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Reality Check

Regulating the New Consumerism

One of the themes in the much commented on report of the Spellings Commission highlights the need to fully inform higher education consumers about everything. For some, accountability not only means being responsible about teaching and research, but also delivering some form of full disclosure. This trend reflects the continued move of higher education from a specialized product sold to well-informed customers to a generic product sold in widely varying formats to large numbers of often unsophisticated consumers.

As is usually the case with high profile commissions, this one responds to a mature trend, not something new and different. The proliferation of rankings and ratings of every conceivable type is the clearer example of the commodity college degree, but the commission, because it speaks for at least one part of the government, has a coercive capacity where the ratings have only a demonstrative capacity.

What, then, is the full consumer information we need? Much current university and college published data is actually not very helpful. As a normal practice, we produce measures of central tendency — averages or means — or we provide ratios of one kind or another. So we talk about average class size or average student/faculty ratios; average discount rate on tuition and fees; and the average financial aid package or the average debt on graduation. Universities and colleges provide information on the average endowment or average state investment per student.

All of these, and many others, provide an average representation of the reality of campus life. If universities and colleges managed, as do other high tech, high quality enterprises, by reducing the variation around the mean to produce a homogeneous product, these average numbers might have some usefulness. That’s not how higher education works.

Instead, colleges and especially large public universities manage in ways that appear to maximize the variation they can sustain in the quality and diversity of their students. They admit students with SAT scores ranging from 900 to 1600 perhaps, students whose parents have no taxable income and those whose income reaches above six or seven figures. They admit students who are the fourth generation of college attendees and the children of migrant workers whose home experience includes no prior engagement with higher education. Universities pride themselves on the wide diversity in the ethnicity and economic capability of their students and they speak eloquently of the wide range of socioeconomic circumstance from which their students come.

This is all to the good, but it illustrates why the average numbers we often discuss as the tokens of accountability disguise more often than they inform. Instead of average class size, we might display the percentage of students in classes under 25, 26 to 50, 51 to 100, and over 100. Even that is not as helpful, for example, as providing a transcript analysis of the graduating class. The aggregate measures that tell us how many classes are under 50 students tells us how the faculty teach, but not what individual students take. Students in engineering may have mostly classes smaller than 50 while students in humanities or social sciences may have mostly classes larger than 100. We may find that 30 percent of our graduating students never took a class under 50 even though such classes were available. Knowing what kinds of class contexts are available is a helpful overall indicator, but it does not tell the interested consumer what students actually choose to do or are advised to do.

We call for better information on the cost of college. By this, we mean both the “costs” of what colleges spend on providing an education and the “price” that students pay for that education. The latter is a very slippery number. Everyone knows that there is a sticker price and a discounted price. Everyone knows that students receive discounts for various reasons.

What we do not provide very often are data that describe the characteristics of students who receive discounts and reveal the relationship between particular characteristics and the discounts the institution provides. For example, we do not know the relationship between the marker for merit (SAT, GPA) and the amount of merit aid provided (for those institutions that provide merit aid). If we did, we might find that not all students with a 1350 SAT will get the same merit aid package.

Almost all institutions provide a wide range of need based aid, some from federal or state sources that are regulated and some from institutional sources that are not. Institutions create need based packages to achieve enrollment goals, and sometimes following a formula based on the federal guidelines and sometimes using ad hoc packaging to achieve balance in our student populations. This is especially so when institutions are under clear directions from their boards to change the composition of the student body in some way, for example to prefer legacies or first generation students, or to increase the percentage of men or women.

Student debt is a mystery number because the data on average debt deal with only a fraction of the student population. Average debt refers to the average institutionally managed debt of those graduating seniors who have debt. So it does not tell us about the debt of those students who in addition to institutionally managed debt have private debt from a local bank, from credit cards, or from other sources. It also does not tell us about those students who do not qualify for any institutionally managed loans but nonetheless borrow money from local banks, credit cards, and other sources. Nor does it tell us how much of the debt students contract is required by the formal cost of attendance and how much responds to lifestyle issues related to housing, transportation, illness, family obligations, and entertainment among other issues.

In the real world of higher education — rather than the idealized world of commissions and homogenizing government regulations — higher education institutions, while they produce a standardized product, do so for widely varying market niches made up of customers with widely varying characteristics.

Many of the proposed measures that we see coming from commissions and regulators speak to some mythical average student experience, usually reflecting the idealized type of the elite private four-year college. As such they may satisfy some, but will surely fail to provide more accurate information to individual consumers. How, we might ask, am I to know whether my child is average and therefore likely to have the average experience the data highlight? How many of the graduates actually participated in the average experience, or did most of them pass through the institution at the upper or lower edges of the experience represented by the calculated average?

Most university people also know that any significantly useful data will be used against them. If the data are specific and clear, and if they demonstrate differences among universities and colleges, bitter experience teaches that the regulators will praise those whose indicators are high and condemn those whose indicators are low, without paying the slightest attention to purpose, organization, circumstance, or mission of the institutions involved.

In our world, “high” means most like a private elite liberal arts college. “Low” means most unlike these colleges. The regulators, whether accreditation agencies, higher education commissions, public boards of trustees, state regulators, or national agencies, will acknowledge that the institutions differ dramatically, but they will then proceed to compare unlike institutions in statistical grids using the already not very good measures.

Worse yet, the commercial ranking services, once delivered this treasure trove of numbers that bear the imprimatur of regulatory agencies, will construct increasingly convoluted and methodologically flawed rankings, cloaked with regulatory authority, conveniently forgetting the caveats about the data contained in obscure footnotes in the government reports.

Almost every university and college works to get better, driven by the inexorable pressure of competition for faculty, students, funding and prestige. The market place in higher education is exceptionally wide and contains every imaginable modality. The irony of these periodic bursts of regulatory enthusiasm is that the conservative, free-market political enterprise appears most eager to see this educational free market socialized into government mandated homogeneity, often based on simple, one dimensional measures.

Colleges and universities can respond either by resisting all notions of measurement or, more appropriately, by developing and publicizing the detailed, data based measurements that will actually give their many constituencies a clear guide to the complexity and range of the institution’s activities. This is harder than fighting over simple-minded measures, but it surely the right thing to do.

John V. Lombardi, chancellor and a professor of history at the University of Massachusetts Amherst, writes Reality Check occasionally.

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Comments

Forgot something

Most colleges take money raised via government taxation. Taxpayers expect to know what their money is being spent on. That is what ENRON was about.

Can’t take the heat? Get out of the kitchen. It is not going to get any easier. Tenure is not a defense against taxpayers cutting off funding to those parts of higher-ed that they deem unproductive, unpleasant, and full of bull.

B.D., Graduate Student at MegaState U, at 6:35 am EDT on September 28, 2006

Where are all the conservatives?

WTF, BD? “Tenure is not a defense against taxpayers cutting off funding to those parts of higher-ed that they deem unproductive, unpleasant, and full of bull.” Why would anyone write something like that? Even without the Spellings Commission, state legislatures are already completely free to cut higher ed funding if they wish. Not only that, but anyone at all is already free to drop by my campus and examine my college’s budget. People around the world are already free to get on the web, look up faculty members’ names in the catalog, Google them, read their publications (and often their syllabi), and make up their own minds about whether they’re productive or merely spewing bullshit. It’s not like we’re systematically withholding information from the public. Our average ACT/SAT score are public record and can be looked up in Peterson’s. Ditto for our tuition and housing costs, as well as our financial aid policies. And if that information isn’t clear, people can go to our web site or even get on the phone and talk to someone here who will explain the available funding options. Financial aid necessarily is a little complicated, but no more so than buying a car, and much less so than buying a house. Plenty of useful information is already available, but sadly enough very few prospective students and their parents actually make use of it. How exactly will it help matters to compel us to provide even MORE data for students and parents to ignore?

And why in the world HAVE these so-called conservatives put their weight behind federal oversight rather than state oversight and market discipline? If you’re a free-market conservative, shouldn’t you believe that a genuine increase in public demand for assessment of higher education would prompt for-profit enterprises like U.S. News and World Report to provide it? Shouldn’t the evil government (you know, the thing that conservatives say is the problem rather than the solution) keep its filthy hands off private colleges altogether, and let state governments deal with state colleges?

Oh, I know—the feds help fund financial aid, and therein lies the rationale for federal regulation. You know—just like the famous conservative argument that because the feds fund the food stamps program, the feds ought to demand reams of data from supermarkets, so that poor people will fill their shopping carts with healthy food instead of potato chips and Pepsi.

The problem with academia is not that there are so few conservatives in the colleges and universities. The problem is that there are no conservatives in Washington.

Eveningsun, Ordinary Public College, at 7:55 am EDT on September 28, 2006

Hook, Line, and Sinker

Ha ha ha, eveningsun. You walked into B.D.’s trap hook, line, and sinker.

Bottom line: higher education = ivory tower.

If the public *really* knew what was going on inside higher education institutions (e.g., how resources are allocated, how deadwood fac/staff/pet projects are sustained, and how students are screwed in the process), they would be more up in arms about the fleecing of taxpayer dollars that’s going on in our colleges and universities.

And I *work in* and *study* higher education for a living!

AC, at 9:10 am EDT on September 28, 2006

fear & loathing

My, my! Isn’t the US culture of fear and loathing something! Wouldn’t Hunter Thompson have a field day! (Well, no, this enormous upsurge in paranoia amd sheer hate would probably sadden him into even deeper depression.) Oh, for the good old days of the Cold War, when pinkos, Dr. Strangelove, and MAD were the emblems of our time.

Hunter Tew, at 10:50 am EDT on September 28, 2006

OOF Problem in HE in South

John Lombardi asks about what consumer information we need to know.

NCLB’s parental disclosures of out-of-field teaching assignments would be a step in the right direction. Students and parents, especially in the community college system here in the South, deserve the right to know when their professors lack graduate work in the discipline they are teaching. They also have a right to know when administrators hire instructors without any graduate work, and more rarely, when administrators hire non-degreed faculty. The sad truth is that – at least for community colleges in the South – out-of-field teaching is the dirty secret of postsecondary education, one which the consumer, as well as the taxpayer, has the right to know about.

Glen S. McGhee, Dir. at Florida Higher Education Accountability Project, at 10:50 am EDT on September 28, 2006

How amusing

” .. Our average ACT/SAT score are public record and can be looked up ..”

How conveniently, info about actual graduation rates, number of scientifically-rigorous surveys on graduates’ salaries, GPA-to-GRE comparative scores, etc., have been left out.

Me thinks the gentleman doth protest too much. Yon fair taxpayers sense fullness of bull.

B.D., at 10:50 am EDT on September 28, 2006

What does Enron have to do with this?

BD, I am a little curious. What was “Enron” about? Exactly how were Taxpayers deprived of some right to know where money was going. (Moreover, for the most part taxpayers have no constitutional right to know where their money goes and most of them don’t care or don’t have the concentration to absorb more than a few soundbites. Perhaps it is different in your country.)

As to the public’s views of higher education, let’s face facts: Everyone wants to go to college. Everyone wants to go to a prestigious college. While some people might grouse about a bad grade they got from a professor, a good American university education is what people will pay or cheat to get.

Larry, at 10:55 am EDT on September 28, 2006

How much data is enough?

Oh come on BD. Eveningsun points out that a large amount of data is already available and you just complain that some particular minutiae is not.

It would not at all surprise me if Eveningsun’s college can give you data on average graduate salaries. GPA to GRE scores? Assuming GPA and GRE scores are available sure. As for the etc — how about average weight gain freshman to graduate?

Eveningsun points Plenty of useful information is already available, but sadly enough very few prospective students and their parents actually make use of it. How exactly will it help matters to compel us to provide even MORE data for students and parents to ignore?

RR, at 11:31 am EDT on September 28, 2006

Again: WTF, BD? Our graduation rates are public information. They’re reported to the legislature every year and become part of the public record. If Peterson’s or U.S. News and World Report or anyone else wants to publish them, they can get them easily enough. Has it ever occurred to you that they DON’T publish this information because their customers aren’t asking for it? Perhaps the market has already rendered its judgment on this and similar “problems.”

Ditto for “number of scientifically-rigorous surveys on graduates’ salaries, GPA-to-GRE comparative scores, etc.” Why should the college (or the taxpayers) have to go to the expense of conducting alumni-salary surveys? If people value that information, then Peterson’s or U.S. News and World Report is free to collect it and publish it themselves. Let the market work. It’s not like we’re keeping the data a secret; any time anyone wants to run the numbers and publish the results, they’re already free to do so. We don’t need a pseudo-conservative like Margaret Spellings to concoct a fake crisis in order to force colleges to reveal information they’re not hiding to begin with.

The fact that these statistics aren’t published right now suggests that the general public doesn’t particularly care about them. It’s only the big government types, eager to expand the federal reach, who think it’s a problem in the first place.

Another point: perhaps one reason higher education “consumers” don’t care that much about the statistics you mention is because, being intuitively conservative, they know that whatever benefit they personally get out of college depends far more on their own character and motivation than anything else. To think it depends on the college rather than the student, to put the responsibility for results on the institution instead of the individual, is typical muddied liberal thinking, B.D.

Eveningsun, Graduation Rates, etc. at Ordinary Public College, at 12:20 pm EDT on September 28, 2006

Let’s Play a Game

Okay, eveningsun. Let’s play a game.

Presumably you work at an ordinary public college, as your sig suggests. I’m sure you have lots of info about your institution, especially on FTFT students.

Can you tell me: 1. What is your institution’s 4-year graduation rate (I’m assuming you’re a 4-year public institution.)? What about a 6-year graduation rate? 2. How many students does your institution lose each year due to attrition? 3. How are those students counted in your statistics? 4. Why do your students drop out? 5. If your students leave campus to go to another campus, do you know where they go? 6. If they go to another campus, are they more or less successful there than they were at your campus? Why? 7. How many students transfer into your institution each year and where do they come from? 8. What are your articulation policies with other 4-year institutions versus 2-year institutions? 9. How much do students actually pay every year out-of-pocket at your institution? 10. Of the money that they do pay your institution, what percentage goes to: administrative salary, infrastructure, iPods for the incoming freshman class, etc.? 11. Why does the other college down the street have higher employment rates after graduation than your institution?12. And finally, are there hot girls on your campus?

Now, each of these questions has been asked of me while I’ve worked as a higher education administrator. And frankly, while we do have the data for most of these points at our institution, mostly we make things up and make them sound pretty for prospective students and parents. ("OF COURSE we have hot girls!") Most of the data we have are all asterisked, because they’re contingent on some random criterion.

And if you think “consumers” of higher education don’t ask these questions yet, just wait until the emerging Gen Xers start sending their kids to college. By definition, Gen Xers hate the establishment. And now that the ivory tower is considered the establishment, these parents will want to know EVERY SINGLE THING about how you run your institution. And trust you me, the litigation that’s going on in our colleges and universities is only the tip of the iceberg.

Like I said, if only the public knew the kind of things really going on at America’s colleges and universities.

AC, at 2:45 pm EDT on September 28, 2006

Perhaps we make the metrics-thing too difficult?

As a “consumer” of the higher education product — an educated student — I have my own metrics for how I measure your institution’s success.

Can you give me a person who can learn over the course of their life? Are they OK with ambiguity and paradox? Are your students capable of critical thinking while focusing on my organization’s mission? Are they capable of creativity and innovation? Do they have interpersonal and teaming skills.

Can your graduates add immediate value to my organization? Are they open to mentoring and coaching. Can your students speak the Queen’s English. Can they write in clear and understandable prose? Can they apply some basic algebra? Do they understand and appreciate how they can positively influence this Republic in which we live?

Too much to ask? What do you think?

Kevin, at 6:15 pm EDT on September 28, 2006

Gee, AC, it sounds like your institution is selling higher education the way Lay’s sells potato chips. But are you sure that your buyers are really that ignorant? I mean, everyone knows that potato chips are high in calories and low in actual nutrition, but they buy them anyway.

When those skeptical Gen-X parents stop trusting the bull you give them and start demanding the real skinny, there’ll be a market for independent sources of information, and the private sector will supply it.

Eveningsun, Ordinary Public College, at 8:50 pm EDT on September 28, 2006

So, eveningsun, just to clarify: What you’re really saying is that America’s colleges and universities are high in calories and low in nutrition.

That’s exactly my point!

Colleges and universities are high in calories (tons of fluffy stuff) and low in actual nutrition (learning).

Yeah, but don’t you think since the public is actually paying for your salary that you (and not the private sector) should supply that information?

AC, at 10:30 am EDT on September 29, 2006

Yeah, but don’t you think since the public is actually paying for your salary that you (and not the private sector) should supply that information?

But the school already supplies that information! The private sector merely packages it. Schools themselves also make information available (typically where it makes them look good but why would anyone expect otherwise?).

What neither schools nor many parents want is for the feds to impose a common index (promoting a public version of US News). Different schools serve different markets. Some prospective students are interested in schools with strong research others may be interested in schools with strong athletics.

There are multiple organizations packaging the information (USNews, Princeton, Barrons, etc.) each providing a different take on what makes a good university. I believe that’s a good thing.

There are some measures that could be more standardized and more commonly available — graduation rates, placement rates and the like. We may well see NSSE and CLA scores available. I am adamantly opposed to MFAT’s and the like as I believe they will lead to overly standardized programs.

RR, at 1:00 pm EDT on September 29, 2006

Limits to federal interest

The rationale for greater federal regulation of higher education is that taxpayers have a right to know how their money (financial aid) is being spent. What a slippery slope.

Perhaps the next shoe to drop will be holding students accountable for how they spend their financial aid dollars. Require them to show how they spend their loans. Require them to show receipts for books, tutors, lab fees. What are their grades? Are they attending class? Since money’s fungible, have them demonsrate it’s not being used to buy a car, an Ipod, espresso drinks.

ezwhite, at 1:05 pm EDT on September 29, 2006

An Overlooked Important Point

Amidst all of these rather fevered commentaries on John Lombardi’s essay, no one seems to have noted one of his most important points. It is that, as we get accustomed to better informing our clients and patrons about our performances (and like it or not, we most assuredly will), we should take care to include information about the distribution (range, variation) of statistical indicators. On average, everybody born in the nineteen twenties is dead. Harvard’s tuition does not exemplify the national cost of undergraduate tuition.

Don Langenberg, Chancellor Emeritus at University System of Maryland, at 12:05 pm EDT on September 30, 2006

Those things are indeed worth remembering, Don. And the reason they’re worth remembering is because all this additional information will not function only, or even primarily, to help consumers make rational choices in a free market. It will be used (and misused) as rhetorical ammunition by one or another side of the same old political arguments.

The problems we face are not rooted in a lack of information. They’re rooted in a genuine political disagreement, in a real lack of consensus about the fundamental purposes of higher education, about the proper level of state funding and oversight, about the status of the professoriate (proletarian labor pool? medieval guild?), etc.

Aside from providing jobs for researchers and adding yet another layer to higher ed administration, the provision of a lot of additional information will change absolutely nothing, except to the degree to which it informs (and misinforms) what is essentially a debate over values.

Also worth remembering is the fact that I don’t have any clients or patrons. I have students.

This distinction is important. The term “clients” implies that my relationship to my students is like that of a lawyer to a client. When a client pays a lawyer for representation in a lawsuit, the outcome of the case depends much more on the lawyer’s performance than on the client’s. Ditto for the term “patrons,” which implies that my relationship to my students is like that of a restaurateur to a diner. The quality of the dining experience depends far more on the performance of the restaurant personnel than on the diner’s own efforts.

But with professors and students things are obviously quite different. Educational outcomes depend largely on the student’s contribution to the process. Despite the politically charged connotations of your metaphors, many of the higher-ed problems we face are simply not functions of “our performances” as faculty and as colleges. They’re functions of the performances of students.

Consider some other examples of the misleading language used to describe what’s going on, in sentences that cast institutions as grammatical subjects even though it’s students who perform as real-world agents. It’s not that students choose to leave school early, it’s that colleges “fail to retain” such students. It’s not that students choose to (or have to) change their majors or drink themselves into sufficient oblivion to flunk out of school or work extra hours off campus and take lighter loads, it’s that colleges “fail to increase their four-year graduation rates.”

In such discourse, even though it’s the students who are lazy, or drunk, or consumed with sports, it’s the college that “fails.”

Spellings and her commissioners speak as if there’s no such thing as individual agency and responsibility, and as if problems rooted in individual choices can be solved by reforming institutions. And they front-load this fundamental premise into their language in a way that makes it very hard for the public to see how there can possibly be another side to the argument.

Eveningsun, Ordinary Public College, at 2:20 pm EDT on October 1, 2006

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