Presented are several of the techniques that have been used as part of a comprehensive market research program at Carleton College (Northfield, Minnesota). The basic focus is on regional segments in Carleton's applicant pool. Carleton's position in the market is examined in relation to selected types of schools with which it competes for…

Research on college choice as it relates to students' characteristics is reviewed, and the choice process is shown to be a complex series of activities, with individuals participating in it differently. Parent education is a stronger influence than race or gender. Groups are likely to respond to different marketing strategies. (MSE)

An analysis of higher education marketing examines a case study of a college's market research program, a series of market research projects, and a major study of students and parents in six metropolitan areas (the Six-Market Study). After introducing marketing concepts and strategies, the nature of higher education marketing is considered. The…

The extent to which financial concerns cause high-ability high school students who desire highly-selective colleges to choose less-selective institutions was investigated, as was the influence of student and parent characteristics on this decision. Data collected from 1,483 students in six cities in the United States show that the more a…

Aspects of colleges that were important to parents of high school seniors for the process of selecting a college were assessed in a 1978-79 survey. A sample of parents of high school seniors who had combined Preliminary Scholastic Aptitude Test scores of 100 or greater and who were residents of six metropolitan areas in the United States were…