First Name:
Clay
Last Name:
Hefner
Major Department:
Marketing
Thesis Director:
Mike Dotson
Date of Thesis:
May 2009
"Fl-Reader Device Adoption within the Collegiate Textbook Market" studies the potential usage of eBooks and e-reader devices as textbooks on college campuses. As a marketing research thesis, various levels of studies are completed to determine if there is indeed an interest and a desire for this emerging technology to be offered to college students. The research within this thesis is composed of a secondary literature review, a focus group study, quantitative survey, and finally an in-depth interview with an upper level executive with the Nebraska Book Company, a leader in textbook distribution. The thesis concludes with implications and recommendations that could he made to the eBook and e-reader device industry as to what marketing techniques would work best for targeting college consumers.