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Assessing the Validity of Consumer Ratings for Higher Education: Evidence from a New Survey
Author(s) -
Rothwell Jonathan
Publication year - 2018
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/joca.12201
Subject(s) - higher education , psychology , consumer welfare , quality (philosophy) , test (biology) , marketing , medical education , actuarial science , welfare , applied psychology , social psychology , economics , business , medicine , economic growth , paleontology , philosophy , epistemology , market economy , biology
This analysis assesses the validity of using consumer surveys to measure the quality of colleges using new survey data from the Strada‐Gallup Education Consumer Survey. I develop an individual consumer rating based on responses to 14 items related to the quality of education and implement two validity tests: Do higher ratings predict higher welfare, and do they correspond to objective quality measures? I conclude that they do. Indeed, the mean ratings of at least 20 other alumni provide a better prediction of individual satisfaction than popular college rankings from media sources. Consumers rate their experiences higher after attending not‐for‐profit colleges that generate better economic opportunities, enroll students with higher test scores, employ well‐paid faculty, and graduate a higher percentage of students who eventually earn doctorates. I conclude that survey‐based consumer ratings of postsecondary institutions can provide valid and reliable quality comparisons.