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Evidence-Based Marketing for Academic Librarians

机译：高校图书馆员的循证营销

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Objective - In developing marketing strategies for the Business & Economics Library (BEL) at the University of Illinois at Urbana–Champaign (UIUC), a survey was designed to answer the following questions: ? Should BEL develop marketing strategies differently for East Asian business students? ? What services do graduate business students want to receive from BEL? ? With whom should BEL partner to increase visibility at the College of Business? Marketing research techniques were used to gather evidence upon which BEL could construct appropriate marketing strategies. Methods - A questionnaire was used with graduate business students enrolled at UIUC. The survey consisted of four categories of questions: 1) demographics, 2) assessment of current library services, 3) desired library services, and 4) research behavior. The data were analyzed using descriptive statistics and hypothesis testing to answer the three research questions. Results - East Asian business students showed similar assessment of current services as non-East Asian international business students. Survey results also showed that graduate business students had low awareness of current library services. The Business Career Services Office was identified as a co-branding partner for BEL to increase its visibility. Conclusion - A marketing research approach was used to help BEL make important strategic decisions before launching marketing campaigns to increase visibility to graduate business students at UIUC. As a result of the survey, a deeper understanding of graduate business students’ expectations and assessment of library services was gained. Students’ perceptions became a foundation that helped shape marketing strategies for BEL to increase its visibility at the College of Business. Creating marketing strategies without concrete data and analysis is a risky endeavor that librarians, not just corporate marketers, should avoid.
机译：目标-在制定伊利诺伊大学香槟分校（UIUC）商业和经济图书馆（BEL）的营销策略时，旨在回答以下问题： BEL应该为东亚商科学生制定不同的营销策略吗？ ？商科研究生想要从BEL获得什么服务？ ？ BEL应该与谁合作，以提高在商学院的知名度？市场研究技术被用来收集证据，BEL可以据此构建适当的市场策略。方法-使用问卷调查UIUC招收的商科研究生。该调查包括四类问题：1）人口统计，2）当前图书馆服务的评估，3）期望的图书馆服务和4）研究行为。使用描述性统计数据和假设检验对数据进行了分析，以回答这三个研究问题。结果-东亚商学院学生对当前服务的评估与非东亚国际商学院学生相似。调查结果还显示，商科研究生对当前图书馆服务的了解不足。商业职业服务办公室被确定为BEL的共同品牌合作伙伴，以提高其知名度。结论-在启动市场营销活动之前，市场营销研究方法被用来帮助BEL做出重要的战略决策，以提高UIUC研究生的知名度。这项调查的结果是，对商科研究生的期望和图书馆服务评估有了更深入的了解。学生的认知成为帮助BEL制定营销策略以提高其在商学院的知名度的基础。在没有具体数据和分析的情况下制定营销策略是一项冒险工作，图书馆员（不仅是公司营销人员）应该避免。

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