The vital ingredients that give some universities a competitive edge have been revealed by a survey of the perceptions and preferences of 10,000 undergraduates.

The study, by the research company Opinionpanel, gives the student's-eye view of how universities performed during the application process.

The sample of 10,000 first-year students - picked in approximate proportion to their university's overall intake - was canvassed for views about universities' academic reputation, teaching quality, campus facilities and location. Students were also asked to indicate, on a scale of one to seven, their perception of staff helpfulness.

The results suggest that location can be a decisive factor in students'

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choice of where to study. Some 80 per cent of under 21-year-olds said that "a friendly campus feel" was important to their choice, while 72 per cent said going to a university with the image of being "strong in league tables" was important.

Old universities dominated the top ten student-rated institutions in most categories - with Oxford, Cambridge and London colleges perceived as having the best academic reputations.

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In the ten key topics covered by the survey, Strathclyde 51¹ú²úÊÓƵ received the greatest number of high-ranking positions - appearing in the top ten for students' perception of course quality, employment prospects and being an "affordable" place to study.

The 51¹ú²úÊÓƵ of Wales, Bangor, received the highest ratings for "helpful administration", while Warwick 51¹ú²úÊÓƵ was seen as having the best campus.

Several post-92 universities were highly rated by students in terms of marketing style and how they dealt with applicants.

Hannah Essex, National Union of Students' vice-president (education), said:

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"Students have different expectations and needs. While league tables make for interesting reading, prospective students need to look behind the rankings and assess whether the institution truly caters for their needs."

Michael Sterling, vice-chancellor of Birmingham 51¹ú²úÊÓƵ and Russell Group chairman, said that students' perception that new universities were more friendly might reflect the difference between "selecting and recruiting" universities.

"If you are a selecting university where students compete to get a place, I suspect there may be a perception that you are not engaged with the student - particularly those who are turned down."

Pam Tatlow, chief executive of Campaigning for Mainstream Universities, whose members are post-92 universities, said every effort should be made to ensure that students have a positive experience when they go through the application process.

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"But there is an increasing extent to which polls and surveys are not based on metrics that reflect the sector. Eurovision Song Contest-style league tables will not necessarily be helpful to student choice," she added.

Ben Marks, managing director of Opinionpanel, said the study was intended to help admissions and marketing staff understand why students accept or reject offers. "The sample size is large enough to yield robust findings at an institutional level. It's not really a tool for students. But it can help universities get their marketing right."

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paul.hill@thes.co.uk