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I posed this question to the Director of College Relations at my institution,
whose office is responsible for recruitment.  What follows is his response:


> I am not aware of any studies that have
> been conducted regarding recruiting costs.
>
> You might contact the American Association of
> Collegiate Registrars and Admissions Officers.
>
> The American Council on Higher Education just recently completed a
> comprehensive study on the cost of higher education in general and AACC has
> some of that data available.
>
> CASE, the Council for the Advancement of Science and
> Education,  may have done studies or  published  literature on this
> topic.
>
> All these groups have websites.
>
> In our professional group, some of our members have done some informal
> surveys about how much colleges budget for the marketing and PR function.
> But the information is generally used internally by the person collecting
> the data and is not shared.
>
> Part of the problem with available data and studies in this area is the
> question: What constitutes the cost of recruiting a student?  No one to my
> knowledge has developed a standard definition of this aspect of cost that
> is generally accepted by all.
>

I hope this is helpful.

Gail Platt