Abstract:
Declining enrollment in the College of Agricultural Sciences and Natural Resources fueled discussions about changing the name of the college as a means of reversing the trend. In spring 2005, a comprehensive study was launched to assess the perceptions of key college populations. This study relates to one of those four populationsresident, college-bound high school seniors. A survey developed by Kansas State University was a starting point for the development of a mailed survey to evaluate the college's image, the influence of the college's name, the level of awareness of program offerings and career opportunities, and to identify actionable changes. A sample (4,500) stratified by county classification yielded 479 responses (10.6%). High school seniors were generally unaware about the college and the opportunities it offered to students, and were unsure if they would recommend the college to prospective students. Rural students were more likely to consider attending a community college and then transferring than were micropolitan or metropolitan students. Changes in university and college marketing strategies were recommended, and it was concluded that insufficient evidence existed to warrant changing the name of the college at this time. Replication of the study in three to five years was recommended.
Keywords:
high school students, agricultural science, natural resources
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