Evaluating the Benefits and Values of Textbooks: Perceptions of Vietnamese Business Students |
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| Authors: | The Ninh Nguyen Viet Thao Tran Hien Anh Nguyen Lan Phuong Bui Phuong Linh Dang |
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| Institution: | 1.Department of Marketing Management,Thuongmai University,Hanoi,Vietnam;2.Department of Research Administration,Thuongmai University,Hanoi,Vietnam;3.Department of Marketing Principles,Thuongmai University,Hanoi,Vietnam |
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| Abstract: | This study aims to examine students’ perceived benefits and values of textbooks, with a specific focus on emerging markets. A paper-based survey was used to collect data from 459 Vietnamese students in three business disciplines including accounting, international business and marketing. The findings reveal that Vietnamese business students view textbooks as having greater short-term benefits than long-term ones. They also believe that textbooks have relatively low economic value. Interestingly, marketing students perceive that textbooks provide primarily benefits of improving class performance, while accounting students tend to view textbooks to have benefits of clearer understanding of relevant concepts. Implications for key stakeholders in the higher education book publishing industry are discussed and future research directions presented. |
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