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Seeking Synchronicity: Evaluating Virtual Reference Transcripts

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Seeking Synchronicity: Evaluating Virtual Reference Transcripts. Presented by Lynn Silipigni Connaway OCLC Members Council February 14, 2006. Seeking Synchronicity : Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives. $1,103,572 project funded by:

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  1. Seeking Synchronicity: Evaluating Virtual Reference Transcripts Presented by Lynn Silipigni Connaway OCLC Members Council February 14, 2006

  2. Seeking Synchronicity:Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives • $1,103,572 project funded by: • Institute of Museum and Library Services $684,996 grant • Rutgers, The State University of New Jersey and OCLC Online Computer Library Center $405,076 in kind contributions

  3. Seeking Synchronicity:Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives Project duration 10/1/2005-9/30/2007 Four phases: • Focus group interviews* • Analysis of 1,000 QuestionPoint transcripts • 600 online surveys* • 300 telephone interviews* *Interviews & surveys with VRS users, non-users, & librarians

  4. Phase II:24/7 Transcript Analysis • Generated random sample • July 7, 2004 through June 27, 2005 • 263,673 sessions • 25 transcripts/month = 300 total • 256 usable transcripts • Excluding system tests and technical problems

  5. 5 Analyses • Geographical Distribution • Type of Library • Type of Questions • Katz/Kaske Classification • Subject of Questions • Interpersonal Communication • Radford Classification • Manual and NVivo coding

  6. Geographical Distribution of Question Origination

  7. Type of Library

  8. Type of Questions Combined 1st and 2nd Questions n=273 questions

  9. Subjects of Questions Combined 1st and 2nd Questions n=273 questions

  10. Classification Methodology • Qualitative Analysis • Development/refinement of • category scheme • Careful reading/analysis • Identification of patterns • Time intensive, but reveals complexity

  11. Research Questions • Interpersonal Communication Analysis • What relational dimensions are present? • Are there differences in relational dimensions/patterns of chat users & librarians? • If so, what are they? • How do users & librarians compensate for lack of nonverbal cues? • What is the relationship between content & relational dimensions in determining quality?

  12. Results Interpersonal Communication Analysis • 2 Major Themes • Relational Facilitators • Interpersonal aspects of the chat conversation that have a positive impact on the librarian-client interaction and that enhance communication. • Relational Barriers • Interpersonal aspects of the chat conversation that have a negative impact on the librarian-client interaction and that impede communication.

  13. Manual Coding Results • 200 Transcripts • 177 Usable Transcripts

  14. Librarian Relational Factors (1-200) Librarian Relational Facilitators: Manual Analysis n=177 transcripts

  15. Client Relational Facilitators:Manual Analysis n=177 transcripts

  16. Comparison Relational Facilitators:Manual Analysis n=177 transcripts

  17. Librarian Relational Barriers: Manual Analysis n=177 transcripts

  18. Client Relational Barriers:Manual Analysis n=177 transcripts

  19. Comparison of Relational Barriers:Manual Analysis n=177 transcripts

  20. NVivo Coding • 100 Transcripts • 79 Usable Transcripts

  21. Librarian Relational Facilitators:NVivo Analysis n=79 transcripts

  22. Client Relational Facilitators:NVivo Analysis n=79 transcripts

  23. Comparison Relational Facilitators: NVivo Analysis n=79 transcripts

  24. Librarian Relational Barriers: NVivo Analysis n=79 transcripts

  25. Client Relational Barriers: NVivo Analysis n=79 transcripts

  26. Comparison Relational Barriers: NVivo Analysis n=79 transcripts

  27. NVivo Search Totals n=79 transcripts Includes words in scripts

  28. NVivo Search Totals n=79 transcripts Includes words in scripts

  29. Transcript Reading • Positive VRS experience • Duration = 1 hour 11 minutes • Academic User • Question – Boston drug company - diabetes • Relational Work • Enthusiastic user • Helpful librarian • Less than positive VRS experience • Duration = 39 minutes • Middle school or high school student • Question – physics – car acceleration • Poor reference work • Extreme negative closure

  30. End Notes This is one of the outcomes from the project Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives, Marie L. Radford and Lynn Silipigni Connaway, Co-Principal Investigators. Funded by IMLS, Rutgers University and OCLC, Online Computer Library Center. Project web site: http://www.oclc.org/research/projects/synchronicity/

  31. Questions • Marie L. Radford, Ph.D. • Email:mradford@scils.rutgers.edu • www.scils.rutgers.edu/~mradford • Lynn Silipigni Connaway, Ph.D. • Email: connawal@oclc.org • www.oclc.org/research/staff/connaway.htm