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College tuition and perceptions of private university quality

Thomas Li‐Ping Tang (Professor of Management in the Department of Management and Marketing, Middle Tennessee State University, Murfreesboro, Tennessee, USA)
David Shin‐Hsiung Tang (Senior Analyst at Allied Capital, Washington, DC, USA)
Cindy Shin‐Yi Tang (Paediatrician at Children's Doctors, Fort Oglethorpe, Georgia, USA)

International Journal of Educational Management

ISSN: 0951-354X

Article publication date: 1 August 2004



This research employs institutional characteristics and market‐related factors to predict undergraduate students' tuition at 190 private colleges and universities in the USA. Results showed that the strongest correlations among variables for college tuition were reputation ranking and SAT scores. Results of a hierarchical multiple regression revealed that the type of institution, academic reputation ranking, the annual expenditures, geographic region, the existence of professional schools, the size of the faculty and the undergraduate student body, and university presidents' pay and benefits are all significant predictors of college tuition. After controlling all other variables, the unique contribution made by reputation ranking is still a significant predictor of college tuition. Research institutions charged their students more than liberal arts colleges, which, in turn, charged more than doctoral granting I institutions. Implications for parents and students, private colleges and universities, human resource management, and the Matthew effect are discussed.



Li‐Ping Tang, T., Shin‐Hsiung Tang, D. and Shin‐Yi Tang, C. (2004), "College tuition and perceptions of private university quality", International Journal of Educational Management, Vol. 18 No. 5, pp. 304-316.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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