

Examination of popular publications that rate and rank collegiate undergraduate education reveals several methodological concerns. The challenges for consumers and researchers are to know what shortcomings exist in these ratings, what impact the shortcomings have on the rankings, and what methodological changes might improve the evaluations.…

Two representatives of popular magazines that publish controversial rankings of colleges and universities respond to criticism of the rankings. Issues addressed include the need for third-party comparisons, the importance of institutional reputation, cooperation with the higher education community, changing methodology, data integrity, reader…

Response of colleges and universities to surveys from publishers of college guides and popular newsstand magazines is discussed, and considerations in developing a standard survey response are explored. These include the advantages and limitations of standardized information formats, how much of the information reaches prospective students, how…

An overview of college guidebooks examines their origins, development, types, impact on both consumers and colleges, and current trends and future prospects. It is argued that publishers will gain credibility by standardizing data collection and reporting formats and by no longer trying to rank colleges on criteria that change annually and fail to…

It is argued that research testing the reliability and validity of college and university reputational studies should be conducted, a concern not raised by consumers and publishers. Two studies of "America's Best Colleges," published by "U.S. News and World Report," raise questions about the guide's validity and suggest that…

Concerns about published comparisons of colleges and universities are organized into a framework to guide further research. A systematic method for addressing specific issues about the guides is presented, and the environment in which the guides are used is examined. Research needed to assure that the guides make a valued contribution and are fair…

Debate grows over the validity and reliability of college and university rankings, which judge rather than describe institutions, as the public's willingness to accept them increases. While many institutional characteristics can be measured, measurement methods need improvement. One solution is to publish the peer studies that the institutions…

The limited research available and the observations and experiences of college admissions officers suggest that college guidebooks and ratings have a small to negligible impact on the college choices of most students. However, many families buy the guides, and their publication is likely to continue. It is important that institutions provide…