Students to Colleges: Rankings Not-So Important
It turns out the constant claim made by many college presidents and admission deans that the U.S. News Best Colleges rankings are the main reason that students choose one school over another is just a myth. The recently released "UCLA Freshman Survey: Fall 2007" provides scientific evidence to disprove the notion that the rankings are what drive student choice. The report says:
[The survey] data indicate that incoming college students might be reacting to the national debates on measuring the quality of college education and accountability by weighting related factors more heavily in their admissions decisions. If they are, national rankings are not playing a large role in their thoughts. While the importance of rankings in national magazines increased by 1.3 percentage points in 2007, it's still the case that only a very small percentage (17.6 percent) of college freshmen report that the rankings are 'very important' in their decision.
The rankings placed 10th out of the 21 reasons students base their school choice on. So, at least using a nationwide sample of freshmen, students are using the rankings responsibly—as one factor in the college search process.
Here is the actual UCLA Survey question and top 15 reasons that this conclusion was based on.
Q. Reasons noted as "very important" in influencing a student's decision to attend this particular college:
- College has very good academic reputation 63.0%
- This college's graduates get good jobs 51.9%
- A visit to the campus 40.4%
- I was offered financial assistance 39.4%
- Wanted to go to a college this size 38.9%
- College has a good reputation for social activities 37.1%
- The cost of attending this college 36.8%
- Grads get into good grad/professional schools 34.1%
- Wanted to live near home 19.2%
- Rankings in national magazines 17.6%
- Information from a website 17.0%
- Parents wanted me to go to this school 13.0%
- Admitted early decision and/or early action 11.4%
- Could not afford first choice 9.7%
- High school counselor advised me 9.0%
Tags: colleges | students | rankings
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Reader Comments
So now what?
So, understanding these findings, what are colleges and universities to do to improve their reputation or to help graduates get good jobs?
What does it mean?
What does "academic reputation" mean? It can mean anything from the school's overall academic excellence to the sorts of students who apply there to how good the school is in the area(s) of study that the student is considering. I applied as a music composition major, so I tried to evaluate the reputation of each college's music school - yet at the same time I wanted a place that had a good overall academic reputation (not just in music) and had students that were interested in academic/intellectual pursuits rather than just partying or socializing. Any of those can fall under "academic reputation" but to me they were separate criteria - one excellent music school might also be a "party school" or have an otherwise dismal academic rep, and vice versa. I think this survey could be a little bit more specific as any number of considerations could fall under "academic reputation."
Not so misleading
The CIRP Freshman Survey from UCLA actually has been asking that reputation question since 1967, way before any magazine rankings. Do the rankings influence perceptions of a college? Possibly. If only 17.6% of students report that the rankings are 'very important' then I doubt they do 'loom large.' Students had opinions before the rankings, and I'm guessing they will after the rankings too.
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