This study surveyed 566 black college graduates for their perceptions for attracting more minority students to the University. Academic programs and location were critical factors noted. A majority (93%) of black alumni rated their educational experience good-to-excellent and 84% indicated they would attend the University again. The study suggests marketing techniques regarding admission should be changed to strategies emphasizing needs of the institution, e.g., use of black alumni, black professors, and black students.
References
1.
AstinA. W.The new realists. Psychology Today, 1977, 11(2), 50.
2.
BairdL. F.The educational goals of college-bound youth. Iowa City: American College Testing Program, 1967. (ACT Research Report No. 19)
3.
BrownS. E., & WhiteA. J.Differences between actual and predicted grade point averages of black and white college students. Perceptual and Motor Skills, 1979, 48, 1140–1142.
4.
KarmenT. A.Student expectations of college: Some implications for student personnel administrators. NASPA Journal, 1974, 11, 52–29.
5.
KerlingerF. N.Foundation of behavioral research. (2nd ed.) New York: Holt, Rinehart & Winston, 1973.
6.
RichardsJ. N., & HollandJ. L.A factor analysis of student “expectations” of their choice of a college. Iowa City: American College Testing Program, 1965. (ACT Research Report No. 8)
7.
StickgoldA.Policy implications of changing student values in the collegiate culture. Liberal Education, 1975, 61, 173–186.
8.
WhiteA. J.BrownS. E., & SuddickD. E.Increasing minority enrollment at a predominately white Southern university: Perceptions of high school students. Perceptual and Motor Skills, 1980, 51, 792–794.
9.
WhiteA. J.SuddickD. E., & GrimsleyH.Five years after matriculation: A comparison of grades and attrition of black and white college students. Journal of College Student Personnel, in press.
