The four college years is the last important developmental period of a young person's life, and what happens then can and often does have substantial consequences. He can be awakened and fired up to develop himself and his talents, he can plod through largely untouched or unenlightened, he can be frustrated and turned off, he can transfer, or he…

This summer, Forbes magazine published its new rankings of "America's Best Colleges," implying that it had developed a methodology that would give the public the information that it needed to choose a college wisely. "U.S. News & World Report," which in 1983 published the first annual ranking, just announced its latest ratings last week--including…

The purpose of this qualitative study is to analyze how advertising affects search and college choice among the plethora of college choice influencers. The results of the research indicate that parents, older siblings, friends, career aspirations, personal funds, scholarships, institutional reputation, location, sports, high school counselors, and…

A study prolongs research on college choice by analyzing what African American students state about the importance of the college's athletic reputation when choosing which school to attend. Descriptive results indicate that roughly one out of every three African American respondents believe that a school's athletic reputation is at least a…

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…