The document discusses the implementation of customized descriptive codes and text analysis to quantitatively measure and enhance the service process in virtual reference at Michigan State University Libraries. A long-term assessment was conducted to improve user experience by identifying information needs and enhancing the findability of library resources. A review of 355 transcripts revealed common pain points and helped in refining the virtual reference services provided by librarians.

1. Using Customized Descriptive Codes and Text Analysis
to Measure Service Process and Enhance Value in Virtual Reference
Christine Tobias - Reference & Technology Librarian - Michigan State University Libraries
Service Process: Text Analysis: Virtual reference IS a valuable
Why is virtual reference used? How are information needs expressed research service point!!
 In September 2010, a long-term assessment
in virtual reference?
Customized Descriptive Codes by Category
plan was implemented to quantitatively
measure service process in virtual reference. I am trying to I’m just getting my feet
 Customized descriptive codes were created get to CINAHL wet. Maybe you could
and defined in QuestionPoint, a web-based and I don’t suggest a starting point? Is there no way to
virtual reference software. know how to just search across
Library Resources
get there all the journals?
 Each question is assigned up to 3 codes based Library Services
from here. Technology Help
upon the initial question asked. Local Resources
 3,550 descriptive codes were assigned How do I search for scholarly
How do I use
articles?? I linked through google
between May 2011–April 2012.
scholar to see what materials can be intralibrary loan on
the website?
Enhance Value:
accessed through the library and it
sends me to [URL] and I do not know Improve the user experience
Measuring Service Process in Virtual Reference:
Most Frequently Assigned Customized Descriptive Codes
where to go from there. in virtual reference!
Research Question  Majority of questions received in
Librarian: Is this the catalog
Articles: Specific Journal/Citation virtual reference pertain to
record you viewed?
I can find the journal Patron: Well, I went through finding, accessing, and using
Electronic Resources
issue and the article. the e-resources page, but it’s library resources for research.
Book/Document Search But I can’t find any way the same information, yes.  Increase the transparency in
to actually access the
Databases
presentation of library resources
article, to get to the PDF
or whatever. in the digital environment.
Ready Reference
 Simplify website navigation and
Journal Holdings content to increase findability of
Circulation
library resources.
 A systematic sample of 355 transcripts from May 2011-April  Staff with librarians who will treat
Public Services
2012 were reviewed. virtual reference as a valuable
Citation Help  Specific words and phrases used to convey information needs research service point to ensure
0 100 200 300 400 500 600 700
identified pain points in the virtual research experience. service quality.
Copyright 2012 Christine L. Tobias. All rights reserved.