Advocates of school choice reform in education believe that when parents are granted the right to choose their child's school, they will act rationally, in a goal-oriented fashion, to maximize their educational utility by finding the "best" school for their children. The current qualitative study aims to examine these basic assumptions by exploring the elements that comprise the process of school choice, thereby unearthing the reasons for choosing or rejecting a school. Based on data gathered from eight families in Tel Aviv, it seems that a major factor in choosing a school among these Israeli families was the child's classmates in the elementary school, and their decision was largely influenced by inaccurate, informal sources of information. Theoretical implications for parental choice reform are suggested. School choice has been introduced in many Western countries over the past two decades (