ERIC Number: ED174079
Record Type: RIE
Publication Date: 1979-Feb
Reference Count: 0
An Assessment of College Recruitment Literature: Does the High School Senior Understand It? AIR Forum 1979 Paper.
Johnson, Russell H.; Chapman, David W.
The reading level difficulty of college recruitment literature and the ability of college-bound high school students to understand the terminology frequently used in college admissions were studied. The reading difficulty of passages from catalogs collected from 42 colleges and universities was computed using the Flesch Reading Ease Formula. A College Terminology Quiz and a demographic questionnaire were administered to 206 high school seniors from three schools to evaluate their ability to understand admissions terminology. The reading difficulty of the catalogs was rated at difficult to very difficult, indicating an average reading level appropriate to the advanced college student or college graduate. The average score on the College Terminology Quiz suggested that students had considerable difficulty identifying the correct use of terms commonly found in sections of college catalogs, although students who planned to attend college scored significantly higher than those who did not. The study results indicate that college catalogs are written at a reading difficulty level well above that of the major intended audience and that the students are often unfamiliar with the meaning of the special vocabulary used by those who write admissions materials, suggesting that colleges need to examine their recruitment literature for its level of presentation as well as its content. (SW)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers: AIR Forum 1979; College Terminology Quiz
Note: Paper presented at the Annual Forum of the Association for Institutional Research (19th, San Diego, California, May 13-17, 1979)