ProSeBiCA: development of new library services by means of conjoint analysis

Abstract

Purpose: Description of the project ProSeBiCA, carried out in order to adapt the marketing research tool Conjoint Analysis for the development of future library services. The paper describes the methodical approach, and provides an overview of the results gained by several user surveys. Design/methodology/approach: The methodical approach includes the use of Adaptive Conjoint Analysis (ACA) and Choice-Based Conjoint Analysis (CBC). Findings: Conjoint Analysis is an appropriate tool for the strategic development of library services. It provides detailed results by identifying users' preferences towards concrete services, and allows to deduce general statements about future trends for library services. Research limitations/implications:Future plans include cooperation with the Sheridan Libraries at Johns Hopkins University (Baltimore, Maryland), the Association of Research Libraries (ARL), and other interested partners in order to adapt the ProSeBiCA framework for U.S. libraries and to integrate techniques used by the partners (CAPM, LibQUAL+ TM ). The extension of Conjoint Analysis to the evaluation of services for a fee will be an additional area of research. Practical implications: Service orientation in libraries can be based on a systematic approach. Depending on local circumstances, interested libraries can improve their service orientation in different ways, either by discussing the results of the analysis made in this project or by using the Conjoint Analysis questionnaire for a survey in their institutions. Originality/value: The paper describes the current status and provides the latest results of ProSeBiCA. It is of interest to library managers and marketing researchers. Keywords: Information services, Market research, Surveys, Academic libraries, Germany Paper type: Research paper In the context of changing educational environments, current discussions about the strategic development of German academic libraries clearly show the need for a basic change in the way they see themselves. They need to evolve from mere academic institutions into service providers which actively design and offer services that fit users' needs and preferences. More and more customer take-up of library services is becoming a new quality standard that will have a significant effect on the status of libraries within universities, particularly in times of small budgets and growing autonomy in academia. In order to achieve this take-up, libraries need to establish and improve their customer relations, and above all they have to develop a profound knowledge of their users and their needs. But how can we get this knowledge in a systematic way? How can we get a clear idea of user preferences in order to shape future library services?The project ProSeBiCA, funded by the German Research Foundation (DFG) and carried out jointly by the Chair of Marketing at Bielefeld University and

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