Transcript Slide 1

LibQUAL+® 2007: An Introduction
MaShana Davis and Martha Kyrillidou
Association of Research Libraries
American Library Association (ALA)
Midwinter Meeting
Seattle, WA
January 22, 2007
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Overview
• Research Foundation and Current Uses of
LibQUAL+®
• Preparing to Implement the Survey
• The Survey Process: Initial Steps
• Mapping Disciplines
• Approving and Running Your Survey
• General Discussion and Q&A
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LibQUAL+®
Background and Overview
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Reference Transactions
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Assessment
“The difficulty lies in trying to find a single model or
set of simple indicators that can be used by
different institutions, and that will compare
something across large groups that is by
definition only locally applicable—i.e., how well a
library meets the needs of its institution.
Librarians have either made do with
oversimplified national data or have undertaken
customized local evaluations of effectiveness,
but there has not been devised an effective way
to link the two.”
Sarah Pritchard, Library Trends, 1996
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Multiple Methods
of Listening to Customers
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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.
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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.
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13 Libraries
English LibQUAL+™ Version
4000 Respondents
Emergent
2000
QUAL
PURPOSE
Describe library
environment;
build theory of library
service quality from
user perspective
LibQUAL+® Project
DATA
Unstructured interviews
at 8 ARL institutions
ANALYSIS
Content analysis:
(cards & Atlas TI)
PRODUCT/RESULT
Case studies1
Valid LibQUAL+™ protocol
LibQUAL+™
QUAN Test
instrument
Web-delivered survey
Reliability/validity
analyses: Cronbachs
Alpha, factor analysis,
SEM, descriptive statistics
Scalable process
Enhanced understanding of
user-centered views of service
quality in the library
environment2
QUAL
Refine theory
of service quality
Unstructured interviews at
Health Sciences and the
Content analysis
Smithsonian libraries
Cultural perspective3
QUAL
Refine LibQUAL+™
instrument
E-mail to survey
administrators
Content analysis
Refined survey delivery
process and theory of service
quality4
QUAN
Test LibQUAL+™
instrument
Web-delivered survey
Reliability/validity analyses
including Cronbachs Alpha,
factor analysis, SEM,
descriptive statistics
Refined LibQUAL+™
instrument5
Focus groups
Content analysis
QUAL Refine theory
Iterative
Vignette
Re-tooling
2004
315 Libraries English, Dutch, Swedish,
German LibQUAL+™ Versions
160,000 anticipated respondents
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Local contextual
understanding of
LibQUAL+™ survey
responses6
Dimensions
2000
2001
2002
2003-2007
41 items
56 items
25 items
22 items
Affect of Service
Affect of Service
Service Affect
Service Affect
Library as Place
Library as Place
Library as Place
Library as Place
Reliability
Reliability
Personal Control
Information
Control
Provision of
Physical
Collections
Self-Reliance
Information
Access
Access to
Information
Access to
Information
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Survey Structure
(Detail View)
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Rapid Growth in Other Areas
• Languages
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• Types of Institutions
Afrikaans
American English
British English
Chinese Traditional (2007)
Danish
Dutch
Finnish
French
German
Norwegian
Swedish
• Consortia
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Each may create 5 local questions to
add to their survey
• Countries
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Australia, Canada, Denmark, Egypt,
Finland, France, Hong Kong, New
Zealand, the Netherlands, Norway,
South Africa, Sweden, Switzerland,
UAE, U.K., U.S.
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Academic Health Sciences
Academic Law
Academic Military
College or University
Community College
Electronic
European Business
Family History
FFRDC
High School (2007)
Hospital
National Health Service England
Natural Resources
New York Public
Public
Smithsonian
State
University/TAFE
®
LibQUAL+ Participants
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®
LibQUAL+ Participants
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LibQUAL+® Surveys by Type
Years
2000
2003
2004
Academic law
1
25
Academic military
6
College or university
13
2001
41
Community college
2002
2005
2006
10
6
1
111
244
150
201
219
16
29
3
15
27
Electronic
1
European business
5
16
Family history library
1
2
FFRDC
Health sciences library
1
35
23
Hospital
5
1
13
13
9
10
1
1
National Health Service Eng.
10
Natural Resources
New York Public library
4
1
Public
Smithsonian
4
1
State
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3
1
3
2
1
1
1
University/TAFE
1
LibQUAL+® Languages
American English
French Canadian
Swedish
British English
Afrikaans
Dutch English
Dutch
Continental French
Swedish
(British English)
German
Norwegian
Finnish
Danish
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LibQUAL+® Surveys by Language
2000
2001
2002
2003
2004
Afrikaans
American English
13
42
164
British English
2005
2006
4
1
285
176
207
236
20
22
31
50
Danish
1
Dutch
Dutch English
1
1
2
1
2
Finnish
1
French Canadian
2
French Continental
1
4
1
1
German
1
Norwegian
1
Swedish
5
2
Swedish British English
1
1
Swedish English (A.E.)
2
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LibQUAL+® Surveys by Consortia
Years
2000
AAHSL
2001
2002
2003
2004
2005
1
35
21
14
12
AJCU-Academic
20
2006
7
21
AJCU-Law
1
Alabama Academic (NAAL)
10
CES
1
8
2
6
Church Libraries and Archives
7
CUNY Libraries
19
CONSULS
5
CUC Group
8
EBSLG
6
Research Centers (FFRDC) Libraries
17
5
Georgia Consortium
19
Harrisburg Area Community Colleges
5
Keystone Library Network
15
Hospital/MLA
7
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LibQUAL+® Surveys by Consortia
(cont’d)
Years
2000
2001
2002
2003
2004
2005
Mass-LSTA
2006
5
MERLN
6
National Health Service England
10
North Carolina Community Colleges
15
NELLCO
8
NY3Rs
76
2
1
Oberlin Group
12
9
13
2
45
1
14
2
20
17
16
20
State Universities of Florida
6
2
1
University of Wisconsin System
14
12
1
OhioLINK
57
SCONUL
VALE
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Participating Libraries by Country
Country
2000
2001
2002
2003
Australia
Canada
1
3
4
8
2004
2005
2006
1
6
2
10
15
11
Denmark
1
2
Egypt
1
2
Finland
2
France
1
Ireland
1
Netherlands
1
2
1
1
2
5
New Zealand
1
Norway
2
South Africa
Sweden
3
Switzerland
2
U.A.E.
1
U.K.
20
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12
8
4
4
2
16
33
Surveys by Session: 2004-2006
Year
Session 1
Session 2
2004
202
2
2005
199
56
2006
205
93
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World LibQUAL+® Survey
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Preparing for the Survey Implementation
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Why is Your Library Participating
in LibQUAL+® ?
• Institutional goals:
– what do you want to get out of the survey?
• Survey requirements:
– people, supplies, technology
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Get Permission from your
Institutional Review Board
• Local group that approves human subject
research
• May also be called
– Committee for Human Subject Research
– Committee for the Protection of Human
Subjects
• Not all institutions need to obtain permission
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Get Permission from your
Institutional Review Board
• If permission is required:
– Seek well in advance of survey
– Supply a copy of the survey, if requested
– Inform them that results will be shared
among participants
• No need to inform LibQUAL+® of decision
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Determine Whom to Survey
• Random sample
or
• Entire population
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If You Sample…
• Recommendations:
– At least 1,200 random email addresses for
each user group
– Separate sample groups for
undergraduates, graduates, faculty, and
staff
– Think about survey fatigue if you want to
repeat the survey regularly
• Keep notes on your methodology as you will
be asked to describe it in the Post Hoc
Questionnaire
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If You Survey the
Entire Population….
• Recommendations:
– Think about survey fatigue if you want to
repeat the survey regularly
• Keep notes on your methodology as you will
be asked to describe it in the Post Hoc
Questionnaire
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Obtain Email Addresses
• Typical sources include:
– Campus computing office
– Campus administrative records office
– Library patron database
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Marketing your Survey
– Place ads in campus newspaper
– Write article for library newsletter
– Post flyers around campus
– Present at faculty meetings & student
orientations
– Create a survey Web site and feature on
library’s home page
– Take the survey to where users are: dining
halls, study rooms, dorms
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Become Familiar with
LibQUAL+® Resources
• Management Center
http://www.libqual.org/Manage/index.cfm
• LibQUAL+® Procedures Manual
http://www.libqual.org/Manual/index.cfm
– Updated Version – September 2006
– Much more detail
• Discussion list
[email protected]
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The LibQUAL+®
Management Center
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The Survey Process: Initial Steps
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Survey Process: Initial Process
The Beginning
of the Survey
Process
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Survey Process: Initial Process
• Preferences
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• Customization
Language (REQUIRED)
Survey Start & End Dates
Local Incentive (REQUIRED)
SPSS Data File Delivery
Support E-mail Address
(REQUIRED)
– Upload Institution’s Logo
(REQUIRED)
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– Local Questions
– Disciplines
– Branch Libraries
Survey Process: Preferences
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Survey Process: Customization
Local Questions
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Survey Process: Customization
Branch Libraries
The library do
you use most
often.
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Mapping Disciplines
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Mapping Disciplines
• Results notebooks summarize findings by
user group and provide a chart for, both,
standard and custom disciplines
• Standard disciplines
• Customized disciplines
– Recommend no more than 16 disciplines, if
possible
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The Standard Disciplines
• Agriculture/Environmental
Studies
• Architecture
• Business
• Communications/
Journalism
• Education
• Engineering/Computer
Science
• General Studies
• Health Sciences
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Humanities
Law
Military/Naval Science
Other
Performing & Fine Arts
Science/Math
Social Sciences/
Psychology
• Undecided
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Customized Disciplines
• Use your local terminology to map to the
standard disciplines
• Cautions:
– Need to provide representativeness data
for each discipline
– Too many choices present challenges to
users
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Standard Disciplines:
An Academic Library
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Customized Disciplines:
An Academic Library
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Approving and Running Your Survey
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Previewing and Approving
Your Survey
Preview
Approved
• Complete at least one full run
of your preview survey
• Test in different settings,
using different platforms and
Web browsers
• Get library staff involved in
testing
• Can no longer make changes
• Live survey URL will appear at
the top of the “Manage Your
Survey” page marked as
Survey URL
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Reviewing Comments
• About one-half of users include comments on
their survey
• Download via the Monitor Survey Progress
page (Excel file or text file)
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Sending Reminders
• 3-5 reminders to sample populations
• Thank respondents who have completed
the survey
• Boost up marketing efforts around campus
– More fliers, table tents, ads in campus
newspaper
– Get professors and other staff involved
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Completing Your
Representativeness Questionnaire
• Determines how your institutional profile compares to
your survey data
• Requires the following information:
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# of individuals per user group
# of individuals within each discipline
# of males and females
Library Statistics
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Volumes added during the year – Gross/Total (including e-books)
Total number of current serials received (including electronic serials)
Total library expenditures (U.S. dollars)
Personnel – professional staff, full-time equivalent (FTE)
Personnel – support staff, full-time equivalent (FTE)
• Must be complete before closing survey
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Completing Your
Representativeness Questionnaire
Representativeness
Completed
Representativeness
NOT Completed
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Closing Your Survey
• We recommend a survey run of at three
weeks
• Once you close your survey:
– Retrieve list of incentive winners
– Fill out Post Hoc and Evaluation
Questionnaires
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Completing Post Hoc and Evaluation
Questionnaires
Post Hoc Questionnaire
• Information about your
survey
– Sample size
– # of e-mails sent
– #of invalid e-mail
addresses
– Incentives offered
– Marketing techniques
– Etc.
Evaluation Questionnaire
• Feedback about your
LibQUAL+® experience
• All survey liaisons and
assistants are
encouraged to complete
this questionnaire
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General Discussion
and Q&A
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Summary and Closure
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LibQUAL+® Resources
• LibQUAL+® Web site:
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• Publications:
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• Events and Training:
http://old.libqual.org/events
• Gap Theory/Radar Graph Introduction:
http://old.libqual.org/Information/Tools/libqualpresentation.cfm
• LibQUAL+® Procedures Manual:
http://old.libqual.org/Publications/index.cfm
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The LibQUAL+® Team
• MaShana Davis
Technical Communications Liaison
[email protected]
• Yolanda Glass
Administrative Assistant
[email protected]
• Richard Groves
Customer Relations Coordinator
[email protected]
• Martha Kyrillidou
Director, Statistics and Service Quality Programs
[email protected]
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