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This paper gives an example of the application of a marketing technique, conjoint analysis, to the measurement of students' preferences for reference service in a university library. Numerical values for a number of levels of reference service are derived from students' rankings of sixteen possible combinations of service. The resulting utilities are then employed in a user-choice simulation to predict which service patterns would be preferred. The conjoint-analysis technique appears to be a potentially useful method for relating library services to user requirements.
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Michael Halperin (1980) studied this question.
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