This report is the first phase (market research an initial message testing) of a larger study aimed at improving the image of computer science among US high school students, with particular emphasis on issues related to gender and ethnic disparities, and increasing participation at the post-secondary level.

The findings indicate little racial/ethnic difference in attitude of college-bound students toward computer science, but significant gender differences in attitude among college-bound students. Moreover, computer science was held in high regard by college-bound African American and Hispanic males. Data was obtained from a national online survey of college-bound high school students that mirrored the gender and ethnic make-up of incoming US college freshman.