Restricted Technical Report RP/1984-1985/VII.2.1

Jamaica

A SURVEY INTO THE READING HABITS OF THE JAMAICAN PEOPLE:

USERS AND POTENTIAL USERS OF THE PUBLIC LIBRARY SERVICE

By Sybil Iton

V PGl / \ /

Serial N2 FMR/PGI/LAC/87/1

¡MI

United Nations, Educational, Scientific and Cultural Organization

Caracas, January 1987

J A M A I C A

A SURVEY INTO THE READING HABITS OF THE JAMAICAN PEOPLE:

USERS AND POTENTIAL USERS OF THE PUBLIC LIBRARY SERVICE

By Sybil Iton

Report prepared for the Government of Jamaica by the United Nations Educational, Scientific and Cultural Organization (UNESCO)

U N E S C O

C O N T E N T S

INTRODUCTION

BACKGROUND INFORMATION OF THE JAMAICA LIBRARY SERVICE - PUBLIC LIBRARY SERVICE

CHARACTERISTICS OF THE SURVEY

Objectives

Methodolody

Sample

COLLECTING THE DATA

The Interviews

Coding the Questionnaire

CHARACTERISTICS OF THE DATA

ANALYSIS OF THE SURVEY

Socio-Demographic Data

The Nature of the Material Preferred

Sources for reading material

Subjects Preferred/Subject Interests

Reading - Quantum and Reason

The Public Library - patterns of use

SOME SOCIAL AND CULTURAL FACTORS

PUBLISHING, MARKETS, ACQUISITION OF MATERIAL AND COLLECTION DEVELOPMENT

CONCLUSION

Findings

Follow-up Action

APPENDICES

INTRODUCTION

The Caracas meeting on "The present situation and strategies for develop­ment of public library services in Latin America and the Caribbean" hosted by UNESCO and held in Venezuela in October 1982, gave the opportunity to librarians to discuss problems common to public libraries in the region and to formulate strategies to lessen and alleviate them. The problem of identifying users and their reading habits was repeatedly discussed as was also the need to identify the users of public libraries, their reading habits and how best librarians can educate these users to identify and retrieve the information they require. However most important was the need for research to find out who the users were and what they are interested in reading. The need for more research in the region was also a factor that was repeatedly discussed at the meeting and since little has been done in the Caribbean Region which is based specifically on Caribbean needs, the project on the research into the real and potential users of the public library system in Jamaica and their reading habits, submitted by the Jamaica Library Service, was accepted and funded by UNESCO.

The original objectives of the project were:

To provide a basic instrument and technique for the identification of the social, political, economic and cultural factors which influence the users of the Public Library System in Jamaica and which could be used as a model for the Caribbean sub-region.

To gather basic information relevant to the planning of public library development in Jamaica which could also be useful to determine sampling for the region.

To ensure that not only the users of public library services (children, young people, adults, the handicapped, the sick, the prisoner etc.) but the service providers acquire the ability to receive and to give all the educational, recreational, infor­mational and research advantages that a public library service is in a position to offer the Jamaican community.

To determine the interests, needs and reading levels so as to define a policy for selecting book and non-book materials which will make it possible to build collections which meet the needs of the community.

To prepare a flexible model for a study that can be adapted to the conditions and requirements of other countries in the Sub-region.

To arrange a Seminar on research techniques as it relates to the above study for personnel in the Caribbean sub-region.

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The project would embody:

Identifying personnel within the Jamaican community and the Jamaica Library Service to carry out the research programme.

Establishing a research team to carry out a survey and gather relevant information on users and potential users of the public library system in Jamaica and their reading habits.

Determining the areas not covered by public libraries and under­taking studies of the information needs in these areas.

Analysing problems faced by the users, offering concrete solutions and developing training modules for users of the public library in Jamaica and which would also be relevant for the Caribbean sub-region.

- Publishing and disseminating widely the materials and instruments produced as a result of the project and making these available to the Caribbean sub-region.

Arranging a Seminar for personnel in the Caribbean sub-region to introduce them to the research techniques employed.

The Jamaica Library Service would like to place on record its appreciation to UNESCO for funding this important research project which should be of benefit to both the users and organisers of public libraries.

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2. BACKGROUND INFORMATION ON THE JAMAICA LIBRARY SERVICE - PUBLIC LIBRARY SERVICE

The Jamaica Library Service Law of 1949 established a body corporate known as the Jamaica Library Board with responsibility to establish, maintain, manage, conduct and operate a Library Service. The Law also provided for the establishment of local statutory authorities called Parish Library Committees to advise and assist in administering the local service within the framework of the Board's policies with sufficient freedom to determine priority programmes and stimulate local interest. The Law clearly created the basis for a unified and at the same time decentralized, organization. The Law was also flexible enough to accommodate a Schools Library Service or any other service which was thought necessary.

The concept of a unified Library Service for Jamaica really started with what is referred to as the "Bateson Plan".2 The Plan, written by Nora Bateson, took into consideration the main socio-economic problems facing Jamaica at the time and specifically highlighted the problems associated with the high rate of illiteracy, illegitimacy and low income per capita. These problems were a direct result of poverty, poor housing, low standard of education, lack of recreational facilities and instability in family life, a heritage of slavery days. It was also recognised that libraries were necessary in the reconstruction of most things.

For example, planning, whether in the field of education, social security, economics or administration presupposes that people have access to infor­mation on the basis of which they can themselves plan or discuss and decide upon the plans laid before them. There was therefore the need for a library service in Jamaica which could supply information of a practical nature. A place where people could keep abreast of current practices and new ideas, informing the citizens of a variety of ideas and points of view and assist­ing in the creative use of leisure time and a service to children.

The Public Library set up by the Government in 1948 has a Headquarters in Kingston, the capital of Jamaica and a network of libraries throughout the island. Clients are served either through a main library in each capital in a parish (called parish libraries), branch libraries in smaller pockets of population, bookmobiles, several special services (hospitals and prisons) and through a postal reader service. The major objective of the Service, the promotion and diffusion of knowledge and information, is pursued through the acquiring, servicing and making available carefully selected books and other material geared to meet the information, educational and recreational needs of users. Assuredly, the organization with its Headquarters and field service is structurally geared to accommodate this objective.

Since the public library system is wholly funded through the Government of Jamaica, the provision of material depends largely on the funds received. Over the years, this has proven inadequate mainly because the funding has been unable to keep pace with the increasing cost of books and other material, the growth in the number of users and the resultant extension of the services offered. These include loan of books for home reading, book

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reservation service, book request/suggestion service, reference and infor­mation service and the loan of special collections for display at agri­cultural and horticultural shows, fairs, courses, seminars and conferences. Again, because the public library caters to a variety of persons and a diversity of needs - from the "man in the street" seeking information to the specialist carrying out research - it must at least attempt to provide for all. This means that the examination of the special needs of its users is an on-going process and it is usually done through an analysis of subjects most borrowed, through the readers' request/suggestions and the book reservation service and actual feed-back from borrowers. However this reflects mostly the subjects users are interested in that are already stocked in the library. The readers' request/suggestion in a small measure will in addition indicate subjects other than those already in library collections.

Although most subject areas are covered in libraries, guidance is needed to ascertain the quantities in each area that will fill users' needs. The Public Library Service collections include books, periodicals, newspapers, directories, monographs, maps, pamphlets, government publications, in-house publications, newspaper clippings and illustration collections. To a lesser extent and not for loan, films, filmstrips and microfilms are provided.

Some Managers of the public library service have always felt that there are two areas of need that have never been adequately addressed. These are, the information for the "man in the street" or at the 'grass root' level and a quick reference service to the commercial and technical community especially to small business operators. Another area which is now being partially served is persons who are interested in continuing education.

In Jamaica as well as in the wider environment, that is, the Caribbean, if a public library system is to survive, knowledge of the socio-economic and cultural situation is vital. The number of people, their distribution, rural urban and age composition and growth of population must always be known factors as also the national programmes being sponsored by Government. These factors affect the ability of Governments to finance public libraries to establish new service points, the size and types of service offered, the volume and quality of material, subject coverage and service to special groups within the community. Countries in the Caribbean experience common economic problems and pressures which include struggling economies, high prices for basic commodities and foreign exchange problems. Governments are generally preoccupied with the provision of "basics" so the necessity for the provision of books and other library material, their accommodation and promotion sometimes carry a low priority.

This background information is important as a framework for the survey and is essential to an understanding of the analysis. The situation in Jamaica and other English-speaking Caribbean countries is similar so the results could be relevant.

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CHARACTERISTICS OF THE SURVEY

(a) OBJECTIVES

The main aims of this survey into the reading habits of the actual and potential users of the public library system in Jamaica are to

(a) promote user education programmes

(b) encourage greater utilization of collection

(c) guide acquisition policy.

To this end, the survey hopes to

(a) obtain information on the amount of reading done by various groups

(b) explore the nature of the material preferred

(c) identify subject interests

(d) determine the main sources of reading material.

(b) METHODOLOGY

The methodology was kept as simple and as flexible as possible, bearing in mind that it may be adapted to the conditions and requirements of other countries in the sub-region. The form of survey or investigation selected was the guided interview and two types of respondents were interviewed, library users and non library users. Library users were classified as library members and non-library users as non members.

(i) Questionnaire (Please see Appendix I)

A questionnaire containing six questions was prepared and used by an interviewer in a personal exchange with the respondent. Questions were simple and were mostly pre-coded. Open-ended questions were coded after the interviews. Background or demo­graphic questions were placed first, but these were administered last if thought best or wherever necessary at the discretion of the interviewer. The questionnaire was in four main sections:-

1. Information to be filled out by the interviewer

2. Demographic data

3. Reading patterns

A. The Public Library - patterns of use.

The questionnaire was pre-tested and also checked by a reading specialist. After the pre-testing, questions which were thought to be either irrelevant or misleading were omitted. Other questions were simplified. The same questionnaire was adminis­tered to users and non-users of the library.

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(ii) THE SAMPLE

The population was defined as the literate population of Jamaica, and numbers used were based on the 1981 Census of Jamaica. This excluded persons who are unable to read or who have been classified as illiterate. The target population for non users of the library was computed as the percentage of literate persons not library members. Since it was difficult to define non-users in terms of actual identification, the sample was therefore based on church membership which can be categorised as a broad based organization. Both library members and members of the church can be termed as homogeneous.

Library Users (Please see Appendix II)

The sample for the library users was developed as follows:-The membership in the public library system was used as the base figure for the population. A sample of 2,000 of the member­ship figure was chosen as adequate, which gave an overall sample fraction of .3%.

In order to arrive at the number of users to be interviewed in each parish, the procedure was as follows:-

(a) the percentage of each parish library membership in relation to the total membership was obtained,

(for example, total membership = 656,428: membership of the parish of St. James = 65,360: percentage = 9.97)

(b) the percentage arrived at was then taken of the overall sample to arrive at the number of respondents to be interviewed in a parish,

(for example, 9.97% of 2,000 sample = 200. These respondents were interviewed in the parish of St. James).

In order to extend the survey outside of the urban areas in Jamaica, a Branch Library was selected in each parish and similar methodology used.

(a) the percentage of the membership of the Branch in relation to the Parish Library membership was obtained,

(for example, in the parish of St. James, the Somerton Branch Library's membership of 1831 is 2.80% of 65,360).

(b) the percentage arrived at was then taken of the parish sample to arrive at the number of respondents to be interviewed in that Branch,

(for example 2.80% of 200 respondents =5.6

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The calculation was repeated for each parish. Because it would not be practical to interview less than five respondents at any point the total at each branch was increased to at least five. Appendix II shows the actual number of respondents in the main library added to the number in the branch do not always add up to the overall sample.

Non-Library Users (Please see Appendix III)

The sample for the non-library users used as a base figure the number of non-library users who are literate. In order that the sample reflect a cross section of the society a broad based organization such as the church was used to assist with deciding on the sample fraction. Letters were sent to five denominations asking for their support. The church was asked to grant permission to identify and interview members of the congregation who read, but who do not use the public library network. The process would include one or all of the following-

(i) A search through membership records in order to select the required sample of the congregation.

(ii) make contact with members of the congregation selected for interviewing.

(iii) conduct actual interviews as agreed on by members selected for interviewing.

A sample size of 1,000 was chosen and was based on the following factors:

(i) limited human resources precluded the possibility of a larger sample being manageable.

(ii) a larger sample would not alter the response categories significantly based on the fact that sampling would be spread across boundaries which should represent wide population characteristics.

The selection of six parishes (Kingston & St. Andrew being counted as one) was based on the assumption that the reading habits of the population would be similar with certain given geographical parameters and these parameters may be identified as the west, center and east of the island.

Sampling from each parish was equal because each parish represented a separate response category or unit and each category had to be equally represented in the sample. In the case of Kingston & St. Andrew, because two additional churches were to be sampled, an additional quota of 40 was added and equally divided between the two churches.

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COLLECTING THE DATA

(a) THE INTERVIEWS

The questionnaire was administered in each parish by a team of inter­viewers which was supervised by the parish librarian in charge of the parish library service. Interviewers were given written instructions and attended briefing sessions prior to administering the questionnaire. The supervisors of the interviewers, that is parish librarians, were responsible for editing the questionnaire.

Library Users

Interviews took place in the main library in each parish and in one branch over a period not exceeding two weeks (12 working days) and every third visitor was intercepted within the building.

Library Non-users

Interviews were conducted either at the church or at the home of the respondent. Congregations to be surveyed were briefed prior to the scheduled time of preliminary contact and interviewing. Preliminary contact was made on a specified day of the survey period and the questionnaire handed to the respondent for completion or an appointment made for collecting the questionnaire or for conducting the interview.

Preliminary contact was made by the interviewer stationed at the main entrance of each church selected and every third member was inter­cepted. Those who turned out to be non users were handed questionnaires for completion. Interviews took place over a period not exceeding four weeks.

(b) CODING THE QUESTIONS

Personnel at the National Computer Centre, the agency responsible for inputting of the data, gave guidance on the coding of the questions. For example each parish was coded as follows:-

St. James Hanover Trelawny Westmoreland St. Ann St. Mary Portland

- 01 - 02 - 03 - 04 - 05 - 06 - 07

St. Thomas Kingston & St. Andrew

St. Catherine Clarendon Manchester St. Elizabeth •

- 08

- 09 - 10 - 11 - 12 - 13

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CHARACTERISTICS OF THE DATA

Interviewers found that very few respondents were reluctant to accept the questionnaires and a high level of interest and co-operation was maintained at all times. As a consequence, there was a high rate of return of questionnaires. Of the 2,004 questionnaires administered through the public library service to the library users, 97.8% was completed and returned. Of the 1,000 questionnaires administered through the church organizations, 94.6% were completed and returned.

Figure 1: Distribution of returned questionnaires from library users and non-users.

The administering of the questionnaire in the rural areas posed problems for most interviewers. For example at the churches some persons leaving church did not wish to remain behind, some reasons being family commitments, length of questionnaire, lack of time, tiredness and failing eye sight. The problem of the length of the questionnaire was also raised by respondents in the library users category. Eight out of thirteen parishes reported that the respondents felt the questionnaire was too long. Questions which may have suffered a higher than usual non-response rate because of this were those asking what topic or sub­ject area was read (5.8, 5.13 and 5.18). Respondents tended not to check all the topics of interest because of the number of topics offered. A general feedback on these questions was that the subjects to be checked » were also in too much detail.

Editing of the questionnaire revealed that respondents were not always clear on how to answer the longer questions. There was a fair amount of incomplete "answers to these and from one parish there was the feedback that respondents did not understand the difference between a newspaper and a magazine. There was also some confusion in question 6.8 as to ranking of activities. Many respondents ticked activities instead of ranking them. In each parish the same team of interviewers was used for library users as for non-users.

10 -

ANALYSIS OF THE DATA

(a) SOCIO-DEMOGRAPHIÇ DATA

Since the purpose of the survey is to help identify the reading habits of groups within Jamaica in terms of subjects preferred, their most common source of material, type of material most preferred and the amount of reading done, the following demographic information will be of relevance and interest: age, sex, educational level and employment sector. It is assumed that any of the foregoing variables might be related to the reading habits of the respondents.

Age Distribution of Library Users: The age distribution of the 1,958 library users who responded (Figure 2) showed 524 in the age group 11-15 years. These could be classified as junior users, and the remainder with the exception of the 38 not stated, as adults.

The age distribution was positively skewed towards the age group 11-29 years with 1,660 (94.8% of the population) falling within this range. Of this group 54.2% was in the age range 11-29 years. This age spread results from the fact that students are the largest group of users of the library - 60.6%. (See Table 1).

800 -,

700 -

600

500

400

300

200

100

10 years & less

11-15 years

16-19 years

20-29 years

30-39 years

40-49 years

50 years not & over stated

Figure 2: Distribution of library users by age

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Age distribution of non-library users: The most frequently recurrent (modal) age group among the non-users was the 20-29 age cohort (28.6%). (See Figure 3). This was followed by the 16-19 cohort (16.3%), 30-39 cohort (12.9%) and the 11-15 cohort (12.2%). This age spread was some­what different from that of the user sample where the modal age spread was the 16-19 cohort, (mostly secondary school level students).

The age spread among non-users was fairly close to the general population age spread (1982 Survey) where the modal age group is the cohort 15-29. (28.9% of population). This indicates that the age distribution of the non-user sample is fairly representative of the wider population. This fact is an indication that differences between the user sample and non-user sample may be seen as differences between library users and the wider population.

800

700

600

500

400

300

200

100

1.1 12,2% X

16.3% 28,6% 12,9% 7,0% 14,8% 6.4%

10 years 11-15 £ less years

16-19 20-29 30-39 40-49 years years years years

50 yrs. not 6 over stated

Figure 3: Distribution of non library users by age

12 -

Sex distribution of library users: The breakdown of sex of library users showed that a larger number of females 52.9% (1,035) than males, 44.7% (875) use the library. (See Figure 4).

1200 _

1000 •

800 -

600 -

400 -

200 • 52.9% 44.7%

2.4% 1 Female Male not stated

Figure 4: Distribution of by sex

library users

Sex distribution of non-library users: In respect of non-users, the distribution was similar but there was a higher proportion of females (61.1%)to males 32.6% than was the case with the library users. (See Figure 5).

600

400 .

200

Figure 5: Distribution of non library users by sex

13 -

Distribution of library users by educational level; Of the 1,958 respondents, 1,186 or 60.6% were students attending an institution. The distribution of the respondents by educational level shows the largest group as persons who have reached secondary level followed by those who have reached tertiary level: 53.8% and 21.7% respectively. (See figure 6)

1200 n

1000 .

800 .

600

•+00

200

6.9%

53.8%

__ 4.6% 1 H.0% |

Primary Secondary Tertiary Univ- 0 t h e r Non-response ersity

Figure 6: Distribution of library users by educational level

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Distribution of non-library users by educational level; Of the 946 non-library users, a total of 281 (29.7%) were students and 597 or 63.1% were not. This contrasts with the trend among library users where the opposite pertained but reinforces the fact that students are the largest group using the public library (See Table 1).

The largest group of non-users in terms of educational level, were those educated to the secondary level (40%). Nearest to this were those educated to the primary level (20.5%) while those educated to the tertiary level stood at 14.3%. (See figure 7). The largest group among users in terms of educational level were also those educated to the secondary level. However the proportion of users in this category was higher (53.8%) than that of non-users. (See figure 6). This fact leads to the conclusion that in general, the individuals educated to the secondary level comprise the most significant group of the literate population. Also in a general sense, those in the primary group should be considered as significant.

800

600

U00 -

200

Primary Secondary Tertiary Univ- Other Non-response ersity

Figure 7: Distribution of non library users by educational level

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Occupational Status of Library Users and Non-Library Users

Of the 946 non-library users a total of 281 (29.7%) were students and 597 (63.1%) were not. This contrasts with the trend among library users where the opposite pertained as 1,186 (60.6%) were students.

Table 1

Occupational Status of Library Users and Non-Users

Library Users Non-Users Status No. % No. %

Student 1,186 60.6 281 29.7

Non-Student 726 37.1 597 63.1

Not stated 46 2̂ 3 68 7.2

Total 1,958 100.0 946 100.0

Employment Status of Library Users and Non-Library Users

The breakdown of non-library users into employed and unemployed was quite even, \44í and 48% respectively. Of those employed, 157 (38%) were employed by the Private Sector, 121 (29.3%) by Government and 108 (26.2%) self employed. For the library users 1,226 (62.6%) of the respondents were unemployed. This could be as a result of the fact that just over 60% of the library users are students. However of the 541 employed, 265 (49%) were employed by the Government sector, 191 (35%) by the Private Sector and 60 (11.1%) were self employed.

Table 2

Employment Status of Library Users and Non-Users

Library Users Non-Users Status No_. % No. %

Employed 541 27.6 413 44.0

Unemployed 1,226 62.6 454 48.0

Not stated 191 9.8 79 8.0

Total 1,958 100.0 946 100.0

The available data indicates that for both library users and non-users in the employment categories, professionals were the largest group - 125 (30.3%) for non-users and 200 (37.0%) for users.

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Geographical distribution of sample: The division of the library user population into urban, sub-urban and rural showed that by far the largest population was in the urban area - 1,828 or 93.1%. The trend continued in the non-users population where the highest number was in the urban area, 537 or 56.8% of 946.

Table 3

Type of Population

Library Users Non-Users Population No. % No. %

Urban

Sub-urban

Rural

Not stated

1,823

71

60

4

93.1

3.6

3.1

.2

537

127

274

8

56.8

13.4

29

.8

Total 1,958 100 946 100

(b) THE NATURE OF THE MATERIAL PREFERRED

Library Users: The nature of the material preferred or the information channels selected for testing were the Daily Newspaper, Sunday paper, magazines and books. Of the 1,958 library users who responded, 1,858 or 94.9% read the Daily Gleaner. (See Table 4). The newspaper was read daily by 905, weekly by 418 and occasionally by 420. Of the 1,958 respondents, 1,715 also read the Sunday (Gleaner) newspaper and of this number 1,182 or 60.4% read the Sunday paper each week, 376 or 19.2% occasionally, 166 or 8.5% rarely. There was a non-response rate of 190 or 9.7%. Books were read by 1,878 or 95.9% of the respondents - a larger number than those that read the newspaper.

A total of 1,495 or 76% of the total respondents indicated that they had read a book within the last week and 191 or 9.8% within the last month. Of the same total 1,296 or 60.2% were actually reading a book at the time of the interview and 578 or 29.5% were not. Magazines had a high readership of 1,487 or 75.9% but not as high as either books or newspapers

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Table 4

Nature of Material Preferred (Library Users)

Nature of Material Yes No Not stated Total

Daily newspaper 1,858 52 48 1,958 - 94.9% 2.7% 2.4% 100%

Sunday paper 1,715 143 100 1,958 (Gleaner) 87.6% 7.3% 5.1% 100%

Books 1,878 9 71 1,958 95.9% 0.5% 3.6% 100%

Magazines 1,487 374 97 1,958 75.9% 19.1% 5.0% 100%

Non-library Users: Non-users of the library followed a similar pattern to that of users. A high percentage (86%), read the Daily newspaper. The newspapers were read daily by 334 or 35.3%, occasionally by 257 or 27.2% and weekly by 168 or 17.8%.

The Sunday Paper (Gleaner) was read by 718 or 75.9% weekly by 430 or 45.5%, occasionally by 209 or 22.1% with a relatively high rate of non-response - 214 or 22.6%. A high of 824 respondents read books; 542 or 57.3% had read one in the previous week and 137 or 14.5% in the previous month. This frequency was relatively high but the percentage rate was not as high as the library users which was 95.9%. A total of 430 or 45.5% was currently reading a book, also a lower percentage than the library users.

Non-users also read magazines to a larger extent than library users, (589 or 62.3% of the sample) although in comparison with the other channels, the magazines are the least read. There was also a higher than normal non-response rate. The problem that some respondents had of differentiating between a newspaper and a magazine could have been a contributing factor to this.

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814 86%

718 75.9%

824 87.1%

589 62.3%

65 6.9%

133 14.1%

43 4.5%

252 26.6%

67 7.1%

95 10%

79 8.4%

105 11.1%

946 100%

946 100%

946 100%

946 100%

Table 5

Nature of Material Preferred (Non-Users)

Nature of Material Yes No Not Stated Total

Daily Newspaper

Sunday paper (Gleaner)

Books

Magazines

(c) SOURCES FROM WHICH READING MATERIAL IS PREFERRED

Library Users; The sources from which these various information channels were obtained included purchase, public library, school/ college/university library, friend, family and the workplace. For library users the source of newspaper, purchase - 54.6% was the main method used and the family the next with 21.0%. The least used was the school/college/university library with 2.2%. The public library was used by 9.6%. The trend of purchase as the most popular source continued with the Sunday paper (55.6%) followed by the family 435 or 22.2%. A small group - 5.1% preferred the public library. This really means that persons preferred to read the newspapers when they are current especially the Sunday paper, whereas readers who use the library would not obtain the Sunday paper until Monday morning. News must be new. The tradition of having a daily newspaper and the ease with which it can be purchased could also have contributed to this trend. Books on the other hand showed a different trend - 783 or 40% preferred the public library as a source whereas 768 preferred purchase and 221 or 11.3% a friend. The family as a source was a low 47 or 2.4%. The public library as the most preferred source for books can be attributed to the high cost of books exacerbated by foreign exchange problems and traditional recognition of the public library as a no-cost supplier of this resource.

The distribution showing how persons obtained magazines or periodicals showed a similar trend to that of newspapers - purchases 717 or 36.6% being the main method, the public library second, with 357 or 18.2% and friend 248 or 12.7%. Recently in Jamaica, because of foreign exchange problems, some difficulty was being experienced with regard to the purchase of periodicals. More readers may therefore be using the library to fill this type of reading need. The non response rate of 576 or 29.4% was higher than for the other two sources.

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Source of Reading

Purchase

Tabl

Source of Reading

Public Library

School/College/ University Lib.

Borrow from friend

Family

Workplace

Other

Not stated

. Total

Non-Library

a

Daily Newspapers No. %

1,070

188

43

109

411

57

5

75

1,958

Users: The

54.6

9.6

2.2

5.6

21.0

2.9

0.3

3.8

100

major:

e 6

(Library Use

Sunday Paper (Gleaner) No. %

1,089

99

12

135

435

12

4

172

1,958

55.6

5.1

0.6

6.9

22.2

0.6

0.2

8.8

100

rs)

Books No.

768

783

62

221

47

5

4

68

1,958

Lty of non users who

%

39.2

40.0

3.2

11.3

2.4

.2

.2

3.5

100

Magazines No. %

717

357

60

248

-

-

-

576

1,958

36.6

18.2

3.1

12.7

-

-

-

29.4

100

indicated a source said that they obtained their information material by purchase. In the order Daily Newspapers, Sunday papers, books and magazines, the percentages were 52.3, 48.4, 35.5 and 31.8 respectively. (See Table 7). The preference for purchase continued the tendency to purchase observed in respect of library users.

In respect of Daily newspapers and the number - 14.9% and 14.5% respectively, these channels. The number of individ means was also significant (9.3%) but relatively large number of individuals their supply of information documents number of persons in the age group 16-This group, by virtue of their occupât would rely on working members of the f as newspapers.

Sunday papers, a significant relied on family members for uals receiving books by this to a lesser extent. The relying on family members for probably relates to the large 19: 16.3% of the distribution, ional status - mostly students -amily to purchase material such

- 20 -

Source of Reading

Purchase

Public Library

School/College Univ. Library

Borrow from friend

Family

Work place

Other

Not stated

Total

a

Source of

Daily Newspaper No. %

495

24

11

100

141

58

5

112

946

52.3

2.5

1.2

10.6

14.9

6.1

0.5

11.9

100

Table

Reading

Sunday paper

No.

458

17

3

106

137

24

1

200

946

7

(Non-users

(Gl eaner) %

48.4

2.0

0.3

11.2

14.5

2.5

.1

21.0

100

)

Booki No.

336

96

17

274

88

8

4

123

946

s %

35.5

10.1

1.8

29.0

9.3

0.9

0.4

13.0

100

Magazines No. %

301

59

12

162

-

-

-

412

946

31.8

6.2

1.3

17.1

-

-

-

43.6

100

(d) SUBJECTS PREFERRED OR SUBJECT INTERESTS

Respondents were given a list of 39 subjects/topics and asked to select the subject/topic they read most from the newspapers, books and magazines used by them. Because non-response to these questions were high and in order to establish either a trend or clear leaning towards the subjects/topics persons read, a selection in the public library service for the last five years 1981-1985 was used as the basis for this analysis. These in order of popularity were Biography, History, Literature, Religion, Sports and Domestic Arts. Allowing for the limitations of the data it was possible to identify the following areas as high interest zones for non-library users. Religion was consistently the most read throughout the sources. That topic was read daily in the newspapers by 14.7%, in the books by 37% and in magazines by 12.6%. Sports was another topic that was also of interest and that topic was read daily in the newspaper by 17.2%, in books by 10% and in magazines by 8.2%. The topic most read (daily) in books, was after religion and sports, education (9.6%). In magazines, after religion came romantic stories (9.3%). Caribbean news and sports (both 8.2%) were also of interest. Throughout all channels, the topic most read, next to religion, was sports.

- 21 -

For the library users the trend was similar with Religion and Sports being the most popular among topics selected. The topic read most in books was Religion, 20.2%. In magazines, Religion 12.1% and in newspapers; comics 31.6%, Politics 30.3%, National News 30.1%, Caribbean news 25.0%, the Editorial 18.9%, Current items 18.8% and education 18.7%.

The types of material selected by library users could be a reflection of the type of materials stocked by the. library rather than an indication of the kinds of interests which users had. The stock figures could therefore be used to indicate library user interests. The non-user response therefore is more significant and indicates interests in reading without the parameter of available stocks.

Subjects Most Preferred

- Books -

Subjects Library Users Non Users

% %

Religion 20.2 37.0

Sports & games 13.2 10.0

Education 12.4 9.6

Romance (fiction) 11.9 9.5

Science & Technology 10.1 4.3

Humour 10.0 7.5

(e) READING - QUANTUM AND REASON

Of interest is the number of hours spent reading by both categories of users. Library users spent more hours per week reading with 24.1% the largest group of readers, reading 10 or more hours per week. Of the non-users, 11.7% spent 10 hours or more. The largest group in this category were those that spent less than two hours per week reading (21%).

The high level of respondents giving the response Do Not Know and No Response among the non-users (36.9%) could confirm the finding that non-users spend less time reading than library users.

- 22 -

Most respondents, library users and non-users read for information: 32.6% of library users and 29.1% of non-users. The second most popular reason was recreation and the third education.

The obvious conclusion is that library users read more than non-library users.

Table 8

Hours Spent Reading

Hours per week

Less than 2 hours

2-5 hours

5-10 hours

More than 10 hours

Do not know

No response

Total

Library No.

361

354

279

471

301

192

1,958

Users %

18.4

18.1

14.2

24.1

15.4

9.8

100

Non-Users No.

199

169

118

111

151

198

946

%

21.0

17.9

12.5

11.7

16.0

20.9

100

Table 9

Reasons for Reading

Library Users Non-users Reasons No. % No. %

Recreation 490 25 241 25.5

Information 638 32.6 275 29.1

Research 97 5.0 32 3.4

Education 428 21.9 118 12.5

Do not know 40 2.0 40 4.2

No response 265 13.5 240 25.3

Total 1,958 100 946 100

- 23 -

(f) PUBLIC LIBRARY - PATTERNS OF USE

Only 72 of the non-library users had visited the library within the last two weeks. The no response return of 76.5% could also be interpreted as not having visited, while 1,032 or 52.7% of the library users visited the library within the last two weeks.

Most library users - 1,410 or 72% had used information from the books borrowed. It is important to note however that the high student membership could also contribute to this figure.

The main source of information for both library users and non-users was the teacher, 30.5% in the library users and 20.9% in the non-users. The Librarian was favoured by 16.4% of the library users and 5.6% of the non-users. This fact also results from the large number of users who are students.

Table 10

Main Source of Information

Source of Information

Teacher

Parent

Friend

Librarian

Social Worker

Other

Do not know

No response

Library No.

597

135

159

322

69

249

71

356

Users %

30.5

6.9

8.1

16.4

3.5

12.7

3.6

18.3

Non-No.

198

59

146

53

44

94

68

284

•Users %

20.9

6.2

15.4

5.6

4.7

10.0

7.2

30.0

Total 1,958. 100 946 100

- 24 -

SOME SOCIAL AND CULTURAL FACTORS

The Public Library is a social institution operating in a changing environment, therefore many factors vary or modify the services offered. These include accessibility, public image, the relation of material and service to needs and wants and the people who manage and control it. It is not only the decisions of users or potential users that influence use. Most of all, the prevailing economic situation will influence the quality and relevance of the service offered.

Data collected in a previous survey indicates that "there is a satis­factory correspondence between the distribution of libraries and population in Jamaica".^ The network of service outlets of the public library system ensures that libraries are fairly accessible to all. The provision of specially designed buildings in all the chief towns and some smaller pockets of population in each parish has been a feature of the system since its establishment. The majority of branch libraries are in rented premises, some located in shops in shopping centres and others located as near as possible to the centre of activity in the community. The network of 13 parish, 160 branch, 4 special service points and 15 bookmobile units consti­tute 699 service outlets. A service to 912 infant, primary, all age, technical high, comprehensive high and new secondary schools complements the Public Library Service (1984/85).

Information from the present survey indicates that the population spread of library users tends to relate to the location of libraries as urban corresponds to the population in the chief towns in each parish, where the main library service is offered. By extension sub-urban and rural are the smaller pockets of population which branch libraries and bookmobiles serve. Because of winding narrow roads, their poor surfaces and the hilly terrain, movement from one area to another in rural communities is difficult and these conditions cause major mechanical breakdowns to the Bookmobile units. The free postal reader service is available to readers or potential readers who are unable to make use of the established service outlets.

Public Library Users and Potential Users

Much of the success of any programme has to do with people's perception of it. In the early years the perception of a public library service was one of ladies handing out novels over a counter. Today, little of that image remains because the public library has provided a plethora of services which include lending for home reading, reference and research, reservation and inter-library loans and cultural extension activities. However, the book continues to be the important type of material used.

Data collected from the survey shows that for both library users and non-users, the book is the most preferred type of material read. This can be attributed to the impact of the Public Library Service since its inception as a provider of books and the book has maintained its popularity as the type of material most sought after, by both types of users.

- 25 -

The difference in usage between the newspaper, books and magazines as the nature of material preferred is not significant although magazines trail books and newspapers. Periodicals and magazines have always been provided by the public library but the numbers were never adequate for all the service outlets and these have been reduced in recent years because of the increased cost of subscriptions.

A daily newspaper has been available since 1834, the year the Daily Gleaner was established, therefore the high percentage of library users and non-users reading the newspaper is not surprising, it only confirms an established trend. The distribution of the daily newspaper is islandwide and news-stands are set up in central locations. In addition as far as funds permit, a copy of this newspaper is placed in all main libraries and most branches. The daily paper is therefore easily accessible to a large proportion of the population. Most important, the information gathered through the survey has demonstrated that all types of material need to be provided in reasonably adequate quantities.

Economic constraints from the early I960's made the natural progression of increased funding to take care of development, growth and the introduction of new technology difficult. The continuing economic problems through the 1970's and 1980's have exacerbated the difficulties in introducing automation and this has lessened the effective and efficient manner in which information is retrieved. It has also made it impossible to provide adequate material for the reading and information needs of its users. The ratio of the provision of books to readers has been consistently below two books to one reader.

The survey reveals that students are by far the largest group of users. The age distribution of users of the library confirms that persons of school age use the library most. It was revealed that persons between the ages of 11 and 29 are the more avid users and use tapers off considerably at age 30 years and over. It appears that much use is made of the library during formal education up to University level and after that proportionately less. The distribution of non-users interviewed was more even, the largest group being the 20-29 year olds. The data collected on library users by educational level further confirms the trend that a high percentage of young people use the library and reveals that these are of secondary, tertiary and to a lesser extent, university level. A similar trend was seen when the distri­bution of non-users was examined, although the distribution was more even. With the introduction of the examinations being set by the Caribbean Examinations Council which will eventually replace those set by Cambridge University, students are required to do more independent research and are therefore forced to use the library for longer hours. The number of books consulted for reference purpose continues to increase.

The importance of producing information other than from the print media is also recognised with libraries required to function more and more as learning resource centres. The public library's collection of audio visual material is limited and the present level of funding does not permit its systematic development. The public library's image as a provider of not only books, but information needs to be established, if it is to meet the needs of both users and potential users. One only has to listen to the radio call-in programmes such as the 'Public Eye', 'In the Public Interest' read

- 26 -

'Fact Finder' in the Sunday newspaper and become familiar with the work of the Advice Service to be aware of the need for information for every­day living. The Community Information Service, sponsored by UNESCO, when fully established within the public library service will go a far way to assist in filling these needs especially in rural communities. Library services to special groups, for example, the handicapped, need to be addressed. Although the Jamaica Library Service is currently assisting the Jamaica National Society for the Blind to establish a service, it needs to be adequately funded. It was also established that most library users and non-users read because they want information as distinct from recreation and education. To provide for needs of these users and potential users the library's audio visual collection must be developed.

The survey reveals that for library users the library is the most preferred source for books. This is followed by purchase. The conclusion can be drawn therefore that students, the largest users, prefer using the library to purchasing material. This is understandable as the price of books, particularly texts has risen astronomically. Interestingly, the number that use purchase as a source is also high and in addition this was the most favoured source of books by non-library users. This can be interpreted as the purchase of mostly texts, since the majority of users are students. For library users also, borrowing from a member of the family can mean exchanging books borrowed from the library. Purchase is the source most frequently used for the acquisition of newspaper by both categories of users although the distribution among other sources was more even with the non-users. By far most library users purchase their own newspapers. Also, non-users favour purchasing books followed by borrowing from a friend. On the whole purchase was the source preferred by non-users. What was however most significant was that there is a reasonable level of reading activity by both categories regardless of the source.

Reading Trends

The high non-response rate by both library users and non-users to the questions on subjects preferred made it difficult to secure measurable information. An examination of information collected on subject interest through books confirms some trends already established and it revealed that Religion followed by Sports are the subjects most preferred.

It was also established that of the six subjects selected from circulation records as those most read over a five-year period, these being - in order of popularity - Biography, History, Literature, Religion, Sports and Domestic Arts, only Religion and Sports are included in the six subjects most read in books based on data collected in the survey. Subjects, in order of most read in books, are Religion, Sports, Education, Romance fiction, Science and Technology and Humour. Although the information collected is limited, clear indication has been given as to the direction that collection development should follow. The carrying through of reading surveys to show changes in reading trends must be done periodically so that collections, when developed, will more closely reflect the reading patterns. Both categories of users will be provided for and the mixture of subjects, educational, recreational and informational, reflects the variety of reading needs and strengthens the decisions that a wide variety of subjects must be provided in the public library.

- 27 -

Cultural Factors

The Public Library is a cultural institution. Data collected in a previous survey revealed that "an important number of libraries promote cultural extension activities".5 This cultural role is made possible through the provision of books, the preservers and transmitters of culture, and the providing of accommodation for activities sponsored both by the library and groups in the community. Multi-purpose library buildings are designed so that the adult or children's library can be used as a lecture room, class­room and an activity area in the evenings after closing hours. Currently, designs of extensions to present buildings include exhibition and concert areas. Two libraries now have these facilities.

The public library was established at a time when the Institute of Jamaica could be considered the main cultural institution. The Institute then had a museum library and a history gallery, it was the centre of cultural life and fostered art and craft by sponsoring exhibitions and encouraging local artists. However, membership was not open to all. Cultural groups such as the Poetry League of Jamaica and the Philharmonic Symphony Orchestra were operating but neither the National Art Gallery nor the Cultural Training Centre was established. The public library was forced to fill the cultural gap especially in rural Jamaica. Festivals of Art, featuring music, dance, drama and speech were sponsored by the public library. These were the forerunners of the annual Festivals now being sponsored by the Jamaica Cultural Development Commission. Accommodation was found for activities such as extra-mural classes sponsored by the University of the West Indies, meetings of local societies and service clubs, citizens associations, music, drama groups and art & craft exhibitions, without charge. Most outstanding is the Kingston & St. Andrew Parish Library's programme of book, art & craft exhibitions all year round, the latter two providing a venue for young artists to display their talent.

Collection development to support cultural needs is another area in which the Public Library is active. The Public Library collects information on localities and creates small but well used local history collections. The Public Library works closely with projects such as the Memory Bank and Village History. In addition multiple copies of plays are located in the Kingston & St. Andrew Parish Library and drama groups are encouraged to borrow copies for performances. There is no conflict of roles in respect of the public library in the community. As a provider of reading material and information, cultural activities become a natural extension of its programme.

In conclusion, attention is drawn in particular to the high rate of illiteracy (30%) and the lack of texts in primary schools. Although Jamaica has in the past and is currently formulating and implementing programmes designed to improve the quality of education at all levels, it was not until 1980 that pronounced emphasis has been placed on primary level education. Within this context, the most significant on-going project is the provision of required text and work books for each child of primary level. A total of 2.6m textbooks were distributed to 786 primary and all-age schools islandwide between November and December 1984." This augurs well for increased reading ability and levels throughout Jamaica, a growing interest in reading and by extension of a more sustained use of the public library service. A study of the impact of this programme on the use of libraries made by these primary school children should be of some importance.

- 28 -

The book being the most preferred type of material and the public library an important and significant source of material, will strengthen arguments for increased funding to maintain the levels of services being offered, and improve and extend them where necessary. Resources available or the lack of them are prevailing factors. They can modify, change, reconstruct and/or influence any institution. They influence the kind of education provided and the social institution in the environment. The Jamaica Library Service needs to continue to develop the model of library development which can meet all the challenges and which is uniquely its own.

_ 29 -

PUBLISHING, MARKETS, THE ACQUISITION OF MATERIAL AND COLLECTION DEVELOPMENT

(a) Publishing in Jamaica

In Jamaica, as in other developing third world countries, books are in short supply and the local publishing industry is very limited. There are however, special needs in all these countries which make it imperative for this condition to change and change as rapidly as possible. For example, because of the high illiteracy being experienced in Jamaica, books suited to the special needs of new literates need to be produced in sufficient quantities and made readily available. Most important, however, is an understanding by Government of the place of books in the society, and in particular their relation to national economic and social development. Policies must be formulated which will of necessity provide conditions for the creation of an indigenous book industry.

Apart from the reluctance of Jamaicans to write, which could be as a result of the oral tradition, there is the high cost of publishing locally, the lack of an assured market and the underlying economic problems facing the country. The local publishers cannot compete with the lower cost of production in other countries with an established industry. They are also reluctant to publish material which are not texts for use in schools. The partners in this important industry are obviously the authors, the illustrators, the publishers, the printers, the booksellers, the librarian and, of course, the public at large but it is recognised that for Third World countries, there must be Government's policies in support of all these areas. If it is to be a thriving entity the book industry must meet the changing needs of all sectors of the society and its role must be recognised and supported by Government.

(b) Markets for Books

The main agencies which purchase books are educational institutions, public and school libraries. Although no study has yet been done on the purchase by individuals, the overall impression is that this tends to be small and could be attributed to some extent to the high rate of illiteracy and the oral tradition. The market for educational material is the largest and in comparison with it, the library market is small not only because of the number of copies required but because the output by local publishers is limited and that is so because the publishing climate does not encourage them to expand their lists.

The Jamaica Library Service, since its establishment, recognised the need to encourage the creation of a local market as án incentive to indigenous publishing and took the decision to purchase for libraries within the system any material published in Jamaica, by Jamaicans and on Jamaica. However the constant flow of local material with a variety of subjects is sadly lacking, hence the heavy dependence on overseas publishing for its acquisitions.

- 30 -

(c) Acquisition of Material and Collection Development

Libraries cannot operate solely on Jamaican, or even for that matter West Indian material, nor is it desirable that they should. Since libraries depend largely on overseas publishing (some 96%), the overseas market dictates to a large extent, what is read locally. In some instances overseas publishers who have Caribbean lists do send representatives to the Caribbean and discussions are held on subject interests and possible publications within these interests but this is very rare, and influence is limited. Another factor which cannot be overlooked is that any changes in direction in publishing overseas affect what libraries are able to put on their shelves, e.g. length of publishing runs.

Most of the material purchased by libraries are from the developed countries, chiefly Britain and the United States of America, Australia and Canada. Publishers' catalogues are available in large numbers and representatives from publishing houses - chiefly from Britain - visit periodically for discussions. In addition, librarians visit publishing houses in the United States of America once per year to purchase material. A similar arrangement with publishers in Britain is being actively pursued. Selections are also made from the collections of local booksellers and the samples of publishers representatives and from time to time visits are made to bookshops.

It is more difficult to obtain material from within the Latin American region than the markets in the developed countries. Experience with ordering publications put out by the Banco del Libro in Caracas, Venezuela was that it took approximately six months from the time of the order to obtain the titles selected. Another problem, of course, is transportation. The post is slow and unreliable and direct shipping irregular. With Latin America there is also a language barrier and listings from these countries rarely reach Jamaica. Listings from other English speaking Caribbean countries within the Sub-region are few and titles are chiefly identified from overseas publishers catalogues. The reviewing sections of local newspapers and journals must be studied for publishing within the territories.

Collection development to meet known needs is therefore very difficult. Identifiable groups such as young adults, the reluctant readers and new literates pose special problems. Although most overseas publishers produce material for the first two of these groups the situations described are usually not relevant. Material for new literates have never been easily met. Few overseas publishers have listings of these and as is the case above, usually, the situations described in the books, although adult, lack the local flavour. The JAMAL Foundation is doing a magnificient job in this area and has filled some of the gaps for new literates both in the several levels of material needed and in the relevance of their contexts.

- 31 -

Although books are available for students, the costs are high and therefore prohibit most from owning personal copies. The use of reference collections in libraries is therefore on the increase. The systematic development of audio visual material has not been started and this is due mainly to the lack of funds. However, small collections have been established through donations and ad hoc purchase and there is obvious progress in this area.

A National Book Industry

The Jamaica Library Board, the body responsible to Government for the public and school library system played a leading role in the dialogue for the establishment of a local industry by sponsoring a regional workshop and seminar in Jamaica on Book Development in November 1978. The major recommendation emanating from that Seminar was the formation of a Book Development Council in each territory represented. In Jamaica, this resulted in the formation of an Interim Committee on Book Development. Since then this Interim Body has been named to act as a Provisional Book Development Council whose main task is to carry out preparatory work for the launching of a National Book Development Council in Jamaica. The main aim of the Council would be fostering the development and production of books, book-related audio visual materials and other publications in Jamaica.

- 32 -

CONCLUSION

(a) Findings

The findings were largely consistent with certain trends already established in relation to reading taste and library use. Most significant were:-

(1) Most of the reading population is educated to Secondary or Primary School level.

(2) More females use the library than males.

(3) Students were by far the largest users of the library and the largest group of readers throughout the User and Non-user categories.

(4) The most preferred source of reading material for books was the Public Library for Library users and purchase for non-users.

(5) The most preferred source for newspapers was purchase for both library users and non-users.

(6) The most preferred source for magazines and periodicals was also purchase for both library users and non-users with a leaning towards the Public Library for Library Users.

(7) Subjects/topics preferred within the limitations of the data collected showed that the trends already established by the Jamaica Library Service circulation figures were generally in the current direction. Both library users and non-users were most interested in Religion followed by Sports.

(8) Library users spend more hours reading than non-users.

(9) The most popular reason for reading by both library users and non-users was to obtain information. However, the main; source of information was the teacher.

- 33 -

Follow up Action

(1) Plan and carry through a Workshop for Public Libraries within the English Speaking Caribbean to introduce the research techniques employed. These will be based on the instruments developed which can be adapted and simplified where necessary.

(2) Encourage relevant research in reference to public libraries, suggest areas and offer assistance.

(3) Use the findings as a planning instrument within the Jamaica Library Service - for example:

(i) re-examine book selection strategies in order to make collections more relevant to the library users both qualitatively and quantitatively.

(ii) plan user education programmes in order to further exploit the book stock already in place.

(A) Further explore the data already collected to obtain additional information and trends on reading habits and the use of the public library in Jamaica.

(5) Test the findings at the end of 5 years through another survey to ascertain if they are still relevant.

First surveys will rarely provide all the answers. They usually reduce the grey areas surrounding any problem or situation. This survey did just that in addition to confir­ming certain trends already established and acting as a catalyst for further improvement within the Jamaica Library Service. Most of all it has posed further questions and indicated the need to continue the research in the areas already explored.

- 34 -

APPENDICES

Questionnaire

Sample - Library Users

Sample - Non-Library Users

Map of Jamaica Indicating Parishes

Guidelines for Supervisors

Instructions to Interviewers

Table Showing Extent of Present Service - 1984/85

Acknowledgements

References

Bibliography

Appendix I

Appendix II

Appendix III

Appendix IV

Appendix V

Appendix VI

Appendix VII

Appendix VIII

Appendix IX

Appendix X

- 35 -APPENDIX I

JAMAICA LIBRARY SERVICE

Questionnaire No.

SURVEY INTO THE READING HABITS OF THE JAMAICAN PUBLIC

INFORMATION TO BE FILLED OUT BY THE INTERVIEWER

1 Location

2 Type of population where located -

Urban 1

Sub-urban 2

Rural 3

3 Name of interviewer

4 Date and time of interview

5 You are being asked to complete this questionnaire.

The purpose of the questionnaire is to collect information from you about your reading habits.

Unless otherwise asked, please indicate your answer by placing a tick ( \S ) beside the appropriate answer or by writing in the answer.

The information you provide will be treated confidentially. You are not required to give your name or sign the questionnaire.

36 -

PERSONAL DATA

How old are you? 10 years and under

11-15 years

16-19 years

20-29 years

30-39 years

40-49 years

50 years and over

Please indicate your sex

Male 1

Female 2

Are you

Married 1

Single 2

EDUCATION

What is your educational level? (Please tick only one)

a. Primary 1

b. Secondary 2

c. Tertiary 3

d. University/ Professional 4

e. Other 5

f. No response 6

1

2

3

4

5

6

7

- 37 -

EDUCATION (Cont'd)

Are you a student?

Yes 1

No 2

If yes, please indicate the type of institution you are attending

Primary 1

All-Age 2

Secondary 3

Cotnprehens ive / Technical High 4

Community College 5

Extra Mural Studies Centre 6

Teacher's Training Colleges 7

College of Arts, Science & Technology 8

University 9

Other 10

OCCUPATION

Are you

unemployed

employed

If employed, is it by the

government 1

private sector 2

self-employed 3

no response A

What category do you belong to?

Professional 1

Technical 2

Clerical 3

Skilled 4

Semi-skilled 5

Unskilled 6

Other 7

Do not know 8

No response 9

- 38 -

READING PATTERNS

NEWSPAPERS

Do you read a newspaper?

If yes, what is the name of the newspaper you read?

The Daily Gleaner

The Star

Other (please specify)

Yes 1 No 2

1

2

3

How often do you read the newspaper (please tick one)

Daily

Weekly

Occasionally

Rarely

Do not know

No response

How do you obtain the newspap

purchase

in the public library

in the school/college/ university library

borrow from a friend

member of the family

at the workplace

other (please specify)

1

2

3

4

5

6

er?

1

2

3

4

5

6

7

Do you read the Sunday Gleaner? Yes 1

If yes, how often do you read

weekly

monthly

occasionally

rarely

do not know

no response

it?

1

2

3

4

5

6

No 2

- 39 -

How do you obtain the Sunday Gleaner?

purchase 1

in the public library 2

in the school/college/ university library 3

borrow from a friend 4

member of the family 5

at the work place 6

other (please specify) 7

What topics/areas do you read?

Information - Editorials and articles

Opinions (columnists)

Opinions (letters to the Editor)

National news

Caribbean news

International news

Religion

Business/ Economics

Famous People

Education

Sports and games

Literature

Art

Building

Agriculture/ Farming/ Gardening

Music

Health

Science and Technology

Recreation

cont'd overleaf

Daily weekly occasion ally

rarely

- 40 -

-

—

~

Fiction

-

-

-

-

-

-

-

,-

Features

-

-

-

—

—

-

-

-

Home and family

Fact Finder/ Action Station

Other (specify)

Romance

Westerns

Detective

Fantasy (fairy stories)

Adventure

Historical

Science Fiction

Classics

Other (specify)

Your Horoscope

New Readers (JAMAL)

Reviews (book, music, movies, exhibitions, theatre)

Current items

Cookery (recipes)

Classified Advertisements

Announcements (births, deaths, weddings)

Community activities

Consumer advertising

Humour (comics, cartoons)

Other (specify)

Daily weekly occasion ally

rarely

- Al

BOOKS

Do you read books? Yes 1

If yes, when last have you read a book?

Last week 1

Last month 2

Last year 3

Do not remember 4

No 2

Are you reading a book at present?

Yes 1 No 2

How do you obtain books?

purchase

in the public library

in the school/college/ university library

borrow from a friend

member of the family

at the workplace

other (specify)

1

2

3

4

5

6

7

What topics or subject area(s) do you read?

Information - Religion/Bible stories

- Economics/Business/ Management

- Biography

- Education

- Sports and games

- Literature

- Art

- Agriculture/ Farming/ Gardening

- Cookery (recipes)

- Science and Technology

Daily weekly occasion rarely ally

- 42 -

5.13

5.14

5.15

5.16

Information (cont'd)

Fiction

T Home and family

- Politics

- Health

- Music

- Philosophy

- Geography

- Caribbean/ West Indian material

- Other (specify)

- Romance

- Humour

- Detective

- Adventure

- Fantasy (fairy stories)

- Historical

- West Indian stories

- Science Fiction classics

- Classics

- Other (specify)

MAGAZINES

Do you read magazines/journals? Yes 1 No 2

If yes, name the magazine you read most

If you read other magazines, please name them

1 4

2 5

3 6

Daily weekly occasion ally

rarely

- 43 -

5.17 How do you obtain your magazine/journal?

purchase 1

in the public library 2

in the school/college 3 university library

borrow from a friend 4

member of the family 5

at the work place 6

other (specify) 7

5.18 What topics do you read?

Information - Editorials

- Caribbean News

- International News

- Religion

- Business/ Economics

- Famous People

- Education

- History

- Cookery (recipes)

- Sports and games

- Literature

- Art

- Agriculture/ Farming/ Gardening

- Building

- Music

- Health

- Science and Technology

- Recreation

- Home and family

Daily weekly occasion ally

rarely

6

6.1

6.2

Information - Social problems (cont'd) _., , ., .. ' - Other (specify)

Fiction - Romance

- Westerns

- Detective

- Adventure

- Historical

- Science Fiction

- Classics

- Fantasy (fairy tales)

How many hours do you spend in reading per week?

2 hours or less

2-5 hours

5-10 hours

10 hours or more

Do not know

No response

1

2

3

4

5

6

Do you read mainly for? (please tick one)

Recreation

Information

Research

Education

Do not know

No response

1

2

3

4

5

6

Daily weekly occasion ally

rarely

THE PUBLIC LIBRARY - PATTERNS OF USE

Are you a member of a branch of the Public Library Service? Yes 1 No 2

If yes, when last have you visited the library?

1 week and under 1

1-2 weeks 2

2 weeks and over 3

Do not know 4

No response 5

- 45 -

Have you ever used information from a book borrowed from the library to help with a skill? Yes 1

Which is your main source of information?

Teacher 1 Social Worker

Parent 2 Other

Friend 3 Do not know

Librarian 4 No response

Which do you prefer? (Please number in order of preference)

viewing a play

reading a book

listening to the radio

looking at T.V.

going to the cinema

reading a magazine

attending a lecture

viewing an exhibition

listening to music

no response

Thank you for being so co-operative

5

6

7

8

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No. of questionnaires to be administered

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Branch Library (No. of question­naires based on % of parish sample)

No. of question­naires per parish library based on % of 2,000 sample

% of island Membership Membership Parish Library

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m 547 (Mavis Bank 15) 15 562 28.15% 184,766

9 Kingston & St. Andrew

in 206 (Glengoffe 5) 5 211 10.59% 69,454 10 St. Catherine

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- 49 -

Appendix V

GUIDELINES FOR SUPERVISORS

You are expected to

(a) supervise the conduct of the Survey within your parish.

(b) have a thorough knowledge of the questionnaire.

(c) clarify all areas for which you may be in doubt.

(d) give clear instructions to all interviewers and ensure that they are understood.

(e) select the interviewers who will conduct the actual interviews.

You are responsible to

(a) assign quotas of persons to be interviewed to each interviewer.

(b) see that quotas are filled within the time specified and the regulations laid down.

(c) collect and edit the completed questionnaires.

You are expected to report to the Project Manager on the progress

of the Survey and on any problems that are encountered.

Questionnaires will be given a running number in order to facilitate

the ease with which records can be kept. Also a colour code will be

used so that questionnaires to be administered to users and non-users

of the library can be easily identified.

All completed questionnaires should be returned to the Project Manager

by the date specified, with a record of the name of the interviewer,

number of questionnaires handed out, number of questionnaires

completed and returned.

- 50 -

Implementation Schedule

Week 1 - Preliminary contacts by interviewers and interviewing of members

Week 2 - Further contacts where necessary and interviewing of church members

Week 3 - Interviewing of church members and library members

Week 4 - Completion of interviews, briefing of interviewers and collection of completed questionnaires.

Please note that if the churches specified are not operating in the

areas in respect of the branches, please select three other churches

You can expand or contract on Recommended Statement of Introduction

as, you see fit.

- 51 -

Appendix VI

INSTRUCTIONS TO INTERVIEWERS

GENERAL

1. When approaching the respondent, be polite.

2. Address the prospective respondent, using the information in the standard introduction provided.

3. Ensure that only one respondent answers each questionnaire.

4. We expect that interviews will be self-administered. Note that questions of clarification can be asked by the respondent.

5. Select the respondents by the methods outlined by the Supervisor.

QUESTIONNAIRE

6. Study the questionnaire beforehand so that you know it thoroughly.

7. Prior to giving the questionnaire to the respondent, fill in preliminary data on the front page.

7a. Note non response on questionnaire when a prospective respondent refuses to accept the questionnaire.

8. Ensure that pencil is used to complete the questionnaire.

9. Responses are to be recorded by making a tick {\/ ) in the appropriate box except where a space is left for filling out a more complete answer.

10. Ensure as far as possible that all questions are answered. This will mean checking the questionnaire quickly after each respondent has completed it.

11. Pay attention to those questions which allow for multiple answers and avoid multiple answers to single response questions.

12. After the questionnaire is completed, enter the date and time of interview on the right hand corner of the questionnaire.

13. Return all your quota of completed questionnaires to the Supervisor.

14. Report at regular intervals, not less than twice weekly, to the Supervisor of the project outlining any problems being encountered.

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- 53 -

APPENDIX VIII

ACKNOWLEDGEMENTS

Special thanks is extended to the General Information Programme of UNESCO for having offered me the opportunity to carry out this sur­vey which opened up new avenues for Jamaica and which is the begin­ning of the research process in public libraries in the Caribbean.

A number of persons and organizations through their help, made it possible for this survey to be completed. These include persons who assisted with the survey, analysis and the completion of the report and are listed below:

(a) Mr. Charles Clayton who assisted with the planning of the Survey and the analysis of the data.

(b) Churches that gave permission for surveys to be conducted on their premises. These include the Anglican, Baptist, Evangelical churches and the Jewish community.

(c) Librarians within the Public Library System of Jamaica.

(d) Staff within the Jamaica Library Service Headquarters who assisted in the completion of the report.

- 54 APPENDIX IX

REFERENCES

THE JAMAICA LIBRARY SERVICE ACT - NOVEMBER 1949

BATESON, NORA Library Plan fqr Jamaica Jamaica 1945

JAMAICA LIBRARY SERVICE Statistical Report 1980 - 81 1981 - 82 1982 - 83 1983 - 84 1984 - 85

AGUDO GUEVARA, ALVARO The Present Situation of the Public Library in Latin America and Reflections on its Future Development (Part 2). Background Document at Regional Meeting on the Present Situation and Strategies for Develop­ment of Public Library Services in Latin America and the Caribbean. UNESCO, Paris 1982. p. 104

The Present Situation of the Public Library in Latin America and Reflections on its Future Development p. 109

THE MINISTRY OF EDUCATION - Action Programme 1980 - 84 Ministry of Education, Jamaica, n.d. p. 59

* * * * * * * * * *

- 55 - Appendix X

BIBLIOGRAPHY

Agudo Guevara, Alvaro A Study of the Public Library users in some countries of Latin America and the Caribbean. UNESCO, Paris 1985

Guthrie, John T. and Serfert, Mary

Measuring Readership Rationale and Technique. UNESCO 1984

Institute of Jamaica Cultural Policy in Jamaica UNESCO 1977

Planning Institute of Jamaica Economic & Social Survey of Jamaica 1984

Statistical Institute of Jamaica

Census of Jamaica 1981 Jamaica

Statistical Institute of Jamaica

Census of Jamaica 1982 Jamaica