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International Federation of Library Associations and Institutions Fédération Internationale des Associations de Bibliothécaires et des Bibliothèques Internationaler Verband der bibliothekarischen Vereine und Institutionen Международная Федерация Библиотечных Ассоциаций и Учреждений Federación Internacional de Asociaciones de Bibliotecarios y Bibliotecas About IFLA www.ifla.org IFLA (The International Federation of Library Associations and Institutions) is the lead- ing international body representing the interests of library and information services and their users. It is the global voice of the library and information profession. IFLA provides information specialists throughout the world with a forum for exchanging ideas and promoting international cooperation, research, and development in all fields of library activity and information service. IFLA is one of the means through which libraries, information centres, and information professionals worldwide can formulate their goals, exert their influence as a group, protect their interests, and find solutions to global problems. IFLA’s aims, objectives, and professional programme can only be fulfilled with the co- operation and active involvement of its members and affiliates. Currently, over 1,700 associations, institutions and individuals, from widely divergent cultural backgrounds, are working together to further the goals of the Federation and to promote librarianship on a global level. Through its formal membership, IFLA directly or indirectly represents some 500,000 library and information professionals worldwide. IFLA pursues its aims through a variety of channels, including the publication of a major journal, as well as guidelines, reports and monographs on a wide range of topics. IFLA organizes workshops and seminars around the world to enhance professional practice and increase awareness of the growing importance of libraries in the digital age. All this is done in collaboration with a number of other non-governmental organizations, funding bodies and international agencies such as UNESCO and WIPO. IFLANET, the Federa- tion’s website, is a prime source of information about IFLA, its policies and activities: www.ifla.org Library and information professionals gather annually at the IFLA World Library and Information Congress, held in August each year in cities around the world. IFLA was founded in Edinburgh, Scotland, in 1927 at an international conference of national library directors. IFLA was registered in the Netherlands in 1971. The Konink- lijke Bibliotheek (Royal Library), the national library of the Netherlands, in The Hague, generously provides the facilities for our headquarters. Regional offices are located in Rio de Janeiro, Brazil; Dakar, Senegal; and Singapore. IFLA Publications 120/121 Management, Marketing and Promotion of Library Services Based on Statistics, Analyses and Evaluation Edited by Trine Kolderup Flaten K · G · Saur München 2006 IFLA Publications edited by Sjoerd Koopman Recommended catalogue entry: Management, Marketing and Promotion of Library Services. Based on Statistics, Analyses and Evaluation / edited by Trine Kolderup Flaten ; [International Federation of Library Associations and Institutions]. – München : K.G. Saur, 2006. – 462 p. : ill. ; 21 cm. – (IFLA Publications ; 120/121). ISBN 3-598-21848-6 Bibliographic information published by Die Deutsche Bibliothek Die Deutsche Bibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data is available in the Internet at http://dnb.ddb.de. U Printed on permanent paper The paper used in this publication meets the minimum requirements of American National Standard – Permanence of Paper for Publications and Documents in Libraries and Archives ANSI/NISO Z39.48-1992 (R1997) © 2006 by International Federation of Library Associations and Institutions, The Hague, The Netherlands Alle Rechte vorbehalten / All Rights Strictly Reserved K.G.Saur Verlag GmbH, München 2006 Printed in the Federal Republic of Germany Cover illustrations: PixelQuelle.de All rights reserved. No part of this publication may be reproduced, stored in a retrieval system of any nature, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the publisher. Printed / Bound by Strauss GmbH, Mörlenbach ISBN 13: 978-3-598-21848-4 ISBN 10: 3-598-21848-6 ISSN 0344-6891 (IFLA Publications) Contents Taking A Measured Approach to Library Management: Performance Evidence Applications and Culture J. Eric Davies, UK ......................................................................................................... 17 Statistics and Strategy: Statistics and Performance Measurements as a Social Process Ulla Wimmer, Germany .............................................................................................. 33 Comparing libraries : from official statistics to effective strategies Tord Høivik, Norway .................................................................................................. 43 Cyberspace and market place: library messages beyond the border Myoung C.Wilson and Farideh Tehrani, USA .................................................... 65 Quality Standards Louise Guillemette-Labory and Pierre Meunier, Canada ................................ 80 Using Customer Data for Improved Strategic Marketing Planning and Decisionmaking Christie Koontz, USA .................................................................................................. 107 Library Statistics without Fear Ellen Maleszewski and Michael Bailow Huang, USA ...................................... 116 Statistics To Plan: Statistical Development in a Regional System of Public Libraries (Valencian Community – Spain) Ignazio Latorre Zacarés and Milagros Ortells Montón, Spain .................... 138 Development of Estonian public libraries during the last decade. (1994-2004) Margit Jõgi, Estonia ..................................................................................................... 153 Audit for libraries… which one ? Marielle de Miribel, France ....................................................................................... 161 5 Coordination of higher educational institutions and professional library associations – the key to training quality rise of librarians of XXI century Natalia Gendina, Russia .............................................................................................. 169 La bibliothèque municipale face aux fluctuations financières : l’impensé managérial dans les bibliothèques municipales des villes moyennes Liman Latifa, France ..................................................................................................... 179 Evaluation of libraries : Experiences from applying a method for non-market valuation developed in economics Svanhild Aabø, Norway .............................................................................................. 199 Customers Value Research Sue McKnight, UK ......................................................................................................... 206 Management and marketing in the Library and Documentation Centre of Artium Basque Centre-Museum of Contemporary Art Elena Roseras Carcedo, Spain ................................................................................... 217 Marketing to Diverse Populations Kathleen Imhoff, USA .................................................................................................. 236 Getting help and doing research: what do patrons want? An exploratory study comparing desk users with virtual reference users Diane Granfield, Canada ............................................................................................. 246 Marketing library services. A case study at University of Illinois at Urbana – Champaign USA Yoo-Seong Song, USA .................................................................................................. 257 The library as a part of cultural behavior: Summary of a large scale survey to identify user trends and reading behavior in Flanders libraries Bart Vercruyssen, Belgium ........................................................................................... 267 Evaluating library services – best practice initiatives in Australian university libraries Helen King, Australia ................................................................................................... 283 The public library’s attractiveness: A quantitative study Claude Poissenot, France ............................................................................................. 300 The use of Electronic Information Services and information literacy: a Glasgow Caledonian University study John Crawford, UK, Scotland .................................................................................... 317 6 Statistical indicators on reading and literacy for the “Information Society” versus the ITU’s “technisist” indices Ksibi Ahmed, Tunesia .................................................................................................. 342 Parameters and indicators for providers of electronic publications evaluation Maria Luisa Alvite Diez and Blanca Rodriguez Bravo, Spain ...................... 357 Promoting Library Services, Designing Marketing Strategies, Evaluating our Past and our Present, Feeling more Optimistic about our Libraries Future Antonia Arahova and Sarantos Kapidakis, Greece ........................................... 369 A new model for public