Date Approved

5-1-2001

Embargo Period

6-6-2016

Document Type

Thesis

Degree Name

M.A. in School and Public Librarianship

Department

Special Educational Services/Instruction

College

College of Education

First Advisor

Shontz, Marilyn L.

Subject(s)

Public librarians--Attitudes; Public libraries--Marketing

Disciplines

Library and Information Science

Abstract

The purpose of this study was to identify attitudes of public librarians toward the marketing of library services, and relate these attitudes to selected independent variables. A questionnaire was developed and mailed to 1198 individual members of the New Jersey Library Association. Usable responses were received from 415 public librarians. The results were analyzed using various statistical techniques, including correlations and analysis of variance (ANOVA). Although most of the respondents had generally positive attitudes toward library marketing, there were some statistically significant differences between subgroups. For example, more positive attitudes toward marketing were expressed by library administrators, librarians who had taken a course or workshop in marketing, arid those who perceived marketing to be a high priority in their libraries. Implications for library practice and library education are briefly discussed.

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