Differences in College Choice Criteria Between Deciding Students and Their Parents

Greg M. Broekemier and Srivatsa Seshadri

Journal of Marketing for Higher Education, 1998, vol. 9, issue 3, 1-13

Abstract: This paper reports the findings of a study involving the measurement of the relative importance of numerous college choice criteria. This study includes a comparison of importance ratings of these criteria by high school students and their parents. Significant student/parent and student gender differences are discussed and safety is identified as an important choice criterion. Important influencers on college choice decisions from both student and parent perspectives are also identified. The results can help college administrators and recruiters tailor their marketing strategies to each group by providing important information to the principal parties involved in making college choice decisions.

Date: 1998
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DOI: 10.1300/J050v09n03_01

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