Examines two studies (n=18, n=103) of high school students' approaches to college choice, using a "brand elimination" approach to consumer decision making and analyzing each stage of the student decision process. A salient finding was that different sources of information are important to the student at different stages of college selection. (MSE)

This pamphlet provides an overview of the historic role, accomplishments, and challenges which face historically black colleges and universities (HBCUs) as they carry out their unique mission. It summarizes the efforts of the Department of Education aimed at strengthening HBCUs, while assuring that higher education programs do not discriminate on…

A questionnaire was developed to survey 120 students during the "Meet Your College" presentation of the College of Agriculture and Natural Resources of Michigan State University, during "Welcome Week" in the fall of 1984. The data were analyzed to compare freshmen students with transfer students, male students with female…

The 1989 California Medical School Matching Program pilot study illustrated that the technical aspects of a matching program for medical school applicants can be successful, paralleling the current admission process to a reasonable degree. The process is designed to solve the problem of multiple acceptance within an applicant pool. (Author/MSE)

A study investigated the variables associated with high school students' sensitivity to tuition in the college-choice process, interaction of tuition and student aid, relationship of family and student characteristics to this sensitivity, and the roles of student perceptions and student institutional connections in price sensitivity. Subjects were…

A study investigated the perceptions of human resource managers (n=243) concerning graduates from 9 area colleges, using 40 criteria to differentiate potential employees. The results support use of the methodology by colleges and universities to investigate factors contributing to institutional image within the business community. (MSE)

Higher education administrators often wonder if the information they receive from the low response rates to surveys of non-matriculating applicants accurately reflects the entire population of these non-matriculants. These questions are exacerbated by evidence that response bias does exist. This paper describes how St. Mary's College in Notre…

Previously performed analyses of the relationship between college choice and persistence in both public and private colleges and universities illustrate the direct and indirect effects of financial factors that influence college choice and subsequent persistence decisions, and the direct effects of the actual dollar amounts of costs and financial…

The ideas of Williford (1987) are used to propose a four-stage model describing the evolution of marketing in many colleges and universities. It elaborates on the thinking endemic to strategic marketing management and frameworks drawn from business marketing which will likely become more prominent in higher education. (Author/GLR)

A survey investigated the importance of 22 institutional attributes to 1,574 potential students of a university business school. Effects of student variables (public vs. private high schools, class rank, suburban vs. rural high schools, gender) were also considered. Factor analysis is found useful for research on college choice. (MSE)

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…

A marketing model of enrollment management focusing on relationships between changes in the macroenvironment, target market student preferences, college marketing mix, and enrollment is presented. Application of the model illustrates how institutions can offset, enhance, or neutralize potential enrollment effects of job market changes through…

Focuses on relationships between high school graduates' personal characteristics and the nature of the postsecondary institutions they attend. Suggests that within the matching process is a sorting mechanism that reinforces nonmeritocratic tendencies. Analyzes national data for the high school class of 1980. Finds, that socioeconomic background…

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…

The effect that winning a National Collegiate Athletic Association (NCAA) Division 1 national championship in football or men's basketball may have upon the quantity and quality of undergraduate admissions applications received by institutions was examined. Between 1979 and 1992, 11 institutions won the NCAA Men's Basketball Tournament with two…