This is the 111th issue of the quarterly series New Directions for Institutional Research.
1. Revenue: This chapter discusses how the pursuit of revenue accelerated the shift from institutional to market perspectives across U.S. institutions of higher education.
2. Segments: This chapter introduces the authors′ market taxonomy, which serves as a tool for reflecting the structure of the market for undergraduate education.
3. Contours: Touring across the various market segments, this chapter demonstrates how faculty salaries, faculty–student ratios, use of part–time faculty, and student choice follow the ordering of the market.
4. Results: This chapter discusses the way in which the Collegiate Results Instrument measures collegiate outcomes.
5. Choices: This chapter recounts how the Collegiate Results Instrument became a tool for helping high school juniors and seniors make well–informed college choices.
6. Work Plans: This chapter provides a set of rules and tools for helping institutional leaders and researchers succeed at being market smart in order to remain mission centered.
ROBERT ZEMSKY is founding director of the Institute for Research on Higher Education, University of Pennsylvania, and professor and chair of Higher Education at the University of Pennsylvania.
SUSAN SHAMAN is the former assistant vice president for Planning Analysis at the University and currently serves as director of special projects for the Knight Higher Education Collaborative.
DANIEL SHAPIRO is the former director of research for the Institute for Research on Higher Education and currently is the chief information officer of the School of Dental Medicine of the University of Pennsylvania.