Early childhood professionals have established a set list of characteristics that denote a high quality early care and education environment for children under the age of kindergarten, but these may not be the same characteristics that parents consider in the decision-making process. The researcher used survey research to obtain quantitative research data from three hundred and ten participants that live in Central Kentucky and have a child under the age of kindergarten currently in childcare. The participants completed a survey that used a Likert scale from 1 to 4 to rate thirty-six characteristics of childcare programs and were asked to select the three most important characteristics when selecting childcare for their children. The findings of this study are valuable to childcare program directors to help them meet the needs of the families enrolled in their programs and assist them with marketing their childcare program appropriately. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]