ATTITUDES OF LIBRARIANS TOWARD MARKETING INFORMATION RESOURCES AND SERVICES IN UNIVERSITY LIBRARIES IN NIGERIA

ABSTRACT

The study examined the attitudes of librarians toward marketing information resources and services in university libraries in North-Central Zone of Nigeria. Prominent among the objectives of the study were to find out whether librarians possessed knowledge of marketing and also to identify the attitudes of librarians toward the marketing of information resources and services. Five research questions were raised to achieve the objectives of the study and four hypotheses were formulated and tested at 0.05level of significance. Some of the research questions raised were: What are the attitudes of librarians toward the marketing of information resources and services in university libraries in North-Central Zone, Nigeria? What are the factors inhibiting the marketing of information resources and services in university libraries in North-Central Zone, Nigeria? The survey research method was adopted for the study. The population of the study comprised of 152 librarians in 13 universities libraries located in North-Central Zone, Nigeria. The sample size was 120 librarians drawn from the 13 university libraries. The purposive sampling method was used to draw the sample since the population is homogeneous. Questionnaire was the instrument used for data collection. The data collected from the respondents were analyzed descriptively using frequency distribution table, percentages and mean. The spearman rho, Anova,and Kruskal Wallis H statistics were used to test relationship and differences between the variables. The null hypotheses were rejected because it was discovered that there was a significant relationship between the knowledge of marketing possessed by respondents and their attitudes toward the marketing of information resources and services. Findings from the study revealed that majority of the librarians had positive attitude towards the marketing of information resources and services. It was discovered that most of the respondents indicated that they had some form of knowledge about marketing. Also the researcher discovered a gap in marketing skills of librarians that needed to be addressed to achieve success in information marketing. The study recommended the redesigning of the library and information science curriculum in library schools in order to train and retrain librarians to become more knowledgeable and skillful in the marketing of information resources and services. Based on the findings, the researcher recommended that university libraries should adopt a marketing orientation and approach to guide their marketing activities as this would encourage librarians to embrace the marketing culture in order to enhance information delivery to the users of university libraries.

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