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Center for Information and Communication Studies
DREaM Project ConferenceBritish Library, 9th July 2012
Opening keynote presentationCarol Tenopir
University of Tennessee, USA
Center for Information and Communication Studies
Building evidence of the value and impact of library and information
services: Methods, metrics, and ROI
Carol TenopirUniversity of Tennessee
DREaM ConferenceJuly 9, 2012
Center for Information and Communication Studies
Center for Information and Communication Studies
Today’s topics…
• Lib-Value project overview• Defining value in the library and
information context• Techniques and examples:
– Critical incident– ROI and contingent valuation– Qualitative and personas
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Lib-Value: Multiple academic institutions using multiple methods to measure multiple values for
multiple stakeholders
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Ebooks Special Collections
Information Commons
Journal Collections
Methods for Measuring
ValueTeaching and
Learning
Reading and Scholarship Digitization
Website and Value
Bibliography
Current projects
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1. purchase or exchange value: what one is willing to pay for information in money and/or time, and
2. use value: the favorable consequences derived from reading and using the information.
In the information context economist Machlup described 2 types of value:
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Lib-Value comprehensive library value study (Bruce Kingma)
• Economic (private)– What is the value to an individual to use the library
resources?• Social (public)
– What is the value to the institution of the library?• Environmental (externality)
– What is the value of the environmental savings of library provision of electronic resources?
– Have libraries gone green without knowing it?
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1) Implied value (i.e., usage, downloads)2) Explicit value (i.e., outcomes, critical incident)3) Derived values (i.e., contingent valuation, ROI)
*These methods are useful in any type of library, but most of my examples are from academic libraries
Value of reading can be measured in many ways*
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Implied value: DownloadsUTK Article Downloads
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Article readings 1977 to present by scientists and social scientists
*
*2011-2012 (UIUC) n=639, (UK),n=1013; 2005,n=932; 2000-03, n=397; 1993, n=70;
1984, n=865; 1977, n=2350
Rea
ding
s pe
r yea
r
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Exchange
Use/Outcomes
Going beyond implied value to show…
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Tenopir & King scholarly reading studies, 4 types of questions:
1.Demographic
2.Recollection
3.Critical Incident
4.Comments
Therefore, insights intoboth READERS and
READINGS
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“The following questions in this section refer to the SCHOLARLY ARTICLE YOU READ MOST RECENTLY, even if you had read the article previously. Note that this last reading may not be typical, but will help us establish the range of patterns in reading.”
Critical incident of last reading
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Time spent (exchange value) reading• Article
• 49 min/article X 22 read per month X 12 months = 216 hours
• Book• 106 min/book X 7 per month X 12 months=
148 hours• Other Publication
• 42 min/publication X 10 per month X 12 months=84 hours
U.K. academics spend on average per year nearly three months of their work time reading scholarly
material.
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A majority of articles are from the library:
UK, n=1189, June 2011; UIUC, n=256 April 4, 2012
Per
cent
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Use of library collections for articles
N=775, 6 UK universities, June 6 2011
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Environmental and exchange value
ActivityAverage last 30
days% of
respondents Physical visits 2.9 visits 73%Remote visits 14.2 visits 88%
Average total resources used: in-person visit to the library 7.3 uses 80%
remotely online 14.9 uses 89%
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Source of reading by purpose of reading: Faculty in UK
n=1161, 2011
Teaching
Research
Current Awareness
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Outcomes of journal article reading
1st Inspire new thinking or ideas 54%2nd Improve results 38%3rd Narrow/broaden/change the focus 28%
4th Resolve technical problems 10%5th Save time or other resources 10%6th Aid in faster completion 5%7th Assist or result in collaboration/joint research
4%
n=2117, 6 UK universities, June 2011
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Return on investment in a strict sense…
…is a quantitative measure expressed as a ratio of the value returned to the institution for each
monetary unit invested in the library. For every $/€/£ spent on the library,
the university receives ‘X’ $/€/£ in return.
Demonstrate that library collections contribute to income-generating activities
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Library’s value to the grants process 9 institutions in 8 countries
http://libraryconnect.elsevier.com/whitepapers/roi2/lcwp021001.html
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• 13.2:1 to 15.5:1Research
STM
• 1.3:1 to 3.4:1Research and
TeachingSTM/Hum/SS
• Under 1:1Research and
Teaching
ROI from access to journal articles cited in grant proposals
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an economic method of evaluation of services and goods which looks at the implications of not having the services.
ROI through contingent valuation
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National Network of Libraries of Medicine: Retail Value Calculator
• http://nnlm.gov/mcr/evaluation/calculator.html• How much would it cost to replace your
library services on the retail market?• Calculate what it would cost to buy library
services - at a book store, through pay per view for articles, from an information broker - if you and your library weren't there.
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National Network of Libraries of Medicine: Library value calculator
• http://nnlm.gov/mcr/evaluation/roi.html• How much benefit does your institution, your
user, receive for every dollar spent by the library?
• Value of benefits and costs for each service• Total value of your library use
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Measuring the ROI of Today’s Libraries: About the study:
• Part of a grant to assess the value and ROI of academic library services (Lib-value)
• Assesses the use, value, and ROI of 77 academic library services
• This data is from Bryant University
• Similar project underway at Drexel University (May 2012).
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Readings from the LibraryN
o. o
f rea
ding
s fro
m li
brar
y
Total Number of Readings from Library per year
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Purchase Value of Some Services:
• The hourly rate of users:–Faculty: $56.20 per hour–Staff: $36.00 per hour–Students: $34.60 per hour
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Contingent Value
• The cost of not having access to library-provided articles.
• Faculty-only (students not asked)• Total cost: $408,600• Cost per Faculty: $1,200• Cost per reading: $27
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Return on investment is also…
…values of all types and outcomes that come to stakeholders and the institution from use of the library’s collections, services, and contribution to its communities.
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Academics praise the library for its long-term outcomes
Electronic access to the university library system from off-site is crucial for swift access to articles to support my teaching and research activities.
Library resources have been essential to my work for the past 20 years.
The journal collection at my institution is excellent and scholarship is all the richer for the contribution for easy access to journals and print publications.
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• Has won an award in the last two years.
• Publishes four or more items per year.
• Reads more of every type of material.
• Spends more time per book and other publication readings.
• Uses the library for articles
• More often buys books and obtains other publications from the Internet.
• Occasionally participates and creates social media content.
What a ‘successful’ academic looks like:
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Persona: “Akrum Patel”I would like my library to have subscriptions to more journals and for longer periods of time.
• Key Facts:• Associate professor in physics.• Reads 30 articles, 2 books, and 11 other
publications per month.• What he needs:
• Current issues of articles.• Off-site access to collections. • Access to search engines and online resources
without a distinction between library and non-library resources.
• Factors:• Reads seminal books.• Wants to see trends over time.• Has not visited a physical library for many years.
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Persona: “Sally Fitzgerald”• Key Facts:
– Spends majority of time on research and teaching.
– Reads 30 articles and 15 books per month.
• What she needs:– Older articles in addition to new
publications.– Frustrated when can only find abstracts
and not full-text.• Factors:
– Library doesn’t always have the books she needs.
– Needs wide range of material.
My research and teaching cannot exist without [library’s e-collections]…and not finding them right away is heavily disruptive on my work.
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Value is demonstrated by time invested, by value to purpose, by
outcomes of use and by ROI.
Multiple methods should be used to measure value.
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Some final thoughts on measuring value• Tie what you measure to the
mission• Quantitative data can show ROI
and trends• Qualitative data tell a story• No one method stands alone• Measure outcomes, not inputs• The further downstream the
value, the more challenging to measure, but perhaps the
most important.
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More details and searchable Lib-Value bibliographic database available on the
project website:
http://libvalue.cci.utk.edu
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