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Perceptions of Quality of Higher Education: An Exploratory Study of High School Guidance Counselors

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  • Richard E. Plank
  • Larry Chiagouris

Abstract

Perceptions of the quality of higher education are thought to have considerable impact on the decision making process to attend higher education institutions. High school guidance counselors are known to be influencers of higher education attendance through their work with high school students in the selection process. This paper reports an exploratory research program designed to assess the perceptions of high school guidance counselors regarding college and university quality. Ten measures of quality, an overall measure and rune specific indicators were utilized. A total of 256 guidance counselors provided measures of quality on 434 of the 435 institutions of higher education listed. Based on this data it was shown that overall perceived quality is primarily determined by five components; good academic programs, leadership opportunities, good job after graduation, opportunities for financial aid, and good value for the money, and that some 77.3% of the variance in overall quality was predicted by the five components.

Suggested Citation

  • Richard E. Plank & Larry Chiagouris, 1997. "Perceptions of Quality of Higher Education: An Exploratory Study of High School Guidance Counselors," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 8(1), pages 55-67, June.
    • Handle: RePEc:taf:jmkthe:v:8:y:1997:i:1:p:55-67
    DOI: 10.1300/J050v08n01_05
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    Cited by:

    1. Raposo, Mário & Alves, Helena, 2007. "A model of university choice: an exploratory approach," MPRA Paper 5523, University Library of Munich, Germany.

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