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Retaining students is a critical topic in higher education. A plethora of research has investigated demographic, age, life stage, ethnicity, and a host of other variables that influence retention. Colleges have responded to retention issues with a host of classes, workshops, and orientation or mentoring programs to aid student retention. Specifically, this study compares the retention concerns of high school students considering college vs the concerns of existing college students in a variety of degree programs to see if factors vary over time. Using a case study approach, the study found three key variables associated with retention problems. The discussion and conclusions identify ways for colleges to alter both marketing and assistance programs for both groups. Suggestions for replication and areas for future research as well as implications for policy directions are included.

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