A Study of the Relationship Between ACT Composite Scores and Reasons for College Selection

Abstract

This study was conducted to investigate the relationship between high and low ACT composite scoring students and the reasons for their college selection as indicated on the application for admission at a small, private, liberal arts college in the Midwest. As colleges seek to enroll more students at less cost to the institution, the idea of segment marketing is functional and appealing. Data analysis of reasons for college selection for 709 students enrolling in fall 2014 at the college found that there is a significant association between ACT composite score results and reasons for college selection as noted on the undergraduate application for admission. Further analysis confirmed a bivariate association between ACT composite score results and gender with respect to reasons for college selection. The results of this study provide enrollment managers with the opportunity to consider segment marketing to prospective students based on ACT composite score results and reasons for college selection.