Abstract
Abstract - This study examines students’ attitudes and preferences to the four primary textbook types currently on the market. These types include hardback, paperback, loose leaf, and E-textbook. Two hundred twenty-three students currently taking Principles of Marketing from a large public university in the southeastern United States completed the survey. Results found that students still prefer paperback textbooks, even when this textbook is at a higher price than other alternatives. When students were asked their opinions on the various textbook options, it was clear that price, ease of use, health concerns, and ownership desires were the primary reasons why they liked and/or disliked the various textbook options.
Cover Letter
Copyright_Edmondson.pdf (388 kB)
Copyright Form for Diane Edmondson
Copyright_Ward.pdf (385 kB)
Copyright Form for Cheryl Ward
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