The story at the University of Idaho is different. Vice Provost Linda Morris said staffers haven't put a ton of effort into providing the wealth of statistics requested by U.S. News and other ranking entities such as the Princeton Review.
"It's a full-time job in terms of putting down all this information, and I've got other things to do," Morris said. "Most schools have full-time people just doing this."
The job has floated around the university in recent years she said, and the UI's ranking has probably suffered as a result. This year the UI remains in the "third tier" in the U.S. News rankings of national universities. As such, it doesn't receive a number ranking, but falls somewhere between 127 and 182. Idaho State University is ranked in the fourth tier. Boise State University didn't make that particular list.
Morris said that if the UI simply did a better job of reporting the requested numbers, its status would climb. A plan is in the works to do just that, with marketing staff devoting more resources to fulfilling those requests. "This year we're going to work on trying to get those numbers," she said. "Right now we don't have a means of getting that information."
Last year the UI suffered through a particularly brutal grading by the Princeton Review, which includes a student survey in its rankings. But Morris said that result was skewed because only about 10 students responded to the survey, magnifying any negative comments such as "dorms like dungeons."
For this year's survey a marketing class was put on the case. The students collected 522 student responses, and the result was a huge turnaround. The Princeton Review, which is not affiliated with Princeton University, now ranks the UI as one of its Best Western Colleges. It was ranked eighth for quality of life among the same western colleges.
The fact that some schools can change their rank by simply focusing on better reporting has some schools rankled. Some claim that rival colleges are merely gaming the system.
Earlier this week, ABC News reported that some of the University of Chicago's peer institutions complained the Illinois school was able to jump an unusual six spots in one year -- from 15th to 9th -- simply by researching the U.S. News statistical method and tailoring its responses.
Washington State University Provost and Executive Vice President Robert Bates said that does happen.
"They make their decisions and they allocate some of their resources just to move the ranking numbers," Bates said. "I don't think we chase them in the same sort of way, but what I would say is that we don't dismiss them either."
He said most schools realize parents and students do pay attention to the rankings. But he said rather than focus on just moving a number, WSU's philosophy is to take care of the business of constantly improving the institution, and better rankings will naturally follow.
WSU moved up eight spots among all national universities this year, from 120 to 112. Among public national universities, WSU is in a tie for 54th, Bates said