The Role Of Librarians In The Marketing Of Library Services (A Case Study Of The Gateway ICT Polytechnic Student Ogun State)

Project and Seminar Material for Library and Information Science

The Role Of Librarians In The Marketing Of Library Services (A Case Study Of The Gateway ICT Polytechnic Student Ogun State)


Abstract


This study was carried out to examine the role of librarians in the marketing of library services using gateway ICT polytechnic student Ogun state as a case study. The study was carried out to ascertain the extent which librarians market library services in gateway ICT polytechnic Ogun state, find out the role of librarians in the marketing of library services in gateway ICT polytechnic Ogun state, identify techniques employed by academic librarians in the marketing of library services in gateway ICT polytechnic Ogun state, and ascertain whether there is any competencies required of professional librarians in the marketing of library services in gateway ICT polytechnic Ogun state. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of librarians in gateway ICT polytechnic Ogun state. In determining the sample size, the researcher conveniently selected 41 respondents and 35 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables and mean scores. While the hypotheses were tested using Chi-square statistical tool. The result of the findings reveals that the extent which librarians market library services in gateway ICT polytechnic Ogun state is low. Furthermore, the result of the findings reveals that the role of librarians in the marketing of library services in gateway ICT polytechnic Ogun state includes; increase awareness of the library’s value , expand academic library user base, keep current users informed and educated about current/updated library services, and keep potential users informed about the resources and services that match their needs and interests. Therefore, it is recommended that academic libraries, public libraries should plan their marketing and promoting the resources needs careful planning and policy and its execution on regular basis. To mention but a few.


Table of Content


  • Title Page
  • Certification
  • Dedication
  • Acknowledgement
  • Table of Content
  • List of Tables
  • Abstract

Chapter One:

Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 Research Hypothesis
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of the Study
  • 1.9 Definition of Terms
  • 1.10 Organisations of the Study

Chapter Two:

Review of Literature

  • 2.1 Conceptual Framework
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review

Chapter Three:

Research Methodology

  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample Size Determination
  • 3.4 Sample Size Selection Technique and Procedure
  • 3.5 Research Instrument and Administration
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Validity of the Study
  • 3.9 Reliability of the Study
  • 3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

  • 4.1 Data Presentation
  • 4.2 Analysis of Data
  • 4.3 Answering Research Questions
  • 4.4 Test of Hypotheses

Chapter Five:

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendation
  • References
  • APPENDIX
  • QUESTIONNAIRE

Chapter One


Introduction

1.1 Background of the Study

Libraries provide enabling services to their users in order to meet demands for easily accessible information. Information is the foundation of every library operation, and it is seen as the only selling commodity that users return after purchasing without a refund. Information provision and services are required to provide users with the resources they require for learning, development, and research. According to the Reference and User Service Association (2011), librarians must be aware of their users’ behavior and needs in order to effectively meet their information needs. Information is seen as a variable that is required at all stages of human existence, and librarians’ attitudes toward information provision and dissemination are critical for meeting users’informational demands. The majority of patrons regard the library as a symbol, a safe haven in an unfamiliar environment where they can obtain important information (Akinade and Akinola, 2022). This mindset may have an impact on the ability to strategize the best possible ways to educate and market information products and services to users who find library use acceptable and satisfying. However, librarians must develop competency-based skills and understand the concept of marketing (Kavulya 2004).

According to the Special Libraries Association, competencies are “a combination of skills, knowledge, and behaviors critical for organizational success, personal performance, and career development” (1998). Competencies are required in any field of endeavor, whether to perform daily routines or to interact with organization staff and, especially, the clientele that the organization is meant to serve. Librarians, on the other hand, are trained professionals in the field of library and information science, with the goal of acquiring the competencies and skills needed to engage in routines and marketing of library products and services. Librarian competencies include knowledge acquisition in the fields of information resources, information access, technology, management, and research, as well as the ability to apply that knowledge as a foundation for providing library and information services. Because of the librarians’ marketing expertise, the library should become more dynamic, facilitating service delivery and user satisfaction while also making access more convenient. The purpose of this paper is to list some of the skills required by a librarian to promote libraries and information services. It also seeks to clarify the roles of marketing in assisting libraries in meeting their goals and objectives.


1.2 Statement of the Problem

The advent of new technology and its application in libraries have opened new vistas for the marketing of library resources, products and services and where library professionals lay hold on the opportunities that will be grabbed by vendors and technology specialists. Users now prefer to search the internet for information rather than visit libraries, and the majority of students and researchers in the university community are unaware of the various services available in libraries.Libraries have failed to provide their users with the necessary information.provided are not user-oriented. As a result, the library’s services are not being used or are being used inefficiently.

The consequences of this are enormous. It results in users not being able to locate, access and recognize their own information needs. This can also result in the low quality of teaching, learning and research activities in our higher institutions. As a result, they are unable to keep up with global society’s developments.Thus, the need for academic librarians and public librarians to plan for marketing and promoting resources, which requires librarians in meeting the requirements of current trends, respecting and identifying the changing demands of more challenging users. Currently, there are knowledge gaps in the role of librarians in the marketing of library services. Thus it is upon this premise that the researcher embarked on the study to examine the role of librarians in the marketing of library services (a case study of the gateway ICT polytechnic student Ogun state).


1.3 Objective of the Study

The broad objective of the study is to examine the role of librarians in the marketing of library services (a case study of the gateway ICT polytechnic student Ogun state). The specific objectives is as follows:

  1. Ascertain the extent which librarians market library services in gateway ICT polytechnic Ogun state.
  2. Find out the role of librarians in the marketing of library services in gateway ICT polytechnic Ogun state.
  3. Identify techniques employed by academic librarians in the marketing of library services in gateway ICT polytechnic Ogun state.
  4. Ascertain whether there is any competencies required of professional librarians in the marketing of library services in gateway ICT polytechnic Ogun state.

1.4 Research Questions

The following questions have been prepared for the study:

  1. What is the extent which librarians market library services in gateway ICT polytechnic Ogun state?
  2. What are the role of librarians in the marketing of library services in gateway ICT polytechnic Ogun state?
  3. What are techniques employed by academic librarians in the marketing of library services in gateway ICT polytechnic Ogun state?
  4. Are there any competencies required of professional librarians in the marketing of library services in gateway ICT polytechnic Ogun state?

1.5 Research Hypothesis

  • Ho: There are no significant role of librarians in the marketing of library services
  • Ho: There are significant role of librarians in the marketing of library services.

1.6 Significance of the Study

The findings of this study will be significant to the following: all academic institutions, administration, library committees, librarians, users and researchers. In specific terms the findings will be significant to academic institutions administration in the area of policy formulation by providing a road map on the information resources and services to be provided to users in order to satisfy their information needs. It is hoped that that it will create awareness to the library committee as regards the strategies to enhance effective marketing of library services to users.

This work will also educate librarians on how to effectively and efficiently market library products and services. It will also assist them in identifying their lapses and hence improve on their services by attracting, satisfying, and retaining users in the library. The findings will also be useful to users by creating awareness on the various services available in the library. The users will get an improvement in the services offered as a result of the recommendations of this study. The research will also contribute to the existing body knowledge in marketing library services and build on the knowledge of the problems in academic libraries in Nigeria. The findings of this study will provide background information for other researchers researching on various marketing techniques in Nigeria libraries.


1.6 Scope of the Study

In terms of geographical scope, the study will be restricted to academic libraries in the gateway ICT polytechnic, Ogun state.


1.8 Limitation of the Study

Like in every human endeavour, the researcher encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. More so, the researcher simultaneously engaged in this study with other academic work. As a result, the amount of time spent on research will be reduced.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.


1.9 Definition of Terms

Librarian:

A librarian categorizes, prepares, and catalogs these materials. Librarians also recommend material and help individuals find the information that they need. They analyze and organize collections by subject. They educate individuals on how to use the library systems to find the information they need.

Marketing:

In marketing, a product is an object or system made available for consumer use; it is anything that can be offered to a market to satisfy the desire or need of a customer.


1.10 Organization of the Study

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms. The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, and selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.


Chapter Five


Summary, Conclusions and Recommendations:

5.1 Introduction

This chapter summarizes the findings on the role of librarians in the marketing of library services using gateway ICT polytechnic student Ogun state as a case study. The chapter consists of summary of the study, conclusions, and recommendations.


5.2 Summary of the Study

In this study, our focus was to examine the role of librarians in the marketing of library services using gateway ICT polytechnic student Ogun state as a case study. The study was specifically carried out to ascertain the extent which librarians market library services in gateway ICT polytechnic Ogun state, find out the role of librarians in the marketing of library services in gateway ICT polytechnic Ogun state, identify techniques employed by academic librarians in the marketing of library services in gateway ICT polytechnic Ogun state, and ascertain whether there is any competencies required of professional librarians in the marketing of library services in gateway ICT polytechnic Ogun state.

The study adopted the survey research design and randomly enrolled participants in the study. A total of 35 responses were validated from the enrolled participants where all respondent were librarians in gateway ICT polytechnic Ogun state.


5.3 Conclusions

Based on the findings of this study, the researcher concluded that;

  1. The extent which librarians market library services in gateway ICT polytechnic Ogun state is low.
  2. The role of librarians in the marketing of library services in gateway ICT polytechnic Ogun state includes; increase awareness of the library’s value , expand academic library user base, keep current users informed and educated about current/updated library services, and keep potential users informed about the resources and services that match their needs and interests.
  3. The techniques employed by academic librarians in the marketing of library services in gateway ICT polytechnic Ogun state includes: exhibition and display of new arrivals, direct mailing, newsletters, library tours and leaflets, circulars, personal contacts, and memos.
  4. The competencies required of professional librarians in the marketing of library services in gateway ICT polytechnic Ogun state includes: good communication skills, information technology skills, ability to answer users’ query, ability to sell idea/library services, ability to question and evaluate library services, and interpersonal skills.

5.4 Recommendations

Based on the findings of the study, the following recommendations are proffered.

  1. Academic libraries, public libraries should plan their marketing and promoting the resources needs careful planning and policy and its execution on regular basis.
  2. Library staff must realize the importance and understanding of marketing of services process, its theory and applications in practice such as Web.2.0 to promote activities and library mission to build a library brand name.
  3. New technologies such as YouTube, blogs, wikis attract the young users, provide an opportunity for libraries to revamp services.

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