Which university? A study of the influence of cost and information factors on Scottish undergraduate choice

Abstract

At a time when higher education institutions (HEIs) around the globe face declining student numbers and decreasing funding grants, it becomes imperative for those involved in the recruitment process to understand the factors utilized by students in the search process. This paper explores the influence of two such factors: Information Supplied by Universities and Cost of the Package on undergraduate choice at six universities in Scotland. It reflects a two‐year survey (2003/04 and 2004/05) of 1,400 students in two undergraduate disciplines, namely accountancy and engineering. The findings add empirical weight to the importance of focused and ‘informed’ student recruitment practice and importantly they also provide an impetus for the re‐examination of information and marketing strategies. The implications of the findings and avenues for future research are delineated in the study.