Market Research Logo

Social Studies Market Grades K-12

In order to provide objective, research-based information on current trends in the elementary 
and secondary Social Studies market segments, a detailed market survey was designed, and then mailed to 18,000 Classroom Teachers (grades K-5), and to Social Studies Teachers and Department Chairpersons (grades 6-8 and 9-12).  Issues examined this study included the following:

  •  Current trends in the Social Studies market segment, in terms of preferred instructional strategies and materials most frequently used.
  •  Which textbooks and other core and supplemental materials are used most often at different grade levels, and how they are perceived by teachers and students.
  •  The decision-making process involved in Social Studies program adoptions.
  •  The role of digital tools and/or digital content in Social Studies classes.
  •  The level of discretionary funds spent on supplemental texts, workbooks, reference materials, test preparation programs, and other non-textbook materials.
  •  The 2010-11 total market size for Social Studies instructional materials.
  •  Social Studies topical areas in which educators are most likely to purchase new instructional materials. 
  •  Comparison of Social Studies usage patterns in Adoption vs. Open Territory states.

All results were analyzed by job title, grade level, and geographic region to pinpoint the most profitable strategies for Social Studies product developers and marketers to consider pursuing.


  • EXECUTIVE SUMMARY
  • INTRODUCTION
  • METHOD
  • ANALYSIS OF SURVEY RESULTS
    • Response Rates And Demographics Of Survey Sample
    • Types Of Instructional Materials Used On A Frequent Basis
    • Core Social Studies Textbooks Currently In Use
    • The Adoption Process
    • Respondents Likes And Dislikes Regarding Currently Adopted Textbooks
    • Alternatives To The Core Social Studies Textbook
    • Usage Of Maps, Globes, And Atlases
    • Supplemental And Reference Products
    • The Shift To Digital In The Social Studies Market Segment
    • High-Stakes Testing In Social Studies
    • Expenditures For Social Studies Instructional Materials/Market Size
    • Topical Areas In Which Teachers Are Most Likely To Buy New Instructional Materials
    • Adoption And Open Territory States: Comparison Of Social Studies Usage Patterns
  • SUMMARY AND CONCLUSIONS
    • Core Social Studies Textbooks Currently In Use
    • The Shift To Digital In The Social Studies Market Segment
    • Expenditures For Social Studies Instructional Materials/Market Size
    • Topical Areas In Which Teachers Are Most Likely To Buy New Instructional Materials
    • Adoption And Open Territory States: Comparison Of Social Studies Usage Patterns
  • DATA TABLES
    • Table STATE OF RESIDENCE
    • Table REGION
    • Table WHICH OF THE FOLLOWING MOST CLOSELY DESCRIBES YOUR POSITION?
    • Table WITHIN WHICH GRADE SPAN DO YOU CURRENTLY TEACH OR SUPERVISE?
    • Table HOW MANY YEARS OF TEACHING/SUPERVISORY EXPERIENCE DO YOU HAVE?
    • Table HOW WOULD YOU DESCRIBE THE AREA IN WHICH YOUR SCHOOL IS LOCATED?
    • Table IF YOU ARE A TEACHER, DO YOU PLAN TO RETIRE FROM TEACHING IN THE NEAR FUTURE?
    • Table WHICH OF THE FOLLOWING TYPES OF MATERIALS DO YOU USE ON A FREQUENT BASIS IN YOUR CLASSROOM? BOOKS/PRINT MATERIALS
    • Table WHICH OF THE FOLLOWING TYPES OF MATERIALS DO YOU USE ON A FREQUENT BASIS IN YOUR CLASSROOM? AUDIOVISUAL
    • Table WHICH OF THE FOLLOWING TYPES OF MATERIALS DO YOU USE ON A FREQUENT BASIS IN YOUR CLASSROOM? REFERENCE/PRINT
    • Table WHICH OF THE FOLLOWING TYPES OF MATERIALS DO YOU USE ON A FREQUENT BASIS IN YOUR CLASSROOM? DIGITAL PRODUCTS
    • Table WHICH OF THE FOLLOWING TYPES OF MATERIALS DO YOU USE ON A FREQUENT BASIS IN YOUR CLASSROOM? TEACHER RESOURCE
    • Table WHICH CORE TEXTBOOK DO YOU CURRENTLY USE AS YOUR PRIMARY RESOURCE?
    • Table HOW RECENTLY DID YOU ADOPT THE CORE TEXTBOOK YOU CURRENTLY USE?
    • Table HOW WOULD YOU DESCRIBE THE PROCESS THAT LED TO THE DECISION TO ADOPT YOUR CURRENT SOCIAL STUDIES PROGRAM?
    • Table IF YOU HAD IT TO DO OVER, WOULD YOU CHOOSE THE SAME PROGRAM AGAIN?
    • Table WHAT DO YOU LIKE MOST ABOUT THE TEXTBOOK YOU CURRENTLY USE?
    • Table WHAT ARE THE BIGGEST PROBLEMS WITH THE TEXTBOOK YOU CURRENTLY USE?
    • Table IF YOU DO NOT USE A CORE TEXTBOOK FOR SOCIAL STUDIES, WHAT DO YOU USE AS YOUR PRIMARY RESOURCE?
    • Table WHICH OF THE FOLLOWING TYPES OF MATERIALS DO YOU USE ON A FREQUENT BASIS WITH YOUR STUDENTS?
    • Table FROM WHAT SOURCE DO YOU MOST PREFER TO ORDER MAPS, GLOBES, AND/OR ATLASES?
    • Table IN TERMS OF SOCIAL STUDIES SUPPLEMENTAL AND REFERENCE PRODUCTS, WHOSE MATERIALS DO YOU USE MOST?
    • Table ABOUT WHAT PERCENTAGE OF YOUR SOCIAL STUDIES CLASS TIME IS SPENT USING DIGITAL TOOLS AND/OR DIGITAL CONTENT?
    • Table ABOUT WHAT PERCENTAGE OF YOUR SOCIAL STUDIES CLASS TIME IS SPENT USING NEW LEARNING PLATFORMS SUCH AS EREADERS, CELL PHONES, AND OTHER MOBILE DEVICES?
    • Table ABOUT WHAT PERCENTAGE OF YOUR SOCIAL STUDIES CLASS TIME IS SPENT USING AN INTERACTIVE WHITEBOARD?
    • Table AT WHAT GRADE LEVEL IS THERE THE GREATEST DEMAND FOR SOCIAL STUDIES-RELATED CONTENT SOFTWARE FOR INTERACTIVE WHITEBOARDS?
    • Table DOES YOUR STATE OR DISTRICT ADMINISTER A "HIGH-STAKES" TEST IN THE AREA OF SOCIAL STUDIES?
    • Table IF YOU DO ADMINISTER A "HIGH-STAKES" TEST IN SOCIAL STUDIES, WHICH GRADE(S) ARE TESTED?
    • Table ABOUT HOW MUCH WILL YOU SPEND THIS SCHOOL YEAR PER CLASSROOM FOR SOCIAL STUDIES INSTRUCTIONAL MATERIALS? SUMMARY OF AVERAGES
    • Table IN WHICH OF THE FOLLOWING TOPICAL AREAS ARE YOU MOST LIKELY TO PURCHASE NEW INSTRUCTIONAL MATERIALS IF THEY ARE AVAILABLE?
    • Table IF YOU HAD TO DESIGN A SINGLE NEW PRODUCT TO FILL A VERY STRONG NEED IN YOUR SOCIAL STUDIES CURRICULUM, WHAT TOPICAL AREA WOULD THAT BE?
    • Table IF YOU ARE A TEACHER, DO YOU PLAN TO RETIRE FROM TEACHING IN THE NEAR FUTURE?
    • Table WHICH OF THE FOLLOWING TYPES OF MATERIALS DO YOU USE ON A FREQUENT BASIS IN YOUR CLASSROOM? BOOKS/PRINT MATERIALS
    • Table WHICH OF THE FOLLOWING TYPES OF MATERIALS DO YOU USE ON A FREQUENT BASIS IN YOUR CLASSROOM? AUDIOVISUAL
    • Table WHICH OF THE FOLLOWING TYPES OF MATERIALS DO YOU USE ON A FREQUENT BASIS IN YOUR CLASSROOM? REFERENCE/PRINT
    • Table WHICH OF THE FOLLOWING TYPES OF MATERIALS DO YOU USE ON A FREQUENT BASIS IN YOUR CLASSROOM? DIGITAL PRODUCTS
    • Table WHICH OF THE FOLLOWING TYPES OF MATERIALS DO YOU USE ON A FREQUENT BASIS IN YOUR CLASSROOM? TEACHER RESOURCE
    • Table WHICH CORE TEXTBOOK DO YOU CURRENTLY USE AS YOUR PRIMARY RESOURCE?
    • Table HOW RECENTLY DID YOU ADOPT THE CORE TEXTBOOK YOU CURRENTLY USE?
    • Table HOW WOULD YOU DESCRIBE THE PROCESS THAT LED TO THE DECISION TO ADOPT YOUR CURRENT SOCIAL STUDIES PROGRAM?
    • Table IF YOU HAD IT TO DO OVER, WOULD YOU CHOOSE THE SAME PROGRAM AGAIN?
    • Table WHAT DO YOU LIKE MOST ABOUT THE TEXTBOOK YOU CURRENTLY USE?
    • Table WHAT ARE THE BIGGEST PROBLEMS WITH THE TEXTBOOK YOU CURRENTLY USE?
    • Table ABOUT WHAT PERCENTAGE OF YOUR SOCIAL STUDIES CLASS TIME IS SPENT USING DIGITAL TOOLS AND/OR DIGITAL CONTENT?
    • Table ABOUT WHAT PERCENTAGE OF YOUR SOCIAL STUDIES CLASS TIME IS SPENT USING NEW LEARNING PLATFORMS SUCH AS EREADERS, CELL PHONES, AND OTHER MOBILE DEVICES?
    • Table ABOUT WHAT PERCENTAGE OF YOUR SOCIAL STUDIES CLASS TIME IS SPENT USING AN INTERACTIVE WHITEBOARD?
    • Table AT WHAT GRADE LEVEL IS THERE THE GREATEST DEMAND FOR SOCIAL STUDIES-RELATED CONTENT SOFTWARE FOR INTERACTIVE WHITEBOARDS?
    • Table IN WHICH OF THE FOLLOWING TOPICAL AREAS ARE YOU MOST LIKELY TO PURCHASE NEW INSTRUCTIONAL MATERIALS IF THEY ARE AVAILABLE?
    • Table IF YOU HAD TO DESIGN A SINGLE NEW PRODUCT TO FILL A VERY STRONG NEED IN YOUR SOCIAL STUDIES CURRICULUM, WHAT TOPICAL AREA WOULD THAT BE?
    • Table IF YOU HAD TO DESIGN A SINGLE NEW PRODUCT TO FILL A VERY STRONG NEED IN YOUR SOCIAL STUDIES CURRICULUM, WHAT TOPICAL AREA WOULD THAT BE?

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report