Books and journals Case studies Expert Briefings Open Access
Advanced search

Beyond awareness: improving outreach and marketing through user surveys

Darcy Del Bosque (University of Nevada, Las Vegas, Nevada, USA)
Rosan Mitola (University of Nevada, Las Vegas, Nevada, USA)
Susie Skarl (University of Nevada, Las Vegas, Nevada, USA)
Shelley Heaton (University of Nevada, Las Vegas, Nevada, USA)

Reference Services Review

ISSN: 0090-7324

Publication date: 13 February 2017

Abstract

Purpose

The purpose of this paper is to investigate the awareness of library research services, the top desires for new services and overall satisfaction of undergraduate students to plan outreach and marketing efforts.

Design/methodology/approach

Researchers developed a survey which was administered both on an iPad and in paper copies. To gather feedback from a wide-variety of students, surveys were distributed outside campus buildings at four locations.

Findings

This study demonstrates the need to survey undergraduate students about their use of research services, to effectively plan outreach and marketing efforts. The differences between high-users’ and low-users’ expectations of the library inform and impact potential outreach and marketing efforts. Reaching both groups of students requires that not only awareness of library services increase but also that the knowledge of the value of the library increases, to convert simple awareness of services into use.

Research limitations/implications

Surveys were distributed at one institution, and results may be skewed based on local demographics.

Originality/value

While surveying undergraduate students is common, little research exists demonstrating how outreach and marketing can be informed by evaluating feedback from high and low-users of library services.

Keywords

  • Marketing
  • Academic libraries
  • Undergraduates
  • Promotion
  • Outreach
  • Research services

Citation

Del Bosque, D., Mitola, R., Skarl, S. and Heaton, S. (2017), "Beyond awareness: improving outreach and marketing through user surveys", Reference Services Review, Vol. 45 No. 1, pp. 4-17. https://doi.org/10.1108/RSR-02-2016-0009

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

Please note you do not have access to teaching notes

You may be able to access teaching notes by logging in via Shibboleth, Open Athens or with your Emerald account.
Login
If you think you should have access to this content, click the button to contact our support team.
Contact us

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
Login
To rent this content from Deepdyve, please click the button.
Rent from Deepdyve
If you think you should have access to this content, click the button to contact our support team.
Contact us
Emerald Publishing
  • Opens in new window
  • Opens in new window
  • Opens in new window
  • Opens in new window
© 2021 Emerald Publishing Limited

Services

  • Authors Opens in new window
  • Editors Opens in new window
  • Librarians Opens in new window
  • Researchers Opens in new window
  • Reviewers Opens in new window

About

  • About Emerald Opens in new window
  • Working for Emerald Opens in new window
  • Contact us Opens in new window
  • Publication sitemap

Policies and information

  • Privacy notice
  • Site policies
  • Modern Slavery Act Opens in new window
  • Chair of Trustees governance statement Opens in new window
  • COVID-19 policy Opens in new window
Manage cookies

We’re listening — tell us what you think

  • Something didn’t work…

    Report bugs here

  • All feedback is valuable

    Please share your general feedback

  • Member of Emerald Engage?

    You can join in the discussion by joining the community or logging in here.
    You can also find out more about Emerald Engage.

Join us on our journey

  • Platform update page

    Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

  • Questions & More Information

    Answers to the most commonly asked questions here