QR Code and Representation of Information in Academic Textbooks: The Viewpoints of Professors

The aim of this study was identify the needed elements in academic Textbooks’s QR Code based on point of view of professors. The methodology of this research is qualitative and it is as a kind of practical research. At first, Interviews with professors were done using a semi-structured questionnaire on the criteria for selecting a university textbook and the important criteria for insertion of a QR code. In order to analyze the interviews, thematic content analysis technique was used. A total of 21 elements were identified using the analysis of professorial interviews for the most important criteria for choosing an academic textbook. The most important element which is known is the author of the book element. And the most important elements needed to select a university textbook in order to be present at the QR Book Code were a total of 43 elements. These elements are classified into five criteria of the book's author (7 elements), book publishing (10 elements), book appearance (9 elements), book content (14 elements), and the importance of the book in academic environment (3 elements). Originality: It seems that there is no research related to the subject of the QR code and academic text books. Most studies research on QR code in the library. Publishers of academic books can improve their marketing and distribution through the selection of the right elements through this research. However, consideration of the views of other stakeholders, such as librarians and users, is necessary for final conclusions.