Buyers and Borrowers

Learn how to apply the concepts of repeat buying to the investigation and analysis of library use. This new book takes a practical approach to some long-standing and significant problems that librarians are continually called upon to address, such as
• Is the library reaching its target audience?
• What do shifts in use patterns reflect?
• How often can users be expected to visit the library on the average?
• Can users be identified by category by the way they use the library?
Author Charles D. Emery takes a close look at some methods which can be used to answer these questions accurately.

Contents
Foreword

• Introduction
• The Meaning of Marketing
• Library Patrons as Consumers
• Library Use Patterns
• Consumer Research and Behavioral Models
• Repeat Buying Theory
• Hypotheses
• Field Work
• Data Analysis
• Replication
• Conclusions
• Appendix: Library Borrowing Trends at Cranfield
• Bibliography
• Index