electronic reference: what are our users telling us? sharon morris laura kortz american library...
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Electronic Reference: What Are Our Users Telling Us?
Sharon MorrisLaura Kortz
American Library Association ConferenceSunday, June 26, 2005
10:30 – 12:00Intercontinental Hotel
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Agenda
E-Reference Top Users…Teenagers
What are they telling us? Exit Surveys
What are they telling us? Focus Group
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E-Reference Use by Teens
Florida – Florida Virtual School (online high school) 9% of total use
Maryland – 38% Teens
New Jersey – 50-60% Teens
South Central Wisconsin – AskAway 26%
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E-Reference Use by Teens
Colorado Use Sept. 2004 through May 2005
Questions by Interest Level
General17%
K-845%
Grade 9-1223%
College Research
9%
Professional4%
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E-Reference Use by Teens
Colorado K12 use by grade
1 23
4
5
6
7
8
9
10
11 12
1 2 3 4 5 6 7 8 9 10 11 120
500
1000
1500
2000
2500
3000
3500
4000
1 2 3 4 5 6 7 8 9 10 11 12
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How are teens using E-Reference?
71% answered they used AskColorado to research for homework or another school project
29% reported that they learned more about a skill, hobby, or other personal interest
Bromberg, Sweet, Thompson transcript research indicates 1-6% use is prank
Kurtz, Morris and Greene estimate less than 1% use e-reference as cry for help
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What are they telling us?Exit Surveys
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Who is answering the survey?
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What are users telling use AskColorado exit survey
Found librarian helpful (77%) Not helpful (23%)
Satisfaction with answer (74%) No satisfaction with answer (26%)
Likely to use service again (85%) Not likely (15%)
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What are they telling us?Comments
Middle school girl - i can search for hours on the enternet and find nothing. askcolorado gets it fast. some kids dont like it because it takes time to load, but it really saves time
High School Girl - I knew that he wasn't trying to be mean but some of the ways he wrote it sounded just a little bit mean, im not sure though
Middle school girl - YOU PEOPLE NEED TO GET A LIVE I MEAN IF YOU HAVE TIME TO TALK TO ME AT 8:00 IN THE MORNING THEN YOU HAVE ISSUES AND DO YOU NEED A TISSUE.YOU ARE SOOOO RETARDED
Elem school girl - This place stinks get a new site Just Kidding
Middle school boy - This place blows. i mean come on you have people with sissy and gay names. for ex. Paul, Alex, and Dave.
High school boy - Cool beans.
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What are they telling us?Focus Group Results
Preliminary Research
Summer 2004
Louise Greene & Joseph Thompson
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Methodology
Focus group format Freshman college students Discussion of Internet use Virtual reference usability testing Feedback and response about E-Reference
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Teen Research Habits
Always start with the internet
Check (15+) several sites to gather ideas
Look for “credible” information
Look for expedient information
Opportunity to cut and paste
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Teen IM/Chat Preferences
Anonymity a plus – multiple screen names
Can converse with more than one person
Someone is always “on”
No “dead air”
Can use abbreviations/casual text
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Teens’ First Encounter with E-Reference
Assumed it was NOT a live service
Why would the library have people waiting around to answer questions?? Don’t librarians have other things they need to be doing??
Prefer live service over email
What is the librarian doing on the other end – curiosity
“WHO” is reading my question – privacy concerns
Don’t want to give an email – prefer anonymity
Make the login option of “Anonymous” prominent
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Ideal E-Reference Service:The Teen Perspective
Make it like Instant Messenger tm
Put newest message at the bottom of screen
Tell more people about it
Have more librarians to go faster
Have both a chat and a text interface available to choose from
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Ideal VR Service:The Teen Perspective Personal Service & An Ongoing Relationship
Ability to request a certain librarian Ability to get back to the person who gave
you a satisfying experience Ability to avoid an unhelpful librarian An opportunity to rate librarian service as
an incentive for great service
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Summary
Use of E-Reference services is varied but teens are a big user population
Teens & exit surveys – Not necessarily reliable
Teens and Focus Groups - Preliminary research produces intriguing results
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Bibliography
AskColorado Collaborative Virtual Reference. (2005) Usage statistics. Available at: www.aclin.org/reference/stats.html.
Bromberg, Peter. (2004) “[DIG_REF] Addressing Pranks.” Online posting. 27 July 2004. DIG_REF. Available at: www.vrd.org/Dig_Ref/dig_ref.shtml.
Greene, Louise W. and Thompson, Joseph. (2004) Teen Encounters with Virtual Reference Services Focus Group. Unpublished raw data. [Focus Group Transcript].
Lance, K. & Dickerson, D. (2005). “AskColorado’s First Year Online.” Fast Facts: Recent Statistics from the Library Research Service, Ed3/110.10/No. 223. March 28, 2005. Available at: www.lrs.org/documents/fastfacts/223_AskColorado.pdf
Mariner, V. “RE: [DIG_REF] Teen Use of Virtual Reference.” E-mail to Sharon Morris. 12 Oct. 2004.
Morris, S., Kurtz, L. & Greene, L. (04 Nov 8) Teens and Chat Reference: A Match Made in Heaven or … Presentation at the Virtual Reference Desk Conference, Cincinnati, Ohio.
Sweet, M. (2004) Personal Communication.
Thompson, J. (2004) Personal Communication.
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Recommended Reading on Teens & Technology
Abram, S. & Luther, J. (2004). Born with the chip. Library Journal, 129, 34-37.
Gross, E. F., Juvonen, J., & Gable, S. (2002). Internet use and well being in adolescence. Journal of Social Issues, 58, 75-90.
Hine, T. (1999). The rise and fall of the American teenager. New York: Bard.
PBS Frontline. (2002). Inside the teenage brain. Retrieved October 2004, fromhttp://www.pbs.org/wgbh/pages/frontline/shows/teenbrain/
Pew Internet and American Life Project. (2001). Teenage life online: the rise of the instant-message generation and the impact on friendships and family relationships. Retrieved October 2004, from http://www.pewinternet.org/pdfs/PIP_Teens_Report.pdf.
Maczewski, M. (2002). Exploring identities through the internet: youth experiences online. Child and Youth Care Forum, 31, 111-129.
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Recommended Reading on Teens & TechnologySimpson, A. R. (2001). Raising teens: a synthesis of research and a foundation for
action. Boston: Center for Health Communication, Harvard School of Public Health.
Tapscott, D. (1998) Growing up digital: the rise of the net generation. McGraw-Hill: New York.
Thurlow, C., & McKay, S. (2003). Profiling 'new' communication technologies in adolescence, Journal of Language and Social Psychology, 22, 94-103.
The Virtual Reference Desk. (1998). Guidelines for information specialists of K-12 digital reference services. Retrieved October 2004, from
http://www.vrd.org/training/guide.shtml
The Virtual Reference Desk. (1999). Facets of quality for K-12 digital reference services. Retrieved October 2004, from http://www.vrd.org/training/facets.html