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This paper proposes a role for institutional research in changing institutional attitudes about the priority placed on student retention efforts. Problems associated with changing perspectives are described using Kuber-Ross's work On Death and Dying. Potential barriers associated with changing the status of student retention efforts within the institution are identified relative to her stages of grief-denial, hostility, bargaining, depression, and acceptance. Tactics useful in addressing and moving through each stage are described. Results from several studies on student retention provide information that has been used to promote and change attitudes toward student retention efforts at all levels at Virginia Tech. [ABSTRACT FROM AUTHOR]