This chapter shows that college choices are not about attending college anymore. The simple question of whether to attend is not where the action is. This is not to say that college is not transforming: it is, for some people, but they are apparently people whose attendance decision is not easily swayed by circumstances. And this is not to say that college decisions are not important: they are, but the important decisions are more complicated. Simply put, it is not college attendance that is interesting, but college choices. The chapter illustrates what researchers could do with the best methods and latest available data on colleges. Recent years have witnessed great improvements on both fronts, and the advent of massive data sets based on student records has allowed us to use exemplary empirical techniques. The chapter also explores the newest, most underinvestigated topics in higher education.
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