The increased mobility of the American population combined with the school choice movement has contributed to increased consumerism in parents' selection of schools. A consulting firm program, "SchoolMatch," matches information from databases on public and private schools with information from questionnaires of clients, which include expanding corporations and relocating families. Findings relevant to educational policy makers show that parents most frequently request information on small class size, competitive teacher salaries, family-oriented communities, medium-sized school systems, and pupil instruction expenditures. The continued trend in educational consumerism is identified as a product of the intensified business school relationship, growing school choice movement, increased parental demand for special programs, and increased school district interest. One table summarizes the 1990 mean responses of parents' school choice preferences and a brochure presents national averages on enrollment, class size, academic performance, elementary accreditation, award-winning schools, district expenditures, and other school system demographics. (22 references) (LMI)