Unlocking the potential of the Internet to improve college choice: a comparative case study of college-access Web tools

Nathan Daun-Barnett and Dilip Das

Journal of Marketing for Higher Education, 2013, vol. 23, issue 1, 113-134

Abstract: Students and parents rely on Web-based tools to navigate the college-choice process, yet little research has been done to understand this environment. While this shift has made the process easier to navigate for some, we contend that the move will grow an already large digital divide in the USA. We use Hossler and Gallagher's college-choice framework to examine the substance and function of three college-access Web portals. Our findings suggest these tools are likely to serve many students well in the process, but may exacerbate the digital divide with consequences for low-income students.

Date: 2013
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DOI: 10.1080/08841241.2013.805708

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