Students Eschew Rankings

The recently released report by the UCLA Higher Education Research Institute, The American Freshman: National Norms For Fall 2007, based on the responses of 272,036 first-time, full-time students at 356 colleges and universities in 2007 (out of 1.4 million such freshmen), reports that only 17.6% of incoming freshmen considered rankings "very important" in influencing their decision to attend a particular college or university -- tenth out of fifteen factors:

1. College has very good academic reputation   63.0%
2. This college's graduates get good jobs   51.9%
3. A visit to the campus   40.4%
4. I was offered financial assistance    39.4%
5. Wanted to go to a college this size   38.9%
6. College has a good reputation for social activities   37.1%
7. The cost of attending this college   36.8%
8. Grads get into good grad/professional schools   34.1%
9. Wanted to live near home   19.2%
10. Rankings in national magazines   17.6%
11. Information from a website   17.0%
12. Parents wanted me to go to this school   13.0%
13. Admitted early decision and/or early action   11.4%
14. Could not afford first choice   9.7%
15. High school counselor advised me   9.0%

(Hat Tip: Robert Morse.)