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A Comparison of Two-Year and Four-Year Adult Students: Motivations to Attend College and the Importance of Choice Criteria

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  • Greg M. Broekemier

Abstract

Adult college students attending two-and four-year institutions were surveyed regarding their motivations for attending college and the relative importance of college choice criteria. Getting better jobs, gaining general knowledge and enhancement of self-esteem were the most frequently mentioned reasons for adult students to attend college. In general, the availability of desired programs of study/majors, days/times that needed classes are available, locations of course offerings, cost, and faculty reputation for high quality teaching are the most important college choice criteria to these students. A number of significant differences in motivations to attend college and choice criteria importance between two-year and four-year adult student segments are identified.

Suggested Citation

  • Greg M. Broekemier, 2002. "A Comparison of Two-Year and Four-Year Adult Students: Motivations to Attend College and the Importance of Choice Criteria," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 12(1), pages 31-48, June.
    • Handle: RePEc:taf:jmkthe:v:12:y:2002:i:1:p:31-48
    DOI: 10.1300/J050v12n01_03
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    Cited by:

    1. Lisa Huempfner & Dennis A. Kopf, 2017. "Using stakeholder marketing and social responsibility for new product development in higher education: a business Spanish model," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(2), pages 251-273, July.

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