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THE USE OF OPEN GROUP DISCUSSIONS IN MARKETING LIBRARY SERVICES TO YOUNG ADULTS
Author(s) -
DAY CAROLE,
LOEWENTHAL DEL
Publication year - 1992
Publication title -
british journal of educational psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.557
H-Index - 95
eISSN - 2044-8279
pISSN - 0007-0998
DOI - 10.1111/j.2044-8279.1992.tb01026.x
Subject(s) - psychology , perception , questionnaire , service (business) , social psychology , applied psychology , sociology , marketing , social science , neuroscience , business
S ummary . In this study a series of three open group discussions was conducted to explore young adults' perceptions and expectations of the public library service. The results were used to inform the design of a subsequent telephone questionnaire. Whereas the findings of the open group discussion suggest that unfavourable attitudes towards library atmosphere and staff are prevalent amongst young adults, the findings of the questionnaire contradict this, the majority of respondents expressing favourable attitudes towards these aspects of public libraries. The paper discusses possible reasons for this discrepancy in the findings of the two research methods, including the effects of peer group pressure and group dynamics in the group discussions, and the effects of sampling bias and socially desirable responses in the questionnaire results. The authors suggest that the study raises the question of the validity of the questionnaire and group discussion methods in determining attitudes and demonstrates the need for further research and theorising into both methods.