Buch, Englisch, 200 Seiten
The Art of Talking to Your Customers
Buch, Englisch, 200 Seiten
ISBN: 978-1-84334-475-9
Verlag: Woodhead Publishing
The book provides practical guidance for library managers and practitioners on the use of qualitative research to develop and improve library services. Using the context of evidence-based practice, the book discusses the value of conducting primary research with library users, both actual and potential, marrying the principles of qualitative methodology and market research. The jargon of academic texts is demystified by providing accessible, transparent and informative advice on planning, conducting and analyzing a variety of qualitative research methods, using real world examples and case studies from a range of library sectors. The importance of including service staff in all aspects of the research process is also discussed, including using staff as research participants themselves, training an in-house research team and the customer service benefits of an inclusive organization. The book concludes by presenting ideas on making your research count, using effective dissemination, best-practice solutions and research networks.
From the Content:
Market research and evidence-based practice - reinterpreting market research; the need for evidence in contemporary library service management; customer consultation: are they always right; consulting the non-customer: broadening service horizons; learning from other sectors; evaluation versus primary research; Talking to your customers - introduction to qualitative research methods; the value of the focus group; planning and designing your focus group; conducting your focus group; talking one-to-one: the research interview; working with your qualitative data; Look and learn: using observational research methods - principles of participant observation; using objective observation guidelines; working with your observational data; the sensitive mystery shopper; Talking to your staff - appreciating staff experience and wisdom; training your in-house researchers; being an inclusive organization; the relationship between staff morale and customer service; Putting evidence in to practice - making your research evidence count; promoting all your good work: best practice solutions; consolidating the relationship between research and practice; developing a research network.
