library research round table ala annual conference anaheim, ca june 26-july 2, 2008 i find what i...
TRANSCRIPT
Library Research Round Table
ALA Annual Conference Anaheim, CA
June 26-July 2, 2008
“I Find What I Need” Behaviors and Information-Seeking Preferences of Non-
Users of Virtual Reference
“I Find What I Need” Behaviors and Information-Seeking Preferences of Non-
Users of Virtual Reference
Lynn Silipigni Connaway, Ph.D.Senior Research Scientist, OCLC
Marie L. Radford, Ph.D.Associate Professor,Rutgers, The State University of New Jersey
Jocelyn A. DeAngelis WilliamsPh.D. Candidate,Rutgers, The State University of New Jersey
Timothy J. Dickey, Ph.D. Post Doctoral Researcher, OCLC
Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, & Librarian Perspectives
Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, & Librarian PerspectivesFunded by IMLS, Rutgers, OCLC
Project duration
• 10/1/2005-3/30/2008
Four phases
I. Focus group interviews*
II. Analysis of 850 QuestionPoint transcripts
III. 496 online surveys*
IV. 283 telephone interviews** Interviews & Surveys with VRS Users, Non-users, & Librarians
Phase I: Focus GroupsPhase I: Focus Groups
4 Focus Groups (40 non-users interviewed):
• 3 with “Screenagers” (rural, suburban,
& urban)
• 1 with college students (graduate)
• 2 with VRS librarians
• 2 with VRS users (college students & adults)
Phases III & IV: Surveys & InterviewsPhases III & IV: Surveys & Interviews
184 Online Surveys:
• Majority female & Caucasian
• Public library users outnumber school & academic library users
• More suburban than urban or rural
• Most 12-28 years old
107 Telephone Interviews:
• Majority female & Caucasian
• Public library users outnumber school & academic library users
• More suburban than urban or rural
• Most 19-28 years old
Two Theoretical PerspectivesTwo Theoretical Perspectives
Goffman (1959, 1967)
• Impression Management
• Ritual nature of human interaction
• Facework & Facethreat
Watzlawick, Beavin, & Jackson (1967)
• Every message has dual dimensions
• Content = Information (What)
• Relational = Interpersonal aspects (How to interpret)
Libraries TodayLibraries Today
Meet the information needs of differing groups
Largest groups:
• Baby boomers (1945-1964)
• Cohort #1 (Born 1946 – 1954)
• Cohort #2 (Born 1955 – 1964)
• Millennials (1979 – 1994)
• Screenagers (Born 1988 -1994)
Non-user Behaviors and Information-Seeking Preferences
Non-user Behaviors and Information-Seeking Preferences
Research Questions:
• How do non-users of VRS meet information needs?
• Why do they choose resources other than VRS?
• What features attract them to these other resources?
• What might influence them to try VRS?
Major FindingsMajor Findings
Non-user Behaviors and Information-Seeking
Preferences
How Do Non-users of VRS Meet Information Needs?How Do Non-users of VRS Meet Information Needs?
The Internet
•Wikipedia
How Do Non-users of VRS Meet Information Needs? How Do Non-users of VRS Meet Information Needs?
People
•(Phone to) Family members
•Friends
•Teachers/Professors
•Experts in field/subject area
How Do Non-users of VRS Meet Information Needs? How Do Non-users of VRS Meet Information Needs?
Librarians
•Value of FtF interaction
•Librarians’ expertise
Why do Non-users Choose Resources Other than VRS?Why do Non-users Choose Resources Other than VRS?
Privacy/Security Concerns
•Prefer a known librarian
•Not “some psycho serial killer”
Why do Non-users Choose Resources Other than VRS? Why do Non-users Choose Resources Other than VRS?
Trustworthiness & Accuracy
•Librarian might...
•be chatting with too many people
•not be a specialist
•withhold information knowingly
Why do Non-users Choose Resources Other than VRS? Why do Non-users Choose Resources Other than VRS?
Independence
•Prefer to do own search
•Use the Internet
•No librarian necessary
What Features Attract VRS Non-users to Other Resources?What Features Attract VRS Non-users to Other Resources?
Convenience, convenience, convenience
•Working from home
•At night or on weekends
•Millennials especially value convenience
What Features Attract VRS Non-users to Other Resources? What Features Attract VRS Non-users to Other Resources?
Convenience & staying home
•“To be honest with you, I don’t like to walk to the library.” (NTI-109)
What Features Attract VRS Non-users to Other Resources? What Features Attract VRS Non-users to Other Resources?
Convenience & impatience
• Work under deadlines
• Cannot wait
Reasons for Non-use of VRSReasons for Non-use of VRS
Boomers & Millennials
Do not know
•Service availability (the single greatest factor!)
•Librarian can help
•24/7 availability
Satisfied with other information sources
Reasons for Non-use of VRSReasons for Non-use of VRS
Boomer concerns…
•Their own
•Computer literacy &
•Typing speed
•Complexity of chat environment
What is Important for VRS Success?What is Important for VRS Success?
•Accuracy of answers/information
•Especially value specific information requested
•Librarian’s
•Knowledge of sources & systems
•Positive attitude
•Good communication skills
Some Concerns with VRSSome Concerns with VRS
•Can VRS blend convenience & quality?
•Quality of interaction
•Librarian’s willingness to market & help
•Personalized help
What Might Influence Non-users
to try VRS?
What Might Influence Non-users
to try VRS?
The Library can be Inconvenient
•Limited hours
•Limited collection
•Depth
•Breadth
•Resources hard to use
What Might Influence Non-users
to try VRS?
What Might Influence Non-users
to try VRS?
Libraries are associated with BOOKS
•Books aren’t convenient to retrieve from the library
Libraries are QUIET
•For studying
What Might Influence Non-users
to Try VRS?
What Might Influence Non-users
to Try VRS?
•Creative marketing
• Promote full range of reference options
• Reassure that chat is safe
•Build positive relationships 1 person at a time
• Regardless of format
• FtF
• Phone
• Online
Future Directions for StudyFuture Directions for Study
Data collection completed
Analyses nearly completed
•Studying critical factors by participant’s age & other demographics
• Increasing, merging, & crossing-over from one mode to another (FtF, Phone, Chat, E-mail, etc.)
End NotesEnd Notes
This is one outcome from the project, Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives, Marie L. Radford & Lynn Silipigni Connaway, Co-Principal Investigators.
Funded by IMLS, Rutgers University and OCLC.
Special thanks to Patrick Confer, Heather Lea Moulaison, Andrea Simzak, Jannica Heinstrom, Lisa Rose-Wiles, and David M. Dragos.
These slides available at project website: http://www.oclc.org/research/projects/synchronicity/
Questions & CommentsQuestions & Comments
Lynn Silipigni Connaway, Ph.D.
• Email: [email protected]
• www.oclc.org/research/staff/connaway.htm
Marie L. Radford, Ph.D.
• Email: [email protected]
• www.scils.rutgers.edu/~mradford