virtual reference and information behaviors of researchers

Lynn Silipigni Connaway, Ph.D.

RLG European Partners Meeting

18 September 2009

Virtual Reference and Information

Behaviors of Researchers

RLG European Partners Meeting18 September 2009

User StudiesUser Studies

• Research to understand needs of diverse user population

• Design services to meet users’ needs

RLG European Partners Meeting18 September 2009

Information EnvironmentInformation Environment

• Rapidly changing user characteristics• Information-seeking

preferences• Communication & behavior

patterns

• Global economics• Decrease in funding sources• Ongoing budget cuts

• Informed decision-making

RLG European Partners Meeting18 September 2009

Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, & Librarian Perspectives

Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, & Librarian Perspectives

• IMLS, OCLC, & Rutgers University funded project

• Four phases:Focus group interviewsAnalysis of 850 QuestionPoint live chat transcriptsOnline surveys

137 VRS Users184 VRS Non-users

Telephone interviews 76 VRS Users 107 VRS Non-users

RLG European Partners Meeting18 September 2009

Online Surveys & Telephone InterviewsOnline Surveys & Telephone Interviews

• Descriptive statistical analysis• Demographics• Multiple choice (surveys only)• Likert-type (surveys only)

• Qualitative analysis• Open-ended questions • 2 critical incident (CI) questions

RLG European Partners Meeting18 September 2009

Identifying Academic RespondentsIdentifying Academic Respondents

Undergraduate students • Education: Some college• Age: Between15-18 and 19-28

Graduate students • Education: Some graduate school or Masters’

degree• Age: Between 19-28 and 29-35

Earned doctorates • Education: Doctoral degree• Age: 19-65+

RLG European Partners Meeting18 September 2009

Academic RespondentsAcademic Respondents

Results for academic respondents

• Basic information behaviors• Experiences with libraries• Reasons for using libraries• Alternate information sources• Use of Virtual Reference Services

• Factors in successful and unsuccessful interactions

RLG European Partners Meeting18 September 2009

Academics’ Information Behaviors

Academics’ Information Behaviors

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Seeking Basic Information: Non-User Undergraduate Students

Seeking Basic Information: Non-User Undergraduate Students

• Human resources• Colleagues• Librarians• Teachers

• Internet

• Find information themselves

RLG European Partners Meeting18 September 2009

Seeking Basic Information: Non-User Graduate StudentsSeeking Basic Information: Non-User Graduate Students

• Human resources• Google• Find information

themselves,

but also

• Library• Library website• Journals• Library databases• Librarian

RLG European Partners Meeting18 September 2009

Seeking Basic Information: Non-User DoctoratesSeeking Basic Information: Non-User Doctorates

A different kind of behavior

• “Go to the physical library”

… or,

• “It depends…”

RLG European Partners Meeting18 September 2009

Experiences with the Library:All Academic Non-UsersExperiences with the Library:All Academic Non-Users

• Usually successful interactions with librarians

• Feel comfortable with the librarian (especially doctorates)

• Profit from the librarian’s knowledge

RLG European Partners Meeting18 September 2009

Experiences with the Library:Non-User Undergraduate & Graduate Students

Experiences with the Library:Non-User Undergraduate & Graduate Students

• Believe the mode of communication with librarian contributes to successful interaction

• Perception of librarian• Helpful• Approachable • Friendly

RLG European Partners Meeting18 September 2009

Experiences with the Library:Non-User Undergraduate & Graduate Students

Experiences with the Library:Non-User Undergraduate & Graduate Students

Highly value

• Getting an answer

• Getting a BOOK • Library brand

RLG European Partners Meeting18 September 2009

Texting12%15

Email27%33

Phone12%14

FtF49%60

FtF Preferred

“I most enjoy using”

Experiences with the Library:Non-user Net Gens (N=122)Experiences with the Library:Non-user Net Gens (N=122)

RLG European Partners Meeting18 September 2009

Experiences with the Library:Non-User DoctoratesExperiences with the Library:Non-User Doctorates

Perception of Librarian• Helpful• Approachable• Good demeanor• Knowledgeable• Professional

RLG European Partners Meeting18 September 2009

Reasons for Using the Library:Non-User Undergraduate Students

Reasons for Using the Library:Non-User Undergraduate Students

• School work or research

• Reliable information• Books• Breadth and depth of

resources

RLG European Partners Meeting18 September 2009

Reasons for Using the Library:Non-User Graduate StudentsReasons for Using the Library:Non-User Graduate Students

• School work/research

• Good place to start• Resources available

• Academic journals• Databases• Entertainment (!)

RLG European Partners Meeting18 September 2009

Reasons for Using the Library:Non-User DoctoratesReasons for Using the Library:Non-User Doctorates

Reliable and Vetted Information

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Alternative Information Sources:All Academic Non-Users Alternative Information Sources:All Academic Non-Users

When thinking of a time they chose not to use the library…

Used the Internet instead

RLG European Partners Meeting18 September 2009

Alternative Information Sources:Non-User Graduate Students & Doctorates

Alternative Information Sources:Non-User Graduate Students & Doctorates

When thinking of a time they chose not to use the library…

• Graduate students• Colleagues

• Doctorates • Other experts in the

field

RLG European Partners Meeting18 September 2009

Academic Use of Virtual Reference

Academic Use of Virtual Reference

RLG European Partners Meeting18 September 2009

When Chat Reference is First Choice:Undergraduate & Graduate Student Users

When Chat Reference is First Choice:Undergraduate & Graduate Student Users

• Undergraduate students• Simple questions• Cannot find

themselves

• Graduate students• “Quick help”

RLG European Partners Meeting18 September 2009

Would Recommend VRS:All Academic UsersWould Recommend VRS:All Academic Users

• Undergraduate students• After-hours availability

• Graduate students• Speed, efficiency, and

ease of use• Complain about slow

response time

• Doctorates • Convenience

RLG European Partners Meeting18 September 2009

Relational Theory & Interpersonal Communication in VRS

Relational Theory & Interpersonal Communication in VRS

• Every message has dual dimensions

-- both content and relational

(Watzlawick, Beavin, & Jackson, 1967)

RLG European Partners Meeting18 September 2009

Positive VRS Critical Incidents:Undergraduate StudentsPositive VRS Critical Incidents:Undergraduate Students

Librarian’s POSITIVE

ATTITUDE

RLG European Partners Meeting18 September 2009

Positive VRS Critical Incidents:Undergraduate StudentsPositive VRS Critical Incidents:Undergraduate Students

Obtaining specific resources: • Quickly• Conveniently• Accurately

Getting the question answered!

RLG European Partners Meeting18 September 2009

Negative VRS Critical Incidents:Undergraduate StudentsNegative VRS Critical Incidents:Undergraduate Students

• Not answering the question

• Slow answer to the question

• Librarian is busy

RLG European Partners Meeting18 September 2009

Positive VRS Critical Incidents:Graduate StudentsPositive VRS Critical Incidents:Graduate Students

• Obtaining specific resources

• Librarian walking the user through a task

• Answering the question

• Convenience

… but also ...

RLG European Partners Meeting18 September 2009

Positive VRS Critical Incidents:Graduate StudentsPositive VRS Critical Incidents:Graduate Students

• Appropriate level of bibliographic instruction

• Librarian follow-up

RLG European Partners Meeting18 September 2009

Negative VRS Critical Incidents:Graduate StudentsNegative VRS Critical Incidents:Graduate Students

• Specific resources are• Lacking• Missing

• Shortage of library staff

RLG European Partners Meeting18 September 2009

Negative VRS Critical Incidents:Graduate StudentsNegative VRS Critical Incidents:Graduate Students

• Being intimidated by the librarian

• Librarian’s poor communication skills

• Poor use of question clarification

• Threatening nonverbal behavior

RLG European Partners Meeting18 September 2009

Positive VRS Critical Incidents:DoctoratesPositive VRS Critical Incidents:Doctorates

• Specific resources available

• Quick• Convenient• Librarian’s positive

attitude

RLG European Partners Meeting18 September 2009

Positive VRS Critical Incidents:DoctoratesPositive VRS Critical Incidents:Doctorates

Librarian’s special

KNOWLEDGE

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ConclusionsConclusions

RLG European Partners Meeting18 September 2009

Summary: Undergraduate StudentsSummary: Undergraduate Students

• Seek information • Humans• Internet• Own efforts

• Use library to get answers and books

• Want quick, convenient resources

• Want good answers

• Value a librarian’s positive attitude

RLG European Partners Meeting18 September 2009

Summary: Graduate StudentsSummary: Graduate Students

• Seek information• Colleagues• Library• Internet

• Value specific scholarly resources available

• In specific interactions• Want to obtain the best

resources• Value convenience and

efficiency• Praise librarian follow-up

RLG European Partners Meeting18 September 2009

Summary: DoctoratesSummary: Doctorates

• Value librarians

• Seek information• Reliable and vetted • Expert colleagues• Specific scholarly resources

• In specific interactions• Want resources quickly and conveniently• Value librarians’

• Positive attitude• Knowledge

RLG European Partners Meeting18 September 2009

Recommendations:Academic LibrariansRecommendations:Academic Librarians

• Understand the diversity of users

• Maintain the strength and breadth of library resources

• Interact with a positive, professional attitude

• Provide help in a timely, efficient manner

RLG European Partners Meeting18 September 2009

Recommendations: Academic VRS ProvidersRecommendations: Academic VRS Providers

• Highlight convenience of the service• Undergraduates: 24/7• Graduates & Doctorates: Time of need

• Offer the same quality of reference services• Undergraduates: Quick answers to questions• Graduates: Resources & bibliographic

instruction• Doctorates: Specialized knowledge

• Maintain positive attitude

Questions & Discussion

Lynn Silipigni Connaway, Ph.D.connawal@oclc.org

Special thanks to Timothy J. Dickey and Erin Hood

Questions & Discussion