<p>^Retention rate generally refers to the number of freshman students that end up returning for their second year (sophomore year) at a given school. If the retention rate is 90%, it means that 90% (9 of 10) students who were in the freshman class also came back for the 2nd year. What would prevent this from happening? Academics and students who for whatever reason decided to transfer out of a school would be the main factors. Hope this helps!</p>