Marketing Research Proposal

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Study of Information Acquisition and Usage Behaviors of Montana State University Library’s Constituents Primary Research Conducted by: Marketing Club at Montana State University Presented to: Tamara Miller, Dean of Montana State University Libraries October 10, 2007 Table of Contents Executive Summary 3 Introduction 4 Background and problem definition 4 Research objectives 4 Research Design and methodology 5 Results Focus groups Student survey Faculty survey 7 9 14 Limitations 17 Recommendations 18 Conclusion 20 Appendix 21 2 2 Executive Summary Montana State University Libraries (MSUL) commissioned the Marketing Club at Montana State University (MSU) to conduct primary research that would assist MSUL in making future resource allocation decisions.. 3 3 Introduction This report presents findings from primary research conducted by the Marketing Club at Montana State University (MSU) in response to a request made by the Dean of MSU Libraries (MSUL) Tamara Miller, to assist with gathering necessary information to make future resource allocation decisions.. Key themes that emerged from the focus groups were as follows: High school • Open to emerging technology • Highly interactive in Social Networks • Majority of the Research done on-line • “Where is the library ” • A majority into on-line/console games • Heard about colleges giving students laptops/ipods • Use Wikipedia to start research For the college focus group our classification was based on credits earned plus credits currently enrolled in.. Freshman and Sophomore: • Exploring emerging technology • Facebook and Myspace users • Use print resources to supplement on-line research • Use Wikipedia to start a majority of their research • “Sometimes I just want to get the assignment over because I don’t really care about the subject matter” • Core/uninteresting/boring classes are a waste of time • Easiest information source is used to complete assignment Junior and Senior: • Hesitant to use Wikipedia (Rumors about v