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Coming Soon to a Neighborhood Near You? Off-Campus Recruiting by Public Research Universities

Coming Soon to a Neighborhood Near You? Off-Campus Recruiting by Public Research Universities Scholarship on college choice largely focuses on how students search for colleges but less is known about how colleges recruit students. This article analyzes off-campus recruiting visits for 15 public research universities. We Web-scrape university admissions websites and issue public records requests to collect data on recruiting visits. Analyses explore the similarities and differences in off-campus recruiting patterns across universities in the study. Results reveal socioeconomic, racial, and geographic disparities in recruiting patterns. In particular, most universities made more out-of-state than in-state visits, and out-of-state visits systematically targeted affluent, predominantly White localities. We recommend that future research should exploit new data collection methodologies to develop a systematic literature on marketing and recruiting practices in higher education. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Educational Research Journal SAGE

Coming Soon to a Neighborhood Near You? Off-Campus Recruiting by Public Research Universities

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Publisher
SAGE
Copyright
© 2021 AERA
ISSN
0002-8312
eISSN
1935-1011
DOI
10.3102/00028312211001810
Publisher site
See Article on Publisher Site

Abstract

Scholarship on college choice largely focuses on how students search for colleges but less is known about how colleges recruit students. This article analyzes off-campus recruiting visits for 15 public research universities. We Web-scrape university admissions websites and issue public records requests to collect data on recruiting visits. Analyses explore the similarities and differences in off-campus recruiting patterns across universities in the study. Results reveal socioeconomic, racial, and geographic disparities in recruiting patterns. In particular, most universities made more out-of-state than in-state visits, and out-of-state visits systematically targeted affluent, predominantly White localities. We recommend that future research should exploit new data collection methodologies to develop a systematic literature on marketing and recruiting practices in higher education.

Journal

American Educational Research JournalSAGE

Published: Dec 1, 2021

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