marie l. radford, ph.d. associate professor rutgers, the state university of new jersey
DESCRIPTION
Convenience, Connections, Correctness, and Choice: Critical Components of Virtual Reference Service Quality. Lynn Silipigni Connaway, Ph.D. Senior Research Scientist OCLC Research. Marie L. Radford, Ph.D. Associate Professor Rutgers, The State University of New Jersey. - PowerPoint PPT PresentationTRANSCRIPT
June 22-25,
2009
i3 Conference
Aberdeen,
Scotland
Convenience, Connections,
Correctness, and Choice:
Critical Components of Virtual Reference Service Quality
Convenience, Connections,
Correctness, and Choice:
Critical Components of Virtual Reference Service Quality
Marie L. Radford, Ph.D.Associate Professor
Rutgers, The State University of New Jersey
Lynn Silipigni Connaway, Ph.D.
Senior Research ScientistOCLC Research
Critical Components Critical Components
•Research to understand needs of diverse user population
•Design services to meet users’ needs
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 critical
IMLS, OCLC, & Rutgers University funded project
Four phases:
Focus group interviews
Analysis of 850 QuestionPoint live chat transcripts
Online surveys
137 VRS Users
184 VRS Non-users
Telephone interviews
76 VRS Users
107 VRS Non-users
Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, & Librarian Perspectives
Online Surveys & Phone InterviewsOnline Surveys & Phone Interviews
•Descriptive statistical analysis
•Demographics
•Multiple choice (surveys only)
•Likert-type (surveys only)
•Qualitative analysis
•Open-ended questions
•2 critical incident (CI) questions
User Demographics:Online Surveys & Telephone Interviews (N=212)
User Demographics:Online Surveys & Telephone Interviews (N=212)
Net Gen (N=70)
•Female (54%, 38)
•19-28 years old (53%, 37)
•Caucasian (66%, 46)
•Suburban public libraries
Adult, 29+ (N=142)
•Female (72%, 102)
•36-45 years old (34%, 48)
•Caucasian (85%, 121)
•Suburban public libraries
Experience with Service Modes: User Online Survey (N=137)Experience with Service Modes: User Online Survey (N=137)
64%87
48%66 37%
50
0%
10%
20%
30%
40%
50%
60%
70%
Email Telephone IM
57%78
22%30
10%14
7%9
4%6
2-3 Times Total
4-6 Times Total
1-2 Times/Month
3-4 Times/Month
5 or MoreTimes/Month
Frequency of Use: User Online Survey(N=137)
Frequency of Use: User Online Survey(N=137)
How often have you used chat
reference?
76%37
6%314%
7
4%2
0%0
36%12
36%12
12%4
15%5
0%0
0%
10%
20%
30%
40%
50%
60%
70%
80%
FtF Phone Email Text Chat
Net Gen VRS Users Adult VRS Users
Chat Least Intimidating: User Online Survey Net Gens (N=49) Adults (N=88)
Chat Least Intimidating: User Online Survey Net Gens (N=49) Adults (N=88)
“I am least intimidated by”
92%81
82%40
76%
78%
80%
82%
84%
86%
88%
90%
92%
94%
Net Gen VRS Users Adult VRS Users
Likely to Return? User Online Survey Net Gens (N=49) Adults (N=88)
Likely to Return? User Online Survey Net Gens (N=49) Adults (N=88)
“The probability that I will use reference services again is”
Why Users Recommend VRS:Telephone Interviews (N=76)Why Users Recommend VRS:Telephone Interviews (N=76)
•Would recommend VRS (89%, 68)
•Why?
•Speed & efficiency (32%, 24)
•Convenience (32%, 24)
User Telephone Interviews: Chat is Convenient (N=76)User Telephone Interviews: Chat is Convenient (N=76)
Chat 1st choice
•18% (14) quick answers
Why?
•60% (45) convenience
Recommendation Important: User Online Surveys Net Gens (N=49)
Recommendation Important: User Online Surveys Net Gens (N=49)
•Used VRS because recommended
•Recommended VRS more than adults
What Attracts Users to VRS?Online Surveys (N=137)What Attracts Users to VRS?Online Surveys (N=137)
•Convenience, Convenience, Convenience
• Available 24/7
• Working from home
• At night or on weekends
• Immediate answers
• Lack of cost
• Efficient
•Less intimidating interactions
Important to All UsersImportant to All Users
•Knowledgeable librarians
•Positive attitude
•Communication skills
•Valued by “Screenagers”
•Personal relationship
•Successful interactions
Experience with Reference Modes:Non-User Online Survey (N=184)
Experience with Reference Modes:Non-User Online Survey (N=184)
28%52
19%35
2%3
0%
5%
10%
15%
20%
25%
30%
Telephone Email IM
FtF Preferred: Non-User Online SurveyNet Gens (N=122) Adults (N=62)
FtF Preferred: Non-User Online SurveyNet Gens (N=122) Adults (N=62)
•Adults (81%, 50)
•Net Gens (71%, 87)
Texting12%15
Email27%33
Phone12%14
FtF49%60
FtF Preferred by Net Gens:Non-user Online Survey (N=122)
FtF Preferred by Net Gens:Non-user Online Survey (N=122)
“I most enjoy using”
FtF20%24
Phone12%15
Texting17%21
Email51%62
Email Least Intimidating Mode: Non-User Online Survey Net Gens (N=122)
Email Least Intimidating Mode: Non-User Online Survey Net Gens (N=122)
“I am least intimidated by”
Critical Considerations for Info Seeking:Non-User Online SurveyNet Gens (N=87) Adults (N=51)
Critical Considerations for Info Seeking:Non-User Online SurveyNet Gens (N=87) Adults (N=51)
•Convenience
• Net Gens (87%, 76)
• Adults (78%, 40)
Critical Considerations for Info Seeking:Non-User Online SurveyNet Gens (N=41) Adults (N=13)
Critical Considerations for Info Seeking:Non-User Online SurveyNet Gens (N=41) Adults (N=13)
•Remote access is important
•Net Gens (95%, 39)
•Adults (85%, 11)
Interpersonal Communication is Valued:Non-User Online SurveysNet Gens (N=86) Adults (N=51)
Interpersonal Communication is Valued:Non-User Online SurveysNet Gens (N=86) Adults (N=51)
•Personal Relationship
•Adults (43%, 22)
•Net Gens (24%, 24)
•Specific Librarian
•Adults (51%, 26)
•Net Gens (42%, 36)
29%4
69%28
0%
10%
20%
30%
40%
50%
60%
70%
80%
Net Gen VRS Non-users Adult VRS Non-users
Friendliness & Politeness Valued:Non-User Online SurveyNet Gens (N=41) Adults (N=14)
Friendliness & Politeness Valued:Non-User Online SurveyNet Gens (N=41) Adults (N=14)
“The librarian is friendly and polite”
Why They Do Not Choose VRS: Non-User Online SurveyNet Gens (N=122) Adults (N=62)
Why They Do Not Choose VRS: Non-User Online SurveyNet Gens (N=122) Adults (N=62)
•Too complicated
•Adults (53%, 33)
•Net Gens (35%, 43)
•Typing skills poor
•Adults (35%, 22)
•Net Gens (16%, 19)
Why They Do Not Choose VRS:Non-User Online SurveyNet Gens (N=122) Adults (N=62)
Why They Do Not Choose VRS:Non-User Online SurveyNet Gens (N=122) Adults (N=62)
•Believe questions might annoy librarian
•Net Gens (29%, 32)
•Adults (16%, 10)
Why Net Gens Do Not Choose VRS:Non-User Online Survey (N=122)
Why Net Gens Do Not Choose VRS:Non-User Online Survey (N=122)
•Don’t know it is available
•Believe librarian couldn’t help
•Lack of 24/7 service
•Satisfied w/ other info sources
Why Adults Do Not Choose VRS: Non-User Online Survey (N=62)
Why Adults Do Not Choose VRS: Non-User Online Survey (N=62)
•Same as Net-Gen, but also…
•Lack computer skills
•Type slowly
•Complexity of chat environment
Non-User Telephone Interviews (N=107)
Non-User Telephone Interviews (N=107)
•FtF Preferred (24%, 26)
•Do not know VRS exists (16%, 17)
•Alternatives to library
• Internet (43%, 45)
•Personal convenience (38%, 39)
What We LearnedWhat We Learned
FtF & VRS Users want
•Extended service hours
•Access to electronic information
•Interact w/ friendly librarians
•Personal relationship with librarians
What We Can DoWhat We Can Do
Provide
•Variety of service modes
•Convenient, authoritative, reliable services
•Accurate information
What Else We Can DoWhat Else We Can Do
•Creative marketing
• Promote full range of options
• Reassure young people VRS safe
•Build positive relationships whether FtF, phone, or online
End NotesEnd Notes
This is one of the outcomes from the projectSeeking Synchronicity: Evaluating Virtual Reference
Services from User, Non-User, and Librarian Perspectives
Funded by IMLS, Rutgers University, & OCLC Online Computer Library Center, Inc.
Slides available at project web site: http://www.oclc.org/research/projects/synchronicity/
June 22-25,
2009
i3 Conference
Aberdeen,
Scotland
Questions & Comments
Questions & Comments
Lynn Silipigni [email protected]
Marie L. [email protected]