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Shopping for Colleges When What We Know Ain't

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  • Howard Wainer

Abstract

The cost of attending a 4-yr. private university can easily top $150,000, making education one of the most expensive purchases we make. Unfortunately, the sorts of informed opinions and objective comparisons that are widely available for other large consumer purchases, like automobiles, are lacking in education. Instead we must make due with ad hoc indexes like that published annually by U.S. News and World Report. A recent alternative to this index using preference rankings was proposed. In this essay I discuss the challenges facing this index, and other survey instruments, caused by nonignorable missing data. My conclusion is not optimistic. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Howard Wainer, 2005. "Shopping for Colleges When What We Know Ain't," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 337-342, September.
  • Handle: RePEc:oup:jconrs:v:32:y:2005:i:2:p:337-342
    DOI: 10.1086/432243
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    Cited by:

    1. Alexandre Belloni & Mitchell J. Lovett & William Boulding & Richard Staelin, 2012. "Optimal Admission and Scholarship Decisions: Choosing Customized Marketing Offers to Attract a Desirable Mix of Customers," Marketing Science, INFORMS, vol. 31(4), pages 621-636, July.

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