Abstract
The general scope of the problem under study was to determine why a student chose to enroll in a particular college within the Creighton University system. Preliminary efforts relative to the above-mentioned problem indicated that a research project of such a scope would be beyond the capabilities of a two-man team in terms of time and expense. | Therefore, the general concept of the study was narrowed in an attempt to determine those factors that caused a student to select the College of Business Administration versus the College of Arts and Sciences. Also, an attempt was made to determine why a student chose the College of Arts and Sciences over the College of Business Administration. | Research of University files and personal interviews with University faculty and staff members indicated that a research project of this nature had not been previously undertaken at Creighton University. Such a project would enable the Creighton University College of Business Administration to more effectively market its program to potential students. | The authors assembled the necessary information through the use of a direct-mail questionnaire. The questionnaire was designed to secure information which required a thought process on the part of the respondent. The questionnaire sought more detailed information than that required by the University in its formal registration forms. | At this juncture, a formal marketing program does not exist for the Creighton University College of Business Administration (CBA). The intent of the authors is to provide the CBA and the University, information that will help formulate a viable marketing program. It is felt such a program can he used to attract a greater number of students to the College.