Institutional Research and Student Recruitment or How Do Institutions of Higher Education Know What Attracts Students to Their Doors? Market Research Can Help. AIR 1996 Annual Forum Paper.

This study investigated the institutional characteristics considered by 774 Australian first-year students attending the University of South Australia in their choice of this university. A self-administered survey instrument asked respondents to rate their attitudes on a Likert scale regarding their reasons for selecting this university. Results indicated that students ranked career preparation, academic program, distance from home, academic reputation, the quality of the school's research program, and library resources as strongly affecting their choice. The role of parents was not rated highly, although students used them as a source of information. The primary source of information that they used to find out about the university was the South Australian Tertiary Admissions Center guide. (Contains 29 references.) (Author/CK)