Campbell Rinker developed, fielded and analyzed a robust study of over a thousand US college students at 4-year colleges for a leading online textbook retailer. The purpose of the study, conducted online, was to reveal students’ awareness, attitudes and utilization patterns of textbook purchases, and to provide content the retailer could use to drive awareness in advance of the fall giving season. Once completed, the study delivered many surprising stats the retailer used in press releases, promotions and strategic decisions, helping to cement the brand’s position as a go-to leader in this growing field. Methodology: Online Survey, Blind
