Advocates of school choice reform in education believe that when parents are granted the right to choose their child's school, they will act rationally, in a goal-oriented fashion, to maximize their educational utility by finding the "best" school for their children. The current qualitative study aims to examine these basic assumptions by exploring the elements that comprise the process of school choice, thereby unearthing the reasons for choosing or rejecting a school. Based on data gathered from eight families in Tel Aviv, it seems that a major factor in choosing a school among these Israeli families was the child's classmates in the elementary school, and their decision was largely influenced by inaccurate, informal sources of information. Theoretical implications for parental choice reform are suggested. The first section of this article presents the policy of parental choice in Tel Aviv, the research on the process of school choice and its various aspects, and the methodology used in the current study. It then goes on to discuss the elements of the school choice process explored among prospective parents in Tel Aviv. It concludes with an analysis of the current findings and their comparison with those found in other Western countries.