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An Alternative Approach to Textbook Marketing in Higher Education
Abstract
Textbook is still the most indispensable part of many educational systems. Therefore, having accurate information on the attributes which attract its consumers is of utmost importance for the textbook market analysts, writers and publishers. To this end, this chapter first questions the methodology of the current textbook market needs analysis and then suggests and employs conjoint methodology as the alternative for this purpose. To illustrate the value of this approach, the responses of 450 participants to 32 profile cards based on a scale from 1 to 7 underwent conjoint analysis. The results provided a more comprehensive picture of the participants' preferences for each of the surveyed attributes and their accompanying levels. The findings are especially valuable for three groups: for textbook market analysts who might consider using this methodology in their future investigations and for the authors and publishers who might use the findings in planning and publishing books for this research context.
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