An Integrated Statistical Methodology Approach to Enrollment Management

ABSTRACT This study examines the decision‐making processes of prospective students and parents to establish an evidence‐based framework for higher education enrollment management. Utilizing a survey of 948 students and 990 parents, the research employs conjoint analysis, factor analysis, and cluster segmentation to identify key institutional choice drivers. Findings reveal that while academic reputation is the most influential attribute, decisions are primarily shaped by three latent constructs: Reputation, Recommendation, and Fit. This paper makes a substantive contribution by operationalizing market orientation through advanced analytics, revealing heterogeneous student segments with distinct motivational profiles. These insights provide university administrators with actionable diagnostics for resource allocation and targeted messaging. Ultimately, the study bridges theoretical understanding and practical application, offering a robust, data‐driven model for improving competitive positioning and recruitment outcomes within the increasingly complex higher education landscape.