Perceptions of Quality of Higher Education: An Exploratory Study of High School Guidance Counselors

Richard E. Plank and Larry Chiagouris

Journal of Marketing for Higher Education, 1997, vol. 8, issue 1, 55-67

Abstract: Perceptions of the quality of higher education are thought to have considerable impact on the decision making process to attend higher education institutions. High school guidance counselors are known to be influencers of higher education attendance through their work with high school students in the selection process. This paper reports an exploratory research program designed to assess the perceptions of high school guidance counselors regarding college and university quality. Ten measures of quality, an overall measure and rune specific indicators were utilized. A total of 256 guidance counselors provided measures of quality on 434 of the 435 institutions of higher education listed. Based on this data it was shown that overall perceived quality is primarily determined by five components; good academic programs, leadership opportunities, good job after graduation, opportunities for financial aid, and good value for the money, and that some 77.3% of the variance in overall quality was predicted by the five components.

Date: 1997
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1300/J050v08n01_05 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:8:y:1997:i:1:p:55-67

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20

DOI: 10.1300/J050v08n01_05

Access Statistics for this article

Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().