A brief survey was administered to 182 students in selected business master's program classes in April and May 2001 at the Florida Student Service Centers of Nova Southeastern University (NSU). The purpose was to gain insight into the factors that led to students' decisions to attend NSU rather than some other institution. The survey included questions about how and when students first heard about NSU's programs, specific factors that influenced their decision to enroll, and other institutions they had considered attending. Data are presented in the aggregate and by individual service center. As was consistent with past surveys, location was the number one decision factor for attending classes at NSU service centers in Florida. Reputation was also an important factor, as was convenient scheduling. The most frequently cited means by which students learned of NSU was word of mouth, rather than advertising media. About 60% of new students heard of NSU from others, but the media that were most frequently cited were newspapers (16%) and the NSU Web site (12%). Most new students, approximately 70%, had heard of NSU 1 or more years before initial enrollment. Results differ slightly for different service centers, but overall, survey results should be valuable for administrators and planners. An appendix contains the survey form. (Contains 2 figures and 19 tables.) (Author/SLD)