Decision‐Making Behaviour of Potential Higher Education Students

This paper examines the decision‐making behaviour adopted by candidates hoping to gain entry into Higher Education. Whether or not the potential students operate a systematic process, thinking logically throughout each step and choosing the alternative with the most favourable ranking, is worthy of discussion. Secondary research confirms the many variables influencing this process, particularly within the USA. However, in‐depth knowledge concerning the criteria that British students employ and their thoughts regarding decision‐making is limited. Hence an exploratory study incorporating Sixth Form pupils of a High School in the NW of England and students from across the UK attending an open‐day at a university also in the NW was undertaken. Results indicate that applicants do follow the sequential stages from ‘problem recognition’to ‘evaluation of alternatives’ using parents' as well as teachers'advice throughout, although there seems to be a gap in the information needs of potential students, which many universities are not currently satisfying.