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“Way Sweet” or “Just Wrong:”


 Users and Librarians Reveal
  Critical Factors for Virtual
 Reference Service Excellence
 ...
Seeking Synchronicity: Evaluating Virtual
Reference Services from User, Non-User,
& Librarian Perspectives

IMLS, OCLC, & ...
Online Surveys &
Telephone Interviews
• Descriptive statistical analysis
  – Demographics
  – Multiple choice (surveys onl...
VRS Users: What’s Hot



         Word of Mouth

     Recommendation


Interviews N=76 (Adult N=55, Net Gen N=21)
VRS Users: What’s Hot


Give Me the Facts

–Answer the Question

–Accuracy

Survey N=129 (Adult N=71, Net Gen N=48);
Inter...
VRS Users: What’s Hot

        Be On Target


             Be Quick

        Be Convenient

Survey N=129 (Adult N=71, Net ...
VRS Users: What’s Hot


Know Your Stuff




Survey N=68 (Adult N=38, Net Gen N=30);
Interviews N=34 (Adult N=26, Net Gen N...
VRS Users: What’s Hot


  Be Personable

  Be Friendly



Survey N=129 (Adult N=71, Net Gen N=48);
Interviews N=64 (Adult ...
VRS Users: What’s Not



Negative Closure




Survey N=68 (Adult N=38, Net Gen N=30);
Interviews N=34 (Adult N=26, Net Gen...
VRS Users: What’s Not



                                            “Did you already
                                    ...
VRS Users: What’s Not


Grumpy Librarians




Survey N=68 (Adult N=38, Net Gen N=30);
Interviews N=34 (Adult N=26, Net Gen...
VRS Librarians: What’s Hot


Leveraging Complex & Specialized
 Knowledge




Survey N=143; Interviews N=86
VRS Librarians: What’s Hot


            Information
              Access to
              Remote Users




Survey N=143; ...
VRS Librarians: What’s Hot




   Positive Feedback




Survey N=143; Interviews N=86
VRS Librarians: What’s Hot


                                Tell Me More…




Survey N=143; Interviews N=86
VRS Librarians: What’s Hot



  Morphing Modes




Survey N=143; Interviews N=86
VRS Librarians: What’s Not



  Convoluted or
  Confusing Questions



Survey N=124; Interviews N=71
VRS Librarians: What’s Not



    Imposed Queries




Survey N=124; Interviews N=71
VRS Librarians: What’s Not


      Co-Browsing
           &
  Other Pesky Software



Survey N=124; Interviews N=71
VRS Librarians: What’s Not

      Grumpy Users




Survey N=124; Interviews N=71
VRS Librarians: What’s Not



                                Unrealistic Expectations




Survey N=124; Interviews N=71
VRS Librarians: What’s Not



  Disappearing Users




Survey N=124; Interviews N=71
What We Learned

VRS Users Want
  – Access to electronic
    information
    • Convenient
    • Accurate
    • Timely
  – ...
What We Learned

VRS Librarians Want
  – Clear questions
  – Query clarification
     • User feedback
  – Positive User at...
What We Can Do

Provide
• Convenient,
  authoritative, reliable
  services
• Accurate information
• Positive attitude
End Notes
This is one of the outcomes from the project
   Seeking Synchronicity: Evaluating Virtual Reference Services
   ...
Questions & Comments



              Lynn Silipigni Connaway
                  connawal@oclc.org

                     Ma...
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Ala 09 Best Practices Connaway Radford Final

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Transcript of "Ala 09 Best Practices Connaway Radford Final"

  1. 1. “Way Sweet” or “Just Wrong:” Users and Librarians Reveal Critical Factors for Virtual Reference Service Excellence Lynn Silipigni Connaway, Ph.D. Marie L. Radford, Ph.D. Best Practices in Collaborative Virtual Reference ALA 2009 Annual Conference July 11, 2009
  2. 2. Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, & Librarian Perspectives IMLS, OCLC, & Rutgers University funded project Four phases: Focus group interviews Analysis of 850 QuestionPoint live chat transcripts Online surveys 137 VRS Users Telephone interviews 76 VRS Users
  3. 3. Online 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
  4. 4. VRS Users: What’s Hot Word of Mouth Recommendation Interviews N=76 (Adult N=55, Net Gen N=21)
  5. 5. VRS Users: What’s Hot Give Me the Facts –Answer the Question –Accuracy Survey N=129 (Adult N=71, Net Gen N=48); Interviews N=64 (Adult N=42, Net Gen N=21)
  6. 6. VRS Users: What’s Hot Be On Target Be Quick Be Convenient Survey N=129 (Adult N=71, Net Gen N=48); Interviews N=64 (Adult N=42, Net Gen N=21)
  7. 7. VRS Users: What’s Hot Know Your Stuff Survey N=68 (Adult N=38, Net Gen N=30); Interviews N=34 (Adult N=26, Net Gen N=7)
  8. 8. VRS Users: What’s Hot Be Personable Be Friendly Survey N=129 (Adult N=71, Net Gen N=48); Interviews N=64 (Adult N=42, Net Gen N=21)
  9. 9. VRS Users: What’s Not Negative Closure Survey N=68 (Adult N=38, Net Gen N=30); Interviews N=34 (Adult N=26, Net Gen N=7)
  10. 10. VRS Users: What’s Not “Did you already check the catalog?” Survey N=68 (Adult N=38, Net Gen N=30); Interviews N=34 (Adult N=26, Net Gen N=7)
  11. 11. VRS Users: What’s Not Grumpy Librarians Survey N=68 (Adult N=38, Net Gen N=30); Interviews N=34 (Adult N=26, Net Gen N=7)
  12. 12. VRS Librarians: What’s Hot Leveraging Complex & Specialized Knowledge Survey N=143; Interviews N=86
  13. 13. VRS Librarians: What’s Hot Information Access to Remote Users Survey N=143; Interviews N=86
  14. 14. VRS Librarians: What’s Hot Positive Feedback Survey N=143; Interviews N=86
  15. 15. VRS Librarians: What’s Hot Tell Me More… Survey N=143; Interviews N=86
  16. 16. VRS Librarians: What’s Hot Morphing Modes Survey N=143; Interviews N=86
  17. 17. VRS Librarians: What’s Not Convoluted or Confusing Questions Survey N=124; Interviews N=71
  18. 18. VRS Librarians: What’s Not Imposed Queries Survey N=124; Interviews N=71
  19. 19. VRS Librarians: What’s Not Co-Browsing & Other Pesky Software Survey N=124; Interviews N=71
  20. 20. VRS Librarians: What’s Not Grumpy Users Survey N=124; Interviews N=71
  21. 21. VRS Librarians: What’s Not Unrealistic Expectations Survey N=124; Interviews N=71
  22. 22. VRS Librarians: What’s Not Disappearing Users Survey N=124; Interviews N=71
  23. 23. What We Learned VRS Users Want – Access to electronic information • Convenient • Accurate • Timely – Interact w/ friendly librarians
  24. 24. What We Learned VRS Librarians Want – Clear questions – Query clarification • User feedback – Positive User attitude – Resolved software issues – Ability to serve diverse users
  25. 25. What We Can Do Provide • Convenient, authoritative, reliable services • Accurate information • Positive attitude
  26. 26. End Notes This is one of the outcomes from the project Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives Funded by IMLS, Rutgers University, & OCLC Slides available at project web site: http://www.oclc.org/research/projects/synchronicity/ Special thanks to Patrick Confer, Jocelyn DeAngelis Williams, Timothy J. Dickey, and Erin Hood
  27. 27. Questions & Comments Lynn Silipigni Connaway connawal@oclc.org Marie L. Radford mradford@scils.rutgers.edu
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