Give me a break! I honestly find this article on the U.S. News web site borderline offensive.  Bob Morse is citing data and suggesting that the rankings are NOT one of the most important factors influencing student choice. But, there is a major flaw in the data he is citing AND how he is interpreting it. I am actually surprised by the fact that he must be assuming no one is smart enough to catch this.

Morse cites data which identifies the extent to which a series of factors are percieved to be "very important" when selecting a college. He emphasizes the point that the rankings appear 11th on the list. But, topping the list (of course) is "college has a very good academic reputation." What do you think drives "academic reputation?" THAT is the survey question that should have followed this one. "What factors have the most impact on your impression of the academic quality of a school." I will bet anyone $100 if they can show me data that answers this question and does NOT have the rankings in the top 4. Seriously, I am good for the $100.

We survey college-bound students and their parents all the time. I know for a fact that rankings have a stronghold on quality perceptions. Just yesterday, I was on campus at one of our nation's largest universities presenting the findings of a national study of college-bound students to the board of trustees. We tested the impact of 20 different marketing messages with this group. The three messages that had the most impact on quality perceptions? You got it....they were ALL rankings-related. We see this over and over and over again.

I have no idea how Bob can be comfortable sharing this data and intepreting as he has done in this article. You can show all the flawed data you want, U.S. News, but we all know the truth. The rankings hinder (rather than help) students and parents make good decisions about where to go to college. They perpetuate a negative, socially-climbing, competitive attitude toward college admission and are really only important to U.S. News because they sell boatloads of magazines.

-Elizabeth Scarborough