The purposes of this study were to identify criteria which influence students' decisions to attend specific colleges and to determine whether different groups of students use similar criteria. The following groups were compared: white students and minority students, males and females, older students and younger students, university-bound students and vocational students, and full-time students and part-time students. The sample used for this study was taken from the students enrolled in freshman English classes at Vernon Regional Junior College, Clarendon College, and Grayson County College. Approximately 100 students at each college were selected to participate in the study. Each student in the study received instruction, provided demographic information, and completed a two-part survey. The survey asked respondents to evaluate each of twenty items on a Likert-type scale. The data provided were compiled and organized into groups by a data base computer program. Data obtained from specific groups of respondents were compared, first through an examination of means, then through a chi-square test of independence. It was determined that the most important college selection criteria to these respondents were the cost of attendance, the availability of specific programs, the size of the college, the size of individual classes, the location of the school, and the availability of financial aid. Further, the research revealed that two comparison groups differed significantly in their choices of important college selection criteria. Younger students appeared to use different selection criteria than their older counterparts, and vocational students differed from university-bound students in their choice of criteria.

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This study focused on factors that may influence freshmen students when choosing their colleges, specifically those who attend metropolitan universities such as the University of North Texas. In addition to identifying major characteristics of the institution that attract students, it also explored the sources of information that students considered important when making their choice about where to attend college. The primary instrument for gathering the data was focus groups. These informal, small groups provided a format for in-depth discussion and probing questioning about the needs, wants and influential factors driving freshmen college choice. Ten focus groups were held with between six and ten students in a specially designed room on the campus of the University of North Texas. A professional moderator was employed and sessions were observed via a two-way mirror and tape recorded for later transcription. The major questions addressed in the focus groups included: What factors influenced students the most to attend the University of North Texas? What did they consider the level of friendliness on campus? And how did the marketing materials that the university distributed impact their decision to attend? The study found that the factors that most influenced freshmen to attend the University of North Texas were low cost, convenient location and the good academic reputation of their field of study. Students believed North Texas to have a very friendly campus and were pleased with the overall academic environment. They were not, however, impressed or greatly influenced by the marketing materials currently being used by the University and suggested ways to improve the design and distribution of these materials to make them more effective. Additional observations were made concerning these and related questions. A partial transcription of the focus group sessions is included.

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The purpose of the project was to develop a rubric to assess whether a selected group of college websites, chosen to represent most of what is available to students, meet the requirements necessary for students to make an informed college choice. The project was undertaken as a way to determine if these sites, individually or as a whole, present enough information for students to make a choice that correctly aligns with their college aspirations.