Factors Influencing Generation Y African Americans in Their Choice for College Education: An Empirical Case Study of Fort Valley State University Students

In an effort to assist a newly appointed Public Relations Officer to determine the most effective way to promote the institution to college-bound Generation Y African-Americans we offered to conduct a survey research of our current students. The results were very revealing and have been used successfully to increase enrollment to historically high rates in the past two years. This paper is an attempt to share the research methodology and the revealing results. It recounts the research objectives, methodology including data collection and analysis and the results.