Publications

Online Publications

• Going the Distance: An Examination of Online Students’ Preferences for College Attributes Using a Discrete Choice Experiment The study examined the value that online undergraduate students place on characteristics of higher education institutions when selecting a college or university to attend. A regression analysis of 384 survey responses from online undergraduates indicated that tuition, academic rank, and graduation rate are significant predictors of college choice. Respondents were willing to pay substantially higher tuition costs to attend a reputable institution with favorable graduation rates and would pay a modest tuition increase to attend a school under 500 miles from home. The study also compared student preferences by socioeconomic traits and whether they attended a faith-based college or university. Part-time and non-working students, Hispanic or Latino students, students reporting as single, and those under 35 favored attending a college or university within driving distance. Men and respondents earning greater than $60K per year demonstrated a significantly higher preference for faith-based education. Students attending faith-based institutions exhibited greater cost sensitivity, suggesting they seek fairness in pricing relative to the tuition of other private colleges and universities. (08/2025)