This research study proposes a holistic conceptual model for consumer external information search and empirically tests this using the Web. The research identifies individual factors that are posited to influence information search for product and services. Specifically, the study will use service information search data collected from a sample of prospective education buyers who use the Internet and other external data sources for information search. The data collected will estimate the impact of the factors on online search and the interaction between them. The focus on education will help to shed light on consumer external search in the context of experience services marketing.