A Study of New Taipei City Elementary School Teachers’ Attitude toward Marketing Service of Textbook Publishers

• Main Authors: Nai-Wen Chang, 張乃文
• Other Authors: Li-Hua Chen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/92675927365192024803

碩士 === 臺北市立教育大學 === 課程與教學研究所課程與教學碩士學位班 === 100 === The purpose of this Study is to understand the attitude of elementary school teachers toward marketing services provided by the salespeople of textbooks and current status of textbook selling in New Taipei City, and investigate the differences of the attitude from teachers with diverse backgrounds towards marketing services of textbook selling. The Study also aims at exploring the correlation between the teachers’ attitudes and their awareness about their relationship with the business owners of textbook selling. This Study has completed the research via distributing questionnaires to teachers of all of the public elementary schools in New Taipei City, and applied stratified and random sampling. In summary, 785 copies of questionnaires were distributed, and 654 were retrieved. 607 of them were valid copies and the available rate reached 77.3%. In terms of statistic methods, we have adopted frequency distribution and percentage analysis, t-test, one-way ANOVA, Scheffe’s method, and Pearson’s product moment correlation to conduct information analysis. The major findings of this Study are stated as follows: 1. Awareness regarding the relationship between teachers and textbooks among elementary school teachers in New Taipei City: (1) The extent of recognition for “authority orientation” is higher than “transformation orientation” among teachers. (2) The variables for teachers of diverse background have reached significant difference in terms of “authority orientation” relationship, and it is found that the difference among male teachers is greater than that of female teacher, teachers aged between 40-49 is greater than that of teachers aged between 20-29, and teachers with teaching seniority between 15-20 years is greater than that with teaching seniority less than 5 years. Moreover, teachers who take part in collective decision for textbook selection show results with greater difference than that of director for academic grade or domain convener. 2. Awareness regarding the relationship between teachers and textbook sellers among elementary school teachers in New Taipei City: (1) The teachers are found to have the highest recognition for “product orientation,” and the lowest for “partnership orientation.” (2) Male teachers are found to have higher degree of agreement in terms of “profit-making orientation” and “relationship orientation” than those of female teachers; as for teachers graduated from regular university and graduate school, they are found to have higher degree of “partnership orientation” than those who graduated from normal and pedagogical college and university. 3. Attitudes of elementary school teachers in New Taipei City towards marketing services offered by textbook sellers: (1) In summary, the teachers are found to have medium high degree of recognition for appropriateness and correlation in terms of “marketing service items offered by textbook sellers.” (2) Male teachers have higher degree of agreement in terms of “correlation of sales and promotion strategy” and “appropriateness of sales and promotion strategy” than those of female teachers; teachers aged between 20-29 have higher degree of agreement in terms of “appropriateness of sales and promotion strategy” than those aged over than 50; for teachers graduated from regular university and graduate school, they have higher degree of agreement with “appropriateness of sales and promotion strategy” than those who graduated from normal and pedagogical college and university. 4. About “correlation of marketing service items,” “appropriateness of marketing service item,” and “relationship of teacher with textbook sellers,” the subjects of the Study show prominently medium and positive correlation. 5. The impressions of elementary school teachers in New Taipei City on inefficient and inappropriate marketing services of textbook sellers, and critical influencers on their choice of textbooks. (1) The most inefficient marketing service on the list is “Textbook salespeople‘s attitude in handling requests by the teachers, and bring their opinions back to the publisher.” (2) The most inappropriate marketing service on the list is “salespeople of textbooks offer small gift, car, or text-messages of congratulations on special occasions to the teachers.” (3) The most critical service that influences the teachers’ choice of textbooks is “providing media resources such as database CD, audio-visual CD, and electronic textbook to the teachers.” Based on the analysis results and conclusions of this Study, we have put forth the following suggestions, hoping to bring benefits textbook sellers and elementary school teachers. At the end, we will review the process and results of the Study, and point out the areas of improvements for future studies.