the challenge of engaging students

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Influencing Information Behaviour

• the challenge of engaging students
• Presented by
• Anne Middleton and Jan Storey

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Information Literacy

• at
• NorthumbriaUniversity

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The question ?

• Why do so many students and staff
  
  remain unaware of the Library's e-
  literacy programme despite the
  effort we put into embedding and promotion?

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Three research projects

• Lirg/SCONUL Impact initiative
• Skills evaluation
• MA Marketing dissertation

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Lirg/SCONUL Impact project

• Impact on improving students confidence and
  competence in information and IT Skills

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Lirg/SCONUL Impact - Methodology

• Questionnaires
• Focus groups
• Bibliography analysis

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What influences our students most?
Most frequent way of learning about information
sources
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Impact Research findings Pedagogy

• Assessment driven
• Academic tutors influenced use of information
  resources
• Group work and problem based learning erode value
  of academic sources
• Relevant examples point of need delivery

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Skills Evaluation Objectives

• To obtain students feedback
• usability
• format
• amount and level of content
• relevance to their skills development

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Skills evaluation methodology

• Focus groups
• Online review
• Questionnaire
• Idea generation

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Skills evaluation pedagogy

• Incorporate relevant case studies/examples
• Integrate interactivity
• Provide different skill levels
• Blend with face to face teaching
• Incorporate skills checks and feedback
• Timing to complement assignment schedule

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Skills evaluation promotion

• Championed by academics
• Add the URL to reading lists/assignments
• Reward certificates import to PDPs
• Web-site
• Screen savers
• Posters/leaflets adjacent to Pcs

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MA Marketing - research

• What can we learn from marketing
• communications theory to influence
• information behaviour?

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MA research objectives

• to measure the impact of the Librarys
  communications mix
• to investigate which communication channels are
  most effective for final year students

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MA research methodology

• grounded theory approach
• semi-structured interviews
• 12 final year undergraduates
• 3 academics

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MA research findings 1

• distinctive patterns of non-use
• - including Skills !!
• need to be reminded

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Marketing communications mix

• Advertising
• Personal Selling

• Publicity (PR)
• Promotion

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Library communications mix

• Advertising
• posters
• print publications
• web-pages
• eLearning Portal
• plasma screens
• Personal Selling
• enquiry desks
• information specialists
• all staff

• Publicity (PR)
• handbooks
• reading lists
• eLearning Portal
• peers
• academics
• Promotion
• point-of-sale (need)
• displays
• free gifts
• special offers

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MA research findings 2

• publicity most effective
• personal selling least effective
• advertising effective at point-of- need (sale)
• promotion works for some

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Effective communication models

• AIDA
• Attention Interest Desire Action
• Hierarchy of effects
• Awareness, Knowledge, Liking, Preference,
  Conviction, Purchase
• Adoption of innovations
• Awareness, Interest, Evaluation, Trial, Adoption

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Recommendations

• value of endorsement
• source credibility
• repetition
• time of need
• multiple media challenges
• direct marketing approach

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Future engagement strategies

• target academic opinion formers
• adopt direct marketing approaches
• consider alternative communication channels
• investigate post-purchase dissonance

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Presenter contact details

• Anne Middleton
• Documentation Training Manager
• Library and Learning Services
• Northumbria University
• Tel [phone]
• E-mail anne2.middleton_at_northumbria.ac.uk
• Jan Storey
• Principal Information Specialist
• Library and Learning Services
• Northumbria University
• Tel [phone]
• E-mail jan.storey_at_northumbria.ac.uk