Anthony Chow The University of North Carolina at Greensboro (UNCG) -- Seth Ervin, Tom Cole, Michael...

Community Needs Analysis:

Collecting and Analyzing Community Feedback

Anthony ChowThe University of North Carolina at Greensboro (UNCG)

--Seth Ervin, Tom Cole, Michael Wozniak, Beatriz Guevara,

Bethany Scott, Amy WykoffCharlotte Mecklenburg Libraries (CML)

2013 NCLA Biennial Conference, Winston Salem, NC

The Project – How to Develop a New Strategic

Plan Data Triangulation Quantitative and Qualitative Factor Analysis Identifying and Articulating Community Needs Clear Needs Increase Precision of Strategic

Planning – A Community Mandate

Overview

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The Need - Why do we need a community survey?

Re-establish good will and gratitude to the public after 2010

cutbacks. To check that the Library still understood what the public

wanted from the organization. To determine the effects of demographic and technological

changes within the county and how these changes would affect the Library’s strategic planning.

Identify clear set of information needs and community goals to ensure alignment of strategic goals.

Goals become community and fundable mandate

The Project

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The Process - Consultant asked to build internal capacity of CML 12 Staff Members tasked with facilitating five community

forums within the County. Forums focused on same 15 questions used for online survey

and staff forums and survey Online survey (n=2,989) Feedback and Comments Data Goals and Measures of

Success

The Project

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Librarian PatronsLibrary Goals

Setting Future Goals = Strategic Planning

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More Than Our Perspectives

Data Triangulation

Library SWOT’s

Staff perspective Community Perspective6 of 26


We relied on prior survey to identify areas for in-

depth questioning We made promises of confidentiality to all

participants We asked open-ended questions and recorded all

feedback given. We conducted by community forums and an

online survey. Marketwise conducted a random telephone sample Lee Institute conducted focus groups

Data Triangulation

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See Handout 1

(anthonyschow.wordpress.com/research) Two facilitators and two note takers Distributed through the County

Community Forums

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Also known as CODING.Taking a statement such as this:I like all services, especially the free access to the internet and

the large range of books on all subjects. I don’t like that newspapers and magazines have pages missing, like for a recipe for mac and cheese. :)

Orcoffee shop please

and creating a framework that codes and quantifies these anecdotes giving them a numerical value that we can further analyze to steer our organization.

Factor Analysis

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Factor Analysis

It ends up looking something like this.

Each question from the survey questions are codified and organized to present a uniform picture of what the public desires from the Library.

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Factor Analysis

Another example:11 of 26


Community Survey

What do you believe are the three most important programs and services the Charlotte Mecklenburg Library provides to benefit the community?

22%

15%

13%

12%

11%

10%

5%

4%2% 2% 2% 1% 1%1%1%

Community's Top Priority

Books Technology (Computers, In-ternet, etc.)

Education, knowledge, tutor-ing, after school programs

Children's and Youth Programming

Source of free entertainment, resources, and services

Resources-both print and non-print

Literacy programs Jobs ProgramAudio Books, Movies, Music (DVD, etc.)

Library as place

Research materials OutreachProfessional Librarians Early voting placeTeen services

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Community Survey (2)

How important, on a scale of 1-10, are the following to you?Answer Options Rating Average Response Count

1. A Website to search for materials, place materials on hold, renew materials, use research resources

9.48 2920

2. Hours and days of operation 9.33 29393. Manage your account online 9.31 23194. Large variety of printed books 9.21 29615. Availability of staff to help find books, resources or information for any purpose

8.71 2941

6. Being a place to read, work or study 8.62 29487. Providing free access to Wi-Fi 8.60 29498. Having meeting rooms that can be used for any purpose, including voting

8.49 2947

9. Providing computers and access to the Internet 8.44 295710. Library services to help school age children and teens with homework

8.22 2945

11. Availability of staff to help with the use of a computer or access the Internet

8.07 2942

12. Reference materials, newspapers, magazines, or other periodicals

7.91 2946

13. Large variety of eBooks, music and e-audio books to download

7.83 2939

14. Programs or services designed for children, age 5 and under

7.79 2937

15. Staff-led computer or Internet training classes or workshops

7.70 2945

16. Programs or services to help find a job or create a resume 7.63 2935

17. Large variety of audio books and music on CDs 7.38 296118. Large variety of movies on DVDs 6.89 2946

Average 8.31 13 of 26



How important, on a scale of 1-10, are the following to you?

Answer OptionsRating

AverageResponse

Count

1. A Website to search for materials, place materials on hold, renew materials, use research resources

9.48 2920

2. Hours and days of operation 9.33 29393. Manage your account online 9.31 23194. Large variety of printed books 9.21 29615. Availability of staff to help find books, resources or information for any purpose

8.71 2941

6. Being a place to read, work or study 8.62 29487. Providing free access to Wi-Fi 8.60 29498. Having meeting rooms that can be used for any purpose, including voting

8.49 2947

9. Providing computers and access to the Internet

8.44 2957

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51%41%

9%

During the past 12 months, which of the following ways, if

any, have you visited or used the Charlotte Mecklenburg Library?

Have you used it . . .In personOnline through the Library Website or AppBy telephone

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53%

30%

10%

7%

Would you visit and use the Li-brary more if the hours or days of operation were increased?

YesThe current hours and days of operation are suf-ficientDon't KnowNo

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Please tell us if you have used the following Charlotte Mecklenburg Library services during the past 12 months:

Answer OptionsResponse Percent

Response Count

1. Checked out printed books 91.3% 25372. Used the Library Website to search for materials, place materials on hold, renew materials, use research resources, or manage your account online

64.8% 1800

3. Library staff helped you find books, resources, or information for any purpose

58.6% 1628

4. Used a Library as a place to read, work or study 47.8% 13275. Checked out audio books or music on CDs 46.4% 12906. Used reference materials, newspapers, magazines, or other periodicals

44.0% 1221

7. Checked out movies on DVDs 42.4% 11798. Used Library WiFi 37.4% 10409. Used a Library public meeting room for any purpose, including voting

37.2% 1033

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55%

24%

11%

10%

Do you believe the need for the Library will increase, decrease,

or remain the same over the next 10 years?

IncreaseRemain the sameDecreaseDon't Know

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Wire

less I

ntern

et ac

cess

Lapto

p com

pute

r

Smar

tpho

ne/cell

phone w

ith In

tern

et

Deskt

op co

mpu

ter

Inter

net a

ccess

(not

wire

less)

Table

t com

pute

r (iPad

, etc.

)

e-re

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(Kindle

, Noo

k, et

c.)

I do n

ot hav

e any o

f this

tech

nolog

y0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

86.6% 81.1%67.6%

57.5%44.2% 42.5% 40.9%

0.7%

What types of technology do you have available to you at home?

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From the coded survey results the needs of

the community and the service areas of the Library are made clear:

Identifying Clear Needs

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Community Survey

What do you believe are the three most important programs and services the Charlotte Mecklenburg Library provides to benefit the community?

22%

15%

13%

12%

11%

10%

5%

4%2% 2% 2% 1% 1%1%1%

Community's Top Priority

Books Technology (Computers, In-ternet, etc.)

Education, knowledge, tutor-ing, after school programs

Children's and Youth Programming

Source of free entertainment, resources, and services

Resources-both print and non-print

Literacy programs Jobs ProgramAudio Books, Movies, Music (DVD, etc.)

Library as place

Research materials OutreachProfessional Librarians Early voting placeTeen services

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Identifying Clear Needs

Charlotte Mecklenburg Library Strategic Plan 2014-2017. (2013).

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These findings directly influenced the Library’s

Strategic Goals for the next three years.

Charlotte Mecklenburg Library is rebranding to further emphasize the many services and resources the library brings to Mecklenburg County.

So without further ado:

Goals and Strategic Planning

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Charlotte Mecklenburg Library Strategic Plan 2014-2017. (2013).

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Librarian PatronsLibrary Goals

Setting Future Goals = Strategic Planning

County

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Next Phase – Tracking progress on goals and

meeting staff and community needs Real Time Annual Basis

Data Dashboard

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Additional comments Q & A Thank You!

More Information: Dr. Chow – [email protected] Seth Ervin - [email protected] Tom Cole - [email protected] Bethany Scott - [email protected]

Panel Discussion

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mailto:[email protected]




Anthony Chow The University of North Carolina at Greensboro (UNCG) -- Seth Ervin, Tom Cole, Michael...

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