When there is high competition between universities for applicants, research into the applicants’
motives becomes relevant. This research used a survey questionnaire, the results of which were
subjected to correlation analysis. The survey involved students from four Moscow universities,
differing in both rating and quality of admission. The main reasons why applicants choose their
university were the availability of budget places and the cost of training. The source of information
about the university is also important. Modern youth (and also their parents) focus mainly on
Internet sites for applicants and on the university’s website social networks. The role of Internet
resources will only increase in the future although traditional forms of attracting applicants, such as
open days and Olympics should not be discounted. They attract at least a quarter of the admissions.
The research revealed that school graduates who are strongly oriented toward higher education
prepare for exams very seriously. More than two-thirds of all students surveyed noted several options
for preparing for the exam. However, not all applications had a solid life position with regard to their
future profession. Many have chosen those courses that are easier to pass. One of the important
factors in making a choice and in preparation is the image of the university. The higher the rating
of the university, the more motivated applicants it attracts and as a result, the level of training of
graduates also increases. It is proposed that distance forms of participation in university events are
developed so as to expand coverage.