Marketing of Library Services in an Academic Environment

Marketing of information services is now an important goal of librarians all over the ~orld t? attract mor~ users to the libr~ry. thereby promoting user satisfaction. Marketing IS considered ~s ~n Integr~1 part of libraries and information centres mainly due to the developments In information t.echnology, information explosion, and declining library budgets. Kotler defines marketing as the "analysis, planning, implementation and control o~ carefully formulated programs designed to bring about voluntary exchanges of values WIth target markets fo~ the ~~rpos~ of~chievingorganizational objectives". Organizations suc.h as museums, unrversittes, libraries, and charities need to market their causes and their products to gain. political and social support as well as economic support (Kotler, 1995). In the marketing world people are now migrating from the traditional Four P ~lodelto th~ S~VE mode! (Alt~ns~n, 2013). According to the SAVE model, marketing III an orgarusanon must grve pnonty to 'Solutions' instead of the features or functions of~he.'Product" Similarily it is to focus on 'Access', instead of ,Place'; 'Value' instead of Price" so that the benefits are more stressed, rather than production costs. Instead of :Proliloti.on', marketi~g has. to conc~ntrate on 'Educating' the customers, providing lJlfo~mahol~ about t~eJr specific req~lrements, instead of relying on advertising, public rel~tlons, direct selling etc. From a library point ofview, to ensure maximum utilization of library ~ervices there is an increasing need for definite marketing plans to exploit the techn.ologlcal dcvelop",len~s so ~s to entice the users. By anticipating their changing needs and ~y co.mmulllcatl~g WIth them it should be possible to devise strategies to present various library services and products in a perceptive style.

A user receiving help at Hartley Library reception desk 3

An image of a user receiving help at Hartley Library reception desk, taken 2009.

A user receiving help at Hartley Library reception desk 2

An image of a user receiving help at Hartley Library reception desk, taken 2009

A user receiving help at the Hartley Library reception desk 1

An image of a user receiving help at the Hartley Library reception desk, taken 2009

Information Access Patterns of Faculty in Arts and Sciences Colleges in Chidambaram

The term “user study” focuses on information use patterns, information needs, and information-seeking behaviour. Information- seeking behaviour and information access patterns are areas of active interest among librarians and information scientists. This article reports on a study of the information requirements, usefulness of library resources and services, and problems encountered by faculty members of two arts and science colleges, Government Arts & Science College and Sri Raghavendra Arts & Science College, Chidambaram.

Digital library of historical cartography: open access to cultural heritage and public good

This paper describes the integration of information between Digital Library of Historical Cartography and Bibliographical Database (DEDALUS), both of the University of São Paulo (USP), to guarantee open, public access by Internet to the maps in the collection and make them available to users everywhere. This digital library was designed by Historical Cartography Studies Laboratory team (LECH/USP), and provides maps images on the Web, of high resolution, as well as such information on these maps as technical-scientific data (projection, scale, coordinates), printing techniques and material support that have made their circulation and cultural consumption possible. The Digital Library of Historical Cartography is accessible not only to the historical cartography researchers, but also to students and the general public. Beyond being a source of information about maps, the Digital Library of Historical Cartography seeks to be interactive, exchanging information and seeking dialogue with different branches of knowledge

Developing a model of library user education for freshman science students

Discusses the cooperative effort between librarians and science faculty at Bucknell University in developing an effective library use education course for incoming undergraduate science and engineering students. Describes course structure and activities, and includes a library instruction bibliography. (five references) (EA)

DEVELOPING A METHOD FOR IDENTIFYING AND REDUCING FUNCTIONAL DISCREPANCIES OF INFORMATION SYSTEMS

Currently more than half of Electronic Health Record (EHR) projects fail. Most of these failures are not due to flawed technology, but rather due to the lack of systematic considerations of human issues. Among the barriers for EHR adoption, function mismatching among users, activities, and systems is a major area that has not been systematically addressed from a human-centered perspective. A theoretical framework called Functional Framework was developed for identifying and reducing functional discrepancies among users, activities, and systems. The Functional Framework is composed of three models – the User Model, the Designer Model, and the Activity Model. The User Model was developed by conducting a survey (N = 32) that identified the functions needed and desired from the user’s perspective. The Designer Model was developed by conducting a systemic review of an Electronic Dental Record (EDR) and its functions. The Activity Model was developed using an ethnographic method called shadowing where EDR users (5 dentists, 5 dental assistants, 5 administrative personnel) were followed quietly and observed for their activities. These three models were combined to form a unified model. From the unified model the work domain ontology was developed by asking users to rate the functions (a total of 190 functions) in the unified model along the dimensions of frequency and criticality in a survey. The functional discrepancies, as indicated by the regions of the Venn diagrams formed by the three models, were consistent with the survey results, especially with user satisfaction. The survey for the Functional Framework indicated the preference of one system over the other (R=0.895). The results of this project showed that the Functional Framework provides a systematic method for identifying, evaluating, and reducing functional discrepancies among users, systems, and activities. Limitations and generalizability of the Functional Framework were discussed.

AN EVALUATION OF THE CONSISTENCY OF IMRT PATIENT-SPECIFIC QA TECHNIQUES

To ensure the integrity of an intensity modulated radiation therapy (IMRT) treatment, each plan must be validated through a measurement-based quality assurance (QA) procedure, known as patient specific IMRT QA. Many methods of measurement and analysis have evolved for this QA. There is not a standard among clinical institutions, and many devices and action levels are used. Since the acceptance criteria determines if the dosimetric tools’ output passes the patient plan, it is important to see how these parameters influence the performance of the QA device. While analyzing the results of IMRT QA, it is important to understand the variability in the measurements. Due to the different form factors of the many QA methods, this reproducibility can be device dependent. These questions of patient-specific IMRT QA reproducibility and performance were investigated across five dosimeter systems: a helical diode array, radiographic film, ion chamber, diode array (AP field-by-field, AP composite, and rotational composite), and an in-house designed multiple ion chamber phantom. The reproducibility was gauged for each device by comparing the coefficients of variation (CV) across six patient plans. The performance of each device was determined by comparing each one’s ability to accurately label a plan as acceptable or unacceptable compared to a gold standard. All methods demonstrated a CV of less than 4%. Film proved to have the highest variability in QA measurement, likely due to the high level of user involvement in the readout and analysis. This is further shown by how the setup contributed more variation than the readout and analysis for all of the methods, except film. When evaluated for ability to correctly label acceptable and unacceptable plans, two distinct performance groups emerged with the helical diode array, AP composite diode array, film, and ion chamber in the better group; and the rotational composite and AP field-by-field diode array in the poorer group. Additionally, optimal threshold cutoffs were determined for each of the dosimetry systems. These findings, combined with practical considerations for factors such as labor and cost, can aid a clinic in its choice of an effective and safe patient-specific IMRT QA implementation.