Volume 5, Issue 5
January 29, 2004
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Publisher's Note Findings and Supporting Data Methodology Printable Version Archived Issues
Campus Visit Drives College Choice

How much influence do visits to college campuses have on students' college decisions compared to other sources of information?
In two words, a lot. The campus visit figures prominently in students' enrollment decisions. In fact, even when we asked students which sources of information and advice were most influential in their decisions about where to apply, 65 percent indicated campus visits were very influential.

How many colleges did students actually visit when they were looking at schools?
We asked 500 college-bound high school seniors to tell us how many campuses they actually visited when they were looking at colleges. Only 6 percent indicated that they did not visit a single campus. Some 18 percent visited 1 school, 23 percent two, 22 percent three, 13 percent 4, and 18 percent five or more schools. Not surprisingly, the number of campuses visited correlated directly with a number of factors related to affluence. The mean number of schools visited by respondents was 3.

What aspects of the campus visit had the greatest positive influence on students' college choice?

Given the variety of factors that might influence students' impressions of a campus when they visit, StudentPoll asked the 472 students who reported visiting at least one campus to tell us what aspects of the campus visit —from the appearance of the campus and size of the school to the friendly atmosphere and facilities —had the most positive influence on their choice of a college.

Some 28 percent of respondents indicated that the appearance of the campus had the most positive influence while 28 percent also reported that the friendly people and friendly atmosphere on campus factored heavily in their choice of a college.

What aspects of the campus visit had the greatest negative influence on students' choice of a college?

Among those who visited at least one campus, only one-quarter reported that they found nothing that adversely influenced their perceptions about a particular school. The overwhelming majority of students reported a variety of factors that they found negative or discouraging about the colleges they visited. Reasons most frequently cited about what aspects of the campus visit "turned them off" toward certain schools included: school too large (9 percent); campus appearance not appealing (8 percent); small campus (8 percent); out-dated dorms (8 percent); not clean - dorms and campus (7 percent); unfriendly atmosphere or discourteous, unfriendly students (6 percent).

How many students visited their first-choice school?
Nearly all respondents who visited at least one college told us that they visited their first-choice school. In fact, only 4 percent did not. One subgroup finding of interest, 100 percent of students intending to major in business visited their top choice compared to 93 percent of those intending to major in the natural sciences, math, and engineering.

How many students visited their second-choice school?
Of the nearly 300 students who visited at least one school and named a second-choice college or university, nearly 80 percent revealed that they visited their second choice. An even higher percentage of students from the Northeast and New England visited their second choice (87 percent) compared to 71 percent of students from the South. Students attending private high schools also were more likely to have visited schools identified as their second choice compared to those attending public high schools (92 percent versus 79 percent).

What kinds of experiences did students have when they visited their first-choice school?

StudentPoll wanted to explore what type of organized or less structured activities or experiences students engaged in during their visit to their first-choice school. Of the 451 students who reported they visited their first-choice school, nearly all indicated they saw facilities of interest to them while 74 to 80 percent said they participated in the following: a formal tour of campus conducted by a student guide, a meeting with members of the admissions staff, and an exploration of the campus on their own without a tour guide. Some 61 percent of students also indicated that they talked to professors.

Among those students visiting their second-choice school, what experiences or opportunities did they have during their visit?

Given the importance of second-choice and backup schools in college deliberation and choice, StudentPoll wanted to understand the nature and substance of the campus visit students had when they visited their second-choice school. Of the more than 250 students who reported that they had visited their second-choice school, the overwhelming majority indicated that they had seen facilities of interest to them, participated in a formal tour led by a student guide, explored the campus on their own without a guide, and met with members of the admissions staff. Nearly half (46 percent) told us that they talked to professors during their campus visit, but only 20 percent reported attending a class. A very small proportion of students indicated that they stayed overnight on a weekday or weekend.

Statistically meaningful subgroup differences:

  • Students reporting the highest household incomes were more likely to tell us that they explored the campus on their own compared to those reporting the lowest family incomes.
  • Nearly three-quarters of the students attending private high schools indicated that they met with members of the admissions staff compared to 57 percent of students attending public high schools.

What aspects of the campus visit made students more interested in their first-choice school?

To gauge what effect certain aspects of the campus visit had on students interest in a particular school, StudentPoll read respondents a list of various experiences and activities in which they might have participated during a campus visit and then asked them whether each had made them more interested, had no effect, or made them less interested in their first-choice school. Seeing facilities on campus of interest to them (90 percent), talking to professors (83 percent), and attending classes (81 percent) were aspects of the campus visit that made a high proportion of these students more interested in their first-choice school.

What aspects of the campus visit made students more or less interested in their second-choice school?

Among those who visited their second-choice schools, seeing facilities of interest to them (77 percent), having a formal campus tour led by a student guide (63 percent), talking to professors (57 percent), exploring the campus on their own (55 percent), staying overnight on a weekday (53 percent), and attending classes (50 percent) made majorities of these students more interested in their second-choice school.