This study re-examines students’ attitudes and preferences to the four primary textbook types (hardback, paperback, loose leaf, and E-book). One hundred eighty-three students currently taking Principles of Marketing from a large public university in the southeastern United States completed the survey. Unlike the 2014 study, where students overwhelming preferred paperback textbooks, even when this textbook is at a higher price than other alternatives, the 2018 study found that the textbook choice depended on if an access code to publisher’s online course materials was required. When access codes were required, students preferred paperback textbooks, followed closely by E-books. When no access code was required, rental options were preferred. When students were asked their opinions on the various textbook options, it was clear that price and ease of use were the primary deciding factors as to why they liked and/or disliked the various textbook options.
Ward, Cheryl B. and Edmondson, Diane R.
"Revisiting Textbook Adoption Decisions: Are Students Finally Ready for E-Books?,"
Atlantic Marketing Journal: Vol. 8
, Article 5.
Available at: https://digitalcommons.kennesaw.edu/amj/vol8/iss1/5