Tactics Used When Searching for Digital Videos

1. Tactics Used When Searching for Digital Videos Barbara M. Wildemuth Jung Sun Oh Gary Marchionini University of North Carolina at Chapel Hill

2. The research question • Which search tactics do people use when they search for digital videos?

3. Some vocabulary

4. What do we know already? • The most frequently-used search move is to add terms/concepts, to decrease the search results (Vakkari et al., 2003; Wildemuth, 2004) • 22-33% of Web queries are modifications of a previous query (Jansen et al., 2000, 2009; Spink et al., 2000) • People do change their search tactics when presented with different capabilities (Kules & Shneiderman, 2008)

5. Sample of participants • 36 graduate and undergraduate students from 17 different departments • 75% watch videos daily or weekly • 36% search for videos daily or weekly

6. The database of videos

7. Data collection procedures • Demographic questionnaire • Conduct searches (x4) • Assigned search tasks • Conduct search and make relevance judgments • Transaction logs captured during searches

8. Search tasks • Example: Imagine that you are an emergency response officer in California and that you are developing an online tutorial on how to respond to an earthquake. You would like to illustrate the tutorial with video showing the damage that can be caused by an earthquake.

9. Data analysis • Coding the search moves • Using codes based on Shute & Smith (1993) and Bates (1979) • 1545 moves; ~11 moves per search • Maximal repeating patterns (MRP) analysis to identify frequently-used tactics (Siochi & Ehrich, 1991) • Combine similar MRPs to identify tactics

10. Search task  Queries Search task: Imagine that you are a history professor, teaching a course on the history of technology in the U.S. You want to find some footage that illustrates America’s growing obsession with cars/automobiles between 1930 and 1950. (abstract; for viewing)

11. Queries coded

12. MRP identification #125

13. MRPs  Tactic

14. Tactics B, C, F

15. Tactics K, L, M

16. Key findings • A small number of different moves predominate: New search, Add concept, Delete concept, Display • These moves are used to make up a wide variety of search tactics in video retrieval • Transitions from search to display and back occur frequently

17. Implications for research • Concept-based coding allows comparisons across IR systems • Concept-based coding may yield new insights into people’s searching behaviors • Behaviors, as recorded in transaction logs, don’t tell us what we’d like to know about cognition

18. Questions and comments? • Open Video website: open-video.org • Funding provided by NSF Grant IIS 0099638

20. Open Video: Advanced Search

21. Codes for search moves