07.12.2013

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Student Perceptions

of Textbooks

Special Session Panel Presentation

MEA 2013, Portland, OR

April 19, 20131

Panel Members

2

Sven TuzovicSchool of BusinessPacific Lutheran University stuzovic@plu.edu

Mark RosenbaumDepartment of MarketingNorthern Illinois University mrosenbaum@niu.edu

Justine RappSchool of Business AdministrationUniversity of San Diegojrapp@sandiego.edu

Mark MulderSchool of BusinessPacific Lutheran University mark.mulder@plu.edu

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Panel Overview

Introduction

Background

Research Design

Exploratory Study: What the Data Reveals

Conclusion and Discussion

3

Background

• Costs of college textbooks have been rising

rapidly over the last decade

• Students spend between $700-1000 per year

on textbooks; average cost of textbooks per

semester close to $900

• Lack of textbook affordability has drawn

increased attention nationwide

• Students, parents, teachers

and school administrators

have expressed concerns

and frustration4

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Background (cont.)

• Study by Robinson found that price may be not

the only criterion whether students buy a book

• One-third of 28 students would buy the required

textbook regardless of price, but half would refuse

when the book reached a price of $225

• Question arises how students make

purchase decisions of textbooks, and

if there are other options besides

costs that influence their decision-

making process5

Research Design & Sample

• Paper-pencil survey (PLU) and online survey

(NIU / USD)

• Sample size: 301 students

• 48% female, 52% male

• Median age: 22 years

• 42 % Seniors, 25% Juniors, 21% Sophomore

6

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Are Students Buying Books?

7

Are Students Buying Books When Text Is Required?

8

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Are Students Buying Books When Text Is Recommended?

9

Student Behavior at $50 Text

10

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Student Behavior at $250 Text

11

Avoidance at $250 Text

12

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Refusal to Buy

M=$250

13

Principles of Marketing Course

M=3.32 sd=1.90

M=6.33 sd=1.23

M=4.09 sd=1.68

M=5.33 sd=1.23

14

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Marketing Research Course

M=3.17 sd=1.73

M=6.37 sd=1.19

M=3.92 sd=1.65

M=5.37 sd=1.33

15

Online/Social Marketing Course

M=2.31 sd=1.52

M=6.51 sd=1.01

M=3.02 sd=1.64

M=4.85 sd=1.64

16

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Consumer Behavior Course

M=3.54 sd=1.78

M=6.29 sd=1.25

M=4.17 sd=1.61

M=5.42 sd=1.30

17

Marketing Management Course

M=3.70 sd=1.73

M=6.35 sd=1.15

M=4.42 sd=1.51

M=5.55 sd=1.21

18

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Selling Management Course

M=3.81 sd=1.73

M=6.34 sd=1.19

M=4.39 sd=1.57

M=5.50 sd=1.29

19

Tradeoffs with Price…When You Help Older Editions Count

“Sometimes professors will choose an older edition of a text because the

newer edition hasn’t changed much from previous editions. If a professor

chose an older edition for this reason, I think this is…”

“Sometimes professors will choose an older edition of a text because the

newer edition is much more expensive than previous editions, thus saving

students considerable amount of money. If a professor chose an older edition

for this reason, I think this is…”

Unacceptable □□□□ □□□□ □□□□ □□□□ □□□□ □□□□ □□□□ Acceptable

Bad □ □ □ □ □ □ □ Good

Negative □ □ □ □ □ □ □ Positive

M=6.22 sd=1.13

M=5.90 sd=1.39

Unacceptable □□□□ □□□□ □□□□ □□□□ □□□□ □□□□ □□□□ Acceptable

Bad □ □ □ □ □ □ □ Good

Negative □ □ □ □ □ □ □ Positive 20

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Change in Topic over 2 YR SpanPrinciples of Marketing

M=3.22 sd=1.60

21

Change in Topic over 2 YR SpanMarketing Research

M=4.67 sd=1.68

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Change in Topic over 2 YR SpanConsumer Behavior

M=4.77 sd=1.63

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Change in Topic over 2 YR SpanMarketing Management

M=3.94 sd=1.49

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Change in Topic over 2 YR SpanSelling & Sales Management

M=3.97 sd=1.61

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Change in Topic over 2 YR SpanOnline/Social Media Marketing

M=6.44 sd=1.02

26

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New Edition Important for CoursePrinciples of Marketing

M=3.22 sd=1.60

27

Marketing ResearchNew Edition Important for Course

M=4.50 sd=1.77

28

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Consumer BehaviorNew Edition Important for Course

M=4.58 sd=1.69

29

Marketing ManagementNew Edition Important for Course

M=3.88 sd=1.57

30

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Selling & Sales ManagementNew Edition Important for Course

M=3.92 sd=1.60

31

Online/Social Media MarketingNew Edition Important for Course

M=6.13 sd=1.25

32

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Even if They Cost MorePreference for New Editions

M=3.24 sd=1.71

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Because They Cost LessPreference for Older Editions

M=4.81 sd=1.60

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Versus 2 Years AgoLikelihood of Buying Today

M=3.53 sd=1.86

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Rent vs. Buy Preference

M=4.31 sd=2.14

36

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Digital vs. Hard Copy Preference

M=2.54 sd=1.75

37

Multiple Tradebooks vs. One Textbook Preference

M=3.10 sd=1.56

38

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Custom Textbook vs. Traditional Textbook Preference

M=4.77 sd=1.63

39

Use of Online Resources from Publisher

M=3.17 sd=1.82

40

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Use of Online Resources from Publisher is very Helpful in Course Learning

M=3.22 sd=1.77

41

I am very Concerned about the Price of Textbooks

M=5.55 sd=1.63

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Average Amount Spent over last 2 Semesters on Textbooks

M=$400-450

43

Typical Purchase Location of Textbooks over last 2 Semesters

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Frequency of NON-Purchase of Textbooks over last 2 Semesters

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Conclusion and Discussion

• If required, majority of students do purchase

textbooks; not if textbook is recommended

• Edition matters: student satisfaction is higher the

newer the textbook

• Mkt discipline has influence on student

perceptions regarding textbook edition

• For Online Marketing most important, followed by

Marketing Research

• Students still prefer to purchase at bookstore46