The way in which Columbia College, Missouri, is perceived by potential students, government officials, donors, and neighboring institutions was surveyed. Of the 900 randomly selected study group members, 519 responded to a mail questionnaire, which is appended. As many as 37 percent would not or could not give an opinion regarding the college's strengths and weaknesses, a finding that suggests that a substantial portion of the community is not well informed regarding the programs and problems of the institution. Several individuals mentioned the college's lack of visibility and publicity about is curriculum and programs as a weakness. Some uncertainty about the college being private was demonstrated. The day program is more well-known that either the evening program or extended studies; almost three-fourths of the respondents know about the evening program, and 60 percent know that the college offers special programs for adults. Two academic programs, art and business, are also well-known to the respondents. Although members of the community apparently believe that Columbia College graduates are well-educated, they express concern over the quality of the institution, and also appear to perceive the institution as financially unstable. The age group to whom the evening programs are targeted appear to be aware of the offerings, but not of the extensive financial aid offered at the college. Additionally, respondents who are professionals and managers have a fairly well-defined image of the college. Suggestions to improve knowledge about the college are offered. (SW)