THE STUDY'S OBJECTIVES WERE (1) TO APPRAISE PUBLIC CONCEPTS OF THE PERSONAL VALUE OF HIGHER EDUCATION, (2) TO DETERMINE PUBLIC CONCEPTS OF THE VALUE OF HIGHER EDUCATION TO SOCIETY, (3) TO DETERMINE THE PUBLIC UNDERSTANDING OF THE PROBLEM OF STUDENT DEMAND AND INSTITUTIONAL LIMITATIONS, (4) TO DISCOVER THE PUBLIC UNDERSTANDING AND ATTITUDES TOWARD THE FINANCING OF HIGHER EDUCATION, AND (5) TO DISCOVER RELATIONSHIPS OF PUBLIC ATTITUDES TOWARD HIGHER EDUCATION TO ATTITUDES TOWARD PUBLIC EDUCATION AT THE PRECOLLEGE LEVEL AND TO DETERMINE HOW DIFFERENCES IN PERCEPTIONS, CONCEPTS, ATTITUDES AND INTENTIONS RELATE TO DIFFERENCES AMONG MAJOR SEGMENTS OF THE POPULATION. A NATIONAL SAMPLE INTERVIEW SURVEY METHOD WAS USED. APPROXIMATELY 1,350 INTERVIEWS WERE MADE. THE STUDY POINTED OUT PUBLIC OPINION AS OF THE SPRING OF 1963, BUT THE INVESTIGATORS FEEL THAT THE DYNAMIC SOCIAL AND ECONOMIC CHARGES CONTINUING IN THIS COUNTRY WILL OBSOLETE THE DATA FOUND RELEVANT AT THAT TIME. CONCLUSIONS WERE THAT--(1) PUBLIC OPINION WAS ONLY PARTLY FORMED, FREQUENTLY UNINFORMED, AND WOEFULLY CONFUSED, (2) VERY FEW PEOPLE BELIEVED THAT THE COUNTRY WOULD BE BETTER OFF IF THERE WERE FEWER COLLEGE GRADUATES, (3) MORE PEOPLE BELIEVED THAT A COLLEGE EDUCATION HAS MORE VALUE TO THE INDIVIDUAL THAN TO SOCIETY AS A WHOLE, (4) MOST FELT THAT A COLLEGE EDUCATION WAS THE RIGHT OF AMERICAN YOUTH, (5) PUBLIC OPINION PREPARED FOR SUBSTANTIAL INCREASES IN EDUCATIONAL EXPENDITURES, (6) A HIGH PROPORTION OF PARENTS WANTED THEIR CHILDREN TO ATTEND COLLEGE, AND (7) COLLEGE ATTENDANCE WAS CLEARLY ASSOCIATED WITH ECONOMIC STATUS. (HB)