From the Wall Street Journal: For Sale: SAT-Takers’ Names. Colleges Buy Student Data and Boost Exclusivity
The title pretty much says it all: the College Board is selling data about test-takers (i.e. high school students) to colleges who use that to market to a wider pool of applicants. That wider pool often includes students who don’t stand a chance of getting in to the schools that are now marketing to them, but the marketing gives the false impression that the school wants them.
Joe Six-pack Jr. takes the SAT, fills out a survey, and that survey goes into a database. Some school that normally ranks near the middle of the pack buys a piece of that database, including Joe’s data. They send him a brochure and a letter that looks like it was written specifically for him (and he doesn’t know any better) so Joe, figures he’s being recruited. Instead of just applying to his local state schools, now he shells out an extra $50 to apply to Middling University. They summarily reject his application because his SAT scores were 1100 and they’re only accepting students who scored above 1300. MU now looks a little bit more prestigious in the rankings (which means their current administration can take credit before jumping ship to take a higher paying job at a school looking to also increase in the rankings). The College Board gets paid. The administrators get paid. The U.S. News rankings get a little less useful for incoming students, but they don’t know that. On the other hand the rankings get a little more important for decision makers at schools. And Joe Jr. is funding this whole mess despite being a) the least informed, and b) the least well funded player in this whole mess.