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Recruiting and Retaining Online Students: An Exploratory Study of Universities with Mid-Size Online Program Enrollments

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Bibliographic Details
Title: Recruiting and Retaining Online Students: An Exploratory Study of Universities with Mid-Size Online Program Enrollments
Language: English
Authors: Don Hossler, Luke Schultheis, J. T. Allen
Source: College and University. 2026 101(1):22-26.
Availability: American Association of Collegiate Registrars and Admissions Officers (AACRAO). One Dupont Circle NW Suite 520, Washington, DC 20036. Tel: 202-293-9161; Fax: 202-872-8857; e-mail: pubs@aacrao.org; Web site: http://www.aacrao.org/
Peer Reviewed: Y
Page Count: 14
Publication Date: 2026
Document Type: Journal Articles
Reports - Research
Education Level: Higher Education
Postsecondary Education
Descriptors: Virtual Universities, College Enrollment, Student Recruitment, School Holding Power, Electronic Learning, Academic Persistence, Enrollment Influences, Institutional Role, Academic Support Services, Educational Practices
ISSN: 0010-0889
Abstract: This study uses an exploratory grounded theory approach to examine how 25 universities organize themselves to enhance student success for students enrolled primarily in online programs. The results reveal that most of these institutions cannot report the retention of these students and do not have a centralized approach to enhance student success. The few institutions that have centralized units enroll more students and use a concierge model that serves students once enrolled and helps recruit online students.
Abstractor: As Provided
Entry Date: 2026
Access URL: https://www.aacrao.org/research-publications/quarterly-journals/college-university-journal/issue/c-u-vol.-100---issue-1--winter-2026
Accession Number: EJ1500389
Database: ERIC
Description
Abstract:This study uses an exploratory grounded theory approach to examine how 25 universities organize themselves to enhance student success for students enrolled primarily in online programs. The results reveal that most of these institutions cannot report the retention of these students and do not have a centralized approach to enhance student success. The few institutions that have centralized units enroll more students and use a concierge model that serves students once enrolled and helps recruit online students.
ISSN:0010-0889