This study included nine different audience groups that spanned programs and degree levels.

Research showed that in all programs, the cost of tuition was the most important factor for people interested in online degree programs. Additionally, the research found that individuals interested in an online MBA trended heavily toward retirees, which is not a demographic this university had previously marketed to for that program but could start to focus on.

Scholarships and grants serve as an opportunity for students are interested in online degree programs and the research showed that having a clear tuition pricing for all programs would be a distinct advantage for the university as more students would find the pricing appealing.

Important differences were noted across the nine different audience groups by degree, age, choice factors, and other demographics. The research found that aligning program pricing with the expectations of those groups most interested in each program resulted in the greatest rise in interest for prospective students.