Admitted Student Market Research: A National Perspective

During early 1991, a stratified, random sample of 327 undergraduate American colleges and universities were surveyed to determine if they were conducting market research on admitted undergraduate students. The survey returns demonstrate that over one-half of the respondents conduct some for of this research. Specific findings related to research methodologies, budgetary support and utilization of results are reviewed. A brief subjective content analysis of sample questionnaires provided by questionnaire respondents is also reported. Data are analyzed according to institutional level, type of control (public/private) and whether there was an institutional religous affiliation. The 75% return rate suggets these results closely match the current national picture relative to admitted student market research.