ERIC Number: EJ1316892
Record Type: Journal
Publication Date: 2021-Dec
Pages: 45
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0002-8312
EISSN: N/A
Coming Soon to a Neighborhood near You? Off-Campus Recruiting by Public Research Universities
Salazar, Karina G.; Jaquette, Ozan; Han, Crystal
American Educational Research Journal, v58 n6 p1270-1314 Dec 2021
Scholarship on college choice largely focuses on how students search for colleges but less is known about how colleges recruit students. This article analyzes off-campus recruiting visits for 15 public research universities. We Web-scrape university admissions websites and issue public records requests to collect data on recruiting visits. Analyses explore the similarities and differences in off-campus recruiting patterns across universities in the study. Results reveal socioeconomic, racial, and geographic disparities in recruiting patterns. In particular, most universities made more out-of-state than in-state visits, and out-of-state visits systematically targeted affluent, predominantly White localities. We recommend that future research should exploit new data collection methodologies to develop a systematic literature on marketing and recruiting practices in higher education.
Descriptors: Research Universities, College Students, Student Recruitment, Socioeconomic Status, Racial Differences, Out of State Students, In State Students, Advantaged, White Students, Marketing, Enrollment
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Alabama; South Carolina; Colorado (Boulder); Kansas; New Jersey; Pennsylvania (Pittsburgh); Nebraska (Lincoln); Ohio (Cincinnati); Arkansas; Massachusetts; New York; Georgia; California (Berkeley); North Carolina
Grant or Contract Numbers: N/A