1. ProSeBiCA Development of New Library Services by Means of Conjoint Analysis Antonia Hermelbracht, Bettina Koeper Bielefeld University

2. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 2 Programme 1.Preamble Service-orientated libraries – what does it really mean? 2.Introducing ProSeBiCA Methodology, objectives and practical implementation, prospects 3.The empirical surveys at Bielefeld University The idea generation step Design and results of the ACA survey (Adaptive Conjoint Analysis) Design and results of the CBC survey (Choice-Based Conjoint Analysis) 4.Conclusions

3. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 3 Preamble Service orientation in academic libraries means:  Work must focus on the user.  Service development must be in line with user needs.  User acceptance will form a new (?) and vital criterion for valuation of libraries. Hence it requires:  to establish and improve customer relationship  to create a profound knowledge about user (“customer intelligence”)  to implement appropriate tools for library management

4. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 4 Introducing ProSeBiCA: Methodology Conjoint Analysis = marketing research method  Aiming at:  the analysis of customer preferences on an empirical basis  the simulation of potential decisions on the use of products / services  A proactive method, looking at the future shape of products / services  Widespread in commercial application

5. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 5 Introducing ProSeBiCA: Methodology Technical terms:  Attribute and level a product / service and its potential forms  Service offering combined levels of different attributes  A priori segmentation respondents subdivided according to pre-existing demographic criteria  Benefit segmentation grouping respondents according to the main benefits they look for in a product / service

6. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 6 Objectives of Project  Adapt Conjoint-Analysis as a tool for the strategic development of academic libraries  Develop an analysis and simulation framework for the whole range of library services  First step: framework for Bielefeld University as testing environment  Second step: general framework for academic libraries, guidelines for application of Conjoint Analysis  Identify future relevant services, give insight what users may expect from their library

7. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 7 Practical Implementation  Project funded by German Research Foundation (DFG)  Carried out by Bielefeld University Library and the Chair of Marketing, Department of Economics and Business Administration at Bielefeld University  Milestones: Idea generation step Mar – Aug 2004 ACA survey Bielefeld University Oct – Dec 2004 CBC survey Bielefeld University May – June 2005 ACA + CBC survey Cottbus University Nov – Dec 2005 General statements and results, guidelines for academic libraries

8. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 8 Prospects Co-operations with Sheridan Libraries of the Johns Hopkins University (JHU) and LibQUAL+ TM :  Adapt ProSeBiCA into U.S. library perspective  Integrate techniques offered by CAPM, LibQUAL+ TM and ProSeBiCA  Develop a homogenous tool and a portal as decision support system for library management

9. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 9 The idea generation step Sources of new ideas:  Secondary research (political papers, empirical studies from all over the world, Internet)  Academic library user survey (Seminar on new library service development)  Workshops with scientists and librarians (in Bielefeld, Cottbus and Kansas, USA)  Statistical analysis of library usage data (detection of library usage types by means of NN)  Academic library staff survey (OWL libraries)  List including more than 250 “new” ideas for academic libraries

10. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 10 The idea generation step Example for new service ideas:  Video-mediated book-view  3D multi-mode search engine  Webcam communication with librarians  Information about the loan account via SMS  Multilingual starter packages for foreign users  Water dispensers in the library rooms  Lockable carrels with extended communication facilities  Personal university user card (multi-function card)  Online publishing portal  …

11. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 11 The idea generation step Consumer-oriented university library Core business Provision of media Learning and working environment Communication Additional services General conditions of library utilization Supporting offers Scientific publication Classification scheme:

12. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 12 Adaptive Conjoint Analysis: Dynamical Question Generation Appropriate for a large amount of attributes and levels Four question types: Attribute preference levels Attribute importance Paired-comparison trade-off questions Calibration concepts Methodology of the empirical surveys Choice-Based Conjoint Analysis: Most used Online-Conjoint- Software Integrates the choice behavior of the consumers One question type: Comparisons of complete library profiles

13. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 13 Design of the ACA survey Example: Attribute preference levels

14. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 14 Example: Attribute importance Design of the ACA survey

15. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 15 Example: Paired-comparison trade-off questions Design of the ACA survey

16. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 16 Example: Calibration concepts Design of the ACA survey

17. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 17 Design of the CBC survey Example: CBC choice concept

18. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 18 Demographics and additional questions: N = 2122 October 13th - December 10th 2004  Provision of media (37 levels): N = 579  Learning and working environment (42 levels): N = 540  Communication (24 levels): N = 455  Additional services (15 levels): N = 548 ACA survey at Bielefeld University

19. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 19 ACA survey at Bielefeld University User groups (sample) Students Professors Scientific assistants Administrative staff Residents of Bielefeld & OWL 1685 35 139 41 216 020040060080010001200140016001800 User groups (all) 19628 253 520 832 9303 0500010000150002000025000 Residents of Bielefeld & OWL (active users) Students Professors Scientific assistants Administrative staff Sample profile:

20. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 20 Faculty membership 5% 3% 6% 3% 18% 4% 12% 2% 8% 12% 10% 6% 11% Students (all) Sample 5% 4% 9% 4% 21% 5% 8% 3% 5% 9% 11% 7% 9% Biology Chemistry History Health Sciences Linguistics Mathematics Education Science Physics Psychology Law Sociology Technology Business Administration Sample profile: ACA survey at Bielefeld University

21. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 21 ACA survey at Bielefeld University Most desirable services: Conventional library catalogue search Self-administration of the loan account On-line post box Increase of the printed media stock Optimized guidance system Upholstered chairs More photocopiers Supported search (performed jointly) Book information MyLibrary – personal profile Loan of “yellow books” (presentation copies) Open-air area Water dispensers Starter package University user card Refereed on-line publishing portal … Least desirable services: Conventional interior design No on-line publishing No on-line search support No search support by librarians No personalization of library services Academic search engine Recommendation system Radio-archive Drive-in book lending Mobile navigation Children’s play area PDA (Personal Digital Assistant) Library induction game Loudspeaker system SMS notification On-line discussion forum …

22. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 22 ACA survey at Bielefeld University

23. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 23 ACA survey at Bielefeld University Benefit segmentation: Cluster analysis (Ward) Provision of media Communication Cluster 1: The involved and innovation-oriented users (N = 264) High usage likelihood Liking different new services High importance of core services Cluster 2: The less interested users (N = 111) Low usage likelihood Low differentiation between different services Liking some of the new service ideas Cluster 3: The determined users (N = 139) High usage likelihood Strong differentiation between different services High importance of core services and some innovations Cluster 1: The involved and innovation-oriented users (N = 184) High usage likelihood Strong differentiation between different services Liking new innovative services Cluster 2: The traditional users (N = 138) Rather low usage likelihood Low differentiation between established services Strong differentiation between new services Cluster 3: The online communication campaigner (N = 103) High usage likelihood Strong differentiation between different services Preference of on-line communication if possible

24. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 24 ACA survey at Bielefeld University Benefit segmentation: Cluster analysis (Ward) Learning environment Additional services Cluster 1: The traditional users (N = 214) Lower usage likelihood than Cluster 2 (but not uninvolved) Strong differentiation between some of the services Preference for the current status and, partly, for optimizations of the core services Cluster 2: The innovation-oriented users (N = 288) High usage likelihood Open for innovations and changes Preference for optimizations of the core services as well as for new services Distinct differences between some of the items Cluster 1: The involved regular users (N = 301) Rather high usage likelihood Comparatively weak differentiation between services Open for innovations Cl. 2: The innovation-oriented users (N = 131) High usage likelihood Distinct differences between some of the services Explicit desire for innovations and changes Cluster 3: The conservative users (N = 29) High usage likelihood Very strong differentiation between some services Strict rejection of some innovative alterations

25. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 25 Number of responses: N = 1672 May 04th - June 30th 2005 CBC survey at Bielefeld University

26. Reactive innov. strategy PWU= -0,400 Selective innov. strategy PWU= 0,348 Progressive innov. strategy PWU= 0,052 Unsupported working TNW= 0,176 Assisted working TNW= 0,425 Task delegation TNW= -0,601 Conventional library TNW= 0,704 Completely digitalized library TNW= -0,704 No service specialization TNW= 0,140 Specialization in selected areas TNW= 0,455 Focus just on top performance services TNW= -0,596 Few services with costs TNW= 0,286 Some services with costs TNW= 0,390 Many services with costs TNW= -0.676 Pragmatic and functional presentation TNW= 0,169 Entertaining and stimulating presentation TNW= -0,169

27. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 27 Conclusions  Large samples covering all relevant user groups  Lively interest / involvement of respondents  Improved understandability of complex questions (due to textual and visual illustrations)  Great importance of the conventional library as well as of services on the spot  Willingness to deal with new service ideas  No significant need of a plenty of “extras”  Preference for services that ease the direct and effortless access to information  Partial confirmation the by results at the Brandenburg Technical University of Cottbus

28. Hermelbracht / Koeper, Bielefeld University8th International Bielefeld Conference - 28 Thank you for your attention! Antonia Hermelbracht ahermelbracht@wiwi.uni-bielefeld.de Tel.: 0521 / 106-4883 Bettina Koeper bettina.koeper@uni-bielefeld.de Tel. 0521 / 106-4057