ProSeBiCA: development of new library services by means of conjoint analysis

Purpose: Description of the project ProSeBiCA, carried out in order to adapt the marketing research tool Conjoint Analysis for the development of future library services. The paper describes the methodical approach, and provides an overview of the results gained by several user surveys. Design/methodology/approach: The methodical approach includes the use of Adaptive Conjoint Analysis (ACA) and Choice-Based Conjoint Analysis (CBC). Findings: Conjoint Analysis is an appropriate tool for the strategic development of library services. It provides detailed results by identifying users’ preferences towards concrete services, and allows to deduce general statements about future trends for library services. Research limitations/implications: Future plans include cooperation with the Sheridan Libraries at Johns Hopkins University (Baltimore, Maryland), the Association of Research Libraries (ARL), and other interested partners in order to adapt the ProSeBiCA framework for U.S. libraries and to integrate techniques used by the partners (CAPM, LibQUAL+ TM ). The extension of Conjoint Analysis to the evaluation of services for a fee will be an additional area of research. Practical implications: Service orientation in libraries can be based on a systematic approach. Depending on local circumstances, interested libraries can improve their service orientation in different ways, either by discussing the results of the analysis made in this project or by using the Conjoint Analysis questionnaire for a survey in their institutions. Originality/value: The paper describes the current status and provides the latest results of ProSeBiCA. It is of interest to library managers and marketing researchers.