This article addresses the problem of (1) maintaining the size and quality of the overall graduate school, and (2) maintaining a "critical mass" of students enrolled in programs where there is an indication of a future demand, but where there has been a decline. University marketing techniques have not generally focused on graduate student…

Two samples of doctoral program participants were surveyed for opinions about factors of relative importance in their selection of a counselor education program. Replies came from a national stratified sample of 55 programs comprising 249 recent doctoral degree graduates plus a second sample consisting of 211 doctoral program entrants. Data were…

Competition for students will increase in the next decade. Some factors indicating an institution's vulnerability to declining enrollment can be assessed, and may also be the key to initiatives by campus leaders to help offset the decline. (Author/MSE)

What does research tell about how private colleges can thrive in the future? What has changed in recent years to make it easier or more difficult for small colleges to attract students? What trends or insights can aid private colleges? This article provides a snapshot of the needs and desires of the college-bound student, as well as a longitudinal…

A Trinity University (Texas) study identified a strong correlation between campus visits by admitted applicants and the proportion of admitted applicants who matriculated there. It is suggested that college marketing strategists consider the important role of this sales promotion device. (Author/MSE)

A study of 291 freshmen from "invisible" colleges and 239 from 6 prestigious colleges and universities and their parents investigated how the 2 sets of families with obvious different college preferences had made their choice. Geography, parental influence and approval, the "second choice" concept, and institutional…

A small liberal arts college's program of home visits for recruitment and admissions was evaluated. Forty students and several parents receiving home visits were classified by grades and eventual enrollment in the college, then surveyed. Results indicate the visits were the reason most applied. However, other factors were more strongly related to…

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.…

A study examined the extent to which receipt of financial aid influences the price level of the college or university attended, after controlling for academic ability, educational aspiration, socioeconomic status, distance from home, gender, and race. Data were drawn from a follow-up to the Beginning Postsecondary Student Survey of 1989-90…

This digest summarizes in a question and answer format a full length report of the same title. It addresses trends in college student enrollment patterns with an emphasis on behavior underlying student choice of college. Demographic changes and cuts in important sources of student financial aid brought significant enrollment declines to higher…

Presents the findings from a national survey of high school counselors on college advising. Some findings indicate that more attention to how counselors undertake the college advising role may be warranted. Includes five tables. (MD)

This study analyzed the admissions materials sent by four major Midwestern research universities to each of four hypothetical prospective students (first- through fourth-year high school students). The material was analyzed on the basis of timeliness, personalization, pricing, image, and segmentation. (MDM)

A reanalysis of American College Testing Program data found systematic relationships between student ability, family income, and college choice set characteristics for a general college-bound sample (n=6930) but not for students (n=254) who had applied for financial aid. Implications are drawn for using financial aid to increase student choice of…

Admissions offices of colleges trying to increase undergraduate student diversity are being criticized for failing to explain their affirmative action policies to prospective students and their parents, resulting in a backlash against affirmative action as white students fear reverse discrimination. (DB)

A study of 740 first-year university students found a strong positive correlation between students' college choice, subsequent expectations of the institution, and intent to stay at or leave the university. It is suggested that processes occurring before matriculation are as significant as the college social and academic environment or external…