Statisticky

The data collection approach is the piece of the research pie that is most intimidating to me.  I was an English major, and I tend to think more in terms of words and ideas...numbers and statistics scare me.  Coming up with the idea for the research was easy, putting into words how I would answer my research questions and through what data collection method presented a challenge.
Having completed a draft of that portion of the proposal, I am now able to reflect on how that process took place.

I knew all along that I wanted to do a survey.  I was dead set on surveying everyone in Richland County and demanding to know why they do not love the library as much as I do.  Why don't they love it, and what can I do to change their minds?  I'm working on a sample survey, and am hoping that the questions are presented in a way that will encourage their feedback in a non-intimidating way.  But before I even get to the study, there is another piece of the research puzzle that did not become evident to me until Week 10.

I had obviously thought about how to target the surveys, but had not considered that this was actually another piece of the research.  The post office has mailing lists available for purchase.  Purchasing these lists would be wasteful if I did not use those mailing lists to research who the non-users are in certain zip codes.  Step one of the data collection is obtaining mailing lists for certain zip codes in Richland County and cross-referencing these lists with the existing patron database of cardholders to identify homes without library card holders.  This research is valuable in providing information about specific zip codes or areas of Richland County and will shape the remainder of the data collection.   Perhaps this data shows that there are certain areas with high non-user populations; is there a geographic pattern?

Step two will be the actual survey.  This step is two-fold as there will be an initial test mailing to a small sample followed by a larger mailing.  The test mailing is necessary to show any misinterpreted questions and any tweaks that need to me made.  The survey will go out and hopefully a good return rate will result.

I am still debating whether a third phase should be added.  I see so much value in focus groups.  Surveys do have their limitations and are not always the ideal research method.  I chose this method for my research questions because I am looking for answers from the community at large to identify patterns and characteristics of non-users.  A survey is ideal in this situation as I am able to target the survey sample to non-library cardholders.  But close-ended questions do not always get to the root of the problem; a focus group could help fill in the gaps, especially with questions about converting non-users into library users.  The issue is time and budget.  Ideally, with unlimited resources focus groups would be an added element to the research.  There would be an option for survey takers to indicate their interest in further participation in a focus group setting.

After reviewing other research proposals and recognizing my fear of numbers, I will also consult a statistician to help evaluate the relationships between certain characteristics and library non-use to ensure proper data analysis and that the data is accurate and reliable.

I wish this survey was actually going to happen.  I am so curious as to how it would turn out.  I'm an intern at RCPL and would love to see how the results would help them to increase the library user population and what to see what trends would be revealed and if they mirrored my assumptions.  Maybe one day...

Related research

I wanted to use this space to summarize the main points of other research conducted related to my topic as I consider my literature review.

ILA Reporter--Bringing in New Users and Nonusers. Jan Laroche. 2010
   This article offers preparatory advice for libraries who are asking WHO is the non-user of their community library and helped me to define the research questions by allowing me to consider the 'who' of the proposal.  The first step is defining what a non-user is--is it a cardholder who is inactive, a person who uses the computers but does not have a card?  The second step is to reach out to the non-user to find out WHY they are non-users and HOW the library may be able to change that.  She discusses three libraries who conducted research into the non-user population and who used that research to positively change their libraries.  The goal is to identify underserved populations and use that information to reach out to those groups.

Scandinavian Library Quarterly--In Pursuit of Non-Users.  Haien 2011.
  Although the geographical area is quite different, the concept of the study is related to research into the non-user.  This outlines a three year project with research being conducted through focus groups and phone interviews with patrons who had not used the library in over one year.  They found that the majority of non-users (or one year delay in using users) had little knowledge about library services.  They also found that age was a factor in library visiting frequency.  This study cites that the clearest message was, "Remind us that you are there, and then we will use you more."  Pretty straightforward!  The information obtained in the study helped the system to create mini portable libraries to bring into the community.

Colorado Libraries--Who Are They? In Search of the Elusive Non-Users.  Kathy Harris 2001
This study approached their research from quantitative research perspective with three goals in mind.  "To achieve a solid data collection that would paint the picture of individuals who do not have a Jefferson County Public Library (JCPL) card; to reach out to potential patrons, and to issue new library cards" (16).  They cited the primary goal as data collection with a secondary goal of new card sign-ups.
Their direct mail survey included demographic questions ranging from age, household income, education level, to number of kids in the households.  A test mailing was sent to 1000 randomly selected households with the second mailing to 10,000 households.  They found that the main reasons for not using the library were lack of time and a preference of purchasing books rather than checking them out.  The survey also included a list of library services; the research also showed that many were unaware of some of the services the library has to offer.

Afr J Libr Arch Info Science--Info Behaviours of Non-Users of Libraries in Botswana. 2010
Another geographical area much different than Richland County.  This study used a 'snowball sampling method to select 302 respondents from 34 research facilities' (1).  The research showed that time and distance were both barriers to using the library.  What is also interesting about this survey is its search not only for 'why' they were non-users, but to also identify the information needs of these non-users.  This survey delves deeper into the needs of the non-user and how they achieve them if not through the library.

Library and Info Science Research--Use and Non-Use of Public Libraries in an Information Age. Sin and Kim-2008
This is the only national-level survey I was able to locate.  (Note that this survey used much of the language from the book. It was nice to see those terms I've been familiarizing myself with were dispersed in an actual study relevant to my topic.  Triangulation and generalizability are examples.)
They acknowledge that much research related to non-users is done locally and is specific to the corresponding community needs.  They also say most research is done about "user side variables" rather than 'supply side variables.'  The acknowledge also that there are inconsistent findings with various research due to the differences in the sample populations.
This study used information about library non-use fro the 2002 Current Population Study of 50,000 households and evaluated non-use by household rather than individually.  This study also showed that distance and convenience are factors to consider when addressing the non-user issue.

Who, What, Where, When, Why

My literature review has revealed several similar case studies that seek to identify the non-user population of the public library in various markets, from Botswana to small town America.  I was also able to locate a study conducted on a national level using census data about library usage in American households.  Google Scholar is a new research tool for me and I have enjoyed learning about its usefulness.  Google expanded my search results, and I was able to access the specific journals online through the Thomas Cooper databases.My worry as I was formulating my research questions was that my research was too similar to the existing research.  The goal of my research would be specific to the Richland County Library system, however, I hope that any patterns identified will prove useful to other institutions with similar situations.  The difference with my questions lies in the fact that the research doesn't only seek to identify the non-user, rather seeks to also identify how to convert them into library users.  Is it their perception of the library that leads them to believe it cannot meet their information needs or is it a lack of relevant programs or resources at the library?  

My questions are as follows: 

•  Are non-users defined by certain demographic characteristics such as age, ethnicity, or education level:
• How do non-users achieve their information and entertainment needs? 
•   How do non-users perceive the public library?
• Is there a potential to turn non-users into users by meeting their needs or changing their perceptions?

Chapter 10 and the FFT this week were very helpful as I consider the best strategy for data collection.  Surveys are tricky, but the tips offered this week are making me less uneasy about the formulation of the survey.  A pre-test will definitely be used for initial data collection as was suggested in other studies I have read.  The questions will need to be simple and straightforward, and I want to make sure to keep out the negativity.  I don't want those being surveyed to feel as if the library is blaming them for not using their services, rather that the library is reaching out to find out what it can do better to attract a larger population.  I am nervous but excited to think about how to arrange the data collection strategy to most effectively answer the research questions. 

Resource Review

Having located information about the topic of non-users, my initial research questions are taking shape. I was also challenged to shift my thinking after reading several other similar research studies and the results presented.

The first challenge is defining the non-user for this proposal. An article from Jan LaRoche asks several questions to define this terms:

-Does being a cardholder make you a user?

-Is a non-user someone who comes to the library, but does not have a card?

-Is the non-user a cardholder who does not participate in any activities or who is inactive?

So far I have found that most research consists of surveys and focus groups. The surveys include demographic information about the respondent and questions regarding their information needs. Questions about the library seek to determine why the non-users do not use the library and where they receive their information. For 2 studies, time was an issue for respondents. They found that they did not have time to visit the library and the library hours conflicted with their availability. Another finding in more than one study was the response that non-users were unaware of some services the library offered, such as music or dvd checkout and programs or classes.

The question of the non-user is specific to the type of library and its community. The non-user of a public library in a large city will likely differ from that in a rural community. The public library non-user will be different than the non-user of an academic library. The research done so far indicates that although community demographics differ, the underlying message is similar. Most non-users indicate they are unaware of some services offered by their community libraries. A research proposal designed to answer both the non-user demographic question and the services of which they are unaware will help specific libraries design programs and marketing.

For this proposal I am interested in non-cardholders and cardholders who have been inactive for more than 3 years. Similar to other studies, I think a direct mail survey may be the way to obtain the information sought. I would like to shape these questions to ensure they are easy to understand, and will need to consider how to prevent a too small sample. I'm hoping to find more literature on these things as I finalize my research questions and objectives.

The Beginning

The first 2 weeks of class have given me a lot to ponder as I begin to think more specifically about the research proposal.

My initial research themes centered around library outreach and marketing. I am beginning an internship with the Outreach Department at the local public library, so am just beginning to scratch the surface of the purpose of the department, the activities and services they provide, and how that department plays a role in the overall mission of the library. I am also interested in the role of outreach and marketing in rebranding the library as services shift. I have been asked several times throughout the course of the program if people still use the library. Some think that the library is nothing more than a home for old books. These conversations again remind me of the importance of library marketing, to inform and increase awareness of the library's products and services.

That is a pretty broad area of interest, so I began by searching the online article databases of the Thomas Cooper Library to do a preliminary literature review. I started with the basic broad search terms of "community outreach" and "public libraries." As I begin to browse the literature, an intimidating phrase began to pop up..."non-user." There were several articles that discussed this non-user and the use of marketing and outreach activities to attract the elusive non-patron of libraries.

Thus begins my research interest. I'll follow the outline from the FFT for my initial reactions to this topic.

Starting where I am: My interest lies in shouting from the rooftops about how wonderful the library is. I am passionate about literacy and technology and the library as a stronghold of community involvement and a pillar of education and entertainment. My experience as a library volunteer and patron will be useful as I think about how those activities were marketed and the demographics of the patrons. This proposal will help to provide data about the community and how to shape outreach to serve the underserved and increase awareness about library programs while building stronger relationships with the community. My marketing background will be useful as well in shaping questions for non-users.

Idea: What do you wish to gather information about? Simply put, I wish to gather info about the non-user. Do they make up a certain demographic or geographic area? Why are they non-users and how can they become users? Are there no services they need/want, or are they just unaware of them? How do non-users achieve their information needs?

Purposes: Why do you wish to gather this info? This information will be useful in shaping library marketing efforts and also programming ideas. The Outreach department could use information about the non-user to shape community involvement if there are patterns of non-user activities or behaviors. This information will also help to guide the library's marketing efforts and could ultimately help to increase library patronage and participation.

Constraints: It is easy to see who library users are, but where do you start looking for non-users? Will a survey be possible, and if so, how will results be calculated if there is minimal feedback?

I am excited to learn more about marketing to the non-user. Hopefully the information I have found so far will prove useful in my initial research.

Let the research begin!