Enrollment Management: Factors That Influence College Choice. AIR 1986 Annual Forum Paper.

Factors that influenced applicants' decisions to attend Tufts University, a private institution in Massachusetts, were studied based on a 1985 survey. Enrollment decisions were examined for the following groups: matriculants and nonmatriculants, liberal arts and engineering applicants, applicants from each of seven geographic regions, applicants who chose to attend Tufts over six top competitors, and applicants who chose to attend public institutions. Applicants completed a survey and listed in order of importance the three factors that most influenced their final college choice. Location was one of the most frequently cited factors for the total sample and for each of the subgroups examined. Both institutional prestige and academic reputation were frequently cited as important factors in the final college choice by accepted applicants. Size was an important factor for students selecting Tufts over some of its major competitors, while finances were an important factor for students who decided to attend public universiites. Factors that were cited less frequently were: the social environment, the adult influence, admissions activities, athletics, and postgraduate jobs. (SW)