Market Research on Physical Textbook Versus Electronic Textbook

Only available on StudyMode
  • Download(s) : 144
  • Published : January 25, 2011
Open Document
Text Preview
ROYAL MELBOURNE INSTITUTE OF TECHNOLOGY (RMIT) UNIVERSITY

BACHELOR OF BUSINESS (MARKETING)

MARKET RESEARCH
(MKTG 1047)

GROUP ASSIGNMENT PART B

PREPARED FOR:

DR ANGELA R. DOBELE

DR SHEH SEOW WAH

COURSE LECTURER

PREPARED BY:

(CLASS A)

MS. AMANDA SEOW SUE-ANNS3254159

MR. CHAN JIN HAN GLENN BRYANS3253872

MS. ESTHER LEONG QIAN HUI S3254114

MS. PENG SHIHAN S3254090

MS. TAN JIN LENE EARLENES3253869

SEMESTER 3, 2010

12th SEPTEMBER 2010

Executive Summary

With the uprising of technological advancement and science, it has come to a point where traditional customs could be threatened. In this case, e-books are one of the options that may replace traditional printed textbooks in the near future. With e-books easier to access and to select the contents to suit individual needs and libraries taking advantage of space-saving benefits of new media, the move to replace printed titles with electronic content seems, for some, an inevitable trend.

The objective of this research is to determine the main aspects that will affect the future of using traditional printed textbooks versus electronic textbook from our respondents’ perspective. This study will also determine the main factors as well as to compare the various aspects of using traditional printed textbooks versus electronic textbooks and which of the two is more of a preferred choice amongst students in the local tertiary versus those in private tertiary education.

Our research methodology includes collecting primary and secondary data. Our primary research was done in the form of an online survey done by a representative sample of 120 tertiary students and a focus group discussion of 10 respondents. Our secondary research data analysis included data collection from e-journals, websites, comments from blogs, forums and opinions from reviews.

Several limitations were observed during the initial research of the primary data which may affect our final results. These include limited time frame, various errors in survey response and survey sample size.  

In conclusion, although most tertiary students would prefer the printed textbook over the electronic textbook because of its tangibility and ease of use, they were open to the option of using electronic textbooks in the future due to technological advancement, trends, convenience and environmental issues. Publishers and retailers can also increase their advertisement and promotion accordingly, so as to attract more potential customers and turn them into buying customers.

Content Page Page
1. Market Problem for Research ---------------------------------------------------- 4
1.1 Purpose ------------------------------------------------------------------- 4 1.2 Research Objectives ---------------------------------------------------- 4

2. Secondary Research Findings --------------------------------------------------- 5 and 6

3. Sampling Analysis ------------------------------------------------------------------- 7

3.1 Sampling Methods ------------------------------------------------------ 7 3.2 Target Population ------------------------------------------------------- 8 3.3 Sample Frame ----------------------------------------------------------- 8 3.4 Sample Size -------------------------------------------------------------- 8

4. Primary Research and Discussions ---------------------------------------------- 9 to 18

5. Limitations of our Research and Findings ------------------------------------- 19
5.1 Limitations of Primary Research -------------------------------------- 19 5.2 Limitations of Secondary Research ----------------------------------- 19

6. Recommendations ------------------------------------------------------------------- 20

7. Conclusions...
tracking img