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Effective techniques for the segmentation of academic library users

Effective techniques for the segmentation of academic library users <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>The purpose of this paper is to examine how Australian academic librarians perceived effective techniques used to segment library users into smaller groups and the influencing factors for their perceptions of the used techniques.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>An online survey was sent to 400 academic librarians in 37 Australian universities and 230 (57.5 per cent) respondents completed and returned surveys. The descriptive and inferential statistics and content analysis method were used to analyse the collected data.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>A variety of effective techniques were utilised to segment library users. Library variables such as number of staff and number of library branches and human capital variables such as education level, years of present position, formally studying marketing and attending a workshop on marketing in the last five years were significant predictors of perceptions of the effective segmentation techniques used, but this study indicates that other predictors such as number of different library professional positions and years involved in all library services and demographical variables made no difference.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Practical implications</jats:title> <jats:p>This paper provides a useful overview of the effective techniques used to segment library users.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>The value of this study is that librarians may utilise the results to better understand different techniques, to reflect on the effectiveness of the used techniques, and to balance the weight of the influencing factors. This will enable them to segment library users more effectively in the future.</jats:p> </jats:sec> http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Library Management CrossRef

Effective techniques for the segmentation of academic library users

Library Management , Volume 37 (8/9): 454-464 – Nov 14, 2016

Effective techniques for the segmentation of academic library users


Abstract

<jats:sec>
<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>The purpose of this paper is to examine how Australian academic librarians perceived effective techniques used to segment library users into smaller groups and the influencing factors for their perceptions of the used techniques.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>An online survey was sent to 400 academic librarians in 37 Australian universities and 230 (57.5 per cent) respondents completed and returned surveys. The descriptive and inferential statistics and content analysis method were used to analyse the collected data.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>A variety of effective techniques were utilised to segment library users. Library variables such as number of staff and number of library branches and human capital variables such as education level, years of present position, formally studying marketing and attending a workshop on marketing in the last five years were significant predictors of perceptions of the effective segmentation techniques used, but this study indicates that other predictors such as number of different library professional positions and years involved in all library services and demographical variables made no difference.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Practical implications</jats:title>
<jats:p>This paper provides a useful overview of the effective techniques used to segment library users.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>The value of this study is that librarians may utilise the results to better understand different techniques, to reflect on the effectiveness of the used techniques, and to balance the weight of the influencing factors. This will enable them to segment library users more effectively in the future.</jats:p>
</jats:sec>

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References (22)

Publisher
CrossRef
ISSN
0143-5124
DOI
10.1108/lm-07-2016-0052
Publisher site
See Article on Publisher Site

Abstract

<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>The purpose of this paper is to examine how Australian academic librarians perceived effective techniques used to segment library users into smaller groups and the influencing factors for their perceptions of the used techniques.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>An online survey was sent to 400 academic librarians in 37 Australian universities and 230 (57.5 per cent) respondents completed and returned surveys. The descriptive and inferential statistics and content analysis method were used to analyse the collected data.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>A variety of effective techniques were utilised to segment library users. Library variables such as number of staff and number of library branches and human capital variables such as education level, years of present position, formally studying marketing and attending a workshop on marketing in the last five years were significant predictors of perceptions of the effective segmentation techniques used, but this study indicates that other predictors such as number of different library professional positions and years involved in all library services and demographical variables made no difference.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Practical implications</jats:title> <jats:p>This paper provides a useful overview of the effective techniques used to segment library users.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>The value of this study is that librarians may utilise the results to better understand different techniques, to reflect on the effectiveness of the used techniques, and to balance the weight of the influencing factors. This will enable them to segment library users more effectively in the future.</jats:p> </jats:sec>

Journal

Library ManagementCrossRef

Published: Nov 14, 2016

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