What do library users want? A conjoint measurement technique may yield the answer |
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| Authors: | Kenneth D Ramsing John R Wish |
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| Institution: | Graduate School of Management, University of Oregon, Eugene, OR 97403, U.S.A.;College of Business Administration, University of Rhode Island, Kingston, RI 02881, U.S.A. |
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| Abstract: | Libraries are continuing to face more costly means of acquiring information while consumer needs and behavioral patterns become more complex. In order to cope, we can expect some drastic changes in library procedures. In all likelihood the library will have to move from its traditional role of a supplier of “free goods” to one where users will be expected to pay directly for some services. With this prospect, it has become necessary to understand client attitudes that even the most intelligent users cannot readily articulate.Various measurement methods are available to assess user judgments. Attempts have been made to use a modified form of the standard gamble with little success. However, a feasible method for data collection is a group of techniques called conjoint measurement. One procedure, trade-off analysis, is discussed and examples given for its use in determining a users relative utility for completeness of information vs cost of a search. The conjoint measurement techniques hold great potential as a measurement procedure for quantifying consumers' value judgments. |
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