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Okay, so the best way to find out something is to ask someone. But what's the best way to ask so that you get an answer to the question that you meant to ask and not to the question they thought that you asked? Join Kathryn Brockmeier, Nebraska Library Commission Research Analyst, for some tips and techniques for getting the information you need.
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Surveys, focus groups& observation
Or, How to find out stuff from people in your
community
NCompass Live – March 10, 2010
About you
Your role
Library DirectorTrusteeFriends/Foundation Board Member
Your credentials
About you, cont’d
Information needs for…
Planning
Strategic planMarketing planBudget justificationReturn on investmentGrant writing, fundraisingCapacity buildingFeasibility studyNeeds assessmentProgram planning
Reporting
StakeholdersAnnual reportProgram evaluation
What’s the goal?
Building customer/patron loyaltyIdentifying attractive prospectsFocusing on high potential customers/patronsPredicting future usage patternsImproving return on investmentIdentifying new products and services
What’s the question?
Satisfaction, performanceService, programming, accessibility needsOpportunities, problems, challenges, barriersExpectations, reputationValue, worthComparisonUsers, non-usersUsage patternsSnapshot
Participants/Subjects, cont’d.
Users
PatronsVisitorsOne-timeRegularsAge, Ethnicity, Gender, Disability, Geography, IncomeType of check-outsType of questions
Non-users
Potential usersAdmirers, loyaltyAwareInformedUnawareUninformedComputer ownersBook buyers
Gather the Information
SurveysIndividual interviewsFocus groupsObservationsExpert opinionsNumber gatheringExisting data, demographics, reports
Surveys
QuestionnaireMail, paper-and-pencilGroup-administeredInternetE-mail
InterviewPersonalTelephone
Surveys, cont’d.
Advantages
No interviewer biasInexpensiveRepeatableOften gains thoughtful answersMore respondentsCandid responses if confidentiality is ensuredEasy to analyze
Disadvantages
Doesn’t ensure qualified respondentsLow response rateInability to gain further detail / probePoor turnaround time
Surveys, cont’d.
Population SampleQuestionsContentBiasAdministration
Focus groups
A focus group is a special kind of group discussion that is designed to elicit information about the wants, needs, viewpoints, beliefs, and experiences of your intended audienceFocus groups can help you better understand the expressions and terminology commonly used by people in your audience, as well as their attitudes and beliefs about libraries and library services
Focus groups, cont’d.
Focus groups are especially good at helping to uncover the reason behind people's responses, e.g., why they prefer certain terms or why they would or would not do somethingAs a result, focus groups can also play a useful role in evaluations by shedding light on short-term outcomes and helping to explain findings from surveys
Focus groups, cont’d.
ProsGenerate, explore, and identify key ideas/conceptsUnderstand your populationRead non-verbal feedbackUsed to identify themes or capture ideasQuestions can be asked as they ariseExplore related and unanticipated topics as they ariseCan distribute questionnaires
ConsBiasSmall groupAnalysis can be difficultNeed trained interviewers or moderatorsUnable to make major decisions based on the informationCan’t necessarily generalize the findings to the populationMust find a suitable place to conduct interview
Focus groups, cont’d.
Number of sessionsTime requiredNumber of participantsChoosing participantsCompensationCost
Focus groups, cont’d.
1. Identify what you want to accomplish and the resources you have available
2. Choose your method and plan how you will select and recruit your respondents
3. Decide where you will conduct the focus groups4. Decide how you will conduct the focus groups5. Recruit your respondents and make the practical arrangements6. Prepare your interview or focus group guide: what questions will
you ask? 7. Conduct your focus groups and record the feedback8. Analyze and apply what you have learned
Source: http://www.talkingquality.gov/docs/section5/5_3.htm
8 steps to planning and implementing focus groups
Observation
How people are using the library space itselfExplore the dynamics of visitor behaviorMeasure visitor interactions at touch points in the library
Observation, cont’d.
Location
Reading areasMeeting roomsComputer labsParkingCirculation deskTelephone, computerStacks
Usage
Reference questionsUser interceptComputersCatalogBrowsingCheck out/circulation
Observation, cont’d.
Location
Reading areasMeeting roomsComputer labsParkingCirculation deskTelephone, computerStacks
Usage
Reference questionsUser interceptComputersCatalogBrowsingCheck out/circulation
Observation, cont’d.
Advantages
Bird’s-eye viewRich contentUnique method
Disadvantages
TimeFewer data pointsMay be difficult to analyze
Observation, cont’d.
Dedicate staff time to the effort Study all times of day, days of weekTrain staff to gather without judgment Train, try, assess, retool Consider bringing in outside opinions Train all staff to observe and report
Observation, cont’d.
Determine an annual estimate by counting data points during a typical week in October and multiply the count by 52“Typical week”: neither unusually busy nor unusually slowAvoid holiday times, vacation periods for key staff, or days when unusual events are taking place in the community or libraryChoose a week in which the library is open its regular hoursInclude 7 consecutive calendar days, from Sunday through Saturday (or whenever library is usually open)
Observation, cont’d.
Density MapsActivity MapPatrons Who Visit Each Section FirstPatrons Who Request Each Assistance TypeComputer Use Chart and Computer Length of Use ChartPaper-and-pencilVideo
Data
Collection
Paper-and-pencilE-mailWebComputer
QuantitativeQualitative
Entry/storage
Excel, spreadsheetPaper-and-pencilFinal notification
QuantitativeQualitative
Analysis
Analysis / Reporting
CountsPercentagesAveragesFrequencyCategoriesPatternsQuotesCoding
Examples
Website improvementInternet survey using SurveyMonkey.com Observation: usability testing
Feasibility studyMail survey: sample of general populationFocus groups: stakeholdersObservation: patrons and library users
Resources
Free Management Librarymanagementhelp.org
Planning for ResultsThe New Planning for ResultsResearch Methods Knowledge Base
www.socialresearchmethods.net
WebJunctionwww.webjunction.org
Next steps
Evaluation
Questions?
Evaluation
CE credits
Related topics
NCompass Live Archived sessions
Presenting Data in Meaningful and Interesting Ways – Jan. 1, 2010http://www.nlc.state.ne.us/scripts/training/eventshow.asp?ProgID=9338
American Factfinder - Mining the U.S. Census for Information about Your Community – Dec. 9, 2009http://www.nlc.state.ne.us/scripts/training/eventshow.asp?ProgID=9297
Upcoming sessions
Tech Talk with Michael Sauers – March 17http://www.nlc.state.ne.us/scripts/training/eventshow.asp?ProgID=9484
Adventures in Facebook: Getting your library on board – March 24http://www.nlc.state.ne.us/scripts/training/eventshow.asp?ProgID=9475
r u game? Game Night @ Perkins Library – March 31http://www.nlc.state.ne.us/scripts/training/eventshow.asp?ProgID=9510
Introduction to WorldCat – April 7http://www.nlc.state.ne.us/scripts/training/eventshow.asp?ProgID=9511
