Date of Award
Doctor of Education (EdD)
Albert O. Jacobson
Jonathan D. Bartling
Jeffrey S. Williamson
Scholarship of Discovery
This study evaluated the college-choice factors of 628 freshman students from a Midwest Christian University to determine which variables had the greatest impact on their decision to attend a particular university. Surveys were distributed to freshman students at the new-student orientation during the fall of 2012. The results indicated that institutional factors have the most influence on freshman students’ college-choice decision. In addition, marketing factors are slightly more influential than non-marketing factors. The campus visit is the most influential factor effecting the college-choice decision. The findings also revealed that marketers can be just as influential, if not more, than parents and peers in effecting which university students choose to attend. Parents are the most influential college-choice factor in which a university has no control. Finally, demographics played a minimal role in the college-choice decision of freshman students at the Midwest Christian University. The majority of the participants were white and from the suburbs within the state.
Hayes, Jeremy J., "Increasing Enrollment: Evaluating College-Choice Factors at a Midwest Christian University" (2014). Ed.D. Dissertations. 70.
Advertising and Promotion Management Commons, Educational Assessment, Evaluation, and Research Commons, Higher Education Commons, Higher Education Administration Commons, Marketing Commons, Nonprofit Administration and Management Commons
Ed.D. dissertation completed in 2014 for Olivet Nazarene University.