This report examines the underlying selection criteria, or which features make a difference, for various program types and preferred study destinations of prospective students. The data can inform schools along with the psychographic dimensions of prospective students when developing a communication plan and drafting targeted messages tailored to the selection criteria deemed important to prospects. International recruitment strategies can also be honed based on preferred study destinations. The overview presented in this report supplements the detailed and configurable information available in the mba.com Prospective Students Survey Interactive Report for programs using the GMAT exam.
This 2013 report is one of several summary briefs based on the 15,410 responses to the GMAC mba.com Prospective Students Survey conducted between January and December, 2012 among individuals who register on mba.com—the GMAC website for prospective graduate management students. Comparable numbers responded to the 2009, 2010, and 2011 surveys.