Student-athlete recruitment and college-choice behavior: A conjoint analysis of relative attribute preferences

Collegiate athletics programs need to attract top caliber student-athletes, which are in low supply and high demand, in order to gain and maintain a competitive advantage. Using a conjoint (attribute trade-off) analysis, this study examined the various college-choice attributes that influence these prospective student-athletes when they are deciding which colleges to attend, and uncovered the attributes that exerted the greatest influence on upperclassmen high school football player preferences. The statistical analysis suggested that student-athletes would most likely first prioritize having a full scholarship, followed by either the availability of their desired academic major or the strength of the coach-recruit relationship, with the academic reputation of the college being the next priority. However, after further exploratory analysis, it appeared that student-athletes with scholarship offers would most likely first prioritize their likelihood of seeing early playing time, then whether or not they expect a close friend or teammate to attend, followed by either the competitive level or the strength of the coach-recruit relationship. These priorities varied slightly by demographics like a recruit's race, family finances, grade point average, and whether he attends public or private school. The priorities also varied based on student-athlete educational aspirations, and how important it was to him that he make it to the National Football League.