Buy ebook The measurement and evaluation of library services 2nd Edition Sharon L. Baker cheap price
Buy ebook The measurement and evaluation of library services 2nd Edition Sharon L. Baker cheap price
Buy ebook The measurement and evaluation of library services 2nd Edition Sharon L. Baker cheap price
https://ebookultra.com
https://ebookultra.com/download/the-measurement-
and-evaluation-of-library-services-2nd-edition-
sharon-l-baker/
https://ebookultra.com/download/evaluation-theory-models-and-
applications-2nd-edition-daniel-l-stufflebeam/
ebookultra.com
https://ebookultra.com/download/qos-measurement-and-evaluation-of-
telecommunications-quality-of-service-1st-edition-william-c-hardy/
ebookultra.com
https://ebookultra.com/download/cold-war-reference-library-
biographies-1st-edition-sharon-hanes/
ebookultra.com
Temperature Measurement Second Edition L. Michalski
https://ebookultra.com/download/temperature-measurement-second-
edition-l-michalski/
ebookultra.com
https://ebookultra.com/download/organic-indoor-air-pollutants-
occurrence-measurement-evaluation-second-edition-tunga-salthammer/
ebookultra.com
https://ebookultra.com/download/the-network-reshapes-the-library-
lorcan-dempsey-on-libraries-services-and-networks-lorcan-dempsey/
ebookultra.com
https://ebookultra.com/download/measurement-evaluation-in-psychology-
and-education-by-bipin-asthana-part-01-of-02-14th-edition-bipin-
asthana/
ebookultra.com
https://ebookultra.com/download/iran-the-bradt-travel-guide-1st-
edition-patricia-l-baker/
ebookultra.com
The measurement and evaluation of library services 2nd
Edition Sharon L. Baker Digital Instant Download
Author(s): Sharon L. Baker, F. Wilfrid Lancaster.
ISBN(s): 9780878150618, 0878150617
Edition: 2
File Details: PDF, 15.70 MB
Language: english
The
Measurement
and
Evaluation of
Library Services
Second Edition
SHARON L. BAKER
F. WILFRID LANCASTER
I N F O R M A T I O N RESOURCES PRESS 1
Copyright © 1977, 1991 by Information Resources Press, a division of Hemer &
Company.
All rights reserved.
Published May 1977. Second Edition September 1991.
Printed in the United States of America.
No part of this publication may be reproduced, stored in a retrieval system, or
transmitted, in any form or by any means, electronic, mechanical, photocopying,
recording, or otherwise, without the prior written permission of the publisher.
Available from
Information Resources Press
1110 North Glebe Road
Suite 5 5 0
Arlington, Virginia 22201
ISBN 0-87815-061-7
CONTENTS
Exhibits ix
Preface xv
13 Conclusion 391
Index 395
vii
EXHIBITS
ix
x Exhibits
6-9 Loan period related to satisfaction level and duplication rate. 162
6-10 Loan period related to popularity and duplication rate. 162
6-11 Estimated satisfaction level (in percent) for varying levels
of popularity, loan period, and duplication rate. 164
6-12 Relationship between shelf bias and loan period. 165
6-13 Failure rates by type of user. 171
6-14 Follow-up action after failure to locate an item. 173
6- 15 Document delivery log. 175
Many of those who read this book may have had, at one time or another,
the sense that our libraries are not serving their clientele as well as had been
planned. Perhaps a patron has been overheard commenting that he or she cannot
find anything good to read. Or maybe we have noticed someone becoming
increasingly frustrated while using the catalog. Or perhaps we’ve watched a
client turn away from the long line at the reference desk.
Unfortunately, few librarians have been adequately trained to evaluate the
effectiveness of library service. This book was designed to help fill that gap
and to encourage the growth of library evaluation by familiarizing librarians
with various evaluation techniques. There are other works on library evaluation,
most notably the first edition of this book (by F. W. Lancaster, Information
Resources Press, Arlington, Va., 1977), published 14 years ago as a review of the
literature on evaluation, and the recently published work If You Want to Evaluate
Your Library . . . (by F. W. Lancaster, University of Illinois, Champaign, Ill.
1988), designed as a beginning text to practical evaluation within libraries.
This volume seeks to combine the best of these two works. It includes a large
number of evaluative studies that have been conducted since the first edition
of this work was published, synthesizing major, consistent findings of past
evaluation efforts for practicing librarians who have little time to track down and
review these evaluative studies. Many of the studies reviewed used enhanced or
revised techniques. These techniques are described and evaluated for their rigor
and practical application within a library setting. This edition also reviews the
substantial body of literature on evaluation for each service area to determine if
any consistent patterns of findings appear. Patterns are discussed to help increase
librarians’ knowledge about a particular phenomenon and to improve the design
of individual studies by alerting librarians to potential problem areas.
xv
xvi Preface
Sharon L. Baker
F. Wilfrid Lancaster
PREFACE TO T H E FIRST E D I T I O N
xvii
xviii Preface to the First Edition
F. Wilfrid Lancaster
CHAPTER
1
2 THE MEASUREMENT AND EVALUATION OF LIBRARY SERVICES
ful in other fields, and many of the organizations that support libraries have
adopted these tools. Moreover, the increasing complexity of the alternatives that
librarians face— alternatives created in part by ever more powerful technological
advances and increasing formalization of library networks — makes it harder to
make critical decisions without a way to monitor what is currently happening.
In fact, some authors have argued that failure to evaluate the new alternatives in
terms of changing user needs may result in the ultimate demise of the library as
we know it (for example, see Rose, 197 1). Librarians should not view evaluation
as a burden imposed by funding officials but rather as a means of improving
services by providing information that can be used to solve problems or make
better decisions. If an administrator knows how a library is currently performing
and why it is performing as it is, he or she should be able to make better choices
about how that performance can be improved. Indeed, the arl study showed that
74 percent of the responding libraries use such information when deciding how
to allocate resources like staff and space (Association of Research Libraries,
1987).
Weiss (1982) argued that most evaluation decisions relate to whether or how
a library should
service has improved. Routine inspection of benchmark figures can also alert the
library to signs of trouble if the quality or quantity of service suddenly declines.
Seventy-one percent of the arl respondents collected evaluation statistics to
serve as an early warning signal for trouble spots, and 55 percent used such
statistics to establish benchmark figures for staff productivity (Association of
Research Libraries, 1987).
Many libraries also use evaluation data to compare their services and re
sources with other libraries of a similar size, type, or nature, and there is grow
ing pressure at state and national levels for library associations to provide such
comparable data. For example, the Public Library Association is working to
establish a national database of public library statistics. The movement for com
parable statistics is fueled by the fact that librarians seeking increased funding
to improve substandard services can use the data to support their pleas.
Expertise gained in conducting an evaluation may be a valuable organizational
resource. Consider the case of a newly hired media specialist in a small
elementary school who spends the month before school opens evaluating the
nonfiction collection. This is done by determining whether the size of the
collection meets that recommended in the standards for the state, checking the
holdings against titles recommended for purchase in the most recent edition
of The Elementary School Library Collection (Winkcl, 1988), comparing the
holdings in various subject areas against the school's curriculum guide to
determine if the same areas are emphasized, examining past records of use
for the items, and noting dated materials that need to be replaced. It would be
expected that, as the result of the evaluation process, the media specialist would
become very familiar with old and current nonfiction sources that are used and
needed in the collection, thus increasing his/her effectiveness in acquiring future
materials and weeding out current ones, as well as in providing better reference
service.
At least one article has described the benefits to staff of the evaluation process
(Nugent and Carrow, 1977). When the National Criminal Justice Reference
Service (NCJRS) conducted an in-house evaluation of its indexing and retrieval
capabilities, management and staff both gained additional insight into the
nature of ncjrs problems and strengths. Staff gained expertise in conducting
evaluations that could be used on future projects, and communication increased
among the different functional groups dealing with indexing and abstracting.
Evaluation, therefore, should be thought of as a management tool whose
main purposes are to identify current strengths, limitations, and failures, and to
suggest ways to improve service.
some librarians believe that the effects of library service are so intangible that
i t is impossible to determine objectively whether or not the library’s goals have
been met (Orr, 1973). Hamburg et al. (1974) summarized many of these goals.
Consider, for example, the following:
• To aid in the creative use of leisure time for the promotion of personal
development and social well-being
• To help people become better family and community members by pro
moting rational, democratic attitudes and values
• To help people discharge political and social obligations, thereby estab
lishing an enlightened citizenship
• To develop creative and spiritual capacities
• To sustain the increasingly complex operations of government
• To assist people in their daily occupations, thereby sustaining economic
growth
Social, spiritual, and economic goals of this type sound impressive but are
of little use in helping librarians provide effective, efficient service. Such goals
may be related to the ultimate benefits of library services, but they do not
relate directly to the immediate functions of the library and are too vague and
impractical to be used as criteria for evaluating a library or its services.
As Drucker (1973) pointed out, public service institutions may have long-term
goals and missions that are relatively intangible, but they also need short-term
objectives that are both tangible and measurable to aid them in evaluating their
progress and the quality of their service.
“Saving souls/' as the definition of the objectives of a church is, indeed, “intangible.”
At least the bookkeeping is not of this world. But church attendance is measurable. And
so is “getting the young people back into the church.”
'The development of the whole personality” as the objective of the school is, indeed,
“intangible.” But “teaching a child to read by the time he has finished third grade” is by
no means intangible; it can be measured easily and with considerable precision . . .
Achievement is never possible, except against specific, limited, clearly defined targets,
in business as well as in a service institution. Only if targets are defined can resources
be allocated to their attainment, priorities and deadlines be set, and somebody be held
accountable for results. But the starting point for effective work is a definition of
the purpose and mission of the institution— which is almost always “intangible,” but
nevertheless need not be vacuous, (pp. 48-49)
Most librarians used to operate with nebulous missions and goals in mind.
B u t many of today’s librarians have taken Drucker’s words to heart. Increas
ingly, librarians arc recognizing the need to have a multitiered, cyclical planning
process which takes into account thal each library is unique and should be as
sessed in the context of its own history, constraints, users, and environment.
Such a planning process requires that a library decide what its major functions
The Evaluation of Library Services: An Introduction 5
will be, write a mission statement expressing this philosophy, and set long
term goals to guide the direction of the organization. The process, however,
also emphasizes creating short-term measurable objectives to guide day-to-day
activities, designing strategies to meet the objectives, and evaluating the success
of those strategies. (An explanation of the process is offered by Bunge [1984].)
Several national library organizations are promoting this very type of planning
process. The Public Library Association’s Planning and Role Setting for Public
Libraries: A Manual of Options and Procedures (McClure el al., 1987) is an
example of this.
The planning process recognizes that evaluation is not an isolated, sporadic
event but rather an integral part of the planning cycle. Indeed, Schlachter and
Belli (1976) showed that libraries writing specific objective statements were
more likely to use evaluation techniques than libraries with no stated goals or
with more nebulous goals. They concluded that agencies explicitly identifying
what they are trying to do will usually want to know i f they have been successful
in doing it. The emphasis on planning cycles should give impetus to evaluation
activities in libraries.
There are other potential barriers to evaluation. One of these is a stated
lack of staff lime. Baker (1987) studied 6 1 public libraries in Nonh Carolina
to determine how many were using the evaluation measures listed in Output
Measures for Public Libraries (Zweizig and Rodger, 1982). She discovered
that although library directors ihought evaluation was important in these days
of limited funding and use of these output measures had been recommended
by both the Public Library Association and the stale library, 58 percent of the
libraries were not using the measures. In 59 percent of these, library directors
slated that staff did not have time to collect the data. Even those libraries
that collected this type of evaluative data concentrated their efforts on those
measures that were quickly and easily calculated, based on statistics that all
North Carolina public libraries are required to report to the state library, namely,
circulation per capita, reference transactions per capita, program attendance per
capita, library visits per capita, registration as a percentage of population, and
turnover rate. Libraries were much less willing to collect statistics requiring the
use of a separate survey or other specialized data collection measures and a
larger investment of staff time to collect and analyze the data, such as reference
fill rate, title fill rate, subject and author fill rate, browser fill rale, document
delivery rate, and in-library materials use.
The findings of this study are not surprising given that most libraries have not
assigned evaluation duties to a particular person but rather expect regular staff
to do evaluation in addition to their other dudes. Frequently, however, it is those
libraries experiencing the severest shortages that most need evaluation. After all,
evaluation has the potential to save staff time in the long run by making library
operations more efficient and effective. Hiring an outside consultant to perform
initial evaluations may be the best way to resolve the difficulties here.
6 THE MEASUREMENT AND EVALUATION OF LIBRARY SERVICES
1 The authors agree with DuMont and DuMont ( 1 9 7 9 ) that the effectiveness of the overall library
can be measured in other ways (for instance, the ability of the library to survive in a changing
environment and to retain capable staff over time). The focus of this work, however, is to address
the effectiveness of specific library services, and the definition of effectiveness reflects this.
8 THE MEASUREMENT AND EVALUATION OF LIBRARY SERVICES
success rate. The results usually can be expressed in quantitative terms, such as
percentage of success in satisfying requests for interlibrary loans.
Consider the case of a user entering the library to borrow a particular item for
which there is no substitute. The evaluator would like to know whether the user
leaves with the item in hand. Although this situation seems simple, the user’s
success actually depends on the answers to several questions, including: Does
the library own the item? Is it cataloged or accessible in some other manner?
Is it on the shelf when sought? Can the user find it on the shelf?
Success rate can be considered to be the product of a series of probabilities
that some event will occur. Suppose that in the above example the library owns
85 percent of the items sought by users, that 80 percent of the owned items
can be located in the catalog, that 7 5 percent of these are on the shelf when
users look for them, and that users succeed in finding items on the shelf (when
actually there) 90 percent of the time. The probability that a particular user will
leave the library with an item sought is thus 0.85 x 0.80 x 0.75 x 0.90, or 46
percent In other words, a user of this library has about a 46 percent chance of
finding a particular item. One of the objectives of macroevaluation is to establish
probabilities of this kind.
Macroevaluation reveals that a particular system operates at some benchmark
level but does not indicate why the system operates at this level or what might be
done to improve performance in the future. If changes are subsequently made to
the service, the effects can then be compared with the benchmark. The recently
updated Output Measures for Public Libraries (Van House et al., 1987) is an
example of a manual designed to aid libraries in macroevaluation. It suggests
that libraries collect 12 sets of data indicative of performance, all designed to
show what is happening in a library at a given time.
Microevaluation is diagnostic in nature, investigating how a system operates
and why it operates at a particular level. Because microevaluation deals with
factors affecting the performance of the system, it is necessary if the results
of the investigation are to be used to improve performance. The study should
demonstrate under what conditions the service performs well and under what
conditions it performs badly, thereby allowing identification of the most efficient
ways to improve performance.
The most important element of this diagnosis is the identification of reasons
why particular failures occur. For example, a user might not have received a
complete and accurate answer to a reference question because the librarian did
not take time to verify the user’s real (and often ambiguously staled) need,
used an inadequate strategy to search the catalog and other bibliographic aids
for the answer, or was too busy to help the user locale the item on the shelf.
Alternatively, the failure might have been due to collection inadequacy, poor
indexing of a book that contains the answer, or poor subject access in the card
catalog.
If an evaluation is to be more than an academic exercise, it should be
10 THE MEASUREMENT AND EVALUATION OF LIBRARY SERVICES
diagnostic, collecting data that indicate how a service performs and why it
performs as it does, including reasons why failures occur. It should be of
practical use to the librarian, providing guidance on what actions might be taken
to improve the effectiveness of the services provided.
It is important to differentiate between subjective and objective evaluation.
Subjective evaluation is based on opinion. For example, a geology expert
might be called in to give an opinion on whether the library’s collection
of materials on plate tectonics is adequate. Subjective opinion certainly has
value, because all aspects of service cannot always be measured objectively.
Subjective judgments may, however, by their very nature, be biased and should
be checked against objective measures whenever possible to verify their validity.
For instance, studies have shown that subjective opinions can be “wrong.” As
an example, users do not always know whether they have been given complete
and correct responses to reference questions. (See Chapter 8, “Evaluation of
Reference Services: Question Answering,” for a more thorough discussion of
this phenomenon.) Objective criteria and procedures allow librarians to be more
analytical and diagnostic and are often more useful when seeking to determine
how a service can be improved.
One last distinction in terms is called for. Evaluation may either be formative
or summative. Formative evaluation produces information that is fed back dur
ing the development of a program to help improve the program (Scriven, 1967).
Summative evaluation is performed at the end, generally to measure the overall
LIBRARY MANAGEMENT
TECHNICAL PUBLIC
SERVICES SERVICES
Acquisition
and Collection
Storage
FINANCIAL Organization
RESOURCES and Finding Tools
Control
Selection Catalog
Ordering Shell Arrangement
Receiving Reference Service
Cataloging (a) Manual
Classification (b) Machine
Indexing Announcement/Dissemination
Abstracting Document Delivery
Physical Preparation Reading Facilities
Binding and Repair Circulation
Copying
Borrowing
EXHIBIT 1-3 Major library functions and the most Important services —
public and technical — associated with them.
distributed over all of them. The activities are manifested to the library user in
the form of the collection, the tools available to exploit this collection (including
shelf arrangement, catalogs, and indexes), and the services provided to the user.
A l l three facets— collection, tools, and services — arc closely interrelated, and all
must be considered in any overall evaluation of the library. Whereas technical
services are concerned mostly with inputs to the library, public services arc
concerned mostly with outputs. Exhibit 1-3 depicts the three major library
activities and the most important services — technical and public — associated
with them.
In a broader context, libraries arc part of the entire process of transferring
information via the published record (Exhibit 1-4). The process comprises the
composition, publication, and distribution of a document; acquisition of the
document by libraries and others; organization and control o f the document
(the library processes that arc designed to make it accessible to users, includ
ing cataloging, classification, indexing, abstracting, shelf arrangement, and re
lated activities); physical presentation to the user; and assimilation of the docu
ment’s contents by the user. This transfer process can be thought of as a cycle.
The Evaluation of Library Services: An Introduction 13
USE
(RESEARCH AND
APPLICATION)
3 6 Role of
Role o f Printing Dissemination libraries and
the and and information
publisher Distributing Presentation centers
4 5
Acquisition Organization Role of libraries,
Role of bibliographies, indexing,
and and
libraries and abstracting services
Storage Control
OBJECTIVES
To Maximize Accessibility
of Materials to Users
(EFFECTIVENESS)
To Maximize Exposure
of Users to Materials
To Maximize
Accessibility/Exposure (COST-EFFECTIVENESS)
per $1 of Expenditure
books on how to construct a house, the house built is the real product. This
approach is unacceptable. The library has adequately served its function i f it has
a supply of good, readable, up-to-date materials on how to construct a house
and can make these materials available at the time the user needs them. Whether
or not the reader actually builds the house is governed by myriad factors that arc
beyond the control of the library. Moreover, of all these factors, the availability of
suitable reading materials is likely to be one of comparatively minor importance.
Assume, for example, that user A and user B come to a library seeking books on
house construction. Both borrow materials that they consider suitable for their
present purposes. User A subsequently builds a house; B does not. It is doubtful
that anyone could say that the library succeeded in the first case and failed in
the second. I t can, however, legitimately be said that the library failed i f user B
was unable to find suitable materials in the library at the lime they were needed.
Therefore, a library can only be evaluated in terms of whether or not i t is able
to provide the materials sought by users when they arc needed.
The overall mission of the library is to make the universe of bibliographic
resources (using “bibliographic” in the widest sense), or at least that portion
having the most immediate relevance and interest, maximally accessible to its
particular user population (restricted geographically or by institutional affiliation)
The Evaluation of Library Services: A n Introduction 15
(Exhibit 1-5). Hamburg, Ramist, and Bommer (1972) and Hamburg et al. (1974)
staled the mission differently: to maximize the exposure of library users to the
universe of bibliographic materials.
These two facets (accessibility/exposure) of the mission are really opposite
sides of the same coin. Maximization of accessibility suggests a somewhat
passive information service—one in which the library makes materials available
but waits for users to request them. Maximization of exposure, on the other hand,
carries a more active connotation—such as bringing materials to the attention of
potential users through some dynamic means like a current awareness service,
such as SDI. In the past, most academic, public, and school libraries have
been passive, providing services “on demand” only. Many industrial libraries
and other specialized information centers have been more dynamic, providing
services—not directly solicited—designed to keep users cunent with literature
in their areas of specialization.
The major criterion by which to evaluate the effectiveness of a library is the
degree to which it maximizes accessibility, exposure, or both; the major criterion
by which to evaluate the cost-effectiveness of a library is the degree to which it
maximizes accessibility/exposure per dollar expended.
The accessibility/exposure objectives of the library were perhaps enunciated
most clearly by Hamburg, Ramist, and Bommer (1972) and Hamburg el al.
(1974); however, they have been described by many others as well. The five
“laws” of library science written by Ranganathan (1957) present these objectives
in a highly concentrated form:
The first three laws are closely interrelated. The statement “Books are for
use” implies the entire concept of the library as an interface between users and
bibliographic resources. It also suggests that collections and services must be
evaluated in terms of user needs. The second law relates directly to accessibility.
It is not enough that lhe item sought by a user is owned by the library; it must
also be available when the reader needs it. The third law implies exposure in lhe
sense that the library, as a more active information service, makes bibliographic
resources known to potential users.
In his fourth law, Ranganathan recognized a secondary, but still important,
objective relating to lhe internal efficiency of lhe library: to make bibliographic
resources accessible in ways that are most convenient to lhe user. Rzasa and
Baker (1972) restated this, noting that lhe primary goals of a library were io
maximize user satisfaction and to minimize time loss to the user. They also
16 THE MEASUREMENT AND EVALUATION OF LIBRARY SERVICES
• A book borrowed for five days is not necessarily used for five days or,
indeed, used at all. Actual use can only be determined by interviewing
users, or a sample of users, at the time they return materials to the
library—a difficult and time-consuming process. Also, the accuracy of
the measures thus made depends entirely on how accurately the users
remember how much they used a particular publication.
18 THE MEASUREMENT AND EVALUATION OF LIBRARY SERVICES
Exposure time measures the actual hours of use. This is a more exact measure
of the amount of use and can be determined only by sampling — by observing
users, selected at random, in the library and by questioning users, again at
random, when they return borrowed materials (a difficult and costly process).
The object of the sampling is to determine the average amount of time associated
with each type of exposure.
De Prospo, Altman, and Beasley (1973) developed a completely different
index to measure exposure: effective user hours — the number of hours of actual
use recorded during a sampling period divided by the number of hours in that
period. Take, for example, a sampling period of 50 consecutive hours during
which a library is open; 620 hours of actual use are accumulated (the sum of
all hours spent in the library by all users during the sampling period). The final
number of effective user hours, therefore, is 620/50, or approximately 12.4 hours
of user lime for each hour that the library is open.
Exposure, by its very nature, is measured in quantitative terms and thus is
subject to all the problems associated with measuring quantity only. The most
obvious is that a unit of exposure does not indicate the quality of use. The
loan of a novel for recreational reading, for example, may count the same as
the scholarly use of a rare manuscript in the library. Although it is theoretically
possible to incorporate some qualitative elements into exposure measures by
weighting the various exposures according to type of user, type of use, or both,
i t is unlikely that much consensus would be reached (among librarians or others)
as to what weights should be assigned to these different use categories.
A fully acceptable index of exposure has not yet been found, much less an
“index of effectiveness,’* but this docs not mean that library services cannot
or should not be evaluated (A versa, 1981). In any case, Spray (1976) found
that administrators generally do not require the use of one overall index of
effectiveness but rather consider a variety of factors, including qualitative ones,
when making program decisions. In other words, macroevaluation may not
require the development of a single measure of use but rather the examination
of a large number of measures i n a particular library setting. For example, when
evaluating the overall success of reference services, the following questions are
all appropriate: To what extent is the population aware that reference service
is provided? How many questions are received? Arc the answers given both
complete and correct? H o w often arc patrons satisfied with the answers they
receive? A l l these questions arc valid, and the answers to each of them may
contribute information that is useful in the decision -making process.
Ultimately, all activities in which the library engages arc designed to increase
The Evaluation of Library Services: An Introduction 19
Although all library activities are designed to increase exposure, not all
are intended to increase immediate exposure. Some activities, including the
purchasing of new materials and publicizing of services, represent an investment
in future exposure.
User
Population
not know that the item is shelved in another part of the library. To be able to
identify various types of failures in library services, and particularly to identify
their causes, more objective, quantitative measures of performance often are
needed, such as the percentage of time users are successful in finding items on
the shelves or the percentage of time staff members are successful in answering
telephone inquiries.
Some aspects of library service are more easily evaluated than others.
Generally, the more concrete the user requirement, the easier it is to measure user
satisfaction in absolute terms. For example, i f a user comes to a library seeking
a particular book for which no substitute is acceptable, then that individual
either finds the book and is presumably completely satisfied or docs not and is
dissatisfied. The degree to which a “known-item” requirement is met is relatively
easy to measure; and it also is relatively easy to identify the factors determining
whether or not particular books arc available when needed. But consider the
user who comes to the library seeking bibliographic material about a particular
subject. It is not loo difficult to determine whether or not some material is found
on this subject. I t is much more difficult to determine whether the best material
is found, or whether all relevant material is located (assuming that the user
wants a comprehensive search). Whereas a known-item search can be scored as
Technical Services Public Services
EXHIBIT 1-7 Examples of possible performance criteria applied to various services of a library.
21
22 THE MEASUREMENT AND EVALUATION OF LIBRARY SERVICES
CONCLUSION
Before an individual can use the services of a library, he or she must know
of its existence and of the resources i t provides. One important factor affecting
the extent o f library use is physical accessibility. Libraries must be conveniently
located. The typical person visits a library because there is some need for its
services. Needs generally fall into four major categories:
The Evaluat ion of Library Services: An Introduction 23
The extent to which these needs are promptly satisfied depends on the size and
quality of the library’s collections; the adequacy of collection organization; the
usefulness of the tools —especially catalogs, indexes, and shelf arrangement—
providing access to the collections; and the ability and willingness of the staff
to exploit these resources. Whether or not a user is satisfied with the service of
the library depends largely on how long it takes, and how much effort must be
expended, to obtain a particular known item, one or more items dealing with
a particular subject, or the correct answer to some question. The evaluation of
library service should be regarded as a management tool, applied to determine
how effectively and efficiently the library is serving the needs of its users, to
identify limitations and failures of service, and to suggest ways in which the
service might be improved. If implemented, these improvements in immediate
service should lead to improvements in the ability of the library to reach its
longer term, largely unmeasurable goals.
REFERENCES
Alkin, Marvin C.; Brian M. Stecher; and Frederica L. Geiger. Title I Evaluation: Utility
and Factors Affecting Use. Northridge, Calif., Educational Evaluation Associates,
1982.
Armstrong, Charles M. “Measurement and Evaluation of the Public Library.” In:
Research Methods in Librarianship: Measurement and Evaluation. Edited by Herbert
Goldhor. Urbana, Ill., University of Illinois, Graduate School of Library Science,
1968, pp. 15-24.
Association of Research Libraries, Office of Management Studies. Planning for Man
agement Statistics in ARL Libraries. Washington, D.C., ARL, 1987. (Systems and
Procedures Exchange Center) SPEC Kit 134
Aversa, Elizabeth. “Organizational Effectiveness in Libraries: A Review and Some
Suggestions." Drexel Library Quarterly, 17(2):27-45, Spring 1981.
Baker, Sharon L. “Exploring the Use of Output Measures for Public Libraries in North
Carolina Public Libraries." Iowa City, la., University of Iowa, School of Library and
Information Science, 1987. ERIC ED288538
“Will Fiction Classification Schemes Increase Use?” RQ, 27(3): 366-376,
Spring 1988.
Bonn, George S. "Evaluation of the Collection.” Library Trends, 22(3):265-304, January
1974.
24 THE MEASUREMENT AND EVALUATION OF LIBRARY SERVICES
Braskamp, Larry A., and Robert D. Brown. Utilization of Evaluation Information. San
Francisco, Calif., Jossey-Bass, 1980.
Bunge, Charles A. “Planning, Goals and Objectives for the Reference Department.” RQ,
23(3):306-315, Spring 1984.
De Prospo, Emest R.; Ellen Altman; and Kenneth E. Beasley. Performance Measures
for Public Libraries. Chicago, Ill., Public Library Association, 1973.
Dickey, Barbara. “Utilization of Evaluations of Small Scale Innovative Educational
Projects.” Master’s Thesis. Minneapolis, Minn., University of Minnesota, 1979.
Drucker, Peter F. “Managing the Public Service Institution.” The Public Interest, (33):43-
60, Fall 1973.
DuMont, Rosemary R., and Paul F. DuMont. “Measuring Library Effectiveness: A
Review and an Assessment.” In: Advances in Librarianship. Vol. 9. Edited by Michael
Harris. New York, Academic Press, 1979, pp. 103-141.
Futas, Elizabeth. “The Role of Public Services in Collection Evaluation.” Library Trends,
33(3):397-416, Winter 1985.
Haas, David F., and Donald H. Kraft. “Experimental and Quasi -Experimental Designs
for Research in Information Science.” Information Processing and Management, 20
(l-2):229-237, 1984.
Hamburg, Morris; Leonard E. Ramis t; and Michael R. W. Bommer. “Library Objectives
and Performance Measures and Their Use in Decision Making.” Library Quarterly,
42(l):107-128, January 1972.
Hamburg, Morris, et al. Library Planning and Decision-Making Systems. Cambridge,
Mass., MIT Press, 1974.
Houser, Lloyd J., and Gerald J. Lazorick. “Introducing a Significant Statistics Compo
nent into a Library Science Research Methods Course.” Journal of Education for
Librarianship, 75(3):175-192, Winter 1978.
Katz, Ruth M. “Library Education and Library Research: An Analysis of Institutional
and Organizational Context.” Doctoral Dissertation. New Brunswick, N.J., Rutgers
University, 1975.
King, Donald W., and Edward C. Bryant. The Evaluation of Information Services and
Products. Arlington, Va., Information Resources Press, 1971.
Lancaster, F. W. “The Cost-Effectiveness Analysis of Information Retrieval and Dissem
ination Systems." Journal of the American Society for Information Science, 22(1):12—
27, January-February 1971.
McClure, Charles R., et al. Planning and Role Setting for Public Libraries: A Manual
of Options and Procedures. Chicago, Ill., American Library Association, 1987.
Meier, Richard L. “Efficiency Criteria for the Operation of Large Libraries.” Library
Quarterly, 3/(3):215-234, July 1961.
Mooers, Calvin N. “Mooers’ Law or, Why Some Retrieval Systems Arc Used and Others
Are Not.” American Documentation, //(3):ii, July 1960.
Neenan, Peter A. “Impact Evaluation: Context and Function.” RQ, 25(3):305-309, Spring
1986.
Nugent, Joan, and Deborah Carrow. “Ins and Outs of an In-Housc Evaluation: Problems
and Solutions from a Working Information System.” In: The Value of Information:
Collection of Papers Presented at the Sixth Mid-Year Meeting, American Society
for Information Science, May 21, 1977. Washington, D.C., American Society for
Information Science, 1977, pp. 127-135.
The Evaluation of Library Services: An Introduction 25
An information retrieval system will tend not to be used whenever it is more painful and
troublesome for a customer to have information than for him not to have it. (Mooers,
1960, p. ii)
27
28 THE MEASUREMENT AND EVALUATION OF LIBRARY SERVICES
3. In solving problems, man will calculate the possible consequences of his acts.
4. In solving problems, man will attempt to reduce all negative consequences of his
acts to a minimum.
5. One negative consequence of the expenditure of effort in problem solving is the
discomfort of fatigue.
6. So as to minimize the probability of fatigue, man will attempt to minimize his
expenditure of effort.
7. By expending least effort, man seeks to avoid pain. (p. 95)
Mooers* s law and the various least-effort principles imply that librarians can
increase use by reducing the amount of effort patrons need to expend to use the
library facilities, services, or resources. Therefore, librarians should concentrate
on increasing accessibility-convenience to library services, because this will
decrease the “pain” or “cost” of using these services.
Various types of accessibility — including societal, institutional, psychologi
cal, intellectual, bibliographic, and physical — have relevance to libraries (Cul-
nan, 1985; Dervin, 1973; Wilson, 1968). Societal accessibility is the need for
society to provide certain types of information, allocating the resources nec
essary to satisfy these information needs. Institutional accessibility is the need
for the existence of organizations that can provide the desired information to
a particular individual or group of individuals. The public library movement
was bom when one community recognized books and other publications as a
public good and devoted public funding to maintaining and staffing a collection
designed to meet the reading needs of its citizens. Psychological accessibility
relates to the “friendliness” o f the information source. For example, a library
user may refuse to consult a librarian who is perceived to be unsympathetic to
the user’s needs. Intellectual accessibility is an individual’s capacity for under
standing library resources (for example, the catalog) and using the information
sources provided. Some librarians, for instance, have initiated literacy programs
to increase intellectual accessibility; others have deliberately selected a variety
o f materials for users who differ i n terms of reading ability, general intelligence,
or sophistication.
The two types o f accessibility with which librarians are most familiar are bib
liographic and physical accessibility. Librarians typically provide bibliographic
accessibility through catalogs, various indexing and abstracting tools (in paper,
online, or CD-ROM form), or some type of selective dissemination of information
(SDI) services. Physical accessibility is the ability of an individual to have easy
access to the information service and to the resources i t provides.
Over the years, several dozen studies have examined how the accessibility
or convenience of facilities, services, or materials affects their use. A review of
the literature reveals four recurring findings, noted more than 20 years ago by
Allen and Gcrstbcrgcr (1967):
The Effects of Accessibility and Convenience on Library Use 29
1. For the typical user, perceived accessibility is the single most important
determinant of the overall extent to which an information channel is used.
2. The more experience a user has with a channel, the more accessible he or
she will perceive it to be.
3. After the user finds an accessible source of information, he or she will
screen it on the basis of other factors (for example, technical quality).
4. High motivation to find specific information may prompt users to seek out
less -accessible sources of information.
PERCEIVED ACCESSIBILITY-CONVENIENCE
For the typical person, those information sources perceived to be the most
accessible or convenient are used the most. Consider, for example, the many
studies that examine the effects of distance on public library use (Elrick and
Lavidge, Inc., 1977; Hayes and Palmer, 1983; Monat, 1967; Palmer, 1981;
Schlipf, 1973). The studies generally show that most users reside within 5 miles
of the library, that use declines rapidly as distance from the nearest branch or
bookmobile stop increases, and that few active users live 10 or more miles from
library facilities. Moreover, various studies show that adding or changing library
locations can greatly increase use. For instance, a new library situated on the
pedestrian walkway at the McGill metro station in Montreal attracted 5,000 new
library users in its first year of operation (Lavigne, 1984).
Although public libraries have special problems because of the comparatively
large geographic areas they serve (for example, Onadiran and Onadiran, 1981),
the effect of physical accessibility on library use is not exclusive to this type
of library. McCabe et al. (1976) assessed use by nonaffiliated users of all types
of libraries within a six-county area in Pennsylvania; 67 percent of these users
said convenience of location was the primary factor influencing their choice
of library. Other studies have shown that student use of academic libraries is
related to the distance students live from the university (for example, Orten and
Wiseman, 1977). Even the specific location of a library within a campus or
school can influence its use to a considerable degree, and the precise location
of a special library within a corporate complex can affect significantly the type
and amount of its use (Culnan, 1980; Neal and Smith, 1983; Slater, 1963). The
extent to which an individual uses any library depends al least partly on how
easily it can be reached from home or office.
Accessibility is a primary criterion influencing the public’s selection of ma
terials used for pleasure reading or as information sources (Baker, 1986a; Cul
nan, 1985; Ennis, 1965; Hemon, 1984; Waples, 1932). In fact, the typical
person considers accessibility or convenience before considering other selec
tion factors relating either to one item or to the collection as a whole—factors
like currency, quality, comprehensiveness, and relevance (Adedigba, 1985;
30 THE MEASUREMENT AND EVALUATION OF LIBRARY SERVICES
Of learned men.
Ja’fer Effendí died in 982 of the Hijrah; Haider Effendí in 988; Azemí
Effendí in 990; Nováí Effendí in 1003.