| This applied mixed method research study was undertaken to identify the college choice factors influential in the college choice decision-making processes of high school seniors, and retrospectively, college freshmen, in one rural NC public school system. Current high school seniors were surveyed; Randolph Community College freshmen, who were graduates of the same high school system, were interviewed. Quantitative data analysis was performed using chi square testing. Standard protocol for qualitative data collection and analysis was observed.;The most important finding of the study was the need for the college to understand the decision processes of millennials in college choice, while applying that generational information to the marketing and outreach strategies to which millennials resonate. In addition to targeted marketing to millennial high school seniors, results indicated program of study expansion was needed to increase the college's market penetration of high school graduates. Findings will be used to increase the market penetration of the local community college with its service area's high school graduates. |
