This study investigated 10-year trends of first-time-in-college (FTIC) and community college applicants to major public institutions in Florida, focusing on how an institution's geographic location affected applicant enrollment patterns. The investigation also examined the influence of geographic location on applicants applying to a single…

Surveyed high school graduating seniors (N=401) and guidance counselors, (N=536) concerning influences on college choice. Results showed that important factors included availability of specific programs; reputation, location, and size; and counselor and parent recommendations. (WAS)

Reports the Black and minority recruiting program experience at a highly selective, specialized institution. Reports that this select population is highly recruited and chooses among several equally attractive options. Suggests focused counseling and earlier and more aggressive recruiting activities are needed. (Author)

The concept of family members assuming buying roles in various purchasing decisions is applied to parents and students in the college choice process. Prospective students (high school seniors) and their parents were surveyed in Milwaukee; the results and their implications for college marketing are discussed. (MSE)

Misconceptions regarding the work of college admissions officers and the role of admissions in expanding access to education prompted this review of applied research in college admissions. Focus is on two areas of research and evaluation: college staff visits to schools and college choice decisions made by applicants who were offered admission.…

College presidents are offered nine key suggestions for marketing and student recruitment: beginning with vision; defining marketing broadly; creating institutional image; understanding how students make decisions; creating familiarity; competitive positioning; market segmentation; choosing a marketing champion respected by the college community;…

The ideas of Williford (1987) are used to propose a four-stage model describing the evolution of marketing in many colleges and universities. It elaborates on the thinking endemic to strategic marketing management and frameworks drawn from business marketing which will likely become more prominent in higher education. (Author/GLR)

A strategy for postgraduate admissions decisions based on employee recruitment and selection practices is described. Research at Otago University (New Zealand) concerning the predictive ability of the Graduate Management Admission Test is presented. An alternative strategy, Qualified Random Selection, is presented. (SK)

A survey of 204 graduate students at a small regional university concerning choice of major, personal and occupational history, vocational preferences, and self-monitoring behaviors found students chose majors based on program quality and career opportunities. Results suggest recruitment of older students could be enhanced through attention to…

This paper describes a quantitative method to investigate the enrollment motives of students, and reports on the application of the method at the University of Utrecht (The Netherlands). The paper discusses environmental, educational/organizational, and image factors influencing a student's choice of a particular university. A quantitative…

A questionnaire seeking information on the relative influence of patronage factors (characteristics of an institution), sources of influence (family, friends), and influential practices and media (recruitment tactics) was administered to 100 freshmen, to determine if reasons for attending Piedmont Technical Institute differed by age, sex, or race.…

A method of projecting an institution's demand for higher education programs is presented. Demand was measured by the dependent variable of number of applications received by the institution. A model of independent variables that determine the demand was presented, including both exogenous variables, such as demographic patterns, national and…

Changes occuring in the student body of small private liberal arts colleges between 1975 and 1983 include shifts in college choice factors, the perceived importance of the school in getting a job after graduation, and cost considerations. Colleges must carefully develop new markets before crises occur. (MSE)

The purpose of this research was to discover which components of minority recruitment efforts are practiced by schools of information and library science, and to find out whether students have felt the impact of these efforts. This study also aims to discover whether the reasons for attending a particular school differ between minority and white…

Data on college bound students from several suburban Philadelphia communities were statistically analyzed, and it was found students could be grouped according to the characteristics of the institutions they applied to, in no more than eight stable choice sets. Implications for policy formation are discussed. (MSE)