Using Student Focus Groups to Inform Library Planning and Marketing.

American University Library participated in the LibQUAL+ survey of library service quality sponsored by the Association of Research Libraries. Upon analyzing the results, the library's Assessment Team decided to engage in follow-up assessment in order to gain a better understanding of undergraduate perceptions of and priorities for library service. The team conducted three focus groups of randomly selected undergraduate students. This article addresses the team's methodology, implementation, and results of the focus group study. It also describes how the results of LibQUAL+, the focus groups, and other assessment activities are being incorporated into the library's short- and long-range planning and marketing activities. [ABSTRACT FROM AUTHOR]