ATTITUDES OF LIBRARIANS TOWARD MARKETING INFORMATION RESOURCES AND SERVICES IN UNIVERSITY LIBRARIES IN NORTH-CENTRAL ZONE, NIGERIA
ATTITUDES OF LIBRARIANS TOWARD MARKETING INFORMATION RESOURCES AND SERVICES IN UNIVERSITY LIBRARIES IN NORTH-CENTRAL ZONE, NIGERIA
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Date
2019-03
Authors
AKPENA, Johnson Elogu
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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.
Description
A THESIS SUBMITTED TO THE SCHOOL OF POSTGRADUATE STUDIES,
AHMADU BELLO UNIVERSITY, ZARIA, IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF DOCTOR
OF PHILOSOPHY LIBRARY AND INFORMATION SCIENCE
DEPARTMENT OF LIBRARY AND INFORMATION SCIENCE
FACULTY OF EDUCATION
AHMADU BELLO UNIVERSITY, ZARIA, NIGERIA
Keywords
ATTITUDES,, LIBRARIANS,, MARKETING INFORMATION RESOURCES AND SERVICES,, UNIVERSITY LIBRARIES,, NORTH-CENTRAL ZONE,, NIGERIA,