This report examines the factors that students enrolling in postsecondary education for the first time in 1995-96 considered in choosing their institution. Specifically, it describes the importance of reputation, location, price, and influence and how this varies with student characteristics. The analysis reveals that beginning postsecondary students at both public and private, not-for-profit 4-year institutions were more likely to cite reputation than location, price, or the influence of others as the most important reason for choosing their institution. Beginning postsecondary students at public 2-year institutions mentioned location reasons for choosing their institution more often than reputation, price, or influence factors.
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