engleski

Quantitative and qualitative methods applied in comparative student reading habits and book buying research

The objective of this research is to analyze the main aspects of reading habits and book purchasing behavior of university students. In the past, numerous studies on reading behavior have been carried out which involved individual countries and Europe as a whole. These studies allowed us to define the general framework of the phenomenon and to distinguish readers based on: age, place of residence, gender, occupation and other socio-demographic variables. However, university student population has never been specifically investigated, particularly regarding the behavior of voluntary reading (i.e. autonomous and independent reading of the books not related to exams). This study aims to fill this gap. The authors will present a theoretical framework and outcomes of a pilot study comparatively conducted in November and December of 2012 in Pisa, Italy and Zadar, Croatia. Authors argue that the combination of qualitative and quantitative methods is a way to find out interesting answers to research questions related to dependence of reading habits research and books buying. The paper consists of two main parts. The first part will discuss the theoretical framework based upon the slow but constant use of qualitative research in social sciences, namely in information science and marketing in respective countries. The second part will present the results of a pilot study based upon quantitative and qualitative methods used in the comparative study of university students' habits in book buying and reading in Pisa, Italy (total 55.000 students, sample of 561 students and Zadar, Croatia (total 5.500 students, sample of 193 students). The pilot study methodology and research results will be presented.

reading habits; book buying; university students; voluntary reading; purchasing behavior; book reading; quantitative methods; qualitative methods

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