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.