Abstract:

The future of education and research depends on the correct election of university. If there is a right decision in this previous step, the possibilities of success increase. In this sense, the perception of university from the perspective of a secondary school student is an unusual area of study. That perception creates factors of choice, since students create their preferences for universities from variables perceived months before enrollment.

The focus of this research is to ascertain which factors influence future university students when choosing a higher education institution. It takes into account the factors considered important by the college student. In this context, we have conducted a quantitative study to determine the factors that affect students regarding access to university. The study provides information on the formation of student preferences and clusters factors of importance, through econometric and factorial analysis. We demonstrate that, based on some variables (knowledge, teaching, methodology, jobs, services, advertising and information or campus), we can set the decision factors as sex, type of centre of origin and socioeconomic status.
The quantitative research analyses second-year baccalaureate students in public and private centres in Catalonia (Spain, European Union). The information was gathered via a questionnaire in which students were interviewed personally at secondary education centres. 272 interviews were carried out; participants were selected through random cluster sampling.

We conclude that a relationship exists between the socioeconomic level of the baccalaureate student and the social image of the university chosen. A further relationship exists between students’ gender (male/female) and the university selected, and also a relationship between the centre where the student is studying their baccalaureate (public or private) and the university they choose.

Keywords:

Education, research, university, student, marketing.