ERIC Number: ED196442
Record Type: RIE
Publication Date: 1980-Jul
Indiana State University Undergraduate Students' Channels of Knowledge of and Use of Cunningham Memorial Library's Public Services.
Lyle, Jack W.
An application of the diffusion of innovations theory to library marketing, this study was designed to determine what channels of knowledge are more effective in persuading undergraduate students to adopt the use of library public services. To explore this topic at the local level, the following question was formulated: By what communication channels do undergraduate students at Indiana State University know about certain of Cunningham Memorial Library's public services, and to what extent do they use these services once they know about them? The variables in the study are discussed in connection with a review of the library literature and communication theory, and the development of a questionnaire sent to a random sample of residence hall students is described. Analysis of the data collected indicates that interpersonal channels were positively correlated with adoption while mass media channels were not; knowledge of public services was negatively correlated to both interpersonal and mass media channels; and an unfavorable evaluation of specific services did not seem to be a factor in the adoption process. A list of references and a copy of the questionnaire with the tabulated responses are attached. (BK)
Publication Type: Reports - Research; Tests/Questionnaires
Education Level: N/A
Authoring Institution: N/A