This study surveyed first-year business students to measure their intended academic major at the beginning and at the end of the semester, and the relative importance of the factors that influenced their choice. Results indicate that students' independent research, family input, and potential income were the most significant factors of students' choice of major in the initial survey. A t-test analysis revealed the relative importance of professors' roles and course contents on students' choice of major in the follow-up survey. These results have significant implications for the development of effective strategies for students' recruitment, advising, retention, graduation, and career planning.