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!