An Analysis of Academic Reputation as Perceived by Consumers of Higher Education

ABSTRACT

A college's academic reputation (AR) plays a significant role in positioning the institution. Survey responses of college-bound high school seniors suggest that a majority of respondents view successful postgraduate careers as very important to the perception of AR and very likely to be attributed to a college with very good AR. A principle components factor analysis revealed three factors that describe the perception of AR (i.e., Academic Concerns, Campus Ethos, Practical Value). In a similar analysis three factors were found likely to be associated with very good AR (i.e., Curricular Concerns, Exclusivity, Career Preparation).

KEYWORDS:

• Academic reputation
• college selection process
• high school seniors
• higher education