"The college student of the future will be focused more than ever on price, forcing colleges to compete like retailers," according to a new report by The Chronicle of Higher Education. This is the first Chronicle Research Services report in a three-part series on what higher education will look like in the year 2020. It is based on reviews of research and data on trends in higher education, interviews with experts who are shaping the future of colleges, and the results of a poll of members of a Chronicle Research Services panel of admissions officials.