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

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.