LibQUAL+ LibQUAL+ ® Survey Introduction Survey Introduction Presented by: Martha Kyrillidou Association of Research Libraries www.libqual.org LibQUAL+® and Beyond The University of Glasgow Glasgow, Scotland May 24, 2010
LibQUAL+ ® Survey Introduction Presented by: Martha Kyrillidou Association of Research Libraries LibQUAL+® and Beyond The University of.
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LibQUAL+LibQUAL+®® Survey Introduction Survey Introduction
Presented by:
Martha KyrillidouAssociation of Research Libraries
www.libqual.org
LibQUAL+® and BeyondThe University of Glasgow
Glasgow, ScotlandMay 24, 2010
www.libqual.org
Association of Research Libraries
ARL Statistics and AssessmentARL Statistics and Assessment
…To describe and measure the
performance of research libraries and their contribution
to teaching, research, scholarship and community service …
www.libqual.org
Association of Research Libraries
ARL Statistics and AssessmentARL Statistics and Assessment
…To describe and measure the performance of research libraries and their
contribution to
teaching, research, scholarship and community
service …
www.libqual.org
AssessmentAssessment
“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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Association of Research Libraries
Issue 230/231 available on the web
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PERCEPTIONS SERVICE “….only customers judge quality;
all other judgments are essentially
irrelevant”
Note. Zeithaml, Parasuraman, Berry. (1999). Delivering quality service. NY: The Free Press.
SERVQUAL
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Library Service QualityLibrary Service Quality
In an ocean of information how do you define and measure library services quality? Services Marketing field …. SERVQUAL ..
LibQUAL+®
a fairytale
22 items & a box
LibQUAL+® Lite =
8 items & a box
www.libqual.org
Association of Research Libraries
R&DR&D
• Colleen Cook, “A MIXED-METHODS APPROACH TO THE IDENTIFICATION AND MEASUREMENT OF ACADEMIC LIBRARY SERVICES” (PhD diss., Texas A&M University, 2001).
• Martha Kyrillidou, “ITEM SAMPLING IN SERVICE QUALITY ASSESSMENT SURVEYS TO IMPROVE RESPONSE RATES AND REDUCE RESPONDENT BURDEN: THE ‘LibQUAL+® Lite’ RANDOMIZED CONTROL TRIAL (RCT)” (PhD diss., University of Illinois at Urbana-Champaign, 2009)
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DimensionsDimensions
2000 2001 2002 2003-Present
41 items 56 items 25 items 22 items
Affect of Service Affect of Service Affect of Service Affect of Service
Library as Place Library as Place Library as Place Library as Place
Reliability Reliability Personal ControlInformation Control
Provision of Physical Collections
Self-RelianceInformation Access
Access to Information
Access to Information
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Core Items and DimensionsCore Items and Dimensions
22 core items (i.e., questions)
Three dimensions:
• Affect of Service – 9 questions
• Information Control – 8 questions
• Library as Place – 5 questions
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Survey Structure Survey Structure (Detail View)(Detail View)
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Rapid GrowthRapid Growth• Languages
– Afrikaans– English (American, British)– Chinese– Danish– Dutch – Finnish– French (Belge, Canada, Europe)– German– Greek– Hebrew– Japanese– Norwegian– Spanish– Swedish– Welsh
• Consortia*Each may create 5 local questions to add to their
survey
• Countries– Australia, Canada, Cyprus, Denmark, Egypt,
Finland, France, Hong Kong, Ireland, Japan, Mexico, the Netherlands, New Zealand, Norway, Singapore, South Africa, Sweden, Switzerland, UAE, U.K., U.S., etc…..
• Types of Institutions– Academic Health Sciences– Academic Law– Academic Military– College or University– Community College– Electronic– European Business– European Parliament– Family History– Research Centers (FFRDC) Libraries– High School– Hospital– National Health Service England– Natural Resources– New York Public– Public– Smithsonian– State– University/TAFE
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World World LibQUALLibQUAL++®® Survey Survey
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Association of Research Libraries
www.libqual.org
Remember to check the Procedures Manual
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Preparing Survey ImplementationPreparing Survey Implementation
• Preparing – Defining survey objectives/desired outcomes
– Institutional Review Board
– Sampling
– Creating an assessment group/team
– Preparing the organization
– Marketing Your Survey
• Online System: Management Center
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The The LibQUAL+LibQUAL+®® Management Center Management Center (aka Your Friend)(aka Your Friend)
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LibQUALLibQUAL++®® Management Center: Management Center:Getting StartedGetting Started
• Login (Required to use the Management Center)
• Center Sections:
– Personal Profile - Survey Results
– Institution Profile - Resources
– Manage Users - Directory
– Manage Your Survey
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Survey Process: Survey Process: Manage Your SurveyManage Your SurveyEight Sections:
• Preferences
• Customization
• Preview
• Representativeness
• Monitor Survey Progress
• Incentive Winners
• Post Hoc
• Evaluation
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Manage Your Survey: Manage Your Survey: CustomizationCustomization
Always save your work
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Manage Your Survey: Manage Your Survey: Customization - Local QuestionsCustomization - Local Questions
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Manage Your Survey: Manage Your Survey: Customization - DisciplinesCustomization - 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
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Manage Your Survey: Manage Your Survey: Customization – Standard DisciplinesCustomization – Standard Disciplines• 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
*Note: Disciplines are for an Academic Library
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Manage Your Survey: Manage Your Survey: Customization – Customized DisciplinesCustomization – 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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Manage Your Survey: Manage Your Survey: Customization – Customized DisciplinesCustomization – Customized Disciplines
www.libqual.org
Manage Your Survey: Manage Your Survey: Customization - Standard DisciplinesCustomization - Standard Disciplines
*Note: Disciplines are for an Academic Library
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Manage Your Survey: Manage Your Survey: Customization - Customized DisciplinesCustomization - Customized Disciplines
*Note: Disciplines are for an Academic Library
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Manage Your Survey: Manage Your Survey: Branch LibraryBranch Library
The library you use most often.
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Sending RemindersSending Reminders
• 3-5 reminders to sample populations
• Include a thank you to respondents who have completed the survey
• Boost marketing efforts around campus– More flyers, table tents, ads in campus
newspaper– Get professors and other staff involved– Increase number or types of incentives
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Manage Your Survey: Manage Your Survey: Previewing and Approving Your SurveyPreviewing and Approving Your Survey
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
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Representativeness QuestionnaireRepresentativeness Questionnaire
• Determines how your institutional profile compares to your survey data
• Requires the following information:– # of individuals per user group– # of individuals within each discipline– # of males and females– Library Statistics
• 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)
• Complete BEFORE closing survey
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Completed Representativeness Completed Representativeness QuestionnaireQuestionnaire
Representativeness Representativeness CompletedCompleted
Representativeness Representativeness NOT CompletedNOT Completed
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Closing Your SurveyClosing Your Survey
• We recommend a survey run of at least 3 weeks
• Once you close your survey:– Retrieve list of incentive winners– Fill out Post Hoc and Evaluation
Questionnaires
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Manage Your Survey: Completing Post Hoc Manage Your Survey: Completing Post Hoc & Evaluation Questionnaires& 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
www.libqual.org
Retrieving Survey ResultsRetrieving Survey Results
• Survey Results Notebook (PDF)– Individual & Group Analyses
• Comments– About half of users provide comments– Download Excel file under Monitor Survey Progress
(see Manage Your Survey)
• Excel/SPSS data files• Additional Services:
– Customized Discipline Analysis– Library Branch Analysis– Other Customized Analyses (upon request)– Print Copies
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Three interpretation frameworks
• Zone of tolerance– Perceptions vs. expectations– meeting users minimum expectations– Approaching users’ desired expectations
• My scores over time (longitudinal)– Am I doing better or worse compared to last
time I measured my performance
• Peer comparisons
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Understanding Your Individual Results: Understanding Your Individual Results: Thermometer ChartsThermometer Charts
Key Term: Zone of Tolerance
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Dimension SummaryDimension Summary
Key Term: Zone of Tolerance
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Understanding Your Individual Results: Understanding Your Individual Results: Radar ChartsRadar ChartsKey Term: Zone of Tolerance
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Key to Radar ChartsKey to Radar Charts
Key Term: Zone of Tolerance
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Quantitative Analysis: Excel DataQuantitative Analysis: Excel Data
• Excel/SPSS data files available on the LibQUAL+® Web site
• Use customized radar chart template to create custom analyses
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Other Analytical ToolsOther Analytical Tools
• LibQUAL+® Analytics– Institutional Explorer (peer comparison)– Longitudinal Analysishttp://www.libqual.org/Interactive/index.cfm
• Norms
• SPSS
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Qualitative Analysis: User CommentsQualitative Analysis: User Comments
• About one-half of users include comments on their surveys
• User Comments available on the LibQUAL+® Web site– Download comments in Excel or text file
• Skim the comments
• Conduct ATLAS.ti analysis
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Library Use SummaryLibrary Use Summary
www.libqual.org
LibQUAL+LibQUAL+®® Resources Resources
• New LibQUAL+® Web site
• New LibQUAL+® Lite
• Publications
• Events and Training
• LibQUAL+® Procedures Manual
www.libqual.org
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