News Release

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May 2, 2005



The newly released annual analysis of parents surveyed by SchoolMatch® indicates school selection has become more sophisticated than ever in 2005. According to the most recent summary of data, schooling options such as charter schools, magnet schools, alternative schools, vouchers, dual enrollment in universities and home schooling have given parents more opportunity to decide where their children attend school.

"Many parents now want to shop for a public school just as they do for consumer products," said William L. Bainbridge, President and CEO, SchoolMatch® and Distinguished Research Professor at the University of Dayton.

"Since 1986, we have maintained databases on each of the U.S. public school systems and high schools. In the process of assessing a parent’s preferences, we match them with schools in any part of the country that most reflect those preferences. In our experience with relocating families and corporations, we have come to the conclusion that school policy makers need to do some serious market research regarding the desires of families with school age children. School officials, for example, will often send out literature, that equates ‘best’ with ‘biggest.’ Our surveys rarely indicate that anyone is looking for an extremely large school or school system," he said.

Analysis of parental responses shows that:

About SchoolMatch

SchoolMatch®, an independent, nationwide service, helps families find schools that match the needs of their children. An educational research and database service firm specializing in rating schools (K-12) by using auditable data, SchoolMatch also has conducted more than 1000 Educational Effectiveness Audits of school systems throughout the country and assists corporations with relocation and site selection studies. SchoolMatch maintains information on every public school system throughout the nation. A separate database includes information on more than 14,000 accredited private schools throughout the world. More than seven million parents accessed SchoolMatch services through a variety of website locations including real estate firms, multiple listing services, chambers of commerce, economic development offices, and other family oriented sites, as well as by personally contacting SchoolMatch's Columbus (OH) office in 2004. Parents often learn about the service from their corporate human resource office or through impartial media sources such as NBC's "Today Show," USA Today, Business Week, Good Housekeeping, CNN, Money Magazine, The Wall Street Journal, Newsweek, Parents Magazine and local news reports.

For more information, please visit

Melanie Kleinlein
5027 Pine Creek Drive
Westerville, OH 43081

Tel. (614) 890-1573
FAX (614) 890-3294

© 2005 SchoolMatch® by Public Priority Systems

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