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Beyond awareness: improving outreach and marketing through user surveys

Beyond awareness: improving outreach and marketing through user surveys PurposeThe purpose of this paper is to investigate the awareness of library research services, the top desires for new services and overall satisfaction of undergraduate students to plan outreach and marketing efforts.Design/methodology/approachResearchers developed a survey which was administered both on an iPad and in paper copies. To gather feedback from a wide-variety of students, surveys were distributed outside campus buildings at four locations.FindingsThis study demonstrates the need to survey undergraduate students about their use of research services, to effectively plan outreach and marketing efforts. The differences between high-users’ and low-users’ expectations of the library inform and impact potential outreach and marketing efforts. Reaching both groups of students requires that not only awareness of library services increase but also that the knowledge of the value of the library increases, to convert simple awareness of services into use.Research limitations/implicationsSurveys were distributed at one institution, and results may be skewed based on local demographics.Originality/valueWhile surveying undergraduate students is common, little research exists demonstrating how outreach and marketing can be informed by evaluating feedback from high and low-users of library services. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Reference Services Review Emerald Publishing

Beyond awareness: improving outreach and marketing through user surveys

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0090-7324
DOI
10.1108/RSR-02-2016-0009
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to investigate the awareness of library research services, the top desires for new services and overall satisfaction of undergraduate students to plan outreach and marketing efforts.Design/methodology/approachResearchers developed a survey which was administered both on an iPad and in paper copies. To gather feedback from a wide-variety of students, surveys were distributed outside campus buildings at four locations.FindingsThis study demonstrates the need to survey undergraduate students about their use of research services, to effectively plan outreach and marketing efforts. The differences between high-users’ and low-users’ expectations of the library inform and impact potential outreach and marketing efforts. Reaching both groups of students requires that not only awareness of library services increase but also that the knowledge of the value of the library increases, to convert simple awareness of services into use.Research limitations/implicationsSurveys were distributed at one institution, and results may be skewed based on local demographics.Originality/valueWhile surveying undergraduate students is common, little research exists demonstrating how outreach and marketing can be informed by evaluating feedback from high and low-users of library services.

Journal

Reference Services ReviewEmerald Publishing

Published: Feb 13, 2017

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