Abstract
Textbooks are an integral component of the higher education process. This study examines the textbook selection process and the marketing techniques used by publishers to encourage adoption. A total of 134 survey responses were collected. Results indicate that content, ancillary materials, length of the textbook and textbook costs are the primary drivers of adoption. Examination copies, contact by book reps, and direct mail flyers were the best methods of encouraging economics faculty to examine a new textbook. Significant differences were found based on years of teaching experience, rank, and the institution’s student enrollment.
Recommended Citation
(2026)
"The Textbook Adoption Process by Economics Professors,"
Journal of Economics and Finance Education: Vol. 8:
Iss.
1, Article 3.
Available at:
https://scholarship.rollins.edu/jefe/vol8/iss1/3
