University selection in Maritime Canada: studies of millennial students across four universities suggest that it should not be business as usual

Abstract

This paper examines the criteria by which university students choose a particular university. With a dataset of 456 first-year millennial undergraduate business students, from four institutions located in Canada’s Maritime Provinces, factor analysis helped identify the drivers of decision-making reported by females and males, and in-province and out-of-province students. These results may facilitate change in the recruitment strategies of undergraduate university administration and recruitment officials.