Page 167 - Crisis in Higher Education

138 • Crisis in Higher Education

may want to consider the other two jobs because the median salary for reg-
istered nurses is about 50% higher and for respiratory therapists it is about
25% higher. Starting salaries for these professions are likely to be close to
the amount listed under the “10% Earned Less Than” heading.

6.3 DRIVING FORCES FOR CHANGE
Students and their supporters can plan better and make better decisions
about saving and spending. They also must take the lead and demand
changes by universities by selecting universities that have kept costs
low and maintained high quality. They must also work through gov-
ernors, state legislatures, state boards of regents, state departments of
education, university boards of trustees, and even the federal govern-
ment as appropriate. High cost, limited access, and other problems with
higher education have been bubbling to the surface for several decades.
The time to take action is now.

6.4 IMPACT OF CHANGING ATTITUDES
AND EXPECTATIONS ON HIGHER
EDUCATION OUTCOMES
The first and probably the most important element of the comprehensive
and integrated solution is changing customers’ attitudes and expectations.
Students, parents, other family members, and friends pay about 70% of the
1
cost, so it is critical that universities as well as state and local government
hear loudly and clearly from them about the underlying problems, which
are identified in Chapters 2 and 3. Changing attitudes and expectations
(1) forces universities to learn more about customers, examine key cost driv-
ers, and improve student services while keeping costs low and (2) it requires
governments to examine how and to what extent they support higher
education. Changing attitudes and expectations offers a way for students
and their supporters to change the services they seek from universities so
costs decline yet quality is maintained or even enhanced. It suggests that
students come to the university with better preparation, and it encourages
students to seek higher performance standards so they are better prepared.