How do adults learn about higher education opportunities that are available to them? Few studies have investigated this question. The Institute for Communication Research study of the promotion of adult learning programs in the United States and the Center for Research and Development in Higher Education study of higher education opportunities for adults focused on the channels chosen by educational institutions for communicating information. This study investigates adult audiences' attentiveness and evaluation of various sources of information about opportunities for higher education. Generally, it was found that personal sources of information were evaluated more highly by adults interested in pursuing higher education than by those who were not interested. The evaluation of mass media information sources were not significantly different, however, between interested adults and not-interested adults.
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Apt, P.H. Adult higher education opportunities: An evaluation of sources of information. Alternative Higher Education 3, 31–33 (1978). https://doi.org/10.1007/BF01080649
- High Education
- Communication Research
- Information Source
- Mass Medium
- Medium Information