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


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


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


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


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+


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


Academics’ Information Behaviors

Academics’ Information Behaviors


Seeking Basic Information: Non-User Undergraduate Students

Seeking Basic Information: Non-User Undergraduate Students

• Human resources• Colleagues• Librarians• Teachers

• Internet

• Find information themselves


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


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

A different kind of behavior

• “Go to the physical library”

… or,

• “It depends…”


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


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




Highly value

• Getting an answer

• Getting a BOOK • Library brand


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)


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

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


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


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 (!)


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

Reliable and Vetted Information


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


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


Academic Use of Virtual Reference

Academic Use of Virtual Reference


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”


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


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)


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

Librarian’s POSITIVE

ATTITUDE


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

Obtaining specific resources: • Quickly• Conveniently• Accurately

Getting the question answered!


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

• Not answering the question

• Slow answer to the question

• Librarian is busy


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 ...


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

• Appropriate level of bibliographic instruction

• Librarian follow-up


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

• Specific resources are• Lacking• Missing

• Shortage of library staff


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


Positive VRS Critical Incidents:DoctoratesPositive VRS Critical Incidents:Doctorates

• Specific resources available

• Quick• Convenient• Librarian’s positive

attitude


Positive VRS Critical Incidents:DoctoratesPositive VRS Critical Incidents:Doctorates

Librarian’s special

KNOWLEDGE


ConclusionsConclusions


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


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


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


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


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, [email protected]

Special thanks to Timothy J. Dickey and Erin Hood

Questions & Discussion

Technology

Virtual Reference And Information Behaviors Of Researchers