I just read yet *another* article about how students and parents feel the "government should do something to make college more affordable." This study was conducted by UPromise. 1,000 parents were surveyed and as we've heard before, most have not saved enough for their children's education. This time, we also learned that 67% say their voting decision will be influenced by the Presidental candidates' stance on the issue.

Am I the only high-ed marketer that finds these studies difficult to stomach? I moderate focus groups with students and parents all the time. Over and over again I hear about their expectations (extensive personal interaction with top faculty, residence halls with private rooms and baths, experiential learning opportunities in top companies, etc.) I am not sure that students and parents *really* want affordabililty. They say they do in surveys, but many base their college choice (at least in part) on "features" that are expensive to offer. Seems to me it's sorta like expecting to get all the extras in a new car while paying the base price. Tuition-driven institutions simply can't afford to do that.