The results of the sociological analysis of the market of educational services to identify the motivation for the
prospective students choice of the University in 2011 are presented. Reasons, factors and criteria that affect the
choice of university in a decisive manner are determined. The study also determined the key values for the prospective
students on the example of UNN: high quality of education, broad choice of majors and courses, access to modern
equipment, innovativeness, job opportunities and, most importantly, the Universitys reputation and prestige.
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