Marketing of Library Services for Improved Accessibility to Students of National Open University of Nigeria

Abstract

This study is a descriptive survey on marketing of library services for improved accessibility to students of National Open University of Nigeria. Seven specific objectives, seven research question and three null hypotheses guided the study. Population for the study consists of 15 librarians and 26,175 undergraduates’ from six conventional study centres in the six geopolitical zones in Nigeria. A sample size of 847 students’ population and six study centre libraries studied were determined using multistage sampling technique while the entire population of the librarians was used. The study employed the use of two instruments for data collection: questionnaire and interview. Two sets of questionnaire were used, one titled “Questionnaire for Librarians on Marketing of Library Services for Improved Accessibility to Students” (QLMLSIAS) and the other titled “Questionnaire for students on Marketing of Library Services for Improved Accessibility to Students” (QSMLSIA). Interview was administered on the six study centre librarians. The instruments were validated by professionals in the Library and Information Science and Mathematics and Statistics. Trial tests of the instruments were conducted using twenty undergraduates and six librarians in NOUN Lagos study centre and the centre librarian was interviewed. The Cronbach’s Alpha was used in determining the internal consistency reliability coefficient of instruments. 862 questionnaires were drawn and administered to the respondents comprising 847 undergraduates and 15 librarians. A total number of 664 questionnaires were returned comprising 651 from undergraduates and 13 from librarians. Oral interview was conducted with six study centre librarians. The results of the data collected were analysed using mean and standard deviation scores while the hypotheses were tested using ANOVA statistics at 0.05 level of significance. The result showed that the extent of provision of library services to students of NOUN is low. Marketing channels were used to a low extent in improving the accessibility of the library services. The results also revealed that to high extent librarians encounter challenges in the marketing of these library services. The result indicated the appropriate strategies to be employed by librarians in the marketing of library services for improved accessibility to NOUN students. Some recommendations were made based on the findings from the study.