In a time of proliferated school choice, how do families choose a K-12 setting for their child(ren) in the state of Missouri? For many families the decision may be easy, but for others, they had to experience one educational setting before choosing another to know what they value and prioritize in their child(ren)'s education. This qualitative study sought to understand what factors influence a family when choosing a K-12 educational setting. Study participants included eight individuals, who were predominately mothers in middle to high income families that came from both rural and urban Missouri settings. These findings indicate that families are influenced by the needs of their child(ren), the cost of education, and the alignment of the educational setting to the values and beliefs prioritized by the family. The significance of these findings demonstrate that the choice of a K-12 educational setting is most closely influenced by the needs of the child(ren) and coupled with values and beliefs held by the family. More research and efforts are needed to create solutions regarding communication and information deserts about school choice and how to participate in choice. Future research is needed to investigate how families meet the needs of their child(ren) when there is a lack of financial resources to participate in choice, where there is a lack of choice geographically available or choice is nonexistent, and when families cannot participate in a K-12 educational setting that aligns with their values and beliefs. [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://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]