Abstract
Textbooks are an integral component of the higher education process. This pilot study examined the differences in quantitative faculty and qualitative faculty’s ratings on factors influencing the textbook selection process and various marketing techniques used by publishers to encourage adoption. A total of 1398 faculty responded to the Internet survey-681 were quantitative faculty and 717 were qualitative faculty. Overall results indicate that content, ancillary materials, edition of text, and textbook costs are the primary drivers of adoption. Examination copies and contact by book reps were the best methods of encouraging faculty to examine a new textbook. However, there were significant differences between quantitative faculty and qualitative faculty on selection criteria.
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