This article demonstrates that colleges and universities can conduct effective market research using in-house resources, using a recent market research study conducted by the admissions department of the University of North Carolina-Chapel Hill. Institutions often avoid market research when embarking on a marketing program because of perceived…

Ireland's computerized, national system of university admission, which assigns all students to institutions simultaneously, and Britain's system using a single set of admissions forms and centrally coordinated admissions, suggest that centralization can be an efficient and cost-effective method of linking students with colleges in the United…

A small liberal arts college's program of home visits for recruitment and admissions was evaluated. Forty students and several parents receiving home visits were classified by grades and eventual enrollment in the college, then surveyed. Results indicate the visits were the reason most applied. However, other factors were more strongly related to…

A study investigated the characteristics that 125 high school counselors considered most important in judging a college's academic reputation and whether those counselors, in assessing selected institutions, accurately applied the criteria they identified as most important in advising students about prospective colleges. Degree of counselor…

This article presents strategies that Latino parents and Latino students need to know regarding preparing for and selecting the best undergraduate college or university for the career desired, especially if the choice involves engineering, mathematics, or the sciences. Access to pertinent information on preparation for admission to a college or a…

A technique is described for private liberal arts colleges to assess the probable matriculation behavior of admitted applicants. By performing a multiple discriminate analysis of data obtained from applicants admitted during a previous admissions season, and applying the information to a decision-making strategy used in political elections the…

It was found that a strong desire to leave the state of Connecticut was a major force in black students attending out of state colleges and universities. Other contributory factors included the Connecticut schools lengthy admissions evaluations, the structure of some compensatory education programs, a non-competitive financial aid program and the…

Project 1000 is a program to help United States citizens or permanent residents of the United States of Hispanic ethnic origin to make application for graduate study in those fields and disciplines where the Graduate Record Examination (GRE) normally is used to help assess an applicant's admission potential (i.e., the arts and sciences generally…

Students' last years in high school which otherwise might be ones in which they enjoy the privileges of their seniority can become a nightmare of waiting, fear of rejection, despair, and desperation for many college-bound students. The whole structure of college admissions is hopelessly archaic, exorbitantly wasteful and one which systematically…

The marketing tools and techniques of the main campus of Ohio University, Athens, were used to carry out an admission marketing research project to aid its five two-year regional campuses. A survey instrument was sent to 897 admitted applicants for fall 1988 in mid-August, with a followup in early September. Response rate was 41%. The survey…

Presented are several of the techniques that have been used as part of a comprehensive market research program at Carleton College (Northfield, Minnesota). The basic focus is on regional segments in Carleton's applicant pool. Carleton's position in the market is examined in relation to selected types of schools with which it competes for…

The charge of the Commission on Tests was to undertake a thorough and critical review of the College Board's testing functions in American education, to consider possibilities for fundamental changes in the present College Board tests and their use, and to make recommendations to the Board based on its conclusions. After reviewing current…

Presented a college night where students and parents were mixed into eight simulated admissions committees. Charged them with examining the credentials of four hypothetical candidates, and matching these to profiles for two different schools. Parents could not dominate, and all gained an understanding of the component pieces of college…

Describes Augustana College's program of structured library orientation for high school students and its role in recruitment of prospective students. Library staff are seen as a credible and capable force in the college-wide effort to attract good students. (KS)

The agenda for institutional research as it supports the enrollment management function is discussed in terms of two divisions: student recruitment and retention. Stages in the college selection process are also described: inquiry, application, enrollment decision. (MLW)