A Comparison of Two-Year and Four-Year Adult Students: Motivations to Attend College and the Importance of Choice Criteria

Greg M. Broekemier

Journal of Marketing for Higher Education, 2002, vol. 12, issue 1, 31-48

Abstract: Adult college students attending two-and four-year institutions were surveyed regarding their motivations for attending college and the relative importance of college choice criteria. Getting better jobs, gaining general knowledge and enhancement of self-esteem were the most frequently mentioned reasons for adult students to attend college. In general, the availability of desired programs of study/majors, days/times that needed classes are available, locations of course offerings, cost, and faculty reputation for high quality teaching are the most important college choice criteria to these students. A number of significant differences in motivations to attend college and choice criteria importance between two-year and four-year adult student segments are identified.

Date: 2002
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DOI: 10.1300/J050v12n01_03

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