Enrollment management includes the processes and activities that influence the size, shape, and characteristics of a student body by directing institutional efforts in marketing, recruitment, admissions, pricing, and financial aid. Institutional research plays an essential, if not the key, role in enrollment management. This report discusses the types of research questions that must be addressed at each stage of the student college experience; reviews the literature on enrollment management; lists performance monitoring indicators during the recruitment and retention phases and the appropriate collection methods for such data; describes strategies for data management; lists sample student tracking data elements relevant to the entry phase, term-by-term progress assessment, and follow-up of graduates and leavers; and describes the purposes and uses of regression analysis, factor analysis, cluster analysis, and discriminant analysis. The following four principles for data application are also discussed: (1) constructing separate longitudinal files for tracking selected student cohorts; (2) including data elements for analysis of specific student subgroups; (3) conducting survey research to illuminate key student decision points; and (4) examining both the college policy environment, and the views and needs of the student. Data presentation principles are also discussed, including matching format to the analytical sophistication and learning preferences of recipients of the information; avoiding statistical jargon; and using executive summaries, graphics, tables, analogies, and verbal aids appropriately. Sample reporting tables and graphs, and a 30-item bibliography are included. (PAA)