Libraries at University of Nebraska-Lincoln
Marketing Research as a Tool for Finding Library Users' Needs and Demands: Application of Three Party Theory
Libraries are under pressure to justify their existence and funding through customer- or market-oriented services. This requires a shift from product or service orientation to customer or need orientation. This paper explores users' needs and their opinion about an LIS departmental library, using the “Three Party Theory” of LIS marketing. Students, library service provider, and administrators were included in data collection. Suggestions for new library services are included, based on the results of the survey, focus groups, and interviews.