A study was done to measure attitudes and perceptions among the nation's adults regarding higher education. Specifically, the study examined attitudes about national competitiveness and development of new technologies, the importance of a college degree in the market place, the financial burden of a college education, and federal funding of grants and low interest loans. The survey was based on 1,012 telephone interviews among a nationally representative sample of adults, age 18 years and older with interviews taking place in June of 1991. Results of the interviews found that adults consider it more important than ever to have a college degree in order to get a job or advance in a career. In addition, Americans look to the business sector and higher education as leading the way in developing new technologies that will make the United States more competitive in the world marketplace. Eighty seven percent of adults believe that college costs are rising at a rate which will put college out of the reach of most people. Americans are supportive of federally funded programs to assist low and middle income families with the costs of going to college through grants and low interest loans. A Technical Appendix and a copy of the questionnaire are included. (JB)