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Quality Inquiry: User Perspectives on Virtual Reference Practice

Quality Inquiry: User Perspectives on Virtual Reference Practice. Marie L. Radford , Ph.D. , Associate Professor Rutgers, The State University of New Jersey Lynn Silipigni Connaway, Ph.D., Senior Research Scientist OCLC ASIS&T 2009 Annual Meeting November 6-11. 2009 Vancouver, BC.

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Quality Inquiry: User Perspectives on Virtual Reference Practice

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  1. Quality Inquiry: User Perspectives on Virtual Reference Practice Marie L. Radford, Ph.D. , Associate Professor Rutgers, The State University of New Jersey Lynn Silipigni Connaway, Ph.D.,Senior Research Scientist OCLC ASIS&T 2009 Annual Meeting November 6-11. 2009 Vancouver, BC

  2. Libraries Today – Rapid Change • Vying for information seekers’ attention • Must re-engineer to accommodate users’ workflows & habits

  3. Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, & Librarian Perspectives IMLS funded project with4 phases: Focus group interviews Transcript analysis (850) Online surveys – 496 Total 175 VRS librarians, 184 VRS non-users, 137 VRS users Telephone interviews - 283 Total 100 VRS librarians, 107 VRS non-users, 76 VRS users

  4. Online Surveys • Descriptive statistical analysis • Demographic • Multiple-choice • Likert-type • Qualitative analysis • Open-ended • 2 critical incident (CI) questions • Adults & Net Gen

  5. The Net Generation • Born 1979 - 1994 • Millennials • EchoBoomers • Gen Y • Socially networked environment • Different communication & information-seeking behaviors

  6. VRS User Demographics (N=137) Net Gen (N=49) • Female (51%, 25) • 19-28 years old (47%, 23) • Caucasian (67%, 33) Adult, 29+ (N=88) • Female (68%, 60) • 36-45 years old (38%, 33) • Caucasian (84%, 74)

  7. VRS Users Likely to be Repeat Users Net Gens (N=49) Adults (N=88)

  8. Chat Least Intimidating to VRS Users Net Gens (N=49) Adults (N=88)

  9. Recommendation Important to VRS UsersNet Gens (N=49) • Used VRS because recommended • Recommended VRS more than adults

  10. What Attracts Users to VRS? Users (N=137) Convenience, Convenience, Convenience Available 24/7 Working from home Nights or weekends Immediate answers Lack of cost Efficient Less intimidating

  11. Why Users Don’t Always Choose VRS?Net Gens (N=49) Unhelpful answers Non-subject specialists Slow connections Scripted messages Cold environment

  12. What Would Attract Users to VRS?Net Gens (N=49) Faster & easier software Personalized interface Reliable co-browsing More service hours Kiosk & cybercafe access Experienced, tech-savvy librarians

  13. What We Learned • FtF & VRS Users want • Extended hours of service • Access to electronic information • Interact w/ friendly librarians • Relationships with librarians

  14. What We Can Do • Encourage service use • Creative marketing • Promote full range of options • Reassure young people VRS is safe • Build positive relationships whether FtF, phone, or online

  15. 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 Online Computer Library Center, Inc. Special thanks to Co- PI, Lynn Silipigni Connaway, Ph.D., Senior Research Scientist, OCLC Project web site:http://www.oclc.org/research/projects/synchronicity/

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