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ERIC Number: ED448677
Record Type: Non-Journal
Publication Date: 2000-Nov
Pages: 21
Abstractor: N/A
Reference Count: N/A
The Importance of College Choice Factors from the Perspective of High School Counselors. ASHE Annual Meeting Paper.
Espinoza, Suzanne; Bradshaw, George; Hausman, Charles
An anonymous survey was used to assess high school counselors' ratings of the importance of various college choice factors they advise students to consider when selecting a college. Counselors were also asked to rate a Carnegie Research I institution relative to other colleges in the state with respect to these college choice factors. The findings from the 138 respondents from a western state indicate that counselors considered quality of undergraduate education, quality of faculty, tuition, accessibility, helpfulness of faculty and staff, and class size to be the most important college choice factors. The Carnegie Research I institution was ranked favorably on variety of majors, prestige of the degree, extracurricular activities, diversity of students, and undergraduate research opportunities. Overall, counselors rated the flagship institution more favorably on factors they considered of lesser importance and less favorably on those factors they deemed to be of greater significance as they advised students. Collectively, these findings raise concerns for this state's flagship university, concerns that are likely to apply to other flagships, given their nature (i.e., research focus, large size). Counselors may well be steering prospective undergraduate students away from Research I institutions, which they perceive as large and unresponsive. This highlights the need for Research I institutions to think about their image in two markets with conflicting values. On one hand, these institutions must focus their attentions on research issues, such as attracting prolific faculty, attracting research grants, and building endowments. Simultaneously, however, they must regard prospective undergraduate students and the groups that influence them as an equally important market, especially given the increasing alignment of state allocations with student enrollments. (Contains 2 tables and 16 references.) (Author/SLD)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A