PREFERRED INFORMATION SOURCES OF HIGH SCHOOL STUDENTS FOR COMMUNITY COLLEGES AND UNIVERSITIES

Brent G. Goff · Vanessa Patiño · Gary B. Jackson

51 citations0/0 files storedCommunity College Journal of Research and Practice

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Higher Education Research Studies Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

To effectively communicate with potential students, it is important to utilize their preferred information sources. Survey data were gathered from 716 high school students who planned to attend college. There were communication source differences based on race and intent to attend two-year vs. four-year institutions. Important information sources for potential community college and university students include media, social normative, and direct sources. Recruiting and marketing strategies are discussed.

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1997Fields of Study, College Selectivity, and Student Inequalities in Higher Education 1998Socialization and Adolescents' Skepticism toward Advertising 2002Using Survey and Focus Group Research to Learn About Parents' Roles in the Community College Choice Process 2000COLLEGE CHOICE INFLUENCES: URBAN HIGH SCHOOL STUDENTS RESPOND 1996Marketing the Community College Starts With Understanding Students' Perspectives 2002The Returns to School Quality: College Choice and Earnings

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