To gather curriculum planning information, the Research, Planning and Development Division of Milwaukee Area Technical College (MATC) conducts student surveys biennially. Responses of 579 MATC students enrolled in consumer and hospitality services division (CHSD) programs to the 1994 survey were compared with those of the 5,071 students constituting MATC's overall student population. Special attention was paid to students' reasons for attending MATC, educational background, major objectives for taking courses at MATC, and student status. Compared to the overall student population, the CHSD students were more likely to be female, have a lower average family income, have chosen MATC based on program rather than on schedule and/or cost, already have a vocational diploma/certificate, and be a full-time student. For both groups, the three biggest factors influencing their decision to attend MATC were the following: class schedule; printed mailed materials, and parents, relatives, and current/former MATC students. The following were among the study recommendations: (1) each program in the CHSD should be promoted to the entire MATC service area; (2) brochures/printed materials should reflect diversity of students and successful graduates; and (3) programs should address students' and industry's need for short-term programs providing skills facilitating employment. (The bibliography contains 11 references. Appended are key study findings and recommendations.) (MN)