Attitudes Of Librarians Toward Marketing Information Resources And Services In University Libraries In North-central Zone Nigeria

The study examined the attitudes of librarians toward marketing information resourcesand services in university libraries in North-Central Zone of Nigeria. Prominent amongthe objectives of the study were to find out whether librarians possessed knowledge ofmarketing and also to identify the attitudes of librarians toward the marketing ofinformation resources and services. Five research questions were raised to achieve theobjectives of the study and four hypotheses were formulated and tested at 0.05level ofsignificance. Some of the research questions raised were: What are the attitudes oflibrarians toward the marketing of information resources and services in universitylibraries in North-Central Zone, Nigeria? What are the factors inhibiting the marketing ofinformation resources and services in university libraries in North-Central Zone, Nigeria?The survey research method was adopted for the study. The population of the studycomprised of 152 librarians in 13 universities libraries located in North-Central Zone,Nigeria. The sample size was 120 librarians drawn from the 13 university libraries. Thepurposive sampling method was used to draw the sample since the population ishomogeneous. Questionnaire was the instrument used for data collection. The datacollected from the respondents were analyzed descriptively using frequency distributiontable, percentages and mean. The spearman rho, Anova,and Kruskal Wallis H statisticswere used to test relationship and differences between the variables. The null hypotheseswere rejected because it was discovered that there was a significant relationship betweenthe knowledge of marketing possessed by respondents and their attitudes toward themarketing of information resources and services. Findings from the study revealed thatmajority of the librarians had positive attitude towards the marketing of informationresources and services. It was discovered that most of the respondents indicated that theyhad some form of knowledge about marketing. Also the researcher discovered a gap inmarketing skills of librarians that needed to be addressed to achieve success ininformation marketing. The study recommended the redesigning of the library andinformation science curriculum in library schools in order to train and retrain librariansto become more knowledgeable and skillful in the marketing of information resourcesand services. Based on the findings, the researcher recommended that university librariesshould adopt a marketing orientation and approach to guide their marketing activities asthis would encourage librarians to embrace the marketing culture in order to enhanceinformation delivery to the users of university libraries.

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