LibQUAL+ Survey Introduction
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LibQUAL+LibQUAL+®® Survey Introduction Survey IntroductionPresented by:
Martha Kyrillidou, Association of Research LibrariesStephen Town, University of YorkColleen Cook, McGill University
Jacqui Dowd, Glasgow University
www.libqual.org
Northumbria International Conference Edinburgh, Scotland
July 20, 2015
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Project web site: http://www.libqual.org
““22 Items and22 Items and a Boxa Box””
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www.libqual.org
Association of Research Libraries
Steering CommitteeSteering Committee Colleen Cook, McGill Stephen Town, U of York Bruce Thompson, Texas A&M University Martha Kyrillidou, ARL Elliott Shore, ARL Executive Director
Jacqui Dowd, Glasgow University, UK/EU expert LIBER consortium
ARL staff: Gary Roebuck, Amy Yeager, Henry Gross
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www.libqual.orgAssociation of Research Libraries
ARL RolesARL Roles
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www.libqual.orgAssociation of Research Libraries
ARL AssessmentARL Assessment
…To describe and measure the performance of research libraries and their
contribution to
teaching, research, scholarship and community service …
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Premises
Three Seminal Quotations
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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.
LibQUAL+™ Premise #1
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LibQUAL+™ Premise #2
“Il est plus nécessaire d'étudier les hommes que les livres”
—FRANÇOIS DE LA ROCHEFOUCAULD
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“We only care about the things we measure.”
--Bruce Thompson, CASLIN, 2006
LibQUAL+™ Premise #3
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13 LibrariesEnglish LibQUAL+™ Version
4000 Respondents
QUAL
QUAN
QUAL
QUAL
QUAN
QUAL
PURPOSE DATA ANALYSIS PRODUCT/RESULTDescribe library environment;build theory of library service quality from user perspective
Test LibQUAL+™ instrument
Refine theoryof service quality
Refine LibQUAL+™ instrument
Test LibQUAL+™ instrument
Refine theory
Unstructured interviewsat 8 ARL institutions
Web-delivered survey
Unstructured interviews at Health Sciences and the Smithsonian libraries
E-mail to surveyadministrators
Web-delivered survey
Focus groups
Content analysis:(cards & Atlas TI)
Reliability/validityanalyses: CronbachsAlpha, factor analysis,SEM, descriptive statistics
Content analysis
Content analysis
Reliability/validity analyses including Cronbachs Alpha,factor analysis, SEM, descriptive statistics
Content analysis
VignetteRe-tooling
Iterative
Emergent2000
2004 ….315 Libraries English, Dutch, Swedish,
German LibQUAL+™ Versions160,000 anticipated respondents
LibQUAL+LibQUAL+™ Project™ Project
Case studies1
Valid LibQUAL+™ protocolScalable processEnhanced understanding of user-centered views of service quality in the library environment2
Cultural perspective3
Refined survey delivery process and theory of service quality4
Refined LibQUAL+™ instrument5
Local contextual understanding of LibQUAL+™ survey responses6
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York University University of Arizona Arizona State University of Connecticut University of Houston University of Kansas
University of Minnesota University of Pennsylvania University of Washington Smithsonian Northwestern Medical
76 Interviews Conducted76 Interviews Conducted
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LoadedPT:P1:01xxxxxxxxxxxxxx.txt,S:\Admin\Colleen\ServQual Interviews\TEXT Only\01xxxxxxxxx.txt (redirected: c:\zz\atlasti\fred
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Dimensions ofDimensions ofLibrary Service QualityLibrary Service Quality
Empathy
Ubiquity and Ease of Access
Comprehensive Collections
Reliability
Responsiveness
Symbol
Utilitarian space
Assurance
Formats
Timely access to resources
Physical location
Self-reliance Library as Place
LibraryServiceQuality
Model 1
?
Refuge
Affect of Service
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“You put a search on a book and it’s just gone; it’s not reacquired. … There’s more of a problem of lost books, of books that are gone and nobody knows why and nobody’s doing anything about it.”
Faculty member
ReliabilityReliability
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“I want to be treated with respect. I want you to be courteous, to look like you know what you are doing and enjoy what you are doing. … Don’t get into personal conversations when I am at the desk.”
Faculty member
Affect of ServiceAffect of Service
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“By habit, I usually try to be self-sufficient. And I’ve found that I am actually fairly proficient. I usually find what I’m looking for eventually. So I personally tend to ask a librarian only as a last resort.”
Graduate student
Self-relianceSelf-reliance
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www.libqual.org
Survey Structure Survey Structure (Detail View)(Detail View)
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13 LibrariesEnglish LibQUAL+™ Version
4000 Respondents
QUAL
QUAN
QUAL
QUAL
QUAN
QUAL
PURPOSE DATA ANALYSIS PRODUCT/RESULTDescribe library environment;build theory of library service quality from user perspective
Test LibQUAL+™ instrument
Refine theoryof service quality
Refine LibQUAL+™ instrument
Test LibQUAL+™ instrument
Refine theory
Unstructured interviewsat 8 ARL institutions
Web-delivered survey
Unstructured interviews at Health Sciences and the Smithsonian libraries
E-mail to surveyadministrators
Web-delivered survey
Focus groups
Content analysis:(cards & Atlas TI)
Reliability/validityanalyses: CronbachsAlpha, factor analysis,SEM, descriptive statistics
Content analysis
Content analysis
Reliability/validity analyses including Cronbachs Alpha,factor analysis, SEM, descriptive statistics
Content analysis
VignetteRe-tooling
Iterative
Emergent2000
2004 ….315 Libraries English, Dutch, Swedish,
German LibQUAL+™ Versions160,000 anticipated respondents
LibQUAL+LibQUAL+™ Project™ Project
Case studies1
Valid LibQUAL+™ protocolScalable processEnhanced understanding of user-centered views of service quality in the library environment2
Cultural perspective3
Refined survey delivery process and theory of service quality4
Refined LibQUAL+™ instrument5
Local contextual understanding of LibQUAL+™ survey responses6
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alpha By Language
By LanguageService Info. Lib as
Group n Affect Control Place TOTALAmerican (all) 59,318 .95 .91 .88 .96British (all) 6,773 .93 .87 .81 .94French (all) 172 .95 .90 .89 .95
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alpha by University Type
By University TypeService Info. Lib as
Group n Affect Control Place TOTALComm Colleges 4,189 .96 .92 .89 .974 yr Not ARL 36,430 .95 .91 .88 .964 yr, ARL 14,080 .95 .90 .87 .96Acad Health 3,263 .95 .92 .90 .96
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alphas for 2006 Scores
A Key Resource:
“How You Can… Integrity… Service Quality…”
--Virginia 2006 Assessment Conference andPerformance Measurement and Metrics
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Service Affect (n = 71,170 English) SA20APER .80541 .22199 .27521SA07APER .80338 .27236 .20993SA17APER .79655 .20844 .22793SA04APER .77062 .29258 .17694SA15APER .73437 .34646 .24299SA23APER .73391 .34359 .27896SA01APER .71589 .29773 .16972SA12APER .71541 .32229 .25528SA10APER .68825 .35941 .28090
Service Affect
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Library as Place
Library as Place (n = 71,170 English) LP13APER .26213 .25710 .80013 LP05APER .20412 .15920 .73601 LP09APER .27765 .24869 .72631 LP24APER .26672 .34873 .72148 LP19APER .19630 .28102 .70295
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Information Control
Information Control (n = 71,170 English) IA18APER .29824 .73480 .28164PC11APER .29045 .71111 .19999IA03APER .24482 .70341 .18989PC25APER .21770 .68760 .22736PC21APER .41572 .65615 .30096PC02APER .37847 .63860 .16559PC16APER .33439 .61598 .36448IA14APER .28759 .58521 .39295
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13 LibrariesEnglish LibQUAL+™ Version
4000 Respondents
QUAL
QUAN
QUAL
QUAL
QUAN
QUAL
PURPOSE DATA ANALYSIS PRODUCT/RESULTDescribe library environment;build theory of library service quality from user perspective
Test LibQUAL+™ instrument
Refine theoryof service quality
Refine LibQUAL+™ instrument
Test LibQUAL+™ instrument
Refine theory
Unstructured interviewsat 8 ARL institutions
Web-delivered survey
Unstructured interviews at Health Sciences and the Smithsonian libraries
E-mail to surveyadministrators
Web-delivered survey
Focus groups
Content analysis:(cards & Atlas TI)
Reliability/validityanalyses: CronbachsAlpha, factor analysis,SEM, descriptive statistics
Content analysis
Content analysis
Reliability/validity analyses including Cronbachs Alpha,factor analysis, SEM, descriptive statistics
Content analysis
VignetteRe-tooling
Iterative
Emergent2000
2004 ….315 Libraries English, Dutch, Swedish,
German LibQUAL+™ Versions160,000 anticipated respondents
LibQUAL+LibQUAL+™ Project™ Project
Case studies1
Valid LibQUAL+™ protocolScalable processEnhanced understanding of user-centered views of service quality in the library environment2
Cultural perspective3
Refined survey delivery process and theory of service quality4
Refined LibQUAL+™ instrument5
Local contextual understanding of LibQUAL+™ survey responses6
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www.libqual.org
DimensionsDimensions2000 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 Control Information Control
Provision of Physical Collections
Self-Reliance Information Access
Access to Information
Access to Information
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Some MeasurementIntegrity Evidence
Empathy
InformationControl
Responsiveness
Symbol
Utilitarian space
Assurance
Scope of Content
Ease of Navigation
Self-Reliance
Library as Place
LibraryServiceQuality
Model 3
Refuge
Affect of Service
Reliability
Convenience
Timeliness
Equipment
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“22 Items and The Box….”
Why the Box is so Important– About 40% of participants provide open-
ended comments, and these are linked to demographics and quantitative data.
– Users elaborate the details of their concerns.– Users feel the need to be constructive in their
criticisms, and offer specific suggestions for action.
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“…and Five Ancillary Items”
Either Zero or Five Ancillary items are selected to address local or consortial concerns– Items from the initial LibQUAL+TM item
pool.– Items written by previous consortial
groups.
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LibQUAL+ Lite RCT
LibQUAL+ Lite is a survey methodology in which (a) all users answer a few, selected survey questions, but (b) the remaining survey questions are answered ONLY by a randomly-selected subsample of the users. Data are collected on all questions, but each user answers fewer questions, thus shortening the required response time.
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Core Items – Long version
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Core Items – Lite version
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Comparison Table
LibQUAL+® Lite LibQUAL+®
Core Questions
IC10 AS01 Employees who instill confidence in users
LP03 IC02 Making electronic resources accessible from my home or office
AS13 LP03 Library space that inspires study and learning
IC(random) AS04 Giving users individual attention
AS(random) IC05 A library Web site enabling me to locate information on my own
IC(random) AS06 Employees who are consistently courteous
LP(random) IC07 The printed library materials I need for my work
AS(random) LP08 Quiet space for individual activities
AS09 Readiness to respond to users’ questions
IC10 The electronic information resources I need
AS11 Employees who have the knowledge to answer user questions
LP12 A comfortable and inviting location
AS13 Employees who deal with users in a caring fashion
IC14 Modern equipment that lets me easily access needed information
AS15 Employees who understand the needs of their users
IC16 Easy-to-use access tools that allow me to find things on my own
LP17 A getaway for study, learning or research
AS18 Willingness to help users
IC19 Making information easily accessible for independent use
IC20 Print and/or electronic journal collections I require for my work
LP21 Community space for group learning and group study
AS22 Dependability in handling users’ service problems
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LibQUAL+®
• ‘total market survey’ available to libraries through a standardized web protocol; it measures service quality from the user’s perspective and allows libraries to understand performance (a) within the context of users’ expectations (zone of tolerance), (b) longitudinally, and (c) in relation to peer institutions
• It has been implemented in multiple institutions, languages and countries since 2000
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www.libqual.org
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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www.libqual.orgAssociation of Research Libraries
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www.libqual.org
World World LibQUALLibQUAL++®® Survey Survey
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LibQUAL+LibQUAL+®® Exchange of Experience Exchange of ExperiencePresented by:
Martha Kyrillidou, Association of Research LibrariesStephen Town, University of YorkColleen Cook, McGill University
Jacqui Dowd, Glasgow UniversityAll of you ……
www.libqual.org
Northumbria International Conference Edinburgh, Scotland
July 20, 2015
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What’s new …
• Local questions by any library after reviewing carefully concept
• Customization of user groups (in addition to disciplines)
• Anonymous and Confidential• Increasing optional slots from five to seven
• LIBER consortium• LibQUAL+ South Africa• LibQUAL+ France
www.libqual.org
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Not a fad …
• Mixed methods rigorous research coupled with sound leadership and managerial strategy delivering real improvements in library services and … better outcomes!
McGill University – Texas A&MUniversity of York, UK – Cranfield University, UKGlasgow UniversityAll of you and more …
www.libqual.org
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You …
Ignacio Sanchez University of PittsburghYan He Indiana University KokomoMariam Elaaz majmaah uinversityLouise Howard Griffith UniversityFrédéric Brodkom Universite catholique de Louvain (Belgium)Anneke Dirkx Leiden University LibrariesCarine Basson North-West UniversityJanie Lamprecht North-West UniversityJennifer Bremner Macquarie University LibraryCéline Ervinckx Bibliothèque des sciences et technologies - Université catholique de
LouvainJennifer Peasley La Trobe UniversityHeather Shaw Nottingham Trent UniversityPAMELA FOREMAN Virginia Union UniversityBen Plumpton University of LeedsPatricia Andersen Colorado School of Mines
www.libqual.org