This report conducted for the Association of American Publishers, Inc. on the college textbook market provides the industry with operationally useful information and trend data on the prevailing attitudes, needs, purchasing and usage patterns of the prime users of college educational materials--the faculty and the students. Detailed findings concerning faculty cover the professional views of the faculty; evaluating course books; promotion and distribution; basic textbooks; "other" books; supplementary reading materials; audio-visual materials; future outlook and views of the industry; and two market places: 2-year versus 4-year schools. Detailed findings concerning students cover: student attitudes; habits and trends; book purchasing habits and preferences; the college sponsored bookstore; basic textbooks; "other" books; audio-visual materials; and views of the industry. (MJM)