Faculty of Business and Law
Office of Associate Dean - Teaching and Learning (FBL) / Marketing and Services Research Centre
The educational imperative of textbooks was examined for university business students. 82 students were interviewed to determine their perceptions of textbooks and the factors that affect their willingness to purchase. Student preferences on delivery format, content style and price were examined using choice activities. Issues raised related to the practical nature of print, price sensitivity, student collaboration and the tradeoffs of current and future learning materials for students. Print textbooks were more popular than e-Books and summary chapters are favoured for ease of information consumption. Pacific Rim editions are favoured over International editions and currency and local relevance are key determinants in the students’ preferences. The ‘authority of print’ and ‘experience’ of purchasing and owning a hardcopy version of a text book are posited as key considerations for students.