Study Details

1
Study Details

• The following charts comprise findings related to
  the study conducted by HardwickDay.
• 916 high school students participated in a
  20-minute telephone survey on various topics
  regarding the college consideration process.
  613 juniors and 303 sophomores were interviewed.
• Participant names were obtained from Student
  Marketing Group, a student listing service.
  Selection criteria specified the students be
  college-bound and dictated a 50/50 gender split.
• An additional 200 Lutheran juniors were
  interviewed from lists obtained from ELCA and
  LCMS. The number of Lutheran students
  interviewed were proportionate to region of the
  country and Synod.
• ELCA names were obtained from registrations for
  the 2003 youth gathering of 40,000 ELCA youths
• LCMS names were obtained from church membership
  lists
• Interviews were conducted during November 2003.
• Students were interviewed in the fall of their
  junior year of high school, with a smaller number
  of interviews conducted with sophomores as a
  means to gauge the timing of the college
  consideration and selection process.

2
Regional Definitions

• West
• California, Oregon, Washington, Idaho, Arizona,
  Nevada and Colorado
• Midwest
• North Dakota, South Dakota, Nebraska, Minnesota,
  Iowa, Kansas, Missouri, Illinois, Indiana, Ohio
• Southwest
• New Mexico, Oklahoma, Texas
• Northeast
• Maine, Vermont, New Hampshire, Massachusetts,
  Connecticut, Pennsylvania, New York, New Jersey
• Southeast
• Delaware, Maryland, Washington, D.C., Virginia,
  North Carolina, South Carolina, Florida, Georgia,
  Alabama

3
Participant Profile
4
Participant Social Profile

• Sophs Jrs Luths W MW SW NE SE
• Female 57 55 50 55 52 61 57 54
• Male 43 45 50 45 48 39 43 46
• Neither parent college grad 42 40 33 47 38 4
  6 35 39
• One parent college grad 29 24 23
  17 29 32 27 20
• Both parents college grads 28 35 45 37 33 22
  38 41
• Church member 64 67 95 58 71 65 68 71
• Catholic 28 27 - 20 26 30 42 18
• Lutheran 5 5 100 6 8 2 3 1
• Christian 12 9 - 16 5 9 7 11
• Baptist 10 10 - 1 6 22 5 22
• None 16 20 - 31 20 17 19 12
• Live with
• Both parents 78 80 86 81 80 70 86 82
• Single parent 14 11 9 9 12 17 11 10
• Median household income 60,000 63,000 65,000 5
  7K 59K 56K 67K 68K
• Caucasian 74 73 93 54 88 52 87 71
• Hispanic 11 10 2 14 3 34 4 5
• African American 6 6 1 4 3 6 3 15

5
Participant School Profile

• Sophs Jrs Luths W MW SW NE SE
• Public high school 92 88 92 87 85 96 84 90
  
• Private religious 7 9 5 8 14
  2 14 5
• High school size
• Below 600 17 18 28 14 25 20 14 17
• 600-899 11 11 9 4 16 8 16 7
• 900-1499 19 20 15 23 22 8 25 18
• 1500-2099 22 21 21 27 12 19 20 27
• 2100 or more 22 19 19 22 15 28 18 18
• Classes have taken
• Advanced placement 41 48 52 46 45 48 49 5
  2
• International baccalaureate 4 5
  3 6 6 3 5 7
• College (while in high school) 16 27 27 35 2
  4 22 28 25
• Cumulative GPA
• Below 3.0 10 10 11 18 9 4 3 16
• 3.0 - 3.249 16 15 12 18 18 9 12 16
• 3.25 - 3.749 21 25 31 24 34 16 21 24
• 3.75 or higher 24 23 31 25 27 13 15 32
• No system/ dont know 29 26 15 14 13 58 4
  8 13

6
How Lutherans Differ From the Total Junior Sample

• Lutheran families are more highly-educated, with
  45 of households having both parents as college
  graduates (vs. 35 of total juniors).
• Lutherans are more likely to be church members.
  Much of this difference is due to the sampling
  method.
• Lutherans are more likely to be Caucasian.
• Lutherans are less likely to live in suburban
  areas, and slightly more likely to live in small
  towns or rural areas.
• Subsequently, Lutherans are more likely to attend
  smaller high schools, especially with under 600
  total enrollment.
• Lutherans tend to have higher grade-point
  averages, but some of the difference is because a
  lower percentage of Lutherans say they do not
  have a GPA system. This could also be impacted
  by where they live.

7
The College Selection Process
8
At This Point, Most Students Have Not Made a
Definite College Decision

• Two in five sophomores do not have a clear idea
  of the type of college or university theyd like
  to attend.
• By the junior year, this has reduced to less than
  one in three.
• One in ten sophomores and one in seven juniors
  already know which college or university they
  want to attend.
• Of these, two-thirds of sophomores and half of
  juniors name a large public institution.
• One in five in each age group name a private
  college or university.
• The remainder mention two-year colleges or other
  unknown institutions.
• One junior already plans to go to a Lutheran
  college.
• Lutheran juniors respond similarly to the junior
  group as a whole on this question.

Q. 3 Which of the following best describes how
much thought youve already given to what college
or university you might attend? If students
havent given it any thought (6 of juniors), or
have decided not to attend college (2), they
were not included in the study.
9
Students Expect to Participate in Many Activities
in College

• Students were asked to list extracurricular
  activities in which they plan to participate.
• Over half listed athletics, especially
  intercollegiate athletics.
• This percentage of intercollegiate participation
  is unrealistically high if they attend a public
  institution.
• Sophomore males are especially likely to think
  they will participate in intercollegiate sports
  by the junior year the males percentage drops
  somewhat to be similar to females.
• Academic clubs or band/orchestra appeal to a
  similar number, at about one in six.
• Just less than one in ten plan to be involved in
  choir, and this percentage is not different for
  Lutherans.
• Other activities not shown are mentioned by less
  than 5.
• Religious studies or youth ministry are mentioned
  by 2 of sophomores and 4 of juniors and
  Lutherans.

Q. 9 While at college, what are some of the
extracurricular activities in which you plan to
participate?
10
There Are Many Regional Differences in Expected
Participation in College Activities

• For juniors living in the West, sports are less
  important, and band, choir, dance and clubs are
  more important.
• For Midwestern juniors, only sports stand out as
  more important.
• Southwestern juniors are less likely to be
  interested in sports and list the fewest
  activities of all groups.
• Of all groups, Northeastern juniors are most
  interested in sports, and they are also more
  interested in drama or theater and community
  service.
• At 23, Southeastern juniors are twice as likely
  as other groups to be interested in academic
  clubs they are also more interested in community
  service.
• Students with higher GPAs are interested in
  slightly more activities.

11
Sophomores and Juniors Agree on How They Would
Like Colleges to Help Them Grow As a Person

• Students were asked to rate the importance of
  different skills.
• Two in three rate the ability to think
  independently as very important--the highest
  of all skills rated.
• Acceptance of different people and improving
  self-confidence are also very important to a
  majority.
• Lutherans are less likely to place great
  importance on developing teamwork skills through
  participation in music or sports, or to have the
  ability to adapt to different settings.
• Developing spirituality and growing faith are
  very important to about three in ten overall,
  especially Lutherans.
• However, there is a very different pattern
  between the two items females are nearly twice
  as likely as males to find developing their own
  spirituality as important, but a roughly equal
  number of males and females wish to grow their
  faith through worship and service.

Q. 5 In addition to academics, some colleges also
strive to provide opportunities for you to grow
as a person. Please tell me how important each
of the following skills is to you. (Rating a 5
on a five-point scale, where 1not at all
important and 5 very important to you).
12
Messages May Need to Be Adapted for Regional
Differences

• For juniors living in the West, acceptance of
  people who are different from them is a highly
  important skill.
• For Midwestern juniors, none of the skills is
  more important.
• At 41, Southwestern juniors are far more likely
  than other groups to be interested in growing
  their faith through worship and service.
• Of all groups, Northeastern juniors are least
  interested in developing their spirituality or
  growing their faith through worship and service.
• Southeastern juniors give many of the skills
  higher importance ratings than residents of other
  regions.
• The only skills ratings that fail to vary between
  junior regional groups are those for the ability
  to think independently and developing teamwork
  skills.
• It is more important to Catholics than Lutherans
  to improve their self-confidence, develop
  teamwork skills, and to participate in community
  service projects.
• It is more important to Lutherans than Catholics
  to growth their faith through worship and service.

13
Sophomores Are More Likely to Say Theyd Like a
Lot of Extracurricular Options

• Students were asked if they had to make a choice,
  which would they choose, having a lot of
  extracurricular options or a higher likelihood
  that theyd have a chance to participate.
• Sophomores are looking for lots of options, while
  juniors are fairly evenly split.
• Lutheran juniors are somewhat more likely to lean
  toward having a chance to participate.
• Other groups more interested in having a chance
  to participate include lower income juniors,
  Midwest residents, and those whose parents are
  college graduates.

Q. 8 If you had to make a choice, which is more
important to you ?
14
Junior Females Are Most Likely to Be Interested
in Good Faculty Advising
There are no gender differences among Lutherans

• Students were asked if they had to make a choice,
  which would they choose, having a lot of majors
  from which to choose, or good faculty advising to
  help them choose a major that is right for them
  from a smaller list of options.
• While sophomores are fairly evenly divided,
  juniors tend to lean toward good faculty
  advising.
• However, the good faculty advising is more
  important to junior females than males, by a wide
  margin.
• Interestingly, this gender difference did not
  appear among sophomores or Lutheran juniors.
• Good faculty advising is also more important to
  Lutheran juniors than having a lot of majors.
• Other groups more interested in good advising
  include lower income juniors and Southwestern
  residents.

Q. 8 If you had to make a choice, which is more
important to you ?
15
Most Appealing College Characteristics to
Juniors? Close to Home, Located in a Large
City and Publicly-Funded

• Students were asked if learning these
  characteristics about a college would make them
  more or less interested in the college, or have
  no impact.
• For close to home, a large city and a state
  school, a higher percentage of juniors are more
  interested than less interested because of the
  statement.
• About two in five juniors live in a large city or
  its suburb, and somewhat less than this say an
  urban location would make them more interested.
• Female juniors are more interested in a college
  in a large city, and less interested in a school
  close to home.
• Interestingly, state school is similarly
  appealing to males and females, but more
  appealing to higher income juniors.
• Private/independent, over 20,000 students on
  campus, or less than 4,000 students on campus
  have a generally neutral effect.
• Located in a rural area or another state, and
  religious affiliation, had a slightly higher
  likelihood to cause students to be less
  interested, at about three in ten.

Q. 6 If you learned the following characteristics
about a college, would it make you more or less
interested in considering that college, or would
it make no difference in your consideration?
16
There Are Differences by Region and Religious
Affiliation

• Northeastern juniors are more likely to say that
  a private school, one located in another state,
  or a state school would make no difference in
  their consideration. Accordingly, fewer in this
  region than in others indicate these attributes
  would make them more interested in a college.
• Midwestern and Southwestern juniors are also more
  likely than Northeastern juniors to say a
  religious affiliation would make them more
  interested.
• Lutheran juniors (35) are more likely than
  Catholics (20) and those with no religious
  preference (7) to say a religious affiliation
  would make them more interested.
• This is more appealing to Lutheran females (41)
  than males (28).

17
Many Students Rely on Others Experience for
College Advice

• Students were asked if they are considering any
  colleges because someone they know attended or is
  planning to attend that college.
• Over two in five sophomores and random juniors,
  and half of Lutheran juniors are considering a
  college because someone they know attended that
  college.
• This is significantly lower among students whose
  parents did not graduate from college (32).
• This is more prevalent for all religious groups
  monitored, and significantly less for those with
  no religious affiliation (31).
• However, influencers are primarily family members
  and friends, and rarely specifically people from
  church (detail on next slide).
• Another one-quarter of students are considering a
  college because someone they know is planning to
  attend that college.
• This is especially true for lower income
  sophomores (36), but not juniors, where there is
  no difference by income.

Q. 30 Are you considering any colleges because
someone you know ?
18
Friends and Relatives Lead the List of People Who
Will Have Some Influence Because they Attended or
Will Attend a College

• Students who are considering colleges because
  someone they know attended or is planning to
  attend that college were asked to name that
  person.
• Friends, including boyfriends and girlfriends,
  top the list.
• Family members follow, including siblings,
  parents, and other relatives (primarily cousins
  and aunts or uncles).
• Family friends receive some mentions (2-3).
• Very few students mention a high school teacher.
• Less than 1 of any group mention a youth group
  leader or someone else from church.
• Friends from church could be included among
  friends or friends of the family, however.

Q. 31 And, who is that person? (based to total)
19
Competitive Evaluation
20
Flagship Public Universities Lead the Area
Colleges or Universities Considered to Be the
Best by Juniors

• Students were asked which college or university
  in their area they consider to be the best.
• Three in five juniors mention a public
  university, primarily a flagship doctoral
  university (46). UCLA, UC-Berkeley, UT-Austin,
  U of Maryland, Ohio State and UNC-Chapel Hill
  receive the most mentions.
• Males are more likely to mention a flagship
  public university (51 vs. 42 of females).
• Of private institutions, the top doctoral
  universities receive 14 of mentions. Harvard,
  USC, Stanford and NYU are among those mentioned
  most often.
• One in ten juniors mentions another private
  college, either masters level or baccalaureate.
  No college has more than one mention.
• Although the numbers are small, students who had
  an extended learning experience are significantly
  more likely to mention a liberal arts college (5
  vs. 2).
• Although no juniors in the random population
  mention a Lutheran college, 3 of Lutheran
  juniors mention a Lutheran college as best in
  their area.

Q.10 In your area, what college or university do
you consider to be the best?
21
There Are Vast Regional Differences in Which Area
Colleges or Universities Juniors Consider to Be
the Best

• Students were asked which college or university
  in their area they consider to be the best.
• The most obvious regional difference is in the
  Northeast, where private colleges are mentioned
  more often than public universities.
• About half of the elite private institutions are
  located in the Northeast region.
• Many of the liberal arts colleges are also
  located in the Northeast region.
• Midwestern juniors are somewhat more likely to
  name a public institution, many of which are Big
  Ten schools.

Q.10 In your area, what college or university do
you consider to be the best?
22
Public Universities Lead the Area Colleges or
Universities Considered Safety Schools by
Juniors

• Students were asked which college or university
  in their area they think of first when they hear
  safety school.
• State universities slightly edge out flagship
  public universities in this category.
• Males are more likely than females to mention
  flagship public universities.
• Although four-year college was specified, it is
  not surprising that many (18) students mention a
  community college or technical school.
• The Northeast residents, who regard colleges so
  differently than the other juniors, are more
  likely to mention a two-year college as a safety
  school (25).
• Private institutions are much less likely to be
  mentioned very few think of an elite private
  university in these terms.

Q.11 When you think of safety school, which
four-year college or university in your area
comes to mind first?
23
Flagship Public Universities Lead the Area
Colleges or Universities Considered Party
Schools by Juniors

• Students were asked which college or university
  in their area they think of when they hear party
  school.
• Flagship public universities lead this category.
• Midwest residents (50) are most likely to
  mention flagship public universities.
• All other state universities together make a
  distant second place.
• Southeast residents (38) are most likely to
  mention a university in this category.
• Private institutions and two-year colleges are
  much less likely to be mentioned.

Q.12 Which college or university in your area do
you think of when you hear party school?
24
The Dominance of Public Universities Are Shown by
the Proportion of Mentions as the Best Liberal
Arts College

• Students were asked what they think of as the
  best liberal arts college in their area.
• Over half could not think of any.
• Flagship public universities once again lead this
  category.
• Southwest (19) and Southeast (20) residents are
  most likely to mention flagship public
  universities, while few (5) in the Northeast
  make this claim.
• Other state universities are mentioned more than
  private colleges.
• Less than 1 mention one of the few public
  liberal arts colleges, however.
• One in twenty mention a private liberal arts
  college. Similar percentages mention a
  masters-level or elite doctoral private college
  or university.
• Midwest and Northeast students (7 each) are more
  likely than other regional groups to name a
  liberal arts college.
• Lutherans, juniors with higher GPAs and those who
  had an extended campus experience are also more
  likely to name a private liberal arts college.

Q.What do you think of as the best liberal arts
college in your area?
25
Awareness of Lutheran Colleges is Much Higher
Among Lutheran Juniors than Random Sophomores and
Juniors

• Students were asked to name the Lutheran colleges
  of which they are aware.
• Nine in ten in the random population cannot think
  of any (saying none or I dont know).
• One in twenty (5) in the random population
  correctly name a Lutheran college.
• Over half (57) of Lutheran juniors are able to
  name at least one Lutheran college on average,
  those who know of any list two.
• Luther, Pacific Lutheran and Texas Lutheran are
  the only Lutheran colleges mentioned by at least
  1 of students, randomly.

Q.14 What Lutheran colleges are you aware of?
26
Lutheran Colleges Throughout the Country Are
Mentioned by Lutheran Juniors

• Students were asked to name the Lutheran colleges
  of which they are aware.
• Over half of Lutheran juniors named at least one
  Lutheran college.
• There are no differences in awareness levels by
  Synod, GPA, income, or gender.
• Among Lutheran juniors, St. Olaf and Luther have
  the highest awareness, along with Wittenberg,
  California Lutheran, Gustavus Adolphus and
  Valparaiso.
• Many other Lutheran colleges are mentioned by 3
  each.
• All colleges displayed at right are mentioned by
  more than five Lutheran students.

Q.14 What Lutheran colleges are you aware of?
(Total Lutheran juniors)
27
ELCA Juniors Are Aware Of a Variety of Lutheran
Colleges

• Students were asked to name the Lutheran colleges
  of which they are aware.
• Among ELCA juniors, St. Olaf, Luther and
  Wittenberg have the highest awareness, followed
  by Gustavus Adolphus, California Lutheran,
  Valparaiso and Augustana-Sioux Falls.
• Many other colleges are mentioned by 4 of ELCA
  juniors.
• All colleges displayed at right are mentioned by
  five or more ELCA juniors.

Q.14 What Lutheran colleges are you aware of?
(ELCA juniors)
28
LCMS Juniors Are Primarily Aware of Concordia
System Schools

• Students were asked to name the Lutheran colleges
  of which they are aware.
• Among LCMS juniors, five Concordia institutions
  are mentioned by three or more students.
• Concordia-River Forest, Concordia-Seward and
  Concordia-Irvine are mentioned by 10.
• California Lutheran is the only non-Concordia
  system university to receive this level of
  recognition, and is noted by both ELCA and LCMS
  students at similar levels.

Q.14 What Lutheran colleges are you aware of?
29
The Vast Majority Agree with Statements
Positively Showcasing Small, Private Colleges

• Students were asked if they agreed or disagreed
  with these statements.
• The groups are similar in their agreement that
  living on campus enriches the college experience,
  it is easy to make friends at a small college and
  large universities can be overwhelming.
• Sophomores and Lutheran juniors seem more
  optimistic about the availability of scholarships
  and affordability of private colleges.
• Large universities (68 juniors) are less likely
  than small colleges (80) to be thought of as
  places where it is easy to make friends.
• Students tend to agree large universities provide
  more opportunities to participate outside of
  class (63 juniors vs. 54 for small colleges).
• Males are especially skewed toward large
  universities in terms of opportunities outside of
  class.

Q. 7 Please tell me if you agree or disagree with
the following statements about colleges or
universities. (agree summary)
30
There Are Differences in Beliefs by Region and
Religious Affiliation

• Although still a majority, Western juniors are
  least likely to agree that it is easy to make
  friends at a small college.
• Southwestern juniors are least likely to agree
  living on campus enriches the college experience,
  but are most likely to agree that small colleges
  provide substantial scholarships to make them
  affordable.
• Northeastern juniors are least likely to agree
  large universities can be overwhelming.
• Lutheran juniors are more likely than Catholics
  and those with no religious preference to agree
  that small colleges provide substantial
  scholarships to make them affordable.
• Lower-income students, those from the smallest
  high schools, and juniors whose parents did not
  graduate from college are also more likely to
  agree that scholarships can make small colleges
  affordable.

31
Several Characteristics Juniors Rate as Very
Important In College Consideration Are Done Best
by Private Colleges

• Students were read a list of characteristics and
  asked to rate their importance in their
  consideration of colleges.
• There are no differences by group.
• About half of juniors rate finishing in four
  years, faculty that get to know you, courses
  taught by actual professors, a program with a
  good placement record for jobs and graduate
  school, and attending with students who are
  motivated to do well as very important.
• The characteristic, faculty that really get to
  know you is more important to females and lower
  income students.
• Lower income students also put more importance on
  the schools job placement record.
• An emphasis on values and ethics in campus life
  is very important to one in four, and is also
  more important to females than males.

Q.32 Im going to read you a list of
characteristics about a campus or college in
general. For each one, tell me how important it
is in your consideration of colleges. (Rating a
5 on a five point scale, where 1not at all
important and 5 very important to you).
32
There Are Many Differences Across Groups in the
Importance of Characteristics

• Juniors whose parents did not graduate from
  college place higher importance on finishing in
  four years, faculty that get to know them,
  attending with students who are motivated to do
  well, and a good placement record for jobs and
  grad school.
• Minority students also place greater importance
  on the first three noted above, as well as having
  courses taught by actual professors, developing
  career skills, and an emphasis on values and
  ethics.
• Finishing college in four years is more important
  to students with lower GPAs and to Catholics.
• Western juniors place more importance on several
  characteristics, including faculty that get to
  know them, developing career skills, attending
  with involved students, an emphasis on values and
  ethics, and a campus where music has a presence.
• Northeastern juniors are less likely to believe
  it is important to attend with students who are
  motivated.
• Southeastern juniors place greater importance on
  a program with a good placement record for jobs
  and grad school.

33
For the Most Part, Juniors See No Difference in
Where These College Attributes Will Be Found

• Students were asked where they thought theyd be
  most likely to experience each characteristic, at
  a smaller private college, a larger public
  university, or if there is no difference.
• Juniors recognize small private colleges for
  faculty that really get to know you and courses
  taught by actual professors.
• For all of the remaining characteristics, the
  majority see no difference between private
  colleges and large public universities.
• This is especially true for the most important
  characteristic, finishing in four years.
• Even so, more juniors think private colleges than
  public universities are likely to provide
• an emphasis on values and ethics in campus life
• attending with students who are motivated to do
  well
• attending with students who are involved, not
  just spectators
• developing career skills like writing or critical
  thinking.
• And more juniors think public universities than
  private colleges are likely to provide a
• program with a good placement record
• campus where music has a major presence

Q.33 Are you more likely to experience that at a
larger public university, a smaller private
college, or do you think there is no difference?
34
Students with Higher GPAs, College Graduate
Parents, and Caucasians Give More Credit to
Private Colleges

• Juniors with higher GPAs, from families where
  both parents graduated from college, higher
  income, and Caucasians generally cite private
  colleges in higher percentages for faculty that
  get to know them, courses taught by actual
  professors, and an emphasis on values and ethics.
• Caucasians are also more likely to cite private
  colleges as a place for attending with students
  who are motivated to do well, and involved
  students.
• Lutheran juniors are more likely to indicate
  private colleges as having an emphasis on values
  and ethics and a higher likelihood of finishing
  in four years.
• Southwestern juniors differ from other regions by
  often attributing the private college
  characteristics--faculty that get to know them,
  courses taught by actual professors, and an
  emphasis on values and ethics--to public
  universities.
• Northeastern juniors are more likely to say there
  is no difference between private colleges and
  public universities on most attributes.

35
Some Juniors Are Aware of Recent Funding Cuts at
Public Universities, But Fewer See a Negative
Impact

• Students were asked about public funding for
  public education.
• There are no differences by group.
• One in four juniors say state university funding
  was recently cut in their state.
• This is especially true in the West (45) and
  Southeast (30).
• Half to two-thirds of students are unable to
  answer this question, primarily in the Midwest,
  Southwest and Northeast.
• Over half of students who think there have been
  funding cuts think the cuts negatively impact
  quality of public education.
• Students living in the West are twice as likely
  as the next highest region to see a negative
  impact.
• Juniors whose parents are both college graduates
  are more likely to say there have been recent
  funding cuts, but the quality of education has
  not suffered.

Q. 16 In your state, has state funding for public
universities been cut recently? Q. 17 Do you
think these cuts have weakened the quality of
education at public universities?
36
Many Juniors Are Aware of Recent Tuition Hikes at
Public Universities

• Students were asked if there have recently been
  large tuition hikes at state schools.
• Less than half of juniors say there has been
  large tuition hikes in their state.
• Midwest juniors are most likely to agree, at 52,
  compared to 39 in the Northeast.
• Students from larger high schools are most likely
  to agree, while many from schools with less than
  600 are unable to answer the question.
• Lower-income juniors are also less knowledgeable,
  with 40 unable to answer the question (compared
  to 28 of higher-income juniors).

Q. 18 Have state schools had large tuition hikes
recently?
37
Search Process/Communication
38
Juniors Have Had Much More Access to
College-Initiated Interactions

• Students were read a list of information sources
  and asked which ones they had used so far to
  gather information about colleges.
• With the exception of phone calls,
  college-initiated sources are more common for
  juniors than sophomores.
• Four in five juniors, and three in five
  sophomores have used college brochures and
  viewbooks, the most prominent source of
  information.
• Lutheran juniors are more likely than other
  groups to have received a letter from a college.
• Lutherans are as likely as other juniors to have
  a college visit their school, to have attended
  college fairs and to have received email from
  colleges.
• Email was primarily information, such as an
  e-newsletter.

Q.19A Please tell me what communication sources
you have used so far to gather information about
colleges. Have you used
39
Self-Initiated Interactions Indicate that
Sophomores Are Hungry for College Information

• Students were read a list of information sources
  and asked which they had used so far to gather
  information about colleges.
• The gap in usage between sophomores and juniors
  is much smaller on the items that are either
  self-initiated or open to everyone.
• About three in five students have talked to
  someone high school counselors (23), friends
  (19), parents (16), and teachers (8) lead the
  list.
• More than two in five juniors have visited a
  college campus and one in three rely on college
  rankings.
• Church is a prominent source for Lutheran juniors
  (39). Comparatively few juniors of other
  religions noted this source Catholics (10),
  other Christians (27).
• However, only 3 Lutheran juniors (1) voluntarily
  mention speaking to a pastor, and 1 spoke to a
  youth group leader about college.

Q.19A Please tell me what communication sources
you have used so far to gather information about
colleges. Have you used
40
Most Useful Sources for College Information?
Word-of-Mouth and College Marketing Materials
Top the List

• Students were asked which one of the information
  sources they had used so far they found to be
  most useful.
• The most common response for all groups is
  talking to someone high school counselors (6),
  friends (4), and current students at a college
  (3) lead the list.
• 1 of Lutheran juniors mention talking to a youth
  group leader as most useful.
• The importance of college-generated marketing
  materials is seen in the next two items college
  websites and brochures/ viewbooks.
• High school visits and college fairs are also
  high on juniors list of useful sources, followed
  by general websites, campus visits and letters
  from colleges.
• All other sources are mentioned by less than 3
  of juniors. Only 1-3 of students say none of
  the sources has been useful.

Q.20 Which one of the sources youve used so far
did you find most useful?
41
Sophomores and Juniors Have Similar Preferences
for College Communication Methods

• Students were asked which of four different
  methods of communication with prospective
  students they most prefer.
• Sophomores and juniors have remarkably similar
  responses.
• Mail from the admissions office is the most
  popular method, especially among those with
  higher GPAs.
• One in four prefer calls from admissions
  counselors and emails from different entities at
  a college.
• Students whose parents did not graduate from
  college are more likely to prefer calls from
  admissions counselors over other methods.
• Fewer students prefer calls from current college
  students.

Q.28 Im going to read you four methods colleges
use to communicate with prospective students.
Think about how you prefer to be contacted.
Which of these do you most prefer?
42
Most Students Expect an Answer to an Email Query
in One Week or Less

• Students were asked how quickly they would expect
  an answer to an email question.
• Nearly half of juniors and 40 of sophomores
  expect a reply in less than one week.
• Nearly one in five juniors expects a response
  within one day.
• Another one-quarter of students expect a reply in
  one week, for a total of two-thirds of sophomores
  and three-fourths of juniors who expect a reply
  in one week or less.

Q. 27 If you asked a college a question
electronically, how quickly would you expect a
response?
43
One in Three Students Has Attended Some Form of
Extended Learning Experience on a College Campus

• Students were asked if they ever attended a camp
  or other extended learning experience on a
  college campus.
• One in three students say they have attended such
  an experience.
• There are no differences by income or region of
  the country.
• Junior males (and Lutheran males) are less likely
  than females to have participated this was not
  the case for the sophomores.
• Students with higher GPAs, those with at least
  one parent who is a college graduate, and
  Caucasians are also more likely to have
  participated in an extended campus experience.
• Christians (other than Catholics or Lutherans)
  are more likely than students with no religious
  affiliation to have participated on a campus.

Q. 29 Have you ever attended a camp or other
extended learning experience on a college campus?
44
Financial Strategies
45
The Majority of Students Have Multiple Strategies
to Help Pay for College

• Students were read a list of strategies they
  might use to pay for college. On average,
  students will use five or six of the eleven
  choices given.
• The vast majority plan to use work earnings, both
  from college and high school.
• More than two of three will use students and
  parents savings.
• Families where both parents are college graduates
  are more likely to have parental savings.
• Juniors are more likely to mention applying for
  financial aid, indicating they perhaps have a
  more evolved plan.
• This is especially true of lower-income students,
  rising from 64 of sophomores to 83 of juniors
  who say they will apply.
• Three in five hope to use college classes taken
  in high school to reduce some college
  requirements.

Q.36 Have you already, or will you do any of the
following to pay for college?
46
For Some Juniors, the College Plan Seems to Be
Evolving Toward Including Trade-offsGoing to a
Less Expensive College than Theyd Prefer

• Students were read a list of strategies they
  might use to pay for college. Several items are
  mentioned by less than half.
• As with financial aid, more juniors than
  sophomores say their parents plan to take out
  loans.
• More juniors than sophomores mention choosing a
  less expensive college, either to get the basics,
  then transfer or for their entire college career.
• Both of these options are especially true of
  lower-income students, as well as those whose
  parents did not graduate from college.
• Lutheran juniors, however, are less inclined than
  the random population to say they will choose a
  less expensive option, then transfer.
• One in three students will use an inheritance,
  and one in six mention their parents worked with
  a financial advisor to specifically plan for
  college.

Q.36 Have you already, or will you do any of the
following to pay for college? (continued)
47
A Minority of Students Have Discussed How They
Will Pay for College with Their Parents

• Students were asked if they had talked
  specifically to their parents about how they will
  pay for college.
• Two in five juniors have talked to their parents
  specifically about how they will pay for college.
• This is especially true of juniors with higher
  GPAs (44 vs. 34 of lower GPAs).
• There are no differences between sophomores and
  juniors on this question.
• Few (7 of juniors) say their parents have set a
  spending limit.
• There is a marked increase since the sophomore
  year in limit-setting, from 3 to 7.
• Among juniors, Southwest and Northeast residents
  are most likely to have spending limits imposed.

Q. 35 Have you and your parents talked
specifically about how you will pay for
college? Q. 40 Have your parents set a limit on
how much theyll pay?
48
Although Tuition Will Impact the College Choice
Set for Half, Fewer Juniors Have Already
Eliminated Colleges on Price

• Students were asked if the total tuition will
  have any impact on the set of colleges to which
  they choose to apply, and if they have already
  eliminated any colleges because of price.
• Half of juniors indicate that the total published
  tuition will impact their college application
  choices.
• This is somewhat (but not significantly) higher
  than sophomores (43).
• Interestingly, juniors who have had an extended
  campus learning experience are more likely to
  indicate the tuition will NOT have an impact
  (57) on their decision.
• One in five juniors (and 12 of sophomores) say
  they have already eliminated colleges because of
  the tuition price.

Q. 41 As you consider colleges, will the total
tuition as stated by the college in their
materials--that is, their published price, have
any impact in determining the colleges to which
you apply? Q. 42 Have you eliminated any colleges
primarily because of price?
49
Juniors Have a Slightly More Developed Idea of
How Much They Will Consider Paying for College

• Students were asked if they would consider a
  college at different total tuition levels.
• Sophomores are more likely to say that price
  wont have an impact (or they dont know),
  therefore there are fewer responses at different
  price levels.
• For juniors, the first big drop in interest
  occurs between 15,000 and 20,000 per year.
• It is interesting that 5-6 of all three groups
  stayed in at the highest level specified, 30,000
  a year.
• Although about half of each group says price
  wont have an impact on their college selection,
  one must interpret this percentage with caution
  price may not be an issue for some because they
  are only considering lower-priced public
  universities.

Q.43 Would you consider a college if their total
tuition price per year, including tuition and
room and board, is? Q. 41 Will the total
tuition price have any impact in determining the
colleges to which you apply?
50
The Majority of Students Expect to Pay at Least
Half of their College Costs Themselves

• Students were asked how much of their college
  costs they expect will be paid by their parents.
  There are no differences by age group.
• Nearly half (46) of juniors say their parents
  will pay all or most of their college costs.
  
• One in ten say all, and this percentage is
  higher among the higher income group (13 vs. 4
  of the lower-income group).
• One in four juniors expects to split the costs
  equally with their parents.
• Another one in four juniors expects their parents
  to pay some, but less than half of their
  expenses.
• One in twenty expects their parents to pay
  nothing at all.
• At 8, junior males are twice as likely as
  females (3) to fall in this group.
• Among lower-income juniors, 43 expect to pay all
  or most of their college expenses without their
  parents help (parents will pay some or none),
  compared to 21 of higher-income juniors.

Q.37 How much of your college costs do you think
will be paid by your parents?
51
For Half of Juniors, the Primary Responsibility
for Paying College Costs Falls to the Parents

• Students were asked who will be primarily
  responsible for paying for the cost of their
  college education. There are no differences by
  age group.
• Half (51) of juniors say their parents will be
  primarily responsible.
• Among lower-income juniors, only 35 expect their
  parents to have primary responsibility, compared
  to 59 of higher-income juniors.
• Juniors for whom both parents are college
  graduates are more likely to indicate their
  parents will have primary responsibility (63).
• One in four juniors expects to split the costs
  equally with their parents.
• This percentage is higher among minority students
  (30).
• One in five juniors say they will be primarily
  responsible themselves.
• Among lower-income juniors, 32 expect to have
  primary responsibility, compared to 15 of
  higher-income juniors.

Q.38 Who will be primarily responsible for
paying for the cost of your college education?
52
Although Parents and Students Will Pay for Many
of the College Costs, There Are Often Other
Contributors

• Students were asked who will be primarily
  responsible for paying for the cost of their
  college education, and who else will contribute.
• Three of four students expect their parents to
  contribute to their college costs.
• This is especially true of higher-income students
  (85 vs. 59 of lower-income students) and those
  students from households where both parents are
  college graduates (88).
• Lutheran juniors (66) are the highest of all
  religious groups to say they will be contributing
  themselves.
• Lutheran parents and other family members taken
  together are less likely to contribute, and
  therefore the student makes up the difference.
• One in five students expect their grandparents to
  contribute to their college costs, while one in
  six named another family member.
• A small percentage also named individuals who are
  not family members.

Q.38 Who will be primarily responsible for
paying for the cost of your college education?
Q.39 Who else will contribute?
53
RecapChanges Between Sophomore and Junior Year

• There is a significant increase in the percentage
  who have taken advanced placement and college
  courses from the sophomore to the junior year.
• Juniors are nearly twice as likely as sophomores
  to work. Among those who work, the hours are the
  same, about sixteen hours per week.
• There is a shift in thought about college with
  10 fewer juniors saying they have no clear idea
  yet of the type of college theyd like to attend.
  
• Sophomore males have unrealistically high
  expectations for participation in intercollegiate
  sports in college this drops by the junior year.
• Similarly, sophomores prefer many extracurricular
  options in college, while juniors begin to
  believe having a chance to participate is more
  important.
• By the junior year, females may begin to develop
  a preference for private colleges. They are
  significantly more likely than males to favor
  good faculty advising to lots of major options.
• Juniors are less likely to agree that small
  colleges provide substantial scholarships that
  make them affordable. Although junior males are
  lowest on this characteristic, it is not
  significant.
• When seeking college information, juniors have
  significantly more experience with
  college-initiated interactions and marketing, but
  the gap is much smaller when it comes to
  self-initiated interactions, indicating that
  sophomores are actively seeking available
  information.
• From the sophomore to junior year there is a
  increase in the number of students who indicate
  they have talked to their parents about how to
  pay for college, and especially additional
  consideration of financial aid. It is during the
  junior year that the strategy of choosing a less
  expensive college emerges.
• Although the number remains low, twice as many
  juniors as sophomores have spending limits
  imposed by their parents and/or have eliminated
  colleges because of price.

54
RecapHow Lutherans Differ From the Total Junior
Sample

• Lutheran families are more highly-educated,
  church members, and Caucasian. Lutheran juniors
  are more likely to live in small towns or rural
  areas, attend smaller high schools and have
  higher GPAs.
• Lutherans are more likely to place importance on
  growing their faith through worship and service,
  and less likely to believe adapting to different
  settings and learning leadership skills through
  music or sports participation is very important.
• Lutherans are more likely to agree with small
  college attributes they are more interested in a
  chance to participate in extracurricular
  activities and good faculty advising than having
  a lot of options in extracurricular activities or
  majors.
• However, more than in the random population,
  there is a segment (especially higher-GPA
  Lutherans) who say an enrollment of under 4,000
  makes them LESS interested in a college.
• Lutherans are more likely to say a religious
  affiliation makes them more interested in a
  college (35 vs. 20 of the random population).
• Lutherans are more likely to consider a college
  because someone they know has attended that
  college especially friends, or
  boyfriend/girlfriend.
• Lutheran juniors are more likely to indicate
  private colleges have an emphasis on values and
  ethics and a higher likelihood of finishing in
  four years.
• Lutheran juniors are less inclined than the
  random population to say they will choose a less
  expensive option, then transfer.
• Lutheran juniors, as compared to any other
  religious group, indicate the highest level of
  student contribution to college costs.

55
RecapRegional Differences

• The largest demographic differences between
  regions are in ethnicity and income.
• For juniors living in the West, sports are less
  important, and band, choir, dance and clubs are
  more important. Acceptance of people who are
  different from them is a highly important skill.
  Western juniors place more importance on several
  characteristics, including faculty that get to
  know them, developing career skills, attending
  with involved students, an emphasis on values and
  ethics, and a campus where music has a presence.
  Western juniors are more likely to say state
  university funding was recently cut in their
  state they are highest of all regions to claim a
  negative impact of the cuts.
• For Midwestern juniors, only sports stand out as
  more important. Midwestern juniors are one group
  that is more likely to say a religious
  affiliation would make them more interested.
  They are somewhat more likely than other regions
  to indicate a public university as best in the
  state. Midwestern juniors are most likely to
  agree there has been large tuition hikes in their
  state. They are also most likely of any group to
  work in high school, at 54.
• Southwestern juniors are less likely to be
  interested in sports and list the fewest
  activities of all groups, however, they are far
  more likely than other groups to be interested in
  growing their faith through worship and service,
  and to say a religious affiliation would make
  them more interested in a college. Southwestern
  juniors are least likely to agree living on
  campus enriches the college experience, but are
  most likely to agree that small colleges provide
  substantial scholarships to make them affordable.
  Southwestern juniors differ from other regions by
  often attributing the private college
  characteristics--faculty that get to know them,
  courses taught by actual professors, and an
  emphasis on values and ethics--to public
  universities. Southwest residents are more
  likely to have spending limits imposed on them.

56
RecapRegional Differences (Continued)

• Of all groups, Northeastern juniors are most
  interested in sports, and they are also more
  interested in drama or theater and community
  service. They are least interested in developing
  their spirituality or growing their faith through
  worship and service. Northeastern juniors are
  more likely to say that a private school, one
  located in another state, or a state school would
  make no difference in their consideration.
  Accordingly, they are lower than most other
  regions in saying these attributes would make
  them more interested in a college. They are the
  only region to mention a private college or
  university more often than a public as best in
  their state. They are least likely to agree
  large universities can be overwhelming, are less
  likely to believe it is important to attend with
  students who are motivated, and are more likely
  to say there is no difference between private
  colleges and public universities on most
  attributes measured. Northeast residents are more
  likely to have spending limits imposed on them.
• Southeastern juniors are twice as likely as other
  groups to be interested in academic clubs they
  are also more interested in community service.
  They place greater importance on a program with a
  good placement record for jobs and grad school.
  Southeastern juniors are more likely to say state
  university funding was recently cut in their
  state.