Equity in the institutional choices of enrolling college students was assessed. The focus of study was whether students similar in educationally relevant characteristics, but dissimilar in ascriptive or socioeconomic background characteristics, attend similar institutions at similar rates. The study was based on multiple regression analysis of…

The applicability of the "benefit segmentation" marketing technique to education was tested at the College of DuPage in 1979. Benefit segmentation identified target markets homogeneous in benefits expected from a program offering and may be useful in combatting declining enrollments. The 487 randomly selected students completed the 223…

As the pool of outstanding college bound students has declined, the use of merit scholarships has increased as a means of attracting high quality students. When Boston University began again in 1974 to use merit scholarships, it decided to analyze how well the awards serve their purpose. The study showed that they are effective in increasing…

This study is based on the assertion that it is not enough for student aid programs to facilitate attendance at, and even graduation from, a postsecondary institution because the very means used may have a negative impact on students who benefitted from such aid. While student aid may equalize college attendance across students, it may not promote…

Studies of the Plans of high school students and the characteristics of first-time freshmen can reveal trends in community college enrollments that should be considered in marketing. Studies at Johnson County Community College (JCCC) reveal the continued importance of meeting the needs of the 18 to 20 year old student who is still strongly…

Although graduating from college may be viewed as a rite of passage for better social mobility in our society, first-generation students, whose parents never graduated from college, face unique challenges to achieve educational success in our country. The purpose of the proposed study is to investigate longitudinal educational attainments of…

This qualitative study examined the role played by race in the college choice behavior of a group of minority females. It examines the college aspirations and decision making processes of Black female college-bound students and the influences of their parents, friends, college counselors, teachers, and school staff. Subjects were 50 students at 3…

The use of an expectancy-value model, common to consumer marketing studies, in analyzing the market position of Cleveland State University was investigated. Attention was focused on showing how consumer attitude concepts and methodologies can be used in developing a strategic marketing plan. Six populations were identified as groups important to…

Data from the college Board's Admissions Test Program (ATP) Summary Reports are used to analyze the student market attraction for ATP report designations, the application rate, the acceptance rate, the enrollment yield, and the dropout rate for 254 different student groups for 25l colleges. Student groups are defined in terms of their College…

A survey was conducted in Spring 1979 to determine the characteristics of a scientifically drawn sample of 16,400 curriculum and continuing education students enrolled in 57 community colleges and technical institutes in North Carolina (NC). The study focused on: (1) the demographic and financial characteristics of the students; (2) the major…

There is a popular and pervasive myth that higher education has been a potent social equalizer and great enfranchising vehicle for immigrants to the United States. Historic facts place the vast majority of yesterday's immigrants behind pushcarts or alongside mass production lines, waiting two or three generations before benefiting from the fruits…

The private internal rate of return to investment is evaluated in two levels in each of the following four educational programs: computer science, nursing, nutrition, and social work. In these fields, a situation occurs in which many bachelor's degree graduates and community college vocational degree holders perform exactly the same work and…

This study examined, over a 3-year period, the ability of financial assistance for minority students to bridge the gap between generic higher education and the high-prestige, high-cost institutions that are associated with long-term economic benefits to graduates. Applying a variation of the status attainment model to data for the 1989-1990…