Students Want More College Information

An online survey of over 600 high school juniors and seniors conducted by Embark found that 60% felt that they didn't have enough information about where they should apply to college. Embark staff speculated that reasons for this finding might include high levels of stress for students at the first important decision of their lives, insufficient communication from colleges and universities, or one-size-fits-all communication strategies from colleges that fail to reach individual students' concerns. The survey also reported that 94% of respondents had begun college research before their junior year of high school, implying that outreach strategies from universities should begin early.

Students who answered the survey suggested that the quality of a university's Web site affected their perceptions of the school. For students with Internet connections, college research is overwhelmingly done at home, and virtual tours outnumber actual campus tours. The survey results also suggest that students prefer e-mail communications over any other mode, and that they frequently use the Internet for interactive activities. Embark, San Francisco, CA, (415) 615-1500, www.embark.com.

An online survey of over 600 high school juniors and seniors conducted by Embark found that 60% felt that they didn't have enough information about where they should apply to college. Embark staff speculated that reasons for this finding might include high levels of stress for students at the first important decision of their lives, insufficient communication from colleges and universities, or one-size-fits-all communication strategies from colleges that fail to reach individual students' concerns. The survey also reported that 94% of respondents had begun college research before their junior year of high school, implying that outreach strategies from universities should begin early.

Students who answered the survey suggested that the quality of a university's Web site affected their perceptions of the school. For students with Internet connections, college research is overwhelmingly done at home, and virtual tours outnumber actual campus tours. The survey results also suggest that students prefer e-mail communications over any other mode, and that they frequently use the Internet for interactive activities. Embark, San Francisco, CA, (415) 615-1500, www.embark.com.

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