Using the contingent valuation method to measure patron benefits of reference desk service in an academic library

摘要

The concept of "just-in-case" reference (the librarian waits at the desk just in case the patron has a question) is receiving increasing scrutiny by library administrators and reference librarians.(FN1,2) An entire symposium in the Journal ofAcademic Librarianship was dedicated to a discussion of the viability of reference services and the possible need for a new model.(FN3) But this discussion is occurring without information on the value of reference desk services to patrons. The library literature is replete with cost studies, but few studies consider the benefit to patrons of library services. This is particularly true of reference services where librarians have thoroughly studied the cost of reference transactions, but few have considered the benefits of reference services or how they might be measured. James R. Kuhlman lays out a general model for conducting cost-benefit analysis of reference services.(FN4) He underscores the importance of recognizing that the patron shares part of the cost of obtaining reference services through travel cost (including the opportunity cost of time). Kuhlman does not, however, suggest methods by which the benefit of reference services might be measured. Marjorie E. Murfin's essay contains both a thorough cost analysis of reference service and a discussion of cost-benefit analysis, again without conducting a cost-benefit analysis.(FN5) Murfin discusses the willingness-to-pay (WTP) benefit measure but rejects it. She argues that users may refuse to respond to WTP questions altogether because they refuse to consider paying for a service they were accustomed to receiving for free or believe should be free. More is said below about the basis and logic of benefit measurement in cost-benefit analysis, but the authors wish to emphasize that when they use the term WTP, they wish to convey the meaning from cost-benefit analysis--the appropriate measure of benefit to individuals.