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Managing and Enhancing Information: Cultures and Conflicts

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Project web site www.arl.org/libqual/ TM. Managing and Enhancing Information: Cultures and Conflicts. Montreal. February 11, 2005 ... – PowerPoint PPT presentation

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Title: Managing and Enhancing Information: Cultures and Conflicts


1
Managing and Enhancing Information Cultures and
Conflicts
  • Montreal
  • February 11, 2005
  • Presented by
  • Colleen Cook, Dean of Libraries
  • Texas AM University

2
Total Circulation
Note. M. Kyrillidou and M. Young. (2003). ARL
Statistics 2002-03. Washington, D.C. ARL, p.8.
3
Reference Transactions
Note. M. Kyrillidou and M. Young. (2003). ARL
Statistics 2002-03. Washington, D.C. ARL, p.8.
4
LibQUAL Goals
  • Improve mechanisms and protocols for evaluating
    libraries
  • Develop web-based tools for assessing library
    service quality
  • Identify best practices in providing library
    service
  • Support libraries seeking to understand changes
    in user behavior
  • Assist libraries seeking to re-position library
    services in the new environment

5
LibQUAL Outcomes
  • Securing information that contributes
    meaningfully to planning and improvement efforts
    at a local level
  • Providing analytical frameworks that
    institutional staff can apply without extensive
    training or assistance
  • Helping decision-makers understand success of
    investments
  • Finding useful inter-institutional comparisons

6
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.
7
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8
76 Interview 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

9
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10
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11
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

12
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

13
Library as Place
  • I guess youd call them satisfiers. As long as
    they are not negatives, they wont be much of a
    factor. If they are negatives, they are a big
    factor.
  • Faculty
    member

14
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

15
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

16
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.
17
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 500 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)

18
Dimensions ofLibrary Service Quality
19
22 items
20
The 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.

21
Survey Instrument
22
alpha By Language
By Language Service Info. Lib as Group n
Affect Control Place TOTAL American
(all) 59,318 .95 .91 .88 .96 British (all)
6,773 .93 .87 .81 .94 French (all)
172 .95 .90 .89 .95
23
alpha by University Type
By University Type Service Info. Lib as Group
n Affect Control Place TOTAL Comm Colleges
4,189 .96 .92 .89 .97 4 yr Not ARL 36,430 .95 .91
.88 .96 4 yr, ARL 14,080 .95 .90 .87 .96 Acad
Health 3,263 .95 .92 .90 .96  
24
Validity Correlations
Validity Correlations
Serv_Aff Info_Con LibPlace TOTALper Serv_Aff 1.
0000 .7113 .5913 .9061 Info_Con .7113 1.0000
.6495 .9029 LibPlace .5913 .6495 1.0000 .8
053 TOTALper .9061 .9029 .8053 1.0000 ESAT_TO
T .7286 .6761 .5521 .7587 EOUT_TOT .5315 .6
155 .4917 .6250  
25
2003 LibQUAL Survey Activity
26
Mean Perceived Scores2001/2002 Trend (n34)
27
LibQUAL 2004 SummaryColleges or
UniversitiesAmerican English
(n 69,449)
28
LibQUAL 2004 SummaryAcademic Law
InstitutionsAmerican English
(n 4,092)
29
LibQUAL 2004 SummaryAcademic Health
SciencesAmerican English
(n 3,664)
30
LibQUAL 2004 SummaryHospitalsAmerican English
(n 1,024)
31
LibQUAL 2004 SummaryColleges or
UniversitiesUndergraduates American English
(n 37,661)
32
LibQUAL 2004 SummaryColleges or
UniversitiesGraduates American English
(n 16,750)
33
LibQUAL 2004 SummaryColleges or
UniversitiesFaculty American English
(n 11,755)
34
LibQUAL 2004 SummaryColleges or
UniversitiesStaff American English
(n 3,283)
35
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

36
Institutional Norms for PerceivedMeans on 25
Core Questions
Note Thompson, B. LibQUAL? Spring 2002 Selected
Norms, (2002).
37
LibQUAL InteractiveInstitution Statistics
38
LibQUAL InteractiveMulti-Variable Statistics
39
Rapid Growth in Other Areas
  • Languages
  • American English
  • British English
  • French
  • Dutch
  • Swedish
  • 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

40
LibQUAL Participants
41
In Closing
  • LibQUAL methodology 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
  • LibQUAL requires limited local survey expertise
    and resources
  • Analysis available at local and
    inter-institutional levels
  • Many opportunities for using demographics to
    discern user behaviors

42
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

43
LibQUAL ContactInformation
  • Martha Kyrillidou
  • Senior Program for Office of Statistics and
    Measurement
  • martha_at_arl.org
  • Consuella Askew
  • LibQUAL Program Specialist
  • consuella_at_arl.org
  • Amy Hoseth
  • LibQUAL Project Assistant
  • amyh_at_arl.org
  • Jonathan D. Sousa
  • Technical Applications Development Manager
  • jonathan_at_arl.org
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