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Title: Academic Library and Information Services: New Paradigms for the Digital Age


1
Academic Library and Information ServicesNew
Paradigms for the Digital Age
8th International Bielefeld Conference
  • Bielefeld, Germany
  • February 8, 2006
  • Presented by
  • Dr. Colleen Cook, Dean
  • Texas AM University
  • Dr. Fred Heath, Vice Provost of General Libraries
  • University of Texas

2
Why Assess?
  • In an age of accountability, there is a pressing
    need for an effectiveprocess to evaluate and
    compare research libraries.
  • 700 participants in LibQUAL
  • 123 Association of Research Libraries (ARL)
    alone, over 3.4 billion dollars were expended in
    2003/2004

Note. M. Kyrillidou and M. Young. (2005). ARL
Statistics 2003-04. Washington, D.C. ARL, p.5.
3
Libraries Remain a CredibleResource in 21st
Century

98 agree with statement, My library contains
information from credible and known sources.
Note. Digital Library Federation and Council on
Library and Information Resources. (2002).
Dimensions and Use of the Scholarly Information
Environment.
4
Changing Behaviors

Recent Survey Only 15.7 agreed with the
statement The Internet has not changed the way I
use the library.
Note. Digital Library Federation and Council on
Library and Information Resources. (2002).
Dimensions and Use of the Scholarly Information
Environment.
5
Faculty Dependence onElectronic Resources Will
Increase
I will become increasingly dependent on
electronic research resources in the future.
http//www.arl.org/arl/proceedings/144/guthrie_fil
es/guthrie.ppt
6
Research BehaviorPersonal Control

When searching for print journals for research
  • Only 13.9 ask a librarian for assistance
  • Only 3.2 consider consulting a librarian a
    preferred way of identifying information

Note. Digital Library Federation and Council on
Library and Information Resources. (2002).
Dimensions and Use of the Scholarly Information
Environment.
7
Total Circulation
Note. M. Kyrillidou and M. Young. (2005). ARL
Statistics 2003-04. Washington, D.C. ARL, p.6.
8
Reference Transactions
Note. M. Kyrillidou and M. Young. (2005). ARL
Statistics 2003-04. Washington, D.C. ARL, p.6.
9
Web UsageTotal File Requests - UT Austin
Libraries 2000-2003
10
Enter LibQUAL
  • The necessity of assessment
  • Rapid shifts in information-seeking behavior
  • The reallocation of resources from traditional
    services and functions

11
The LibQUAL Premise
PERCEPTIONS SERVICE
  • .only customers judge quality
  • all other judgments are essentially
  • irrelevant

Note. Zeithaml, Parasuraman, Berry. (1999).
Delivering quality service. NY The Free Press.
12
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13
76 Interviews Conducted
  • York University
  • University of Arizona
  • Arizona State
  • University of Connecticut
  • University of Houston
  • University of Kansas
  • University of Minnesota
  • University of Pennsylvania
  • University of Washington
  • Smithsonian
  • Northwestern Medical

14
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15
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16
Dimensions ofLibrary Service Quality
17
Affect of Service
  • I want to be treated with respect. I want you
    to be courteous, to look like you know what you
    are doing and enjoy what you are doing. Dont
    get into personal conversations when I am at the
    desk.
  • Faculty
    member

18
Library as Place
  • One of the cherished rituals is going up the
    steps and through the gorgeous doors of the
    library and heading up to the fifth floor to my
    study. I have my books and I have six million
    volumes downstairs that are readily available to
    me in an open stack library.
  • Faculty
    member

19
Information Control
  • first of all, I would turn to the best search
    engines that are out there. Thats not a person
    so much as an entity. In this sense, librarians
    are search engines just with a different
    interface.
  • Faculty
    member

20
Information Control
  • By habit, I usually try to be self-sufficient.
    And Ive found that I am actually fairly
    proficient. I usually find what Im looking for
    eventually. So I personally tend to ask a
    librarian only as a last resort.
  • Graduate student

21
Multiple Methodsof Listening to Customers
  • Transactional surveys
  • Mystery shopping
  • New, declining, and lost-customer surveys
  • Focus group interviews
  • Customer advisory panels
  • Service reviews
  • Customer complaint, comment, and inquiry capture
  • Total market surveys
  • Employee field reporting
  • Employee surveys
  • Service operating data capture
  • A SERVQUAL-type instrument is most suitable for
    these methods

Note. A. Parasuraman. The SERVQUAL Model Its
Evolution And Current Status. (2000). Paper
presented at ARL Symposium on Measuring Service
Quality, Washington, D.C.
22
LibQUAL Resources
  • An ARL/Texas AM University joint developmental
    effort based on SERVQUAL.
  • LibQUAL initially supported by a 3-year grant
    from the U.S. Department of Educations Fund for
    the Improvement of Post-Secondary Education
    (FIPSE)
  • Initial project established a expert team,
    re-grounded SERVQUAL concepts, and designed
    survey methodology
  • Survey conducted at over 700 libraries resulting
    in a data base of over half a million user
    responses
  • NSF funded project to refocus LibQUAL on the
    National Science Digital Library (NSDL)

23
World LibQUAL Survey 2005
24
LibQUAL Languages
25
Rapid Growth in Other Areas
  • Languages
  • American English
  • British English
  • French
  • Dutch
  • Swedish
  • In development
  • Chinese
  • Greek
  • Spanish
  • German
  • Consortia
  • Each may create 5 local questions to add to their
    survey
  • Types of Institutions
  • Academic Health Sciences
  • Academic Law
  • Academic Military
  • College or University
  • Community College
  • European Business
  • Hospital
  • Public
  • State
  • Countries
  • U.S., U.K., Canada, the Netherlands, South
    Africa, Sweden, France, Australia, New Zealand,
    Malaysia

26
22 items
2000 2001 2002 2003
41-items 56-items 25-items 22-items
Affect of Service Affect of Service Service Affect Service Affect
Reliability Library as Place Library as Place Library as Place
Library as Place Reliability Personal Control Information Control
Provision of Physical Collections Self-Reliance Information Access
Access to Information Access to Information
27
Survey Instrument
28
And a Box
  • Why the Box is so Important
  • About 40 of participants provide open-ended
    comments, and these are linked to demographics
    and quantitative data.
  • Users elaborate the details of their concerns.
  • Users feel the need to be constructive in their
    criticisms, and offer specific suggestions for
    action.

29
Understanding LibQUAL Results
  • Measures the distance between minimally
    acceptable and desired service quality ratings
  • Perception ratings ideally fall within the Zone
    of Tolerance

30
Key to Bar Charts
31
LibQUAL 2004 Summary Collegesor Universities
American English
(n 69,449)
32
Adequacy GapThe difference between the minimum
and perceived score
LibQUAL
33
Score Norms
  • Norm Conversion Tables facilitate the
    interpretation of observed scores using norms
    created for a large and representative sample.
  • LibQUAL norms have been created at both the
    individual and institutional level

34
LibQUAL InteractiveInstitution Statistics
35
In Closing LibQUAL
  • Focuses on success from the users point of view
    (outcomes)
  • Demonstrates that a web-based survey can handle
    large numbers users are willing to fill it out
    and survey can be executed quickly with minimal
    expense
  • Requires limited local survey expertise and
    resources
  • Analysis available at local and
    inter-institutional levels
  • Offers many opportunities for using demographics
    to discern user behaviors

36
LibQUAL Resources
  • LibQUAL Website http//www.libqual.org
  • Publications http//www.libqual.org/publication
    s
  • Events and Training http//www.libqual.org/even
    ts
  • LibQUAL Bibliography http//www.coe.tamu.edu/
    bthompson/servqbib
  • LibQUAL Procedures Manual http//www.libqual.o
    rg/Information/Manual/index.cfm

37
LibQUAL Contact Information
  • Amy Hoseth
  • LibQUAL Communications Coordinator
  • amyh_at_arl.org
  • Richard Groves
  • Statistics Research Assistant
  • richard_at_arl.org
  • MaShana Davis
  • Junior Technical Applications Developer
  • mashana_at_arl.org
  • Martha Kyrillidou
  • Director, ARL Statistics and Measurement Program
  • martha_at_arl.org

38
https//webspace.utexas.edu/fh355/www/
39
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