6th Northumbria International Conference on Peformance Measurement in Libraries and Information Serv

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6th Northumbria International Conference on
Peformance Measurement in Libraries and
Information Services

• A THEORETICAL FRAMEWORK (TDoI) AS METHOD OF
  EVALUATING SERVICES USER-CENTERED
• A CASE STUDY OF SPANISH UNIVERSITY LIBRARIES

María Terrón Torrado
Margarita Pérez Pulido
mtertor_at_alcazaba.unex.es
marga_at_alcazaba.unex.es
School of Library and Information
Sciences University of Extremadura (SPAIN)
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CONTENTS

• USER STUDIES AS INFORMATION SERVICES PLANNING
• INNOVATION DIFFUSION THEORY
• Definition
• Elements
• METHODOLOGY
• Methods and techniques
• Sample Design and Size
• RESULTS
• Users Categories
• Attributes of the Innovation
• Institutional Context
• CONCLUSIONS

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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• USER STUDIES AS INFORMATION SERVICES PLANNING

INFORMATION SERVICES PLANNING
ORGANISATIONAL CONTEXT
USER STUDIES
USER CATEGORIES
AS THEORETICAL MODEL
ATTRIBUTES OF INNOVATION
USE TDoI (E. Rogers)
COMMUNICATION CHANNELS
CHANGE AGENT
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• USER STUDIES AS INFORMATION SERVICES PLANNING

LEVELS OF ANALYSIS
DIMENSIONS OF EVALUATION
USERS CATEGORIES ATTRIBUTES OF INNOVATION
USERS
COMMUNICATION CHANNELS CHANGE AGENT
ORGANISATIONAL CONTEXT
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• USER STUDIES AS INFORMATION SERVICES PLANNING

ORGANISATION
INNOVATION DIFFUSION THEORY
TECHNOLOGY
USERS
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• INNOVATION DIFFUSION THEORY

DEFINITION
PROPOSED BY EVERETT M. ROGERS (1962, 1ª
ed.) OFFERS A CONCEPTUAL FRAMEWORK FOR ANALYSING
ADOPTION OF AN INNOVATION, RELATED TO SOCIAL AND
PHICOLOGICAL ASPECTS OF USER IN AN ORGANISATION.
ELEMENTS

• TIME Rate of adoption and Adopter Categories.
• INNOVATION with characteristics of innovations.
  
• COMMUNICATION CHANNELS Mass Media versus
  Interpersonal Channels.
• SOCIAL SYSTEM Social Structure, System Norms
  and Change Agent.

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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• INNOVATION DIFFUSION THEORY ELEMENTS

...the individuals in a social system do not
adopt an innovation at the same time. Rather,
they adopt in an over-time sequence, so that
individuals can be classified into adopter
categories on the basis of when the first begin
using a new idea. ROGERS, EM.
USERS CATEGORIES
TIME
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• INNOVATION DIFFUSION THEORY ELEMENTS

RELATIVE ADVANTAGE COMPLEXITY
COMPATIBILITY OBSERVABILITY
TRIALABILITY
ATTRIBUTES OF INNOVATION
DEGREE TO WHICH AN INNOVATION IS PERCEIVED AS
BETTER THAN IDEA.
DEGREE TO WHICH AN INNOVATION IS PERCEIVED AS
RELATIVELY DIFFICULT TO UNDERSTAND AND TO USE.
DEGREE TO WHICH AN INNOVATION IS PERCEIVED AS
CONSISTENT WITH THE EXISTING VALUES, PAST
EXPERIENCES AND NEEDS.
DEGREE TO WHICH THE RESULTS OF AN INNOVATION ARE
VISIBLE TO OTHERS.
DEGREE TO WHICH AN INNOVATION MAY BE EXPERIMENTED
WITH ON A LIMITED BASIS.
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• INNOVATION DIFFUSION THEORY ELEMENTS

COMMUNICATION CHANNELS
SOCIAL SYSTEM (Change Agent)

• INTERPERSONAL AND MASS MEDIA
• NORMS IN THE ORGANISATION

• INFORMATION PROFESSIONAL
• INTERMEDIARY
• BETWEEN USER AND SYSTEM

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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• RESEARCH METHODOLOGY

METHODS AND TECHNIQUES QUESTIONNAIRES AND
INTERVIEWS.
METHODOLOGY TIPOLOGY OF USERS ACADEMIC STAFF OF
THE UNIVERSITY OF EXTREMADURA, CAMPUS OF BADAJOZ
(Badajoz-Mérida) DISCIPLINES MEDICINE AND HEALTH
SCIENCES, SCIENCE AND TECHNOLOGY, SOCIAL
SCIENCES SAMPLE TECHNIQUE STRATIFIED RANDOM
SAMPLE AND REPRESENTATIVE OF THE
POPULATION POPULATION AND RANDOM SAMPLE 1066
FACULTY. N 214 FACULTY (20) STATISTICAL
TESTS USING CHI-SQUARE TEST WAS PERFORMED ON
EACH QUESTION TO DETERMINE IF SIGNIFICANT
DIFFERENCES (P lt 0.05) EXISTED ACCORDING TO
VARIABLES. COLLECTED DATA ANALYSIS SPSS
Statistical Package for the Social Sciences 11.0
for Windows
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• RESULTS

USERS CATEGORIES
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• RESULTS USERS CATEGORIES

USERS CATEGORIES CLASSIFYING
MAIN CHARACTERISTICS

• More than 11 years use of the Internet
• Science and Technology Faculty
• Lecturer/Senior Lecturer (6-10 years of faculty
  rank)

INNOVATORS (7,2)

• 6-10 years use of the Internet
• Science and Technology Faculty
• Lecturer/Senior Lecturer (6-10 years of faculty
  rank)

EARLY ADOPTERS (25,5)
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• RESULTS USERS CATEGORIES

USERS CATEGORIES CLASSIFYING
MAIN CHARACTERISTICS
EARLY MAJORITY AND LATE MAJORITY (60,8)

• 1 - 5 years use of the Internet
• All the disciplines (Social Sciences)
• Not differences in status, age and educational
  aspects

• Less than 1 year or never use of the Internet
• Medicine and Health Sciences Faculty
• Faculty with more age

LAGGARDS (6,5)
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• RESULTS

ATTRIBUTES OF THE INNOVATION
ATTRIBUTES ROGERS THEORY
DIMENSIONS OF EVALUATION
RELATIVE ADVANTAGE

• Degree of importance for the e-resources
• Perception about the e-resources characteristics

COMPLEXITY

• Degree of acceptance of Databases (E-resources)

COMPATIBILITY

• Preference of use of print or electronic source
• Preference for citation of print of e-source

OBSERVABILITY

• Degree of knowledge of the citation in an
• e-resource

TRIALABILITY

• Preferences learning to use e-resources

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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• RESULTS

ATTRIBUTES OF INNOVATION
Figure 1. Degree of importance for the electronic
resources by Faculty
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• RESULTS

ATTRIBUTES OF INNOVATION
Figure 2. Facultys Perception about the
electronic resources characteristics
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• RESULTS

ATTRIBUTES OF INNOVATION
Figure 3. Degree of facultys acceptance of
Databases in according to use Internet Time
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• RESULTS

ATTRIBUTES OF INNOVATION
Figure 4. Information sources for know the works
citation by Faculty
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• RESULTS

ATTRIBUTES OF INNOVATION
Figure 5. Facultys Opinion about preferences in
Learning to use e-resources
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• RESULTS

INSTITUTIONAL CONTEXT
ATRIBUTES ROGERS THEORY
DIMENSIONS OF EVALUATION

• DEGREE OF KNOWLEDGE ABOUT NEW SERVICES
• OPINION ABOUT CHANGES IN AN ORGANISATIONAL
• SYSTEM

COMMUNICATION CHANNELS

• PERCEPTION OF THE INFORMATION PROFESSIONAL
• AS A NEED

CHANGE AGENT
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6th. Northumbria International Conference on
Performance Measurement in Libraries and
Information Services

• RESULTS

INSTITUTIONAL CONTEXT
Figure 5. Opinion about changes in the University
according use Internet Time by Faculty
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• CONCLUSIONS

• In User Studies Research, the Innovation
  Diffusion Theory offers
• an important instrument to evaluate the social
  impact of a tecnology
• and the change process in an institution from
  user-oriented.
• In according to Rogers, an individual cannot
  adopt a new idea
• until an organisation has previously adopted .
  This theoretical
• framework results from great utility in the
  information services planning,
• because it is related three fundamental elements
  user, technology,
• and organisation. In our opinion, its could be a
  new theoretical viewpoints
• to user studies research in library and
  information science.

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• CONCLUSIONS

• In the case of the University of Extremadura,
  the user segmentation
• according to the method of categorizing adopters
  proposed
• by Rogers, it has allowed us to identify an user
  group
• with different characterists. As Dominant
  attributes of users categories are
• pragmatic and have a favorable attitudes toward
  change,
• but they need more time and held of an
  information professional
• to adopt an innovation.
• The analysis of the variables has allowed us to
  identify a list of Qualitative
• Indicators of Evaluation that evaluate user
  perceptions and attitudes
• regarding electronic resources adoption, based on
  the degree of
• Importance for its, the limitations of their
  attributes, information habits
• and needs and the relationship between an
  organisation and user.

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• CONCLUSIONS

• Finally, we have confirmed that the
  institutional context
• is the third key element of this theory. The
  communication channels
• and change agent are fundamental for that the
  innovation diffusion
• process will be more effective.
• In our case, communication channels hasnt
  funcioned correctly,
• which produces a general disknowledge about
  information services
• and resources of the University. This question
  and others previous,
• demonstrate the important function of the
  information professional
• as intermediary, diffusion and training agent
  with relationship between
• the technology and user in the University.

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• REFERENCES

• COOPER, R. and ZMUD, R. (1990). Information
  technology implementation research
• a technological diffusion approach. Management
  Science, 36 (2), p. 123-139.
•  
• DILLON, A. and MORRIS, M.G. (1996). User
  acceptance of information technology
• theories and models. Annual Review of Information
  and Technology, 1996, 31, p. 3-32.
• ROGERS, E.M.(1995). Difussion of Innovation.
  New York The Free Press.

THANK YOU VERY MUCH FOR YOUR ATTENTION!!