Textbooks: Are They Necessary?

Textbooks: Are They Necessary?

Marketing Research

Table of Content

1. Executive Summary                                                                        2
2. Introduction                                                                                2

1. Research Objectives                                                                4

1. Research Methodologies and procedures                                                4
2. Data Analysis and Findings                                                                5        
3. Recommendations and Conclusions                                                8
4. Detail of Findings                                                                        8

a. Research Methodology

b. Analysis of Results

c. Research Limitations

d. Appendix

1. References                                                                                19
2. Survey                                                                                20

Executive Summary

The information provided below is a result of our research group conducting surveys and a focus group as well as collecting secondary data.  This information shows that there is no significant difference between the buying habits of students with different income levels and whether they buy new, rent, buy used, find them online, get government funding, or a combination of the five. Our information indicates that the main reason that students purchase/rent their textbooks is because of assignments for class.  Survey results show that about 75% of people said that their major does directly affect whether they buy or rent their textbooks and 80% of people said that if money was not a factor they would feel more obligated to buy their books. Our surveys and information shows how students get their textbooks ranging from used to new and rented to borrowing from friends and it also shows that there is no significant difference between student GPA and how often the student buys or rents their textbooks.

Introduction

Textbooks are required in many classes at four year colleges, there is no exception but for Southwest Minnesota State University.  This study attempts to ascertain the number of college students who buy or rent their textbooks and whether those textbooks are used in class or for the assignments.  This study also aims to reveal to what extent students and professors think textbooks are necessary. The method we used to conduct this study began with a focus group and was followed up with surveys given to undergraduate students. We also used secondary data provided by Global Trade Talk, and the Huffington Post accessed on the third of October 2016 that revealed 75% of undergraduate students use textbooks but think they are too expensive and not worth it.  Our results show that of the 75% of students that use textbooks the majority prefer to rent or sell back their textbooks even if they are related to their major, and there is no correlation between buying the textbooks and student income.

        There are various forms of educational instruments available to students of four year colleges, but textbooks are normally required for most courses. The National Center for Education Statistics reports; in fall 2016, some 20.5 million students were expected to attend American colleges and universities (National Center for Educational Statistics, retrieved 2016) and the College Board, Big Future web site estimated the annual cost of textbooks at $1,298. Consider the estimated amount American students spend on textbooks annually – $26.6 billion. Presented with the size of this investment, it is important to understand the likelihood that students buy or rent textbooks and how the students and their professor’s perception of the use they get out of the textbooks.

        This research focuses on textbook purchase decisions and use of students attending Southwest Minnesota State University. Our probe into student textbook purchasing and use began after observing that several students in our classes did not have textbooks, along with hearing professors inquire whether some students even have a textbook to read the assigned chapters before the lecture. We imagine students do not want to buy the required textbook if they do not think it will be used for the class very often. Results from a survey conducted by Bookboon.com revealed; In the United States, over 75% of students decide not to buy the textbooks their classes require, in large part because students find textbooks too expensive and are discouraged by the simple fact that quite often, only a few chapters from the books are needed for study (Publishing Perspectives, Retrieved 2016).

        Professors, we suspect, feel use of textbooks by students is important to their academics. In a survey released by the U.S. PIRG Education Fund, Irene Duranczyk, a faculty member at the University of Minnesota, said “I believe that high-quality course materials are essential, and I want to be sure that all my students have access to those materials.” (Senack, retrieved 2016) A survey conducted by Florida Virtual Campus revealed the students that did not have access to required material (textbook), 36.7% earn a poor grade and 19.8% fail a course (Services, 2016).

        Research Objectives

• Identify the number of college students who buy or rent their textbooks
• Identify if the textbooks bought or rented are used in class or for assignments
• Identify to what extent students and professors think textbooks are necessary

Research Methodologies and Procedures

        Secondary data was collected through the analysis of multiple sources. The secondary data sources include; statistics from National Center for Educational Statistics and The College Board web sites, articles from Publishing Perspectives and U.S. PIRG web sites, and research reports from Florida Virtual Campus Office of Distance Learning & Student Services and Business and Economic Department of California University of Pennsylvania.