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Author: Prestrud, Justin, T. Title: An Examination of the Public’s Perception of the Accessibility and

Availability of a Public Library’s Resources Based on the Theory of Planned Behavior

The accompanying research report is submitted to the University of Wisconsin-Stout, Graduate School in partial

completion of the requirements for the

Graduate Degree/ Major: MS Applied Psychology: Industrial/Organizational

Research Adviser: Robert Peters, Ph.D.

Submission Term/Year: Summer, 2013

Number of Pages: 49

Style Manual Used: American Psychological Association, 6th edition

I understand that this research report must be officially approved by the Graduate School and that an electronic copy of the approved version will be made available through the University Library website

I attest that the research report is my original work (that any copyrightable materials have been used with the permission of the original authors), and as such, it is automatically protected by the laws, rules, and regulations of the U.S. Copyright Office.

My research adviser has approved the content and quality of this paper. STUDENT:

STUDENT’S NAME: Justin T. Prestrud

STUDENT’S SIGNATURE: ________________________________________________ DATE:

ADVISER’S NAME: Dr. Robert Peters

ADVISER’S SIGNATURE: __________________________________________________DATE:

---------------------------------------------------------------------------------------------------------------------------------

This section to be completed by the Graduate School This final research report has been approved by the Graduate School.

Director, Office of Graduate Studies: DATE:

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Prestrud, Justin T. An Examination of the Public’s Perception of the Accessibility and Availability of a Public Library’s Resources Based on the Theory of Planned Behavior

Abstract

The purpose of this study was to examine the participants’ perception and beliefs

regarding their public library. The project was intended to examine a representative sample of a

mid-sized, rural college town. Additionally, the research was scientifically supported by the

Theory of Planned Behavior.

The research found negative statistical relationship between individual variables of the

Theory of Planned Behavior (i.e. attitude, subjective norms, and perceived behavioral control);

however, accumulatively, when examining the relationship between the subsets from the Theory

of Planned Behavior’s model and visiting the public library, it had revealed a variety of positive

statistical relationships. Additionally, another factor investigated was the participants’ yearly

income to determine any further relationships between visiting the public library.

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Acknowledgements

I would like to thank my parents and friends for always providing support and

constructive criticism in all of my endeavors. I would also like to extend a special thank you to

my previous project advisor, Dr. Susan Staggs, as she encouraged me to pursue a meaningful

project that would indefinitely give back to the community.

Also, I would like to extend my gratitude to Dr. Andy Tix, for his encouragement and his

passion for psychology; it had paved the foundation of my education and extended my goals

further than I ever thought possible. Finally, the professor in particular that I would like to thank

from the University of Wisconsin-Stout is my current research advisor for my Master’s Thesis,

Dr. Bob Peters.

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Table of Contents

……………………………………………………………………………………………Page

Abstract…................................................................................................................................2

List of Tables………………………………………………………………………………....6

List of Figures………………………………………………………………………………..7

Chapter I: Introduction………………………………………………………………………8

Statement of the Problem…………………………………………………………….8

Significance of the Study……………………………………………………………9

Research Questions…………………………………………………………………..10

Purpose of the Study…………………………………………………………………10

Chapter II: Review of Literature……………………………………………………………..11

Overview of Rural and Urban Territories…………………………………………….11

Overview of Dunn County…………………………………………………………...12

Definition of Accessibility, Availability, and Resources…………………………….13

Theoretical Basis of Accessibility……………………………………………………14

Theoretical Basis of Availability……………………………………………………..15

Theoretical Basis of the Theory of Planned Behavior……………………………….16

Understanding the Subsets: Attitude, Subjective Norms, and Perceived Behavioral

Control……………………………………………………………………….17

Summary of the Theory of Planned Behavior……………………………………….19

Project Summary……………………………………………………………………..19

Chapter III: Methodology…………………………………………………………………...21

Participants…………………………………………………………………………..21

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Instruments…………………………………………………………………………..21

Procedures…………………………………………………………………………...22

Chapter IV: Results………………………………………………………………………….23

Overview of Results…………………………………………………………………23

Demographic Information (Gender, Age, Income)……………………………….…23

Theory of Planned Behavior Subsets…………………………………………….….25

Research Questions……………………………………………………………….…27

Summary of Research Results to Research Questions……………………………...32

Chapter V: Discussion……………………………………………………………………....34

Introduction to Discussion…………………………………………………………..34

Discussion of Findings……………………………………………………………...34

Limitations…………………………………………………………………………..35

Recommendations for Future Research……………………………………………..36

Conclusion…………………………………………………………………………..36

References…………………………………………………………………………………..38

Appendix A: Implied Consent Form………………………………………………………..42

Appendix B: Library Survey………………………………………………………………..44

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List of Tables

Table 1: Statistical Frequencies of Survey Questionnaire……………………………………..27

Table 2: Examining the Theory of Planned Behavior’s Components: Excluding Yearly

Income…………………………………………………………………………………28

Table 3: Correlational Relationship between Independent and Dependent Variables While

Excluding Yearly Income……………………………………………………………...28

Table 4: Examining the Theory of Planned Behavior’s Components: Including Yearly

Income…………………………………………………………………………………30

Table 5: Correlational Relationship between Independent and Dependent Variables While

Including Yearly Income……………………………………………………………....30

Table 6: Examining the Accessibility of the Public Library’s Resources……………………..31

Table 7: Correlational Relationship between Independent and Dependent Variables While

Examining Accessibility…………………………………………………….…………31

Table 8: Examining the Availability of the Public Library’s Resources………………………32

Table 9: Correlational Relationship between independent and Dependent Variables While

Examining Availability…………………………………………………………………32

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List of Figures

Figure 1: Theory of Planned Behavior Model…………………………………………………17

Figure 2: Demographic Information of Participants: Age……………………………………..24

Figure 3: Demographic Information of Participants: Income………………………………….25

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Chapter I: Introduction

At a point in American history between the enactment of the Emancipation Proclamation

in 1863, and the United States establishing independence in 1776, Boston, Massachusetts had

pioneered the first public library available to the public in 1848 (City of Boston, 2013). From

past to present, public libraries have expanded at an astonishing rate. In fact, according to the

American Library Association (ALA), there are a total of 121,785 libraries in the United States,

which includes all public, academic, school, special, armed forces and government libraries

(Morales, 2013a). The public library is one of the many services available to a community

including schools, transportation, police and firefighters. That said, the nature of public funding

is viciously competitive; the public library is in direct competition for funding with the

aforementioned public services. The distribution of resources to these services revolves around

the simple concept of resource allocation, “the distribution of financial resources among

competing groups of people and programs” (“What is Resource Allocation”, N.D.). As

previously mentioned, a public library will receive a yearly budget; however, the amount of

funding received is based on its “need” for funding. Simply, the community members and/or

appointed community representatives determine which public service(s) are under-funded and

requires immediate attention. To reiterate, a public library is in direct competition when

acquiring funding and additional funding; importantly, the funding helps a library remain

relevant and not become outdated.

Statement of Problem

As noted before, a high percentage of public libraries throughout the country are likely to

endure financial hardship due to the competitive nature among all public services. Despite a

sustained increase in population throughout the majority of cities, the growth does not

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necessarily facilitate a higher rate of usage at a public library. Ultimately, it is in the best interest

of any public library to be as efficient as possible. An efficient library will strive towards

allocating its budget to the public’s needs, by sustaining a high usage rate of all resources

available at the library, and by ensuring all resources are easily accessible to the public.

Therefore, the Menomonie Public Library will survey the public to determine if any adjustments,

changes, or additions are necessary to implement in the near or immediate future.

Significance of the Study

The majority of communities in the United States have been hindered by the recent

economic recession. The recent economic downturn has led to a variety of negative social effects

such as an increased unemployment rate, which has financially impacted the majority of the U.S.

population (Saylor Foundation, 2012). Ultimately, the majority of states have not been able to

evade the effects of the recession, which in turn, have impacted a high percentage of cities and

the public services. In a recent national survey which sampled the public library’s chief officer in

each state. Reportedly, twenty-three of the fifty states reported funding cuts. Furthermore, a total

of sixteen states declared no change in their financial status, while only two states reported an

increase in their public funding (Morales, 2013b).

In alignment with this study, Wisconsin has faced an overwhelming change in its

economy. Due to a multitude of factors, Governor Scott Walker proposed and implemented a

budget to reduce the Wisconsin’s spending. The implemented budget has affected public services

immensely through layoffs and requiring employees to contribute more to their personal benefits

(Walker, N.D.). Due to the circumstances of Wisconsin’s economy, a public library is required to

maintain with a constrained budget. Therefore, the public library must identify its users,

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understand the needs of the users, and strategically plan accordingly to continue to retain patrons

and to recruit new users.

Research Questions

1. Does the participants’ overall attitude of the library, their perception of subjective norms

regarding the library and their ability to visit the library would influence whether or not

the participant had visited the library in the past month?

2. Do differences exist between the participants’ attitude, perception of subjective norms,

their ability to perform a particular behavior, and the likelihood of visiting the public

library, in addition to the following domains:

a. Yearly Income

b. Accessibility to Menomonie Public Library’s Resources

c. Availability of Menomonie Public Library Resources

Purpose of the Study

The purpose of this study was to examine the participants’ perception and beliefs

regarding their public library. Upon data analysis, the data will reveal three important aspects to

determine “behavioral intention”. The three aspects that highlight behavior intention are the

following: (1) the participant’s attitude of the public library, (2) the participant’s perception of

how others perceive the public library and their social norms, and (3) their perceived control.

Furthermore, the behavioral intention will help identify whether the user will or will not use the

public library’s services based on the accessibility and availability its resources. The researcher

will explore the aforementioned components, and behavioral intention in further details later on

in this paper.

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Chapter II: Review of Literature

Overview of Rural and Urban Territories

Between the 1880’s and 1890’s census, the United States Census Bureau had initialized a

method to identify urbanized land. During this time period, U.S. Census Bureau officials had

deemed a territory “urban” if the population exceeded 4,000 residents, or rarely 8,000 residents,

according to the U.S. Department of Commerce (United States Census Bureau, 2011). Roughly

200 years later, the United States Census Bureau continues to delineate between urban and rural

areas through residential population density. The population density is measured by the number

of people per square mile (United States Census Bureau, 2011). Currently, this technique applies

to the territories encompassed by the United States, Puerto Rico and the Island areas (United

States Census Bureau, 2011). Overall, the classification of population is simple; the information

acquired in the past has provided a foundation of information for the urban and rural areas.

Therefore, researchers can monitor and analyze any changes in population.

Furthermore, there are distinctive differences between urban and rural territories. Amid

these territories, it is common to see variances between the two community’s wealth, education

and occupational structures (Easterlin, Angelescu, & Zweig, 2011). According to the Economic

Research Services, the Wisconsin rural labor market is growing at a slow rate since the economic

recession started in 2007. Furthermore, the rural communities (i.e. Menomonie, Wisconsin) have

consistently revealed lower levels in education, income, and limited public services compared to

their counter, urbanized areas (Kusmin, 2012). Therefore, rural cities rely upon public resources

such as a library in order to sustain and continue to develop their respective community. For

instance, the Business Research Center commissioned by Indiana University examined the

benefits of public libraries and their direct economic impact on their respective communities.

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The study revealed a return on investment ratio of $2.38:1; every dollar invested into the public

library returned an average of $2.38 back to the community (Indiana University Kelley School of

Business, 2007). Furthermore, the public libraries in Indiana were responsible for generating

$216 million in economic activity, which is a great source of economic stimulation to the areas

involved. Additionally, the study reveals that public libraries provide roughly 9,000 jobs. Aside

from the clear statistical benefits, the public library provides the opportunity for individuals to

develop a variety of skills by increasing their knowledge in broad spectrum of topics, and most

importantly reducing illiteracy in all age groups (Indiana University Kelley School of Business,

2007). Overall, the study conducted at Indiana State highlighted the economic impact of libraries

in both urban and rural areas. Furthermore, it may be safe to suggest that public libraries not only

impact and influence the development of urban communities, but more importantly, play a

larger, more critical role in smaller, rural areas.

Overview of Dunn County

Previously mentioned, a typical public library copes with a reduced budget because the

organization is required to compete for resources with other public services in its community.

This project is focusing on a small, rural public library in Menomonie, which is located in the

Dunn County region of Wisconsin. According to the Office of Rural Health, (a subdivision of the

Department of Health and Human Services) Dunn County is declared a rural territory

(Department of Health and Human Services, N.D.). Therefore, the researcher is compelled to

briefly delve further into deciphering between rural and urban area in order to fully comprehend

the differences between these two labels.

The contrasts that exist between rural and urban areas are commonly identified as

community and school size, the condition of school facilities, the diversity and poverty levels,

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and the amount of funding received (Weeks, N.D.). In Wisconsin, the budget of Dunn County

provides limited resources to public libraries. According to the U.S. Census Bureau’s recent

survey, Dunn County is roughly $5,000.00 below the average per-capita income in Wisconsin

(United States Census Bureau, 2013). Moreover, according to the University of Wisconsin-

Madison Applied Population Laboratory, Dunn County’s poverty rate has increased from 12.9%

from 2000 to 15.1% in 2009 (Curtis, 2011). A lower average income and a higher poverty rate

may require the residents to depend on free services such as the public library in order to further

their education and/or to satisfy their entertainment. Overall, Dunn County is among one of the

many rural counties throughout the United States that struggles to compete with urbanized public

libraries. Therefore, to further understand the needs of the public, it is in both the client’s and

researcher’s interest to explore the public’s perception of the Menomonie Pubic Library’s

accessibility and availability, which will be investigated through a quantitative data collection.

Definition of Accessibility, Availability, and Resources

Accessibility refers to the amount of time required to obtain a document (Nisonger,

2007). The distinction between accessibility and available is very subtle. According to Nisonger

(2007), the two terms of accessibility and availability are often used incorrectly.

Availability refers to a patron “needs” for specific documents, then how promptly the

patron can access their sought-out resource (Alabi, 2011). Essentially, availability is measured

by a patron’s ability to find and acquire a document. Therefore, a patron who did not

successfully find the document would likely rate the availability as “poor”. Inevitably, the

library’s popularity will increase as it continues to respond to the public’s needs for literature and

other resources.

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Resources refer to “anything that can provide intellectual stimulation to the

reader/learner and it includes books, periodicals, newspapers, pamphlets and ephemera, audio

materials, film materials, graphic computers etc. as well as individuals and objects in the

community”, according to Elaturoti (1977). Additionally, Fayose (2000) defines a library

resource as “materials which enable libraries to carry their function out effectively”.

Moreover, there are numerous theories that offer an explanation to the library’s dilemma

of attendance rates. However, alone, none of these theories can explain the problem. Therefore,

the researcher will examine three facets to help understand the attendance rates at the

Menomonie Public Library. Those three facets are the public’s perception of the accessibility

and availability of the library resources, and the Theory of Planned Behavior.

Theoretical Basis of Accessibility

The first concept explains how the accessibility of resources is imperative to the success

of a public library. Recent literature has supported and reinforced the importance of accessibility

of resources. Simply, the library’s patrons are more inclined to utilize informational sources that

require the least amount of effort when accessing a resource (Aidenojie et al., 2011).

Furthermore, past researchers have avowed that an absence in resource accessibility may

strongly correspond with a poor reputation (Aidenojie et al., 2011). Kuhlthau (1991) believed

that an individual will select their resource based on four needs, one of which was the perceived

accessibility of an item (Kuhlthau, 1991).

In the past, the importance of accessibility has been illustrated by multiple studies which

examined the level of frustration that the participant endures while attempting to retrieve books

and other library materials (Et & Saracevic, 1977). Saracevic (1977) conducted a study to gauge

the patron’s frustration when attempting to acquire books at a public library. Astoundingly, the

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study revealed that 52% of the sample expressed frustration when attempting to locate a book in

their respective public library (Et & Saracevic, 1997). Ultimately, there is not a vast amount of

studies that have conducted research regarding frustration rates or even accessibility in public

libraries. However, the existing research supports the notion that inaccessibility does cause

frustration, which may lead to patron dissatisfaction (Murfin, 1980). Additionally, Iyoro (2004)

discovered that any inaccessibility of resources will impede the learning processes of the patrons

and library users (Iyoro, 2004). Therefore, any dissatisfaction from patrons will likely have

adverse effects on the library, particularly affecting the attendance rates.

Theoretical Basis of Availability

For the past seven decades, studies have examined the nature of availability in public

libraries. Between the 1930s to the mid-1980s, a minimum of forty studies have examined

availability and have published the findings (Mansbridge, 1986). Simply, public libraries thrive

on the availability of resources as much as it thrives on the accessibility of resources. According

to Saracevic (1984), the effectiveness and overall performance of a public library is measured

through availability. Simply, a library is not deemed successful just by shelving millions of

books; rather, the patron is intent on acquiring a predetermined book or resource when visiting

the public library (Saracevic, 1984).

Furthermore, a countless amount of studies have explored the importance of availability.

In fact, the idea of availability had become so popular that a measurement was created. The

creator, Paul B. Kantor, had created the measure to determine the level of availability by

examining four variables: (1) the probability of acquiring the reading material, (2) the proper

circulation, (3) proper shelving and organization, and (4) the user/patron’s performance in

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acquiring their predetermined reading material. All four of these components are factors that

encompass, “The Branching Method” (Alabi, 2011).

However, for practical purposes, the study will not fully adopt the branching method.

Instead, the researcher will devise questions derived from the following components:

1. Acquisition: the ability to acquire or not acquire the library resource

2. Circulation: if the library resource was in use or “checked out”

3. Library Operations: the library material is placed and located in the proper place

Theoretical Basis of the Theory of Planned Behavior

Lastly, the final step of the current research is the application of the Theory of Planned

Behavior (TPB). The Theory of Planned Behavior became relevant after the Theory of Reasoned

Action (TRA) was publicized. Shortly after, the Theory of Planned Behavior was created; the

theory had derived from the Theory of Reasoned Action. Since then, the Theory of Planned

Behavior has emerged and is to be considered one of the more reliable and valid measures when

examining behavioral intentions (Ajzen, 1985). Typically, behavioral intentions are measured

through self-reports, which are used as a reliable predictor of behavior (Armitage & Conner,

2001; Azjen & Fishbein, 1980; Azjen, 2011). Overall, behavioral intention from the TPB model

is influenced by the respondents’ perception of social norms, their own attitude and their

perceived behavioral control, when considering a particular behavior. Further, the

aforementioned components are categorized as behavioral beliefs, normative beliefs, and control

beliefs, respectively.

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Figure 1. Theory of Planned Behavior Model

Understanding the Subsets: Attitude, Subjective Norm, and Perceived Behavioral Control

Attitude refers to an individual’s approach towards a behavior; an individual’s attitude

will be determined by how they perceive the outcome of a particular behavior (Manning, 2009).

For instance, “would you visit the local library on a Sunday?” Depending on the individual, they

will have a set of accessible beliefs regarding the public library, which will determine the

direction and strength of visiting the library. Furthermore, an individual will likely retain

multiple beliefs about a particular behavior from past experiences. However, according to Azjen

& Madden (1986), only an individual’s most prominent attitudinal beliefs will influence their

behavior.

In addition, Azjen (1991) concluded that all behavioral beliefs consist of two facets: (1)

Outcome Belief and (2) Outcome Evaluation. An outcome belief is comprised by an individual

having a thought of a particular behavior. For example, Jim will consider the likelihood of

increasing his weekly visits to the public library. Then, an outcome evaluation is encompassed

by an individual who evaluates both the benefits and consequences of a particular behavior. For

example, Sarah will recognize visiting the library as an opportunity to increase her literacy and

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knowledge of literature, but consequently, she may have less free-time to perform other

obligations.

Subjective Norms are perceived as normative beliefs. Normative beliefs consist of two

subsets: (1) referent beliefs and (2) motivation to comply (Armitage & Christian, 2003; Azjen,

1991, 2011; Rivis & Sheeran, 2003). Referent beliefs are thoughts generated from important

social contacts such as a spouse, family member(s), friend(s), teacher(s), coworker(s), and other

relevant individuals, that directly supports or discourages a particular behavior. Simply, an

individual is only influenced by important social contacts; the individual will manifest these

normative beliefs by thinking, “how do others expect me to act”. For instance, a teenager who

smokes may claim to be influenced by the fact that, “most of my friends smoke”; whereas, a

teenager who does not smoke may claim, “I would feel ashamed to smoke in front of my friends,

who do not smoke”. In addition, according to Manning (2009), the subcategory of subjective

norms is fully mediated by behavioral intentions. In other words, a direct effect between a

subjective norm and a behavior does not exist; rather, a subjective norm is expected to influence

behavioral intentions (Manning, 2009).

Perceived Behavioral Control is identified as a control belief; an individual’s

perception of whether they possess the ability or opportunity to successfully perform a particular

behavior. An important factor of perceived behavioral control is based upon the individual’s

degree of confidence in performing a behavior. For instance, a female bodybuilder, who

considers herself a well-experienced weight lifter, possesses the ability to lift a certain amount of

weight. Further, the individual has the opportunity to lift since she has access to fitness

equipment. When considering a behavior, each individual belief that a person possesses may

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impede or facilitate the action of the behavior. However, the perceived behavioral control is

mediated by the behavioral intention, which may ultimately predict an individual’s behavior.

Summary of the Theory of Planned Behavior

According to Azjen (1991), he argued that the theory’s variables and behavioral intention

are highly dependent on the behavior in question. In addition, the act of the behavior is not in

the individual’s control; rather, a particular behavior is reliant on the strength of the behavioral

intention (Azjen, 2001). Fortunately, the Theory of Planned Behavior has been tested and applied

successfully to a wide variance in behaviors (Armitage & Conner, 2001; Bamberg, Ajzen, &

Schmidt, 2003; Hardeman, Johnston, Johnston, Bonetti, Wareham, & Kinmonth, 2002; Povey,

Wellens, & Conner, 2001; Rise, Thompson, & Verplanken, 2003). Overall, the Theory of

Planned Behavior ensures a positive relationship between an individual’s attitude, their

perception of subjective norms, and their perceived behavioral control, when assessing a

particular behavior. However, it is important to reiterate that this relationship is solely mediated

by “behavioral intention”, which will facilitate or deter a particular behavior (Manning, 2009).

Project Summary

The project’s primary goals are to understand the patrons’ perception of the Menomonie

Public Library, and their perception regarding the public library’s accessibility and availability

resources and materials. In accordance, the researcher will create and distribute a survey to the

city’s residents, which is located in Menomonie, Wisconsin. The research will emphasize

measuring the participants’ perception of the library, while mainly focusing upon the

accessibility and availability of its resources. Furthermore, the measure will be scientifically

supported by the Theory of Planned Behavior. From there, the results of this study will

statistically reveal the public’s perception by identifying their approval or disapproval of the

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accessibility and availability of the library’s resources. Overall, it is important to understand the

unknown when exploring any circumstance. Therefore, in order to improve the Menomonie

Public Library, the researcher will emphasize on the aforementioned topic of resource

accessibility and availability at the Menomonie Public Library through a quantitative data

collection.

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Chapter III: Methodology/Procedures

Participants

Throughout this project, roughly 1000 individuals were recruited to participate by

assessing the Menomonie Public Library. The participants were either students from the

University of Wisconsin-Stout, or users of the Menomonie Public Library. The recruits were

either contacted through email, or had received a written-form of the survey in person at the

public library. The study acquired its sample through the University of Wisconsin-Stout’s

Clearinghouse, which is a resource available to all students at the university.

Instruments

The survey consisted of 13 questions, which inquired and obtained the following

information: demographic information (gender, age and income), and the accessibility and

availability of the library’s resources based on the Theory of Planned Behavior. The responses to

the questions were formatted in a 5 point Likert-scale, which ranged from “1” strongly disagree

to "5" strongly agree. The survey was created and distributed through Qualtrics software, which

was provided by the University of Wisconsin-Stout. Further, the library’s director, Ted Stark,

instructed his employees to recruit and distribute surveys to the users of the public library. In

cooperation, the staff had distributed written surveys to patrons of the Menomonie Public

Library. Additionally, the researcher was required to complete a form for the University of

Wisconsin-Stout’s Clearinghouse in order to acquire the sample. The sample was saved in an

electronic file in Excel, which was uploaded and distributed from Qualtrics. Finally, the

researcher interpreted and analyzed the data through SPSS, a statistical data analysis program.

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Procedures

First, the researcher had created a 13 question questionnaire based on the Theory of

Planned Behavior, which aimed to acquire demographic information, and accessibility and

availability information regarding the library’s resources. Upon approval of the survey, the

researcher requested a sample of 1000 undergraduate and graduate students from the University

of Wisconsin-Stout’s Clearinghouse. From there, the researcher had uploaded and distributed the

sample through Qualtrics software. Prior to engagement, the survey’s provided an introductory

page, which helped explain the project’s details and additionally, it ensured confidentiality to all

participants. Upon completing the survey, the participants’ were promptly recognized and

thanked for their time and participation with the project. Also, the participants were informed

that their responses may help guide the future and any future decisions made at the Menomonie

Public Library.

In the post data collection phase, the data collected was interpreted and analyzed by the

project’s researcher and advisor. The researcher had uploaded the data into a statistical data

analyzing program, called SPSS. In the final steps, the data was disseminated into this research

paper; additionally, the results were disseminated to the director of the Menomonie Public

Library, Ted Stark.

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Chapter IV: Results

Overview of Results

The survey research was conducted to determine the differences in perception when

considering the Menomonie Public Library’s accessibility and availability of materials and

resources. Further, the research will be scientifically supported by the Theory of Planned

Behavior. Within the survey, the intent of the questions was to inquire the following information:

basic demographic information, to fulfill the needs of the Theory of Planned Behavior, and the

frequency of visitation to the public library. The survey was active between the dates of May

14th, 2013 to June 15th, 2013.

In short, the demographic information was not invasive; the information acquired

pertained to the participants’ gender, age and income. Both of the questions pertaining to age and

income did not ask for an exact value; instead, the participant had the option to pick the range

they belonged to (i.e. age: “26-34”, or income: “10,000 – 19,999”), or they could elect to not

respond to the question. In the section fulfilling the Theory of Planned Behavior, the questions

elicited responses to fulfill the categories such as ‘attitude towards behavior’, ‘the subjective

norms of a behavior’, and ‘the individuals’ perceived behavioral control of a behavior’. In its

entirety, the aforementioned subcategories help determine the behavioral intention of the

participant. Finally, the behavioral intention will determine the behavior of the individual and the

particular behavior. Lastly, in brief, the last section of the research inquires how frequently the

participant has visited the public library in the past month.

Demographic Information (Gender, Age, Income)

Overall, 187 surveys were completed, resulting in an 18.7% response rate. Forty-nine

(26%) of the participants were male and one-hundred and thirty six (74%) were female. As

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indicated in Figure 1, many participants, 28%, fell into the age bracket of 18-25 years. This does

not come as a surprise since the survey was distributed to active undergraduate and graduate

students at the University of Wisconsin-Stout. Furthermore, the two age groups of “50-64” and

“35-49”, were highly active throughout the data collection. The total amount of responses from

these age groups was 43 and 33, respectively; in total, these two age groups comprised of 41% of

the total responses. Finally, the two age groups “65-74” and “75 & older”, consisting mainly of

seniors, had accounted for 22% of the total responses. Overall, the researcher was fortunate

enough to have a strong diversity in age groups.

Figure 2. Demographic Information of Participants (Age) Option # Answer Response %

1 18-25

53 28% 2 26-34

13 7% 3 35-49

33 18% 4 50-64

43 23% 5 65 - 74

27 15% 6 75 & Older

13 7% 7 No Response

4 2% Total 186 100%

As indicated in Figure 2, many participants, 26%, had a yearly income lower than

$10,000. As expected, the income levels were relatively modest in the rural community. In fact, a

substantial portion, 44%, had a yearly income lower than $29,999. Interestingly enough, a fairly

well-represented portion of the sample, 23%, had indicated a yearly income higher than $60,000.

However, a substantial portion of participants, 44%, had a modest yearly income of $29,999 or

less. Therefore, these results may indicate that there is a need for this study; deductively, the

results infer that nearly half of the sample has a yearly income of $29,999 or less. Therefore,

there may be a greater need for a public library and its free services in a rural community since

individuals’ and families must be remain frugal.

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Figure 3. Demographic Information of Participants (Income) Option # Answer Response %

1 Below 10,000

47 26% 2 10k - 19,999

19 10% 3 20k - 29,999

15 8% 4 30k - 39,999

18 10% 5 40k - 49,999

19 10% 6 50k - 59,999

9 5% 7 60k - 69,999

16 9% 8 70k - 79,999

8 4% 9 80,000+

18 10% 10 No Response

15 8% Total 184 100%

Theory of Planned Behavior Subsets

Upon researching the statistical frequencies from the study, the data has revealed

favorable responses about the Menomonie Public Library. The participants had answered the

dichotomous question (1 = Yes; 2 = No) regarding their visits to the public library in the past

month; the sample (n = 169) revealed a high attendance rate at the public library (M = 1.22, SD =

.419). Based on a Likert-Type Scale of 5 (1: Strongly Disagree, 5: Strongly Agree), the

participants’ responded to a group of questions that were evaluated on four separate tiers being:

the overall perception of the public library, the overall perception of the public library while

including the participants’ yearly income, the participants’ perception of the Menomonie Public

Library’s accessibility of materials and resources, and finally, the participants’ perception of the

Menomonie Public Library’s availability of materials and resources. Supplementary, the four

tiers had separately evaluated the participants’ attitude, the belief of their peers and important

contacts perception of the public library and the knowledge of their peer and important contacts

perception of the public library, and their ability to perform a certain behavior (refer to Figure 3).

Evidently, the participants revealed highly positive attitudes in their past experience at

the public library (M = 4.43, SD = .784). Also, the participants conveyed high agreeableness

26

when asked if peers or important contacts of theirs found the public library to be beneficial (M =

4.40, SD = .735); interestingly, the participants conveyed agreeableness when asked if with

certainty, peers or important contacts of theirs found the public library to be beneficial (M =

4.08, SD = .873). In addition, in light of the subjective norms, there is a substantial drop in

approval ratings between injunctive and descriptive (refer to Table 1). The previously mentioned

quandary will be considered in the discussion section. Finally, the participants’ indicated high

agreeability, which confirmed their ability to visit the public library based on its current location

(M = 4.47, SD = 6.73).

In contrast, the low end of the spectrum demonstrated a positive response from the

participants. Further, the lowest documented values from the study in Figure 3, asked the

question, “Any time I want to visit the public library, I can”. On average, the participants’ agreed

with the aforementioned question (M = 3.76, SD = 1.034). Overall, based on the statistical

frequencies of the data collection, the average respondents’ feedback was positive throughout the

study.

27

Table 1. Statistical Frequencies of Survey Questionnaire Factors of

Menomonie Public Library

Attitude Subjective Norms (Injunctive)

Subjective Norms

(Descriptive)

Perceived Behavioral

Control (PBC) Overall Perception of Public Library

(excluding participants’ yearly

income)

M = 4.33, SD = .784

M = 4.40, SD = .735

M = 4.08, SD = .873

M = 4.47, SD = .673

Overall Perception of the Public

Library (including participants’ yearly

income)

M = 4.42, SD = .785

M = 4.40, SD = .736

M = 4.08, SD = .875

M = 4.48, SD = .673

Perception of Accessibility to Materials and

Resources (including

participants’ yearly income)

M = 4.33, SD = .892

M = 4.13, SD = .886

M = 3.85, SD = .866

M = 3.76, SD = 1.034

Perception of Availability to Materials and

Resources (including

participants’ yearly income)

M = 4.31, SD = .890

M = 4.19, SD = .833

M = 3.99, SD = .814

M = 4.14, SD = .813

*Likert-Type Scale (1: Strongly Disagree, 2: Disagree, 3: Neither Agree nor Disagree, 4: Agree, 5: Strongly Agree)

Research Questions

The first research question inquired if the participants’ overall attitude of the library, their

perception of subjective norms regarding the library and their ability to visit the library would

influence whether or not the participant had visited the library in the past month. Initially, the

variables were examined separately, and the results indicated a statistically significant difference

amongst all contributing variables. First, a linear regression test was conducted to determine the

28

relationship between the participants’ attitude and usage of the library; the results revealed a

negative relationship between the two variables, r = -.438, p < .05.

Similarly, the remaining factors of injunctive and descriptive subjective norms and the

perceived behavioral control had revealed negative relationships, as well (refer to Table 2).

Therefore, the data reveals that, separately, the participants’ attitude, subjective norms, and

perceived behavioral control of the public library do not show a positive relationship with

visiting the public library. However, the data revealed a positive correlation between the

following independent variables: (1) a positive attitude about the library, (2) social beliefs that

reinforce using the public library and (3) the perceived ability to visit the public library. In

accordance with Table 3, the aforementioned combination of independent variables showed a

moderate positive relationship with the participants’ rate of visiting the public library, r = .564.

Table 2. Examining the Theory of Planned Behavior’s Components: Excluding Yearly Income Research Questions “Have you visited the Menomonie Public

Library in the past month?” Correlational Values (Excluding Variable:

Income) Attitude

“Visiting the public library is a pleasurable experience.”

r = -.438, p < .05

Subjective Norms (Injunctive) “Find it beneficial to visit the public library.”

r = -.470, p < .05

Subjective Norms (Descriptive) “Use the public library’s services.”

r = -.471, p < .05

Perceived Behavioral Control “I can visit the public library.”

r = -.317, p < .05

Table 3. Correlational Relationship between Independent and Dependent Variables.

Model R R Square Adjusted R Square

Std. Error of the Estimate

1 .564a .318 .301 .350

29

The second research question inquired if differences existed between the participants’

attitude, perception of subjective norms, their ability to perform a particular behavior, and the

likelihood of visiting the public library, in addition to the following domains:

1. Yearly Income

2. Accessibility to Menomonie Public Library’s Resources

3. Availability of Menomonie Public Library Resources

The second research question mimics the previous variables (attitude, subjective norms,

and perceived behavioral control) and includes a variable which assessed the participants’ yearly

income. In comparison, the addition variable “yearly income” has only adjusted in the variables

values in the slightest amount (refer to Table 4). In addition, the linear regression had revealed a

negative correlation between the participants’ yearly income and visiting the public library, r = -

.237, p > .05. However, similar to the first research question, individually, the variables alone

elicited a negative correlation, according to the data.

Yet, the data reveals a positive correlation between the following independent variables:

(1) yearly income, (2) a positive attitude about the library, (3) social beliefs that reinforce using

the public library, (4) the perceived ability to visit the public library. The aforementioned

combination of independent variables elicited a moderate positive relationship with the rate of

visiting the public library, r = .604 (refer to Table 5). Importantly, the difference between

including and excluding the variable “yearly income” had altered the correlational value by .40

(refer to Tables 3 & 5). Although the increased value of the correlation is not substantial, the data

revealed that an individuals’ yearly income may increase the likelihood of visiting the public

library.

30

Table 4. Examining the Theory of Planned Behavior’s Components: Including Yearly Income Research Questions “Have you visited the Menomonie Public

Library in the past month?” Correlational Values (Including Variable:

Income) Attitude

“Visiting the public library is a pleasurable experience.”

r = -.437, p < .05

Subjective Norms (Injunctive) “Find it beneficial to visit the public library.”

r = -.473, p < .05

Subjective Norms (Descriptive) “Use the public library’s services.”

r = -.472, p < .05

Perceived Behavioral Control “I can visit the public library.”

r = -.320, p < .05

Table 5. Correlational Relationship between Independent and Dependent Variables

Model R R Square Adjusted R Square

Std. Error of the Estimate

1 .604a .365 .345 .340

The second domain assessed if the aforementioned beliefs (attitude, social norms, and

perceived behavioral control) about accessibility of the Menomonie Public Library and the

library’s resources had a relationship between the likelihood of visiting the public library, itself.

The data has reinforced the notion that, individually, the variables alone, will not elicit a positive

relationship with visiting the public library. In fact, the trend continued to produce negative

correlations amongst the independents variable (i.e. attitude, subjective norms, or perceived

behavioral control) and visiting the public library (refer to Table 6). Yet, accumulatively, the

results had indicated a statistically significant relationship which involved the participants’

attitude, the participants’ perception of subjective norms regarding the library’s resource

accessibility, and their perceived ability to access and utilize the library. Moreover, the data

revealed a positive correlation between the aforementioned variables and the participants’ rate of

visitation (refer to Table 7).

31

Table 6. Examining the Accessibility of the Public Library’s Resources Research Questions “Have you visited the Menomonie Public

Library in the past month?” Correlational Values (Including Variable:

Income) Attitude

“The public library’s location is convenient.” r = -.551, p < .05

Subjective Norms (Injunctive) “Approve of the public library’s hours of

operation and location.”

r = -.289, p < .05

Subjective Norms (Descriptive) “Approve of the public library’s hours of

operation and location.”

r = -.232, p < .05

Perceived Behavioral Control “Any time I want to visit the public library, I

can.”

r = -.037, p > .05 (not significant)

Table 7. Correlational Relationship between Independent and Dependent Variables

Model R R Square Adjusted R Square

Std. Error of the Estimate

1 .596a .355 .335 .345

Finally, the third domain inquired if the participants’ beliefs regarding attitude, subjective

norms, and perceived behavioral control regarding the Menomonie Public Library’s material and

resource availability had a relationship between the likelihood of visiting the public library.

Similarly, the data revealed results that did not deviate from the previous research questions.

Individually, the variables of attitude, subjective norms, and perceived behavioral control

revealed a statistically negative relationship with visiting the public library (refer to Table 8).

The data reinforced the previous notion that the variables alone, will not elicit a positive

relationship with visiting the public library. In addition, according to Table 9, the data reinforced

the previous notion that the variables combined, will elicit a positive relationship with visiting

the public library, r = .502. In other words, if an individuals’ attitude of the library’s availability,

their perception of subjective norms about the library’s availability and their perception of their

32

ability to obtain a library material are positive, then the likelihood to visit the public library may

exist.

Table 8. Examining the Availability of the Public Library’s Resources Research Questions “Have you visited the Menomonie Public Library in

the past month?” Correlational Values (Including Variable: Income)

Attitude “The public library offers an array of desirable

resources.”

r = -.395, p < .05

Subjective Norms (Injunctive) “Be satisfied with the resources available at the

public library.”

r = -.293, p < .05

Subjective Norms (Descriptive) “Convey satisfaction with the availability of the

public library’s resources.”

r = -.276, p < .05

Perceived Behavioral Control “If I want to obtain a particular resource, I can.”

r = -.375, p < .05

Table 9. Correlational Relationship between Independent and Dependent Variables

Model R R Square Adjusted R Square

Std. Error of the Estimate

1 .502a .252 .229 .366

Summary of Research Results to Research Questions

Overall, the difference between examining the Theory of Planned Behavior’s subsets

(attitude, subjective norms, and perceived behavioral control) individually and accumulatively is

statistically significant. In fact, the results continuously yielded negative relationships when the

subsets were examined individually with the participants’ rate of visiting the Menomonie Public

Library. In contrast, the results consistently revealed positive relationships when the subsets were

examined accumulatively with the participants’ rate of visiting the public library. Therefore, the

results reinforced the theory of planned behaviors hypothesis which is, a participant whose

33

attitude, their perception of subjective norms and perceived behavioral control are in favor of a

behavior, will likely elicit that particular behavior.

34

Chapter V: Discussion

Introduction to Discussion

The following section will summarize the general findings of this project. Research

findings in the Theory of Planned Behavior and the behavioral intentions will be summarized

and linked to previous research. Also, the limitations of this study, implications for further

research, implications for practice, and research conclusions will be discussed.

Discussion of Findings

The results had indicated that there is a statistically significant difference if the variables

of attitude, subjective norms, or perceived behavioral control are examined separately. For

example, a negative relationship is revealed when examining the correlation between an

individuals’ attitude of the public library and their rate of visiting the public library. The negative

correlation is explained by the fundamentals of the Theory of Planned Behavior. First, the theory

suggests a relationship exists between an individual’s beliefs of a particular behavior and a

behavior; the beliefs may or may not elicit a particular behavior depending on the individuals’

beliefs. Importantly, the individuals’ beliefs are composed by the following subsets: attitude,

subjective norms, and perceived behavioral control. Therefore, the three subsets are required to

elicit a behavioral intention, which will determine whether or not a person performs the behavior

in consideration. The theories proposed hypothesis was reinforced by the findings of this study.

The findings had revealed multiple positive relationships between an individuals’ beliefs

of certain aspects about the Menomonie Public Library and the participants’ visitation rate to the

public library, itself. The most prominent correlation (r = .604) revealed came from the

participants’ beliefs about the Menomonie Public Library. Further, the beliefs were particularly

geared towards the overall impression of the public library, instead of focusing on one aspect of

35

the library (i.e. accessibility of resources, or availability of resources). However, the results

yielded the notion that the participants’ had a stronger relationship with the element of

accessibility in the public library, compared to the element of availability in the public library,

when correlated with visiting the public library. Therefore, based on the results, it may be in the

best interest to cater to the accessibility needs of the participants. The study examined

accessibility by inquiring about the public library’s location, the library’s hours of operation, and

the participants’ ability to visit the public library at any time.

Limitations

There are a number of limitations that had affected the current study, which must be

acknowledged. First, the study sample size had limited the overall study. The sample size was

not a representative sample for the city of Menomonie, Wisconsin; therefore, the sample size

hinders the ability to generalize the results beyond the scope of the project. Although the sample

sufficed the needs of the current project, the minimal diversity in the sample hinders the ability

to generalize the results, as well. The city of Menomonie, Wisconsin is predominately populated

by Caucasians. Therefore, the scope of the project’s results would only be applicable to other

small, non-diverse, rural community libraries; the results of the project would likely not be

applicable to larger, diverse major city libraries (i.e. Minneapolis, Milwaukee, or Chicago).

Lastly, the fact of the matter is the current study had emailed 1000 UW-Stout students

and requested their participation in the survey. The conflict that exists with the sample is simple:

the UW-Stout students have a university library; therefore, it is more unlikely that they utilize the

services of the Menomonie Public Library or have ever utilized the library’s services, for an

array of reasons. Therefore, this notion had likely contributed to the low response rate (20.2%)

since the university students do not use the Menomonie Public Library.

36

Recommendations for Future Research

Findings of the research revealed a statistically significant relationship between the

Theory of Planned Behavior’s subsets and the likelihood of the participant visiting the

Menomonie Public Library. Yet, due to the limited data collected from those who utilize the

Menomonie Public Library, some data were not able to be statistically analyzed. Conducting a

similar study with a larger sample size is suggested in order to have results that are generalizable

beyond the scope of the current project.

Furthermore, future research may also explore the realm of acquiring qualitative data

from the patrons of the Menomonie Public Library. Qualitative measures such as surveys with

open-ended questions, interviews and focus groups will be a great resource to collect more

information regarding the Menomonie Public Library. Furthermore, the current study’s results

had revealed a relationship between the participants’ belief of the library’s accessibility, this may

be a theme to further explore with qualitative data exploration. Additionally, another theme to

qualitatively explore is the library’s resource availability.

Conclusion

The importance of a functional public library in a city is significant; it can provide

copious amounts of benefits to a community. However, a public library has a number of

obstacles in order to stay relevant and functional. That said, it is important that a public library

has a strong foundation of goals and objectives in order to maintain relevance. More importantly,

the current research has provided information that will likely be applied to the future goals and

decisions of the Menomonie Public Library. Moreover, a study that has a larger sample size and

more race diversity could be generalized to other libraries. Therefore, conducting a similar study

37

with a wider range of participants is suggested to answer research questions regarding

accessibility and availability of library resources in order to ensure the success of the

Menomonie Public Library and other public libraries.

38

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42

Appendix A: Implied Consent Form

“This research has been reviewed by the UW-Stout IRB as required by the Code of Federal Regulations Title 45 Part 46.” Title: Menomonie Public Library’s Examination of the Under-Served Population Based on the

Theory of Planned Behavior.

Description: The following survey aims to acquire your perspective of the services available at

the Menomonie Public Library.

Risks and Benefits: There are no foreseeable risks associated with this survey. The results will

help us understand more about the public’s perspective of the library.

Time Commitment: The following survey consists of 13 questions and should take no longer

than 10 minutes to complete.

Confidentiality: Your name will not be included in any documents and we do not believe there

is any way the information you provide through this survey could be linked to you personally.

Accordingly, we ask that you answer each item as honestly as possible.

Right to Withdraw: Your participation in this study is entirely voluntary; you may choose not

to participate without any adverse consequences. You have the right to stop the survey at any

point throughout your participation. However, due to anonymity, it is not possible to identify

your survey after it has been submitted; therefore, you will not be able to withdraw your survey

once it has been submitted.

IRB Approval: This study has been reviewed and approved by the University of Wisconsin-

Stout's Institutional Review Board (IRB). The IRB has determined this study meets the ethical

obligations required by federal law and University policies. If you have questions or concerns

regarding this study please contact the Research Investigator or Advisor. If you have any

43

questions, concerns, or reports regarding your rights as a research subject, please contact the IRB

administrator.

Statement of Implied Consent: By clicking continue and proceeding with the survey, you

consent to participating in this study and also certify that you are 18 years of age or older.

Research Investigator: Justin T. Prestrud, Graduate Student, Masters of Science in Applied

Psychology; prestrudj@my.uwstout.edu; 952.240.7386

Research Advisor: Dr. Susan Staggs; Professor, UW-Stout Psychology Department;

Staggss@uwstout.edu; 715.232.2179

IRB Administrator: Susan Foxwell; Research Administrator and Human Protections

Administrator; foxwells@uwstout.edu; 715.232.1126

44

Appendix B: Library Survey

This research has been reviewed by the UW-Stout IRB as required by the Code of Federal

Regulations Title 45 Part 46.Title: Menomonie Public Library’s Examination of the Under-Served Population Based on the Theory of Planned Behavior.

Description: The following survey aims to acquire your perspective of the services available at the Menomonie Public Library. Risks and Benefits: There are no foreseeable risks associated with this survey. The results will help us understand more about the public’s perspective of the library. Time Commitment: The following survey consists of 13 questions and should take no longer than 10 minutes to complete. Confidentiality: Your name will not be included in any documents and we do not believe there is any way the information you provide through this survey could be linked to you personally. Accordingly, we ask that you answer each item as honestly as possible. Right to Withdraw: Your participation in this study is entirely voluntary; you may choose not to participate without any adverse consequences. You have the right to stop the survey at any point throughout your participation. However, due to anonymity, it is not possible to identify your survey after it has been submitted; therefore, you will not be able to withdraw your survey once it has been submitted. IRB Approval: This study has been reviewed and approved by the University of Wisconsin-Stout's Institutional Review Board (IRB). The IRB has determined this study meets the ethical obligations required by federal law and University policies. If you have questions or concerns regarding this study please contact the Research Investigator or Advisor. If you have any questions, concerns, or reports regarding your rights as a research subject, please contact the IRB administrator. Statement of Implied Consent: By clicking continue and proceeding with the survey, you consent to participating in this study and also certify that you are 18 years of age or older. Research Investigator: Justin T. Prestrud, Graduate Student, Masters of Science in Applied Psychology; prestrudj@my.uwstout.edu; 952.240.7386 Research Advisor: Dr. Susan Staggs; Professor, UW-Stout Psychology Department; Staggss@uwstout.edu; 715.232.2179 IRB Administrator: Susan Foxwell; Research Administrator and Human Protections Administrator; foxwells@uwstout.edu; 715.232.1126

45

Please indicate your gender.

Male Female

Please indicate your age from the following choices:

18-25 26-34 35-49 50-64 65 - 74 75 & Older No Response

Please indicate your approximate yearly income from the following choices:

Lower than 10,000 10,000 - 19,999 20,000 - 29,999 30,000 - 39,999 40,000 - 49,999 50,000 - 59,999 60,000 - 69,999 70,000 - 79,999 80,000+ No Response

46

Please answer the following questions by rating how they affect YOU.

Strongly Disagree

Disagree Neither Agree nor Disagree

Agree Strongly Agree

Visiting the public library is a pleasurable experience.

The public library's location is convenient.

The public library offers an array of desirable resources (books, magazines, library programs,

DVD's, and computer technology)

The public library's hours are convenient.

I believe individuals, peers and important contacts of mine would:

Strongly Disagree

Disagree Neither Agree nor Disagree

Agree Strongly Agree

Find it beneficial to visit the public library.

Approve of the public library's hours of operation and location.

Be satisfied with the resources available at the public library.

47

With certainty, I know individuals, peers and important contacts of mine:

Strongly Disagree

Disagree Neither Agree nor Disagree

Agree Strongly Agree

Use the public library's services.

Approve of the public library's hours of operation and location.

Convey satisfaction with the availability of the public library's resources.

Please answer the following questions based on your experience.

Strongly Disagree

Disagree Neither Agree nor Disagree

Agree Strongly Agree

Any time I want to visit the public library, I can.

If I want to obtain a particular resource, I can.

I can visit the public library.

48

Do you plan on visiting the Menomonie Public Library in the next month?

Yes No

Have you visited the Menomonie Public Library in the past month?

Yes No

How frequently have you visited the Menomonie Public Library in the past month?

1-2 times 3-5 times 6-10 times More than 10 times Not sure

49

On behalf of the research investigator and the Menomonie Public Library, we would like to thank you for your participation. If you have any other questions, comments or concerns regarding the library or the survey, please feel free to express them now.