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LibQUAL+ ® 2007: An Introduction

LibQUAL+ ® 2007: An Introduction. Presented by: Bruce Thompson. LibQUAL+® Canada Ottawa October, 2007. old.libqual.org. LibQUAL+ ® Background and Overview. Reference Transactions. Assessment.

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LibQUAL+ ® 2007: An Introduction

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  1. LibQUAL+® 2007: An Introduction Presented by: Bruce Thompson LibQUAL+® Canada Ottawa October, 2007 old.libqual.org

  2. LibQUAL+®Background and Overview old.libqual.org

  3. Reference Transactions old.libqual.org

  4. 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 old.libqual.org

  5. Multiple Methodsof Listening to Customers • 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. old.libqual.org

  6. World LibQUAL+® Survey old.libqual.org

  7. Premises Three Seminal Quotations old.libqual.org

  8. LibQUAL+™ Premise #1 “….only customers judge quality; all other judgments are essentially irrelevant” PERCEPTIONS SERVICE Note. Zeithaml, Parasuraman, Berry. (1999). Delivering quality service. NY: The Free Press. old.libqual.org

  9. LibQUAL+™ Premise #2 “Il est plus nécessaire d'étudier les hommes que les livres” —FRANÇOIS DE LA ROCHEFOUCAULD old.libqual.org

  10. LibQUAL+™ Premise #3 “We only care about the things we measure.” --Bruce Thompson, CASLIN, 2006 old.libqual.org

  11. Dimensions old.libqual.org

  12. Interpreting Service Quality Data Three Interpretation Frameworks old.libqual.org

  13. Interpretation Framework #1 Benchmarking Against Peer Institutions --1,000,000 Users; 1,000 Institutions! NORMS! NORMS! NORMS! old.libqual.org

  14. Score Norms • Norm Conversion Tables facilitate the interpretation of observed scores using norms created for a large and representative sample. • LibQUAL+™ norms have been created at both the individual and institutional level old.libqual.org

  15. Institutional Norms for PerceivedMeans on 25 Core Questions Note: Thompson, B. LibQUAL+ Spring 2002 Selected Norms, (2002). old.libqual.org

  16. Interpretation Framework #2 Benchmarking Against Self, Longitudinally “Nobodyis more like me than me!” --Anonymous old.libqual.org

  17. Interpretation Framework #3 Interpreting Perceived Scores Against Minimally-Acceptable and Desired Service Levels (i.e., “Zones of Tolerance”) old.libqual.org

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  20. LibQUAL+® Resources • LibQUAL+® Web site: http://old.libqual.org • Publications: http://old.libqual.org/publications • 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 old.libqual.org

  21. LibQUAL+® Surveys by Type old.libqual.org * 2007 data reflects Session I data only

  22. LibQUAL+® Languages old.libqual.org

  23. LibQUAL+® Surveys by Language old.libqual.org * 2007 data reflects Session I data only

  24. LibQUAL+® Surveys by Consortia old.libqual.org * 2007 data reflects Session I data only

  25. LibQUAL+® Surveys by Consortia(cont’d) old.libqual.org * 2007 data reflects Session I data only

  26. Participating Libraries by Country old.libqual.org * 2007 data reflects Session I data only

  27. Surveys by Session: 2004-2007 old.libqual.org

  28. Preparing for the Survey Implementation old.libqual.org

  29. Why is Your Library Participating in LibQUAL+® ? • Institutional goals: • what do you want to get out of the survey? • Survey requirements: • people, supplies, technology old.libqual.org

  30. 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 old.libqual.org

  31. Get Permission from yourInstitutional 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 old.libqual.org

  32. Determine Whom to Survey • Random sample or • Entire population old.libqual.org

  33. 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 old.libqual.org

  34. 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 old.libqual.org

  35. Obtain Email Addresses • Typical sources include: • Campus computing office • Campus administrative records office • Library patron database old.libqual.org

  36. 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 old.libqual.org

  37. 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 LIBQUAL-L@listserv.tamu.edu old.libqual.org

  38. The LibQUAL+®Management Center old.libqual.org

  39. The Survey Process: Initial Steps old.libqual.org

  40. Survey Process: Manage Your Survey Eight Sections: • Preferences • Customization • Preview • Representativeness • Monitor Survey Progress • Incentive Winners • Post Hoc • Evaluation *Sections must be completed in order old.libqual.org

  41. Preferences Fields marked with * are required old.libqual.org

  42. Customization: Optional/Local Questions old.libqual.org

  43. Customization: Disciplines • Results notebooks summarize findings by user group and provide a chart for, both, standard and custom disciplines • Standard disciplines (based on your institution type, i.e., College/University) • Customized disciplines • Recommend no more than 16 disciplines, if possible old.libqual.org

  44. Agriculture/Environmental Studies Architecture Business Communications/ Journalism Education Engineering/Computer Science General Studies Health Sciences Humanities Law Military/Naval Science Other Performing & Fine Arts Science/Math Social Sciences/ Psychology Undecided The Standard Disciplines – College/University old.libqual.org

  45. 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 old.libqual.org

  46. Standard Disciplines: An Academic Library old.libqual.org

  47. Customized Disciplines: An Academic Library old.libqual.org

  48. Customization: Branch Libraries The library you use most often. old.libqual.org

  49. Approving and Running Your Survey old.libqual.org

  50. Preview 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 Approved Can no longer make changes Live survey URL will appear at the top of the “Manage Your Survey” page marked as Survey URL Previewing and ApprovingYour Survey old.libqual.org

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