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 Figure 4.2: Pie – chart representing the frequency of KEMU students, Nairobi Campus response rate………………………………………………………………….18

Figure 4.3: Pie – chart representing the frequency of KEMU lecturers’ Nairobi Campus, response rate………………………………………………………………….19

LIST OF ABBREVIATIONS

ix CAS Current Awareness Services

CD – ROM Compact Disk Read Only Memory

ICT Information Communication Technology

IFLA International Federation of Library Associations

LIS Library Information Science

KEMU Kenya Methodist University

OPAC Online Public Access Catalogue

SDI Selective Dissemination of Information

TCP/IP Transmission Control Protocol/ Internet Protocol

x CHAPTER ONE INTRODUCTION

1.1 Background information A university library may be described as the heart of the learning community, providing a place for students, lecturers and researchers to do their research and advance their knowledge. Marketing of information products and services has been a popular topic in the library profession in recent years. However there has been much controversy regarding the concept of marketing in the library and information services profession due to the fact that marketing is more associated with the business environment

The main objectives of the libraries today are to obtain self-sufficiency in their resources and to provide an optimum level of services to reach more potential users and encourage the use of library resources. This naturally requires a “shift from product or service orientation to customer or need orientation” (Kavulya, 2004). Different marketing concepts provide libraries with the tools for collecting and analyzing useful data about information needs of customers, which assists in designing, developing and delivering appropriate services.

University libraries invest a huge amount on collection development, processing and storage of information resources. These resources, which are so expensive, often remain unutilized resulting in wastage of money, time, energy and space. The libraries can solve their problem of underutilization of resources and services by applying marketing principles. In university libraries application of marketing principles implies: first, the library should identify its objectives; second, identify its target users and their particular needs; and third, develop products and services aimed at these categories. Identifying the user’s needs is one of the prime factors or responsibility of the university library and one of the ways in the identification of the user needs is the conducting of user surveys.

Many librarians have their view that marketing products and services is not possible in the profession of librarianship. (Kotler, 2002) is of the view that marketing is not limited to large corporations seeking profits only. It is equally applicable to non-profit organizations as well as colleges, universities, charitable institutions, libraries, information centers and service organizations of all kinds.

Marketing approach is very useful to university libraries to improve their image and to attract more users. No doubt, marketing helps the librarians to upgrade their reputation within their organizations and as a profession within the society. This study attempted to investigate how marketing of information services and products can lead to maximum utilization of library information products and services.

1.2 Statement of the Problem

University libraries invest a huge amount on collection development, processing and storage of information resources. These resources, which happen to be expensive, often remain unutilized resulting in wastage of money, time, energy and space. With the increase in the number of information materials, does Kenya Methodist University Library see the need to market its information products and services?

1.3 Objectives of the study

1 i. To determine the nature of the policy guidelines in Kenya Methodist University Library, Nairobi Campus. ii. To determine the ways in which Kenya Methodist University (KEMU) Library users can be made aware of the information resources in their fields of interest.

iii. To suggest ways by which KEMU library users can make maximum utilization of the information materials.

iv. To examine the library user needs at Kenya Methodist University.

1.3.1 Research Questions

i. What are the laid down policies regarding the marketing of information materials? ii. How the users of KEMU library are made aware of the information materials in their field of interest? iii. In what ways is Kenya Methodist University library ensuring that there is maximum utilization of information materials? iv. What are the library user needs at Kenya Methodist University?

1.4 Scope of the study

The study was based on marketing of information materials at the Kenya Methodist University (KEMU) Library, Nairobi Campus. It focused on information resources materials such as the Collection (Books, Periodicals, video and films, CD- ROM), Services (Circulation, Inter-library loan, On-line searches, reference services), Programs (bibliographic instructions, display, lectures).

1.5 Significance of the study

The study was carried out to find out the marketing of information materials mainly at Kenya Methodist University Nairobi campus, as a special case. Marketing play a role in the maximum utilization of the library resources without proper marketing the users will not be alerted on new areas of innovations. These research aims at ensuring that the latest marketing techniques are used within libraries to ensure that there is better and efficient ways of a library to alert its users on the new areas that are coming up in their areas of interest.

2 1.6 Limitations of the study

Some respondents were not cooperative since they never returned the questionnaires. Financial constraints and time were also a limitation.

CHAPTER TWO LITERATURE REVIEW

2.1 Background on marketing Marketing is a process which carries goods from producers to ultimate consumers. Marketing, in its broader sense, is the social instrument through which the material goods and culture of a society are transmitted to its members. Marketing, in its library sense, refers to the instrument through which information (both raw and processed) are transmitted to its members. (Sharma, 2009).

(Kotler, 2002) defined marketing as: “……… a systematic approach to planning and achieving desired exchange relations with other groups. Marketing is concerned with developing, maintaining, and/or regulating exchange relations involving products, services, organizations, persons, places or causes."

3 2.2 Concept of Marketing Marketing is an exchange relationship based on a service philosophy that is user- oriented rather than product-oriented and primarily geared towards satisfying users' needs. (Cronin, 1995).

Information marketing as the process of selling information to others. The information can be packaged in a variety of different ways to include eBooks, books, training courses, webinars, seminars, DVDs, audio books, websites and blogs.

Marketing means different things to different people, to some it’s a technique to prompt them to buy a particular product or service whether it’s of help to them or not while to others Marketing is all about the promotion, advertising and selling of these products.

“whereas in the marketing of "tangible" commodities the ultimate goal is to sell, in the marketing of information products and services emphasis is given to fulfilling the needs of the users of information products or services"(Bachubire ,1991).

Dr Ranganathan's concept of the Five Laws of Library Science had the marketing concept at their core. The five laws were:

First law: 'Books are for use.' (Maximize the use of books.)

Second law: 'Every reader his book.' (Reader is the prime factor and his/her need must be satisfied.)

Third law: 'Every book its reader.' (Find a reader for every book.)

Fourth law: 'Save the time of the reader.' (Organize information in such a way that the reader finds the wanted information promptly.)

Fifth law: 'A library is a growing organism. (Emphasis is on comprehensive and evolutionary growth.)

According to Leisner (1995) the basis for library marketing is the need first to enhance the quality of services, and second, to improve the perceived value of these services and thus achieve the highest level of customer satisfaction to ensure survival of

4 the organization. Alemna (2001) stated that effective marketing is the obvious means by which users can be made aware of the services of the library and their value.

2.3 The background of Library Marketing

Before 1970: in the beginning, promoting and public relations for the library services represented an important issue for this field, largely debated in the 1940’s, 1950’s and 1960’s. Kotler and Levy 1969, came up with the idea of marketing for non- profit organizations which led to the concept of marketing in libraries and information centers.

1970-1980: in the first years of marketing introduction it was considered that it is applicable for libraries and marketing techniques that were useful for toothpaste by example will be used for non-profit institutions. It must be said that public libraries were the first that adopted the marketing concept. 1980-1990: during this decade the biggest trust was awarded to marketing planning in the 4P” Framework, to promoting technologies that reflected the importance of using them in libraries.

1990-2000: the focus moved on the traditional marketing strategies (for example recruiting new consumers), but also arised the need for increasing employees’ competence in satisfying clients, as well as the quality of client services.

At present, the attention of library marketing and information services is directed towards relations’ marketing, internal marketing, branding, the loyalty for the consumer, Internet marketing, networks marketing etc (Gupta, Koontz et al, 2006, p. 9).

Launched in 1997, the IFLA Marketing and Management made up of library professionals who either work actively in marketing and management in their libraries or teach these techniques to future librarians. IFLA also organizes annual conferences and training programs, and it issues publications, including a newsletter. In order to recognize best practices in marketing of library and information sector worldwide, the section created the IFLA International Award in 2001. The work of IFLA’s marketing and

5 Management Section illustrates the internationalization of the concept of marketing LIS. Some of the conferences carried out by IFLA Include: 2012 - Satellite meeting, Turku, Finland 9 August 2012 Theme: Library’s Efficiency, Impact and Outcomes Statistical Evaluation and Other Methods as Tools for Management and Decision-making 2011 - World Library and Information Congress: 13-18 August, San Juan, Puerto Rico Theme: Vision 2020: innovative policies, services and tools 2010 - Satellite meeting, Athens, Greece, 19-21 August Theme: Service Strategies for Libraries 2009 - World Library and Information Congress: 23-27 August 2009, Milan, Italy Theme: Libraries of the future - Libraries in the future: Where will we stand 10 years from now? 2008 - Satellite meeting, Montreal, Quebec, Canada, 5-7 August 2008 Theme: Navigating with youth: In this technological era, how can public libraries attract and keep their young clientele? 2007 - Management and Marketing Section and Metropolitan Libraries Section Theme: Libraries - crucial institution in a complex society: Increasing the library's appeal and value to users, and overcoming barriers to access 2006 - Pre-Conference: Shanghai, August 16-17 Theme: Library Management and Marketing in a Multicultural World 2005 - Satellite Meeting: Bergen, Norway, August 9-11 Theme: "Management, marketing, evaluation and promotion of library services, based on statistics, analyses and evaluation in your own library". World Library and Information Congress, Oslo, Norway: Theme: "Information Literacy: a voyage of discovery for citizens and librarians".

Starting from the field of consumer goods where it initially appeared, the marketing ideas were extended in time also to the non-profit services and organizations. Thus, the concept of social marketing took form (Costache, 2002), focusing on identifying the user’s needs and on the quality of services provided. As a special variant of the non-profit marketing and implicitly of the cultural marketing, the library marketing took form. Starting from the idea of widening the marketing application sphere to the information-documentary structures, Jean-Michel Salaun (1992, p. 133) stated that: „Rare

6 are the professions in which the activity practice has changed so much, as the librarian profession, where the notions of network, cooperation, media and free can be directly transposed into marketing terms”.

2.4 The importance of marketing to libraries.

Libraries exist to provide services to users, in this way they can be compared to service industries. Indeed some commentators have argued that when discussing libraries and users we should adopt the language of the private sector and refers to the library users as customers (Koontz, 2002). The majority of libraries are in public service roles, but whether public or private enterprises, the concepts of services marketing are indeed relevant. As one commentator has put it, “librarians and information professionals are in the people business” (de Saez 2002).

2.5 Why market Information services and products

There are some unique reasons that require marketing orientation in library and information services and it will help in:

In libraries and information centres in the following manner.

1. Attaining the goals and objectives of library and information centres Every type of library and information centre has some basic objectives to ensure the maximum use of its reading materials. In this case marketing of information products and services plays a dynamic role to attain the predetermined goals and objectives of library and information centres.

2. Changing the concept of library Due to revolutionary changes in Information and Communication Technologies (ICTs), the primary concept of the library (as a storehouse of knowledge) has been changed and become more dynamic. The mode of users’ demand has also been changed and developed. Today, users are not so interested in getting their desired information in traditional ways. As a result library and information officials have been compelled to market their information products and services to users more actively. 3. Getting the desired information easily

7 Because of the information explosion it has become difficult for users to find their desired information properly. Marketing of information products and services can help the users to get the information they want easily from the huge amount of information available.

4. Changing the attitude of users Effective marketing is only one of the factors that determine library use. Effective marketing provides the means by which users are made aware of the services of the library and their value (Martey, 2000). Due to the dramatic change of users’ attitudes towards information, the necessity of marketing information products and services has been realized by library officials.

5. Changing the attitude of the librarian By implementing the marketing concept in libraries, Rowley (1995) renamed the librarian from storekeeper to salesman. Libraries must be run like commercial firms and professional librarians must be the managers.

Marketing of library services and products is rendered a viable tool to create awareness among the users and to decide the efficiency and effectiveness of the library services and products and that majority of the users are willing to pay for the value-added services and products.

It is important to clarify what marketing means in a library environment. Marketing is not so much about “selling” information products to researchers, as it is more about spreading the word about potentially useful new tools. It is also about keeping users informed about library activities and involving them in collection development. It is more about integrating new research tools into existing, effective research processes, and in some way enhancing researchers’ work, rather than selling the tool to users as an end in it. As librarians market new tools, they should know how the tools may offer clarity, and not simply contribute to noise for the users. Effective marketing can only occur when librarians understand, at least in a broad sense, what the scientists, professors, and graduate students are already doing to keep informed, and what their research projects are about. (Waugh, 2007) 8 Marketing library services is a responsibility of everyone in the organization. It is the service that the customer receives from all of the staff that helps them perceive the value of the library. Although front line people primarily shape the customer's experience, support personnel, rarely seen by customers, are also involved in customer service. Overall, individuals in lower rather than higher positions determine the failure or success of service strategies.

Internal marketing, according to Singh and Ginman 2004, requires that directors and heads of libraries and information centers be committed to taking the lead and insuring that those activities which are the essence of internal marketing - internal communications and customer-consciousness among employees - are embraced. Staffs constitute the largest percentage of most library budgets, and library directors need to market their value. They also need to motivate their staff continuously in their effort to be their best and to assert themselves as experts in the information field.

Customers or users are the most basic ingredient in a working library or information center. Therefore, marketing must be customer-driven; without the customer there is no reason for a library to exist. Relationship marketing is about getting and keeping customers by developing real and long-term relationships. In contrast, traditional library marketing has been based on a transactional approach which focuses on the number of items circulated, the number of searches performed, and so on. It is about getting but not necessarily keeping customers. (Larry X., 2000)

Marketing is a customer-driven orientation for the entire organization that is essential for libraries to survive and prosper in a competitive arena. Organizations that pursue a customer-focused strategy continually work to provide products and services that meet the customer's changing definition of value. The goals of the customer-focus approach are to attract, satisfy, and retain customers for the long-term. Customer-focus is concerned with the total customer experience, from personal interactions with the staff to the products and services they use. This is what is referred as customization. Customization means getting customers to teach you what they want, remembering what they teach you, and then providing what they want. In a customer-focus environment, development and delivery of library and information services must involve the customer to a great extent. Every service activity must be undertaken as an opportunity to serve

9 customers in an improved way. It is much easier to satisfy a patron who is already in the library than to attract new customers. Satisfied patrons will tell others about benefits from the library and bring in new customers.

2.6 How information services and products are marketed globally

McCarthy (1992) says, “Place also incorporates all the distribution channels – e- mail, fax, post, etc. – the way you get your information the person who wants it. According to Cronin (1985), it has been established that location, accessibility, atmosphere, and so on, all play part in shaping user behavior and attitudes. Increasingly, efforts are being made to take the library and its product/ services to a place, which is convenient to users and provide services at the right time and in the right format, which are convenient and suitable to users.

Cronin (1985) says: “There is little point in conducting market research studies, community profiling (user studies) exercises, or whatever, if the changes and improvements we institute are not announced to the public for whom they are intended. Promotion is an umbrella term embracing publicity, advertising, and public relations. Local circumstances, budgets and staff attitudes will determine the mix to be used, but the range of options available is wide”.

Dalton (1989) observes that the techniques used to inform, persuade and remind users about the library’s services, products and image are advertising, public relations and publicity, promotion, visual merchandising (displays and exhibitions) and personal selling (personal communication), collectively referred to as marketing communication.

Promotion, which is a part of marketing techniques, involves one or more, or all of the following methods to reach the clients:

1. Public relations

2. Advertising

3. Personal selling

4. User orientation programmes

10 2.6.1 Public relations

PR means establishing good relations with the community within which we function (Ross, 2007). The purpose of the function of the public relations is to help an organization develop and maintain a social climate or environment in which it can prosper best. “Good public relations, Ross adds, “is based on good performance and behavior as seen from the public’s viewpoint. In order to be successful, not only must the organization’s internal operations be effective and efficient, it must manage its external relations effectively.

Dalton (1989) has identified three categories of PR communication techniques:

1. Printed communication such as press releases, library newsletters, guides, annual reports, book lists and bibliographies and posters, which draws attention to materials, services and events in the library.

2. Visual communication, which includes techniques, such as direct mail, advertising campaigns, correspondence and gimmicks

2.6.2 Advertising

According to Edinger (1980), “Advertising refers to the effort to stimulate demand for a product or service by conveying significant information to the community through various means”. Examples here include create awareness of the LICs (library and information centre) name, its offerings and expertise through the use of social media (Facebook, Twitter, LinkedIn), Web 2.0.

2.6.3 Personal selling

Personal selling is a proven way to gain immediate attention. The most effective way to promote any library is through a personable, courteous, efficient, and knowledgeable staff. The image of the organization is very much influenced by its personnel”. (Purcell,1990).

2.6.4 User orientation programmes

11 A few tours and orientations can make the use of the library easier and more pleasurable for both user and staff. Therefore, the basic purposes of promotion are to:

 Attract and hold the attention of the library clients (both potential and existing).  Make the clients aware of the product or services and the library providing it.

 Position the product or service and the library in the minds of the present as well as potential clients in a unique and favorable manner.

 Constantly reinforce the message on the clients.

Moreover, given that the nature of a library is that a social and service institution educating the clients becomes an important promotion tool, particularly about how to use the library and how to use the new information technology available in the library.

Therefore, educational and training programmes may have to be organized for clients to help them make the best use of the library or the information centre, and of the new information technology.

Previous studies

Mohan (1998) in a survey of special and university libraries and information centers of India found that though the librarians had positive attitude towards the marketing of library and information services, they perceived some barriers in applying the concept of marketing in libraries such as lack of knowledge, skills and exposure to the concept of marketing and lack of manpower and financial support.

Kavulya (2004) in a case study of selected university libraries of Kenya indicated that although no library was reported to have been involved in any formal marketing research strategy, the librarians were aware of some of the strengths and weaknesses of the services provided. The investigator concluded that more emphasis was put on the promotion of already existing services.

Kanaujia (2004) in a survey of Indian research and development libraries and information canters revealed that though the librarians had a positive attitude towards marketing of library information products and services, there was less evidence of the

12 systematic and planned use of marketing in the service design, pricing and delivery of information products/services.

2.7 Marketing of Information resources at KEMU Nairobi campus.

Kenya Methodist University started its main campus in 1997 with its Nairobi campus opening the doors in 2007. KEMU Nairobi campus started marketing its information products and services the same year. Since then KEMU Nairobi Campus has been marketing their information products and services in the following ways:

Through the general institutional website for all the campuses in which the library page is also included. The page shows the mission and vision of the library including the different sections within the library. They also have an OPAC (Libsoft) which is an off the shelf library management system.

Since 2004, KEMU has been participating in the National Book Development Week (NBDW) and has been selected twice to host the event, that was in 2006 and 2007 when the Nairobi campus library also came onboard in the main campus. The main reason for the event was to underline the importance of the book as the main effective vehicle in promoting a lifelong reading. Apart from the National Book Development Week, KEMU Nairobi campus is also involved in the trade fairs every year where they show case their information products and services attracting academicians, high school students, researchers and other colleges and institutions.

Through the internet came in things like the social sites and blogs, KEMU Nairobi campus has been using social sites like facebook, twitter and blogs (www.kemulib.blogspot.com) whereby they show their current awareness services and the users interact with the library staff.

E-mails is another way in which the staff market the information products and services, students are made aware of the information materials in the library for them to make maximum utilization of these information materials.

13 CHAPTER THREE RESEARCH METHODOLOGY

3.1 Research design Case study design best fits this type of research. According to Mugenda and Mugenda (1999) case studies are based on the premise that a case can be located that is typical of many other cases. The case under study is viewed as an example of a class of events or a group of individuals. It used the survey design as a strategy for collecting and analyzing data in order to answer research questions about the stated problem under investigation. Questionnaires were administered to gather information.

3.2 Target Population A target population is the total collection of elements about which one wishes to make some inferences (Mugenda and Mugenda, 2003). The research targeted the students and librarians. The target population was as follows:

Table 3.1 Target Population Category Target Population Percentage

Librarians 13 0.2

KEMU Students, Nairobi 6227 96 Campus

KEMU lecturers 212 3.2

Total 6452 100

Source (Author, 2012)

14 3.3 Sampling design Stratified random sampling was used in this study. Mugenda and Mugenda (1999) pointed that stratified sampling method ensures inclusion. Stratified sampling ensures that all sub-groups in the population are represented in the sample. 10% of respondents will be targeted from the KEMU students Nairobi campus category of the target population. The sample will be as follows:

Table 3.2 Sample size Category Target Population Percentage

Librarians 13 1.5

KEMU Students, Nairobi 622 73 Campus

KEMU lecturers 212 25

Total 847 100

Source (Author, 2012)

3.4 Data collection instruments and procedures The required data was collected through the use of structured questionnaires. This is because the questioning gave the required opportunity to answer the question willingly. Open questions that were prepared gave the respondents the liberty to discuss their opinions where it was necessary. The researcher intended to reduce the amount of questions so as to provide this opinion flexibility. Interviews were also done to the librarians in order to get deeper insight.

3.5 Data analysis Data was analyzed using descriptive statistics, specifically frequencies and percentages to analyze the quantitative data, frequency distribution and percentages was used. Qualitative data was organized and used to draw conclusion. The researcher used Microsoft Office Excel 2007 to generate the graphs.

15 CHAPTER FOUR

DATA ANALYSIS, PRESENTATION AND INTERPRETATION

4.1 introductions This chapter presents, analyses, and interprets data collected in line with the results of the data collected in Kenya Methodist University Library and the analytical view of the respondents received through questionnaires as a major source of data collection. The study dealt with a target size of 847 respondents where 13 were KEMU library staff, 622 were students and 212 were lecturers.

4.2 Response rate There were three groups of respondents; the KEMU library staff, the library users and the lecturers. The following is the analysis of the three groups. Table 4.1 KEMU library staff response rate: Response rate Frequency Percentage (%)

Responded 10 77

Not responded 3 23

Total 13 100

Figure 4.1: Pie chart representing the frequency of library staff response.

16 In Table and figure 4.1 a total of 13 questionnaires were administered to the population of the library users; where 10 were answered while 3 were not answered which is 77% of the population. Table 4.2 KEMU Students, Nairobi Campus response rate: Response rate Frequency Percentage (%)

Responded 460 74

Not responded 162 26

Total 622 100

Figure 4.2: Pie chart representing the frequency of KEMU student, Nairobi Campus response rate.

In Table and figure 4.2 a total of 622 questionnaires were administered to the population of the library users; where 460 were answered which is 77% of the population. While 162 were not answered. Table 4.3 KEMU lecturer’s, Nairobi Campus response rate: Response rate Frequency Percentage (%)

Responded 99 47

Not responded 113 53

Total 212 100

17 Figure 4.3: Pie chart representing the frequency of KEMU lecturer’s, Nairobi Campus response rate:

In Table and figure 4.3 a total of 212 questionnaires were administered to the population of the library users; where 99 were answered which is 47% of the population. While 113 were not answered.

4.3 Nature of the policy guidelines on marketing A policy is a statement of beliefs, values and goals to guide thinking that lead to action. The Kenya Methodist University Library has a defined policy guideline governing the marketing of its information products and services. When marketing they have to go by the marketing procedures which includes; first of all identifying the library objectives; what they want to achieve; second, the library identifies its target users and their particular needs; the target users are looked at in terms of their programmes that they are undertaking, the age bracket, gender and the races that incorporate the student population and third the library develops products and services aimed at meeting the needs of these categories.

4.4 How are the library user made aware of their relevant fields of interest? Though there are no funds allocated, library bulletins or personnel designated for the marketing of information products and services, Kenya Methodist University does the marketing of its product and services through a number of ways which include; Through the Selective Dissemination of Information, Current Awareness Services, internet and the National Book Week Development.

18 4.4.1 Selective Dissemination of Information KEMU does the Selective Dissemination of Information (SDI) in order to assist the users of the library in finding the relevant information material that the user is looking for. Basically it aids the users in finding the right information to the right user and at the right time.

SDI is a current awareness system which alerts the users of the library to the latest publications in their specified field(s) of interest. A user registers at such a system with keywords representing his or her fields of interest, called a search profile. When new publications matching the search profile appear, the system informs the user of them instantly, periodically or upon request.

65% of the respondents claim that Selective Dissemination of Information assists them in keeping up-to-date with current literature in particular subject areas. The purpose of SDI is to help users cope with information overload. The KEMU library provides a list of selected literature or titles of library materials available in the library based on a chosen subject. The sources of the literature may vary, from various materials such as books, serials, proceedings and also electronic sources.

4.4.2 Current Awareness Services

Current Awareness Services (CAS) is done whereby KEMU displays the new information materials that they currently acquire as a way of encouraging the users and marketing of their information products and services.

Current Awareness Services is a system that the KEMU for notifying users on a periodic basis of the acquisition, by a central file or library, of information (usually literature) which should be of interest to the user. The role of CAS is to: · Alert users to new books or journal material received in the library ; · Alert users to the recent literature in a given subject ; Provide non-bibliographic information, such as news on meetings, training courses and other events of interest to users. CAS is provided through routing of journals and circulation of new arrival lists to users.

19 Current awareness services encourage the students to facilitate the finding of their relevant information materials that they may be looking for. It’s a way KEMU uses to make sure that they link the right users to the right information and at the right time.

4.4.2 National Book Development Week

4.4.3 Use of the Internet

The Internet is a global system of interconnected computer networks that use the standard Protocol Suite (TCP/IP) to serve billions of users worldwide. It is a network of networks that consists of millions of private and public, academic, business, and government networks of local to global scope that are linked by a broad array of electronic and optical networking technologies.

Internet in KEMU University can be centrally accessed from both the digital library and the computer laboratory. The digital library, situated on 1st floor of KEMU hub building, acts as an information center for students, staff and researchers to locate, access and exchange quality information that serves their needs. It provides a high quality internet service with vast information resources. The computer laboratory, located on the 3rd floor of the building also provides an alternative point of information access.

80% of the students admitted that the use of the internet which links with the library management system (KOHA) has enabled them to know what the collection of the library is. It has also brought about the self discovery of new information materials in their areas of interest.

20 They also have an OPAC which is a list of all library materials accessible via a computer. It enables the users to search for the document required through querying the library system. One is required to know at least one of the following; subject, title, author, or call number.

This service is very important because KEMU library has very many documents and going through each of them is a tasking job. This search assists you to get the document you are looking for fast and easy enough. This service is available on the KEMU website and also in KeMU libraries at Meru, Nakuru, Mombasa, Nyeri and Nairobi.

The fact that the OPAC can be accessible on and off campus shows that people from other institutions are able to access the resources that KEMU has. It’s a way of marketing the libraries collection and the kind of services they are offering to their library users.

4.5 Maximum Utilization of information materials and resources In order for maximum utilization to take place and to keep the users up to date, KEMU has been involved in ensuring that they present to the users information through various ways, the ways including the following:

 Carrying out the selective dissemination of information to the students, majority of the students agreed were able to conqueror.  Current awareness services which the students lauded for ensuring that the all the new books or titles are displayed to capture their attention of the new arrivals.

From the questionnaires that were issued it was also found out that, out of the 460 KEMU students, Nairobi Campus who responded only 270 students who constitute 58% of the number of students who responded were able to come into the library to find the various information that they were looking for and the same time admitting that they come into the library for like four times a week.

As for the lecturers, most of them come in for one or two books that are of interest to them especially those ones that are recommended by the curriculum and for teaching purposes. They limit themselves to specific information in their field of interest and most probably to read newspapers.

21 4.6 Funds The library is a non-profit making organization. The funding usually comes from the parent institution. The funding is usually allocated every end year. The library in this case doesn’t participate in any entrepreneurial activities but there donation that are made by international donors, gifts from well wishers. But without proper marketing of these resources then there will be poor utilization of the same.

It’s unquestionable that in order for every library information materials and services to be maximally utilized it requires marketing and the proper financial backing and this cannot be achieved if the organization is financially handicapped. On the challenge in the field of librarianship, it is observed that library funding will probably be the issue which consumes the energy of library managers to the end of this century.

All the library staff that respondents questioned by the researcher agreed that there is no proper allocation of funds towards the marketing of the information products and services. The library lacks proper structures to enable or facilitate the marketing of their information products and services.

4.7 Personnel / Staff This is the personnel responsible for the functioning of the organization, the KEMU library, Nairobi campus is presently manned by thirteen permanent employed staff, one head of the campus, a senior librarian, five senior library assistants responsible for the different sections of the library and six library assistants.

22 Table 4.4: Table showing the number of staff and their designation

Qualification Number of staff Designation

PHD 1 University librarian

Masters 1 Senior librarian

Masters 5 Senior library assistant

Degree 4 Library assistant

Diploma 2 Library assistant

TOTAL 13

The study revealed that from the total number of staff in the library in all the sections none of them has undergone a marketing course. This means that in order for marketing of the information products to be effective then the staffs should undergo a bit of training on marketing.

4.7.1 Qualifications of the staff For any organization or institution to achieve its objectives and ensure maximum utilization it requires personnel who have at least a background on marketing of the information products and services. It should have at least two staffs that have a marketing background and can guide on the marketing of the information materials and services effectively.

The study revealed that the library lacked someone with a marketing background to help in the marketing of the information products and services.

4.8 Library user needs The needs of the library users should always come first otherwise without considering their needs most of these information materials will lie on the shelves without their usage however much the marketing is done.

85% of the respondents would like to see other services brought in to the library so that they can be able to access information materials that they consider to aid them in the search for the various information that they may be looking for.

23 In the case of indexes the 60% users expect the library to do a lot of indexing and clippings especially of the newspapers to enable them retrieve but information that may be of interest in their fields. It makes them much easier for them to retrieve information material during the carrying out of their research. On the issues of seminars 63% will find it useful if the library can come up with conferences/ seminars and workshops and also give out notifications on the same.

Users are also particular on the issue of notification of the newly published journals; they form 80% of the KEMU students, Nairobi campus while the lecturers form 98% of the respondents. They expect the library to inform them of the relevant published research papers by having a notification on the library OPAC.

24 CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Introduction This section embarked on the results and findings weighed against the objectives of the study. Conclusion was therefore drawn from the findings and recommendations outlined for the KEMU Library on how to go adopting the solutions.

5.2 Major findings of the study 60% of the library staff who responded stated that there was no proper marketing taking place as there was no allocation of funds geared towards the marketing of information products and services.

80% of the KEMU library users, Nairobi campus use the library more than four times a week but majority of them came in to read their own notes and read newspapers. When they came in for books it will mainly be when they have been referred by their lecturers on particular books that are recommended by the curriculum. Most of them have no idea of what the library has in terms of its collection and their subject areas so you will find most of these books are underutilized by the students.

30% having confessed that they do not know where the library is, how it looks like and what it has in terms of its collection. It’s in such scenarios that marketing practices need to be very effective to ensure that the students make maximum use of the library facilities.

5.3 Conclusion Information is very important for decision making and is vital for the overall development of any country, particularly so in the case of developing countries, where appropriate use of scarce resources is critical. Decision-makers at every level of the economy need relevant and up-to-date information to assist them. The dissemination of this vital information requires effective marketing so that those who need information are aware of its existence and acquire it on time. (Ledoux,1995).

25 There has been a bit of marketing of information products of marketing of information and services by the library team. These have ranged from the selective dissemination of information (SDI), Current Awareness Services (CAS) to the National Book Development Week (NBDW).

Marketing is an integral part of the library and the library needs to ensure that proper funding is allocated to the marketing of these information products and services. Marketing is not all about the product it also includes the kind of services that are being offered. The library should also embrace the new technologies in marketing for example the use of social networking sites like Facebook, twitter, Jhoos among others. They should also include blogs where the library can have reviews of whatever books they have recently acquired and encourage the comments of the users as well.

If the marketing principles are to be embraced by the information professionals, there needs to be training of information specialists who are already in the field. In addition, future librarians and information specialists need to be taught the importance of marketing and its application to the nonprofit sector and to the information world in particular.

5.4 Recommendations Information professionals need to understand marketing and its concepts in order to apply it. However, there is strong evidence to suggest that many librarians lack proper understanding of the marketing concept and its applicability to their field. In Amaral's, 1992 survey of the Brazilian geoscience and mineral technology libraries confirmed this conclusion. The results showed that the majority of library managers and librarians surveyed lacked marketing knowledge. Those who claimed to be conversant with the concept understood it to mean only promotion or selling. In the report, Amaral states: "...some managers, for example, indicated that they knew enough about marketing, but in explaining how they applied it, failed to mention users or their information needs; they mentioned only promotional activities, which constitute only one aspect of marketing"." This and similar examples suggest that perhaps marketing is not emphasized enough in the training of professional librarians.

26 If ignorance is the major obstacle to the application of marketing by information professionals, then training information personnel in marketing is a vital first step in incorporating the marketing concept in information sciences. In fact, one of Amaral's recommendations is that marketing become an integral part of the curricula in the training of information professionals and that seminars and courses on marketing be given to those existing information managers. Short courses on marketing should also be introduced and sponsored to the staff to enable them have an idea of what marketing entails and how to go about marketing the library information products and services to the users of the library.

Therefore it’s important for the library to ensure that proper funding are in place to facilitate and encourage and promote the use and reading culture within the users. A library might have thousands and thousands in terms of its collection but if there is no proper marketing then the resources will remain unutilized.

27 BIBLIOGRAPHY

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APPENDIX – 1 Questionnaire for Users Biography data Occupation (Student/Lecturer): ______

Subject/Area of Specialization______

PART – I

Please tick (Ö) in the blank column

30 1. How well do you feel you are able to keep up with innovations in your field? a) To some extent b) To a moderate extent

c) To a considerable extent d) To a great extent

2. If keeping up with innovations in your field is not satisfactory; please specify the reasons a) No current awareness services available b) No specific information available in field of interest c) No time to use library d) Limited knowledge of library collection e) Undeveloped information products/services offered by library f) Others (please specify) 2. Purpose/s for which you use the library: a) To gain current awareness and to keep up-to-date b) To find specific information in your field of interest c) To read newspaper d) To study e) To photocopy the periodical articles f) To use micro-forms g) Other purpose/s (Please specify)______

3. What are the ways which make you aware of up-to-date information in your field(s) of interest:

a) Conversation with colleagues at work b) Seminars/Conferences/Workshops c) Published Publications and research d) Consultation of indexes and abstracts e) Consultation of catalogues f) Bibliographic lists g) Book reviews and publication announcements h) Exhibitions i) Current awareness bulletins

31 j) Selective dissemination of information k) Other/s (Please specify)______

PART - II

1. Please tick (Ö) against the information services that you need/expect to find a) Current Awareness services b) Selective dissemination of information c) Notification of newly published research d) Notification about conferences/seminars/workshops e) Newspaper clippings f) Patents information g) Standards information h) Abstracting services i) Indexing services j) Reference services k) Translation services l) Interlibrary loan m) Literature search n) Repackaging & condensation service o) Photocopying of periodical articles p) Circulation of periodical contents q) Other service/s (please specify)______

2. Please tick mark against the information products that you need / expect to find a) Directories b) Information Bulletin c) News Bulletin d) Indexes e) Abstracts Lists f) Data Analysis Statistics g) Bibliographic Lists

32 h) New Additions Lists i) Current Awareness Bulletins j) Selective Dissemination of Information Bulletins k) Results of Literature Search l) Other product/s (please specify)______

3. Any other suggestion to improve library services and products ______

Thanks for your cooperation

APPENDIX – 2 Questionnaire for Librarians Purpose: To study the marketing practices in libraries and information centre’s towards different aspects of marketing. 1. Before carrying out the marketing of the library information products and services, what do you look at or rather what does the library policy say or stipulate?

33 ______2. Specify allocation of funds in your library for marketing its information products /Services. Yes No 3. If no, what proportion of the library of the library budget is designated for the activities related with marketing? a. Less than1% b. 1-5% c. 6-10% d. more than 1% 4. Who decides the amount of spending money on marketing activities? b. Head of the institution b. Librarian c. Library Committee d. others 5. Your library has specially designated person for marketing Yes No b. State your qualifications:______6. Library publishes library bulletin/newsletters about its professional activities Yes No 7. Library publishes annual report: Yes No 8. Inform users through: a. Signs, symbols, handouts and instructions are kept in appropriate place in library. b. Notify users about the status or availability of information products/services. c. Give a formal lecture on library resources/facilities in a particular field. d. Give a demonstration of various systems like OPAC, CD-ROM, E- mail, Internet, Online services.

9. Are you planning/ using the internet to market information products/services? Yes No

34 c. If YES what ways do you use the internet when marketing your information products and services? ______