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DREaM Project Conference British Library, 9 th July 2012

DREaM Project Conference British Library, 9 th July 2012. Opening keynote presentation Carol Tenopir University of Tennessee, USA. Building evidence of the value and impact of library and information s ervices : Methods, metrics , and ROI.

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DREaM Project Conference British Library, 9 th July 2012

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  1. DREaM Project ConferenceBritish Library, 9th July 2012 Opening keynote presentation Carol Tenopir University of Tennessee, USA

  2. Building evidence of the value and impact of library and information services: Methods, metrics, and ROI Carol TenopirUniversity of Tennesseectenopir@utk.edu DREaM Conference July 9, 2012

  3. 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

  4. Lib-Value: Multiple academic institutions using multiple methods to measure multiple values for multiple stakeholders

  5. Current projects Ebooks Special Collections Information Commons Journal Collections Methods for Measuring Value Teaching and Learning Reading and Scholarship Digitization Website and Value Bibliography

  6. purchase or exchange value: what one is willing to pay for information in money and/or time, and use value: the favorable consequences derived from reading and using the information. In the information context economist Machlup described 2 types of value:

  7. 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? Lib-Value comprehensive library value study (Bruce Kingma)

  8. Implied value (i.e., usage, downloads) Explicit value (i.e., outcomes, critical incident) 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*

  9. Implied value: Downloads UTK Article Downloads

  10. Article readings 1977 to present by scientists and social scientists Readings per year * *2011-2012 (UIUC) n=639, (UK),n=1013; 2005,n=932; 2000-03, n=397; 1993, n=70; 1984, n=865; 1977, n=2350

  11. Exchange Use/Outcomes Going beyond implied value to show…

  12. Tenopir & King scholarly reading studies, 4 types of questions: • Demographic • Recollection • Critical Incident • Comments Therefore, insights into both READERS and READINGS

  13. Critical incident of last reading “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.”

  14. 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.

  15. A majority of articles are from the library: Percent UK, n=1189, June 2011; UIUC, n=256 April 4, 2012

  16. Use of library collections for articles N=775, 6 UK universities, June 6 2011

  17. Environmental and exchange value

  18. Source of reading by purpose of reading: Faculty in UK Teaching Research Current Awareness n=1161, 2011

  19. Outcomes of journal article reading n=2117, 6 UK universities, June 2011

  20. 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

  21. Library’s value to the grants process 9 institutions in 8 countries http://libraryconnect.elsevier.com/whitepapers/roi2/lcwp021001.html

  22. ROI from access to journal articles cited in grant proposals Research and Teaching • Under 1:1 Research and Teaching STM/Hum/SS • 1.3:1 to 3.4:1

  23. ROI through contingent valuation an economic method of evaluation of services and goods which looks at the implications of not having the services.

  24. 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.

  25. 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

  26. 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).

  27. Readings from the Library Total Number of Readings from Library per year No. of readings from library

  28. 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

  29. 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

  30. 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.

  31. 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. 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. Library resources have been essential to my work for the past 20 years.

  32. What a ‘successful’ academic looks like: • 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.

  33. Persona: “Akrum Patel” • 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. I would like my library to have subscriptions to more journals and for longer periods of time.

  34. Persona: “Sally Fitzgerald” My research and teaching cannot exist without [library’s e-collections]…and not finding them right away is heavily disruptive on my work. • 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.

  35. Valueis demonstrated by time invested, by value to purpose, by outcomes of use and by ROI. Multiple methods should be used to measure value.

  36. 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.

  37. More details and searchable Lib-Value bibliographic database available on the project website:http://libvalue.cci.utk.edu

  38. For further information: ctenopir@utk.edu

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