One of the most difficult decisions for upper leadership in a university is how to apportion funds for capital improvements and new and ongoing academic programs. Often, the decision comes down to perceptions of what students are looking for in the admission process. However, data about what factors students seek when choosing a college often comes from qualitative reports from the admissions department and perceptions about what leaders expect students and parents to prioritize. For example, many leaders believe that students look for the nicest residence halls, the best meal plans, and easy access to workout facilities when selecting their institution, a perception that might not be true.