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In today’s environment of rising tuition and textbook costs, we surveyed business majors concerning their preferences regarding various text options that are available for their academic studies. Specifically, we surveyed 329 students enrolled in upper-level business courses at a midlevel Association to Advance Collegiate Schools of Business (AACSB) accredited Midwestern university. Students were asked to report the variety of classroom texts that they have utilized in the past and their text preferences based on their text experiences From the sample of students, 67% reported that they had used an online e-text for one or more of their classes. However, only 41 of the 220 students, or 19%, believed that the online e-text was a better learning vehicle or more convenient than the traditional text they used in their other classes. The entire sample of 329 students was also asked if they had a preference for a course text mode based on whether the course was a part of their major, involved extensive reading, analytical work, or was terminology oriented. In all areas, the students indicated a slight or strong preference for the traditional hard text.

Student Perception Of Traditional Versus Alternative Textbook Value