Case - Thomas and Dorothy Leavey Library

The Thomas and Dorothy Leavey Library serves the students and faculty of the University of Southern California. Staff at the busy library wanted to know more about its patrons, what library resources they find helpful, and whether they are satisfied with the library's services. However, like many libraries, this organization had a tiny budget for business research.

As a result, the goal was to conduct exploratory research while spending less than $250.9 Staff members studied surveys conducted by other libraries to get ideas for a one-page printed questionnaire. Colleagues on the library staff provided suggestions, and a few undergraduates tested the survey for clarity.

Next, the survey schedule was chosen: 36 continuous hours that did not conflict with any holidays or exams. The fieldwork involved setting up and staffing a table offering the survey and then inviting library patrons to stop and fill out a questionnaire. Possible locations included space near an elevator, stairs, or computers, but the lobby area offered the greatest opportunity, because everyone passed through the lobby when using the facility's only entrance. The survey's planners divided the time into 60 slots and recruited students with jobs at the library to serve as the fieldworkers. Other members of the library staff also volunteered to fill time slots. The students in particular were enthusiastic about inviting library patrons to complete questionnaires. A bowl of candy for participants was a small incentive, combined with a raffle for donated prizes.

Questions

1. Imagine that you were asked to help prepare for this survey. What fieldwork challenges would you expect to arise in a survey such as this, to be carried out by inexperienced fieldworkers?

2. What training would you recommend for the students and other library staffers conducting this survey? Suggest topics to cover and advice to give these fieldworkers.