Consultation and reliability of information sources pertaining to university selection

Abstract

PurposeThis paper aims to explore the information sources used by school leavers when selecting a university at which they wish to study and the perceived reliability of these sources of information.Design/methodology/approachUsing data from 306 pupils studying at various schools in England, Scotland and Northern Ireland it was revealed that applicants utilise mostly communication originating from the university itself, including the university prospectus and open days, and, they also classify such sources of information as being the most reliable.FindingsThere are some differences in the perception of the various groups under investigation; for example, potential female applicants perceive most information sources to have greater credibility than their male counterparts believe. In addition, higher performers make more use of the available information sources and also place more value on their worth.Research limitations/implicationsThis study set out to explore aspects of student university selection that have received relatively little attention. It was limited in its scope due to resource constraints and concerns of protecting potentially vulnerable respondents, while ensuring a reasonable sample return.Originality/valueThe study has accomplished it's basic task in that we are better informed as to which information sources students prefer and perceive to be reliable. Such information should, at least, allow professional student recruitment services to better direct their information salvo, but more importantly it should also raise some questions which are much in need of an answer.