Usage Statistics <br />& <br />Information Behaviors: <br />Understanding User Behavior with Quantitative Indicators<br />...
Correlation: BobaFett and Ladybugs<br />
We have the data, now what do we do?<br />What we have done:<br />  Cancel journals<br />  Inform purchase decisions<br />...
Information Usage Behaviors<br />Starting<br />Browsing<br />Accessing<br />Chaining<br />Differentiating<br />Extracting<...
How Do We Observe &  Measure these Behaviors?<br />Accessing<br />Chaining & Differentiating<br />Managing & Ending<br />A...
How do we observe & measure?<br /> Pose a Question<br />How will a new service affect our users?<br /> Develop a Theory <b...
Example 1: Starting & Accessing<br /> Question: How will a new service affect our users?<br />Theory: If we improve the us...
Starting & Accessing:  Use Before & After OpenURL<br />*significant at .05 level     **significant at .01 level<br />
Example 2: Differentiating<br /> Question: Do our choices affect our users ability to differentiate between resources?<br ...
Differentiating: Federated Search Statistics<br />
Differentiating: OPAC Searches (2005 v. 2006) <br />
Differentiating: WorldCat Searches<br />
Example 3: Chaining<br /> Question: Do our users move from one information resource to another?<br />Theory: If users are ...
Chaining: JSTOR Citations (2000 v. 2004) <br />
Example 4: Managing, Teaching<br /> Question: Are our users managing or utilizing content differently?<br />Theory: A stab...
Managing, Teaching: Use of local content<br />
Example 5: Service Effects<br />Question:  How do our choices in libraries affect user behavior?<br />Theory: When we chan...
Service Effects: Usage of Journals (2005 v. 2006) <br />
Service Effects: SFX Clickthrough Rate (Local v. Shared) <br />
Example 5: Services Related Behaviors<br />What else do users want or need?<br />Are there services related behaviors that...
Services Related Behaviors<br />
What else could we be studying?<br />Monitoring <br />Many information providers have e-alerts, repeat saved searches, etc...
Questions?<br />John McDonald<br />November 2, 2007<br />
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  • One set of methods is to match our information systems and the metrics they produce to these behaviors. For we’ve designed these based on research, observation, and through analysis of our researchers needs and expectations.
  • Niso usage data forum 2007

    1. 1. Usage Statistics <br />& <br />Information Behaviors: <br />Understanding User Behavior with Quantitative Indicators<br />John McDonald<br />Assistant Director for User Services & Technology Innovation<br />The Libraries of the Claremont Colleges<br />November 2, 2007<br />NISO Usage Data Forum<br />
    2. 2. Correlation: BobaFett and Ladybugs<br />
    3. 3. We have the data, now what do we do?<br />What we have done:<br /> Cancel journals<br /> Inform purchase decisions<br />What we should do:<br /> Understand usage behaviors<br /> Guide our decision making processes<br /> Understand our impact on our patrons<br />
    4. 4. Information Usage Behaviors<br />Starting<br />Browsing<br />Accessing<br />Chaining<br />Differentiating<br />Extracting<br />Verifying<br />Networking<br />Monitoring<br />Managing<br />Manipulating<br />Teaching<br />Ending<br />Ellis (1993), Ellis & Haugan (1997) & Meho & Tibbo (2003), McDonald (2007)<br />
    5. 5. How Do We Observe & Measure these Behaviors?<br />Accessing<br />Chaining & Differentiating<br />Managing & Ending<br />Accessing & Browsing<br />
    6. 6. How do we observe & measure?<br /> Pose a Question<br />How will a new service affect our users?<br /> Develop a Theory <br />Explain what you think happened.<br />Test the Theory<br />Develop metrics, collect data, analyze.<br />
    7. 7. Example 1: Starting & Accessing<br /> Question: How will a new service affect our users?<br />Theory: If we improve the user’s ability to identify relevant material (starting) and retrieve it (accessing), we either save them time or effort and allow them to access more material.<br />Test: There will be a significant increase in the usage of material.<br />
    8. 8. Starting & Accessing: Use Before & After OpenURL<br />*significant at .05 level **significant at .01 level<br />
    9. 9. Example 2: Differentiating<br /> Question: Do our choices affect our users ability to differentiate between resources?<br />Theory: If we group resources together, we allow users to identify relevant resources and provide efficient methods to differentiate between resources.<br />Test: There will be a significant increase in searches across common resource groupings.<br />
    10. 10. Differentiating: Federated Search Statistics<br />
    11. 11. Differentiating: OPAC Searches (2005 v. 2006) <br />
    12. 12. Differentiating: WorldCat Searches<br />
    13. 13. Example 3: Chaining<br /> Question: Do our users move from one information resource to another?<br />Theory: If users are moving from resource to resource, usage of resources in the same environment (one provider) and results of that usage (citations) will increase.<br />Test: There will be a significant increase in the usage and/or results of usage of a resource’s material.<br />
    14. 14. Chaining: JSTOR Citations (2000 v. 2004) <br />
    15. 15. Example 4: Managing, Teaching<br /> Question: Are our users managing or utilizing content differently?<br />Theory: A stable online archive allows users to re-access or re-use content more efficiently (utility usage or virtual vertical file), or utilize it for instructional purposes in different ways (virtual syllabus).<br />Test: There will be a significant increase in the systematic re-use of current, locally produced content.<br />
    16. 16. Managing, Teaching: Use of local content<br />
    17. 17. Example 5: Service Effects<br />Question: How do our choices in libraries affect user behavior?<br />Theory: When we change the display options (e.g. cataloging) for journals, did that affect either publisher usage or SFX usage?<br />Test: Changing cataloging results in decreased local journal usage as measured by the publisher and SFX.<br />
    18. 18. Service Effects: Usage of Journals (2005 v. 2006) <br />
    19. 19. Service Effects: SFX Clickthrough Rate (Local v. Shared) <br />
    20. 20. Example 5: Services Related Behaviors<br />What else do users want or need?<br />Are there services related behaviors that we can observe? Providing content is one option, but how are researchers using associated information services?<br /> If we provide them the article they want in fulltext, we see that sometimes they ask for other types of things.<br /> Can we match these things to those user behaviors?<br />
    21. 21. Services Related Behaviors<br />
    22. 22. What else could we be studying?<br />Monitoring <br />Many information providers have e-alerts, repeat saved searches, etc. <br />Networking <br />Users may want to email a citation to a colleague or another student.<br />Extracting <br />Passing the bibliographic information to another database to search.<br />Analyzing <br />Including user behavior information in the statistical measurement tools.<br />
    23. 23. Questions?<br />John McDonald<br />November 2, 2007<br />
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