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ERIC Number: EJ856360
Record Type: Journal
Publication Date: 2009
Pages: 6
Abstractor: ERIC
ISSN: ISSN-0734-6670
Using Technology in Undergraduate Admission: Current Practices and Future Plans
Lindbeck, Robin; Fodrey, Brian
Journal of College Admission, n204 p25-30 Sum 2009
The purpose of this study was to identify the current practices and future plans for using technology in admission practices at four-year colleges and universities. This study collected data through an online survey. The survey was largely quantitative but also included several qualitative questions, and focused on 12 broad categories of technology. Each technology was further described by a total of 58 specific activities (such as: relationship building, information sharing, notification of acceptance, counseling, virtual campus tours, etc.) in order to get a more detailed understanding of the specific uses within the broad technical categories. These specific activities were derived from existing literature on e-recruiting practices. Participants were admission directors and representatives from a small collection of public and private four-year colleges and universities located throughout the United States whose voluntary participation was recruited through local/regional chapters of the American Association of Collegiate Registrars and Admissions Officers (AACRAO). Several themes are apparent from the results drawn from these 36 schools. First, all responding institutions use some form of technology in recruiting. This may be an indication of the prevalence of technology in recruiting or it may indicate institutions using technology in recruiting were more likely to participate in this study. Second, the highest use of technologies are associated with more established technologies such as school Web sites and email, rather than emerging technologies such as podcasts, vodcasts and virtual worlds. Third, technology is used primarily for one-way communication or information sharing. Finally, although there is a large amount of recruitment activities using technology, there are few institutions that perceive these activities as having a high Return on Investment (ROI). (Contains 3 tables and 1 chart.)
National Association for College Admission Counseling. 1631 Prince Street, Alexandria, VA 22314-2818. Tel: 800-822-6285; Tel: 703-836-2222; Fax: 703-836-8015; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Arizona; Colorado; Iowa; Kansas; Louisiana; Michigan; Missouri; North Carolina; Tennessee; Texas; Wyoming