PowerPoint-PräsentationAntonia Hermelbracht, Bettina Koeper
Introducing ProSeBiCA
The idea generation step
(Adaptive Conjoint Analysis)
(Choice-Based Conjoint Analysis)
Service development must be in line with user needs.
User acceptance will form a new (?) and vital criterion for valuation of libraries.
Hence it requires:
to create a profound knowledge about user
(“customer intelligence”)
Hermelbracht / Koeper, Bielefeld University
Aiming at:
empirical basis
products / services
A proactive method, looking at the future shape of products / services
Widespread in commercial application
Hermelbracht / Koeper, Bielefeld University
Service offering
A priori segmentation
Benefit segmentation
grouping respondents according to the main benefits they look for in a product / service
Hermelbracht / Koeper, Bielefeld University
Objectives of Project
Adapt Conjoint-Analysis as a tool for the strategic development of academic libraries
Develop an analysis and simulation framework
for the whole range of library services
First step:
Second step:
general framework for academic libraries, guidelines for application of Conjoint Analysis
Identify future relevant services, give insight what users may expect from their library
Hermelbracht / Koeper, Bielefeld University
Project funded by German Research Foundation (DFG)
Carried out by Bielefeld University Library and the Chair of Marketing, Department of Economics and Business Administration at Bielefeld University
Milestones:
Idea
generation
step
Hopkins University (JHU) and LibQUAL+TM:
Adapt ProSeBiCA into U.S. library perspective
Integrate techniques offered by CAPM,
LibQUAL+TM and ProSeBiCA
Develop a homogenous tool and a portal as decision support system for library management
Hermelbracht / Koeper, Bielefeld University
The idea generation step
Sources of new ideas:
(political papers, empirical studies from all over the world, Internet)
Academic library user survey
Workshops with scientists and librarians
(in Bielefeld, Cottbus and Kansas, USA)
Statistical analysis of library usage data
(detection of library usage types by means of NN)
Academic library staff survey
for academic libraries
Video-mediated book-view
Multilingual starter packages for foreign users
Water dispensers in the library rooms
Lockable carrels with extended communication facilities
Personal university user card (multi-function card)
Online publishing portal
Four question types:
Attribute preference levels
Choice-Based Conjoint
One question type: Comparisons of complete library profiles
Hermelbracht / Koeper, Bielefeld University
Example: Attribute preference levels
Hermelbracht / Koeper, Bielefeld University
Example: Attribute importance
Example: Paired-comparison trade-off questions
Hermelbracht / Koeper, Bielefeld University
Example: Calibration concepts
Example: CBC choice concept
Hermelbracht / Koeper, Bielefeld University
Demographics and additional questions: N = 2122
October 13th - December 10th 2004
Provision of media (37 levels): N = 579
Learning and working environment (42 levels): N = 540
Communication (24 levels): N = 455
Additional services (15 levels): N = 548
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Sample profile:
Faculty membership
Sample profile:
Most desirable services:
On-line post box
Optimized guidance system
Open-air area
Water dispensers
Starter package
Academic search engine
Hermelbracht / Koeper, Bielefeld University
Provision of media Communication
innovation-oriented users (N = 264)
Cluster 2: The less interested users
(N = 111)
Liking some of the new service ideas
Cluster 3: The determined users
(N = 139)
High importance of core services and some
innovations
innovation-oriented users (N = 184)
Liking new innovative services
(N = 138)
Cluster 3: The online communication campaigner (N = 103)
High usage likelihood
Preference of on-line communication if possible
Hermelbracht / Koeper, Bielefeld University
Learning environment Additional services
(N = 214)
Strong differentiation between some of the services
Preference for the current status and, partly, for optimizations of the core services
Cluster 2: The innovation-oriented users (N = 288)
High usage likelihood
Preference for optimizations of the core services
as well as for new services
Distinct differences between some of the items
Cluster 1: The involved regular users (N = 301)
Rather high usage likelihood
Open for innovations
(N = 131)
Explicit desire for innovations and changes
Cluster 3: The conservative users
(N = 29)
Hermelbracht / Koeper, Bielefeld University
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Reactive innov. strategy
TNW= -0,596
Lively interest / involvement of respondents
Improved understandability of complex questions
(due to textual and visual illustrations)
Great importance of the conventional library as well as of
services on the spot
No significant need of a plenty of “extras”
Preference for services that ease the direct and effortless
access to information
Partial confirmation the by results at the Brandenburg Technical University of Cottbus
Hermelbracht / Koeper, Bielefeld University
Antonia Hermelbracht