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Egerton University Kisii University College Nairobi Campus the Marketing of Information Services and Products in University Libr

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Egerton University Kisii University College Nairobi Campus the Marketing of Information Services and Products in University Libr EGERTON UNIVERSITY KISII UNIVERSITY COLLEGE NAIROBI CAMPUS THE MARKETING OF INFORMATION SERVICES AND PRODUCTS IN UNIVERSITY LIBRARIES: A CASE STUDY OF KENYA METHODIST UNIVERSITY LIBRARY, NAIROBI CAMPUS HILLARY OCHIENG AP17/00106/10 Project report submitted to the Faculty of Information Science and Technology in partial fulfillment for the award of Bachelors of Library and Information Studies Degree of Egerton University FEBRUARY, 2013 0 DECLARATION AND APPROVAL DECLARATION: This project is my original work and has not been presented for a diploma, degree or any other academic award in any other university. No part of this project may be produced without prior permission of the author. Name of student: Signature and date: Name: Hillary Ochieng Onyango ……………………… Reg. No: AP17/ 00106/10 APPROVAL: Name of supervisor: Signature and date: Dr. Raymond W. Ongus Faculty of Information Science and Technology Kisii University College ……………………… DEDICATION i Special thanks to my family for all the patience and time during my time of study. ACKNOWLEDGEMENT ii A project of this kind is without doubt beyond the effort of a single individual. In this regard, I thank God for his guidance, health and wisdom and others who contributed to this paper. My most sincere appreciation to my supervisor Dr. Raymond Ongus whose direction, effort and encouragement aided to the outcome of this study. ABSTRACT iii The report dealt with the marketing of library and information services in Universities in Kenya and it is a case study of the Kenya Methodist University Library. Librarians and information specialist have debated the idea of marketing for the information sector. The report focuses on University Libraries which have been growing in terms of their collection development, but without proper marketing procedures, these information products and services will remain underutilized. Due to the information overload then marketing becomes a key factor in ensuring that there is maximum utilization of these resources. The report seeks find out if Kenya Methodist University see’s the need of Marketing its information products and services. A case study was used in carrying out the report with KEMU, Nairobi student population and the teaching staff being used. The report used questionnaire as a way of carrying out the research. In its findings the report information resources due to poor allocation of funds, majority of the students either came into the library to do leisure reading or refer to texts that have been recommended by the lecturers and a small percentage having admitted they do not know where library is, how it looks like and what is has in terms of its collection. TABLE OF CONTENTS iv DECLARATION AND APPROVAL..................................................................................i DEDICATION....................................................................................................................ii ACKNOWLEDGEMENT..................................................................................................iii ABSTRACT.......................................................................................................................iv LIST OF TABLES...........................................................................................................viii LIST OF FIGURES............................................................................................................ix LIST OF ABBREVIATIONS..............................................................................................x CHAPTER ONE................................................................................................................1 1.1 Background information..........................................................................................1 1.2 Statement of the Problem.......................................................................................2 1.3 Objectives of the study...........................................................................................2 1.3.1 Research Questions..............................................................................................2 1.4 Scope of the study..................................................................................................3 1.5 Significance of the study......................................................................................3 1.6 Limitations of the study........................................................................................3 CHAPTER TWO...............................................................................................................4 2.1 Background on marketing....................................................................................4 2.2 Concept of Marketing.........................................................................................4 2.3 The background of Library Marketing................................................................5 2.4 The importance of marketing to libraries.............................................................7 2.5 Why market Information services and products.................................................8 2.6 How information services and products are marketed globally.......................10 2.6.1 Public relations..................................................................................................11 2.6.2 Advertising........................................................................................................12 2.6.3 Personal selling..................................................................................................12 2.6.4 User orientation programmes.........................................................................12 2.7 Marketing of Information resources at KEMU Nairobi campus....................13 v CHAPTER THREE.........................................................................................................15 3.1 Research design...................................................................................................15 3.2 Target Population................................................................................................15 3.3 Sampling design..................................................................................................15 3.4 Data collection instruments and procedures.......................................................16 3.5 Data analysis.......................................................................................................16 CHAPTER FOUR...........................................................................................................17 4.1 Introduction..........................................................................................................17 4.2 Response rate.......................................................................................................17 4.3 Nature of the policy guidelines on marketing......................................................19 4.4 How are the library user made aware of their relevant fields of interest?...........19 4.4.1 Selective Dissemination of Information..........................................................20 4.4.2 National Book Development Week................................................................21 4.4.3 Use of the Internet...........................................................................................21 4.5 Maximum Utilization of information materials and resources.............................22 4.6 Funds.....................................................................................................................23 4.7 Personnel / Staff....................................................................................................23 4.7.1 Qualifications of the staff......................................................................................24 4.8 Library user needs.................................................................................................24 CHAPTER FIVE.............................................................................................................26 5.1 Introduction............................................................................................................26 5.2 Major findings of the study....................................................................................26 5.3 Conclusion............................................................................................................26 5.4 Recommendations..................................................................................................27 BIBLIOGRAPHY............................................................................................................29 APPENDIX – 1.................................................................................................................32 APPENDIX – 2.................................................................................................................35 vi LIST OF TABLES Table 3.1: Target Population .....................................................................................…...15 vii Table 3.2: Sample size……….…………………………………………………………..16 Table 4.1: KEMU Library staff response rate…………………………………………...17 Table 4.2: KEMU students, Nairobi campus response rate……………………………...18 Table 4.3: KEMU lecturers, Nairobi campus response rate……………………………..18 Table 4.4: Number of staff and their qualifications……………………………………...24 LIST OF FIGURES viii Figure 4.1: Pie – chart representing the frequency of library staff response rate………..17
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