Using a dataset that matched applicants to graduate programs at a regional university who were admitted but chose not to attend to a section of students who did choose to attend, this research investigates the factors involved in students selecting a graduate program. The distance to a university was not a factor in the student's decision, even controlling for the selection of an online program. The cost of attendance and the quality of the program were important factors in the selection of a graduate program. Analysis of the survey data revealed that applicants experienced much indecision during the application process. Potential students are uncertain about which program is best for them, whether they can afford graduate school, and if a graduate degree program can fit into their current lifestyle. The results of this study may inform the graduate admissions and recruiting process to help find suitable matches between students and programs.