national vr discussion
DESCRIPTION
Discussion at ALA MW 2011 re a national virtual reference service for the U.S.TRANSCRIPT
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A National Virtual Reference Service for the U.S.?
Discussion, ALA Midwinter 2011 #nationalvr
Susan McGlameryQuestionPoint product [email protected]
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Raising the visibility of Reference• Make the library the first choice for high-
quality reference service• Reach new users• Serve users where they are, when they need
help: Point of Need• Expand reference availability• Increase library’s visibility and web presence
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How do people find information?
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Search engine
Specific Web site
Online database
Library Web site
Online bookstore
Other
55%
32%
5%
2%
1%
5%
61%
21%
6%
7%
1%
5%
55%
34%
5%
1%
1%
4%
Primary Library Public (b) Primary Library University (a) Total
Where Search For Top Topic BeginsIn general, most go to a search engine when searching for the topic they search for most frequently on the Internet.
© Harris Interactive 4
Q1710 Where do you typically begin your online search for information related to… ? Base: Qualified Respondents: Total (n=2743), Primary Library University (n=311), Primary Library Public (n=1377)
b
a
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2009 Library Services Study
• Harris Interactive’ survey: October 28 to November 12, 2009
• 2,743 qualified respondents. – Reside in the United States or Canada;– Age 15+; and– Does not personally work nor does anyone in the
immediate family work in the library industry– weighted demographically to represent the online
general population of US/Canada
© Harris Interactive 5
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Ever Started a Search Using a Search Engine and Ended up at a Library Web siteApproximately one in five have started a search using a search engine and ended up at a library Web site.
© Harris Interactive 6
Q1830 Have you ever started a search using a search engine and ended up at a library Web site?Base: Qualified Respondents: Total (n=2743), Primary Library University (n=311), Primary Library Public (n=1377)
22%
78%
Total Primary Library – University(a)
Primary Library – Public(b)
Yes No
36%
64%
23%
77%
b
a
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Likelihood of Using Services Offered by Local/Campus LibraryNearly four in ten are very/somewhat likely to use event/community calendars and research assistance if these services were offered by their library.
© Harris Interactive 7
Q1925 If your local or campus library offered the following services, what is your likelihood of using each through your library? Base: Qualified Respondents
Total Primary Library - University Primary Library - Public(n=311) (n=1377)
a bEvent/community calendars - Very/Somewhat likely 37% 33% 44%a
Very likely 9% 4% 9%Somewhat likely 28% 30% 35%
Not likely 32% 40%b 29%I prefer to go elsewhere 5% 3% 4%Not applicable 22% 16% 19%Already use this service at my library 4% 7% 4%Research assistance - Very/Somewhat likely 36% 40% 40%
Very likely 10% 12% 11%Somewhat likely 26% 28% 29%
Not likely 31% 27% 33%I prefer to go elsewhere 6% 7% 4%Not applicable 21% 11% 19%Already use this service at my library 5% 14%b 4%Home delivery services for library materials - Very/Somewhat likely 34% 37% 40%
Very likely 14% 13% 16%Somewhat likely 21% 24% 23%
Not likely 36% 37% 36%I prefer to go elsewhere 4% 6%b 2%Not applicable 25% 20% 21%Already use this service at my library 1% 0% 1%
(n=2743)
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Consumers and Question & Answer SitesAmong those who use Q&A sites (982 of the 2,743 or 36% surveyed) , searching for an answer to a question is the most common activity.
© Harris Interactive 8
Search for an answer to a question
Ask a question
Answer a question
Improve an existing answer
Other
79%
38%
12%
4%
2%
86%
31%
15%
1%
0%
82%
41%
12%
4%
2%
Primary Library Public (b) Primary Library University (a) Total
Q1200 What do you typically do while logged into question & answer sites? Base: Use question & answer sites: Total (n=982), Primary Library University (n=77), Primary Library Public (n=532)
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Online Library Information/Resources Valuable to Access From Sites (cont’d)Thirty-one percent of primary public library users find it valuable to access online reference materials from question & answer sites – this is significantly higher than that of primary university library users (21%).
© Harris Interactive 9Q1945 What types of online library information/resources would be valuable to be able to access from each of the following sites, even if you don’t personally use the site(s)? Base: Qualified Respondents
Total Primary Library - University Primary Library - Public(n=311) (n=1377)
a bQuestion & answer sites
Online reference materials 27% 21% 31%aOnline journal articles/databases 21% 19% 24%Homework support 15% 24% 18%Electronic books 8% 13% 9%Reserve a book, DVD or other materials 5% 7% 7%Reserve a meeting room 2% 4% 3%
None of these resources 36% 33% 33%I am not familiar with these types of sites 18% 18% 16%Book-related sites
Online reference materials 26% 24% 30%Electronic books 24% 25% 28%Reserve a book, DVD or other materials 21% 21% 27%Online journal articles/databases 19% 19% 22%Homework support 9% 15% 10%Reserve a meeting room 2% 2% 3%
None of these resources 32% 30% 28%I am not familiar with these types of sites 19% 21% 15%Self-publishing sites
Online reference materials 14% 16% 17%Online journal articles/databases 11% 14% 12%Electronic books 8% 12% 8%Reserve a book, DVD or other materials 5% 8% 6%Homework support 3% 5% 3%Reserve a meeting room 2% 3% 2%
None of these resources 42% 45% 41%I am not familiar with these types of sites 30% 23% 29%
(n=2743)
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Usage of Online Information Sources Question & Answer sites are used by nearly one-half of those who use their mobile phone to access online information sources.
© Harris Interactive 10Q1730 How often do you engage in the following activities using your mobile phone? Base: Use mobile phone to access online information sources
Total Primary Library - University Primary Library - Public(n=45) (n=153)
a bAccess sports sites - Engage in 54% 48% 58%
All the time 16% 1% 17%Often 12% 6% 14%Sometimes 21% 36% 20%Rarely 6% 5% 6%
Never 46% 52% 42%Access Question & Answer sites - Engage in 48% 33% 53%
All the time 6% 0% 7%Often 10% 4% 12%Sometimes 14% 20% 13%Rarely 19% 9% 21%
Never 52% 67% 47%Use instant messaging/Online chat - Engage in 47% 31% 43%
All the time 12% 5% 13%Often 16% 7% 7%Sometimes 12% 16% 15%Rarely 7% 3% 8%
Never 53% 69% 57%Access online bookstore - Engage in 47% 31% 53%
All the time 6% 2% 7%Often 9% 11% 10%Sometimes 16% 14% 15%Rarely 17% 5% 21%
Never 53% 69% 47%
(n=335)
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How Question & Answer Sites are AccessedNine in ten use Q&A sites for free.
© Harris Interactive 11
Use for free on the Internet
Use for free on the Internet through my school/university
A fee-based service for which I pay
Use for free on the Internet through my library
Other way
90%
10%
8%
6%
4%
88%
19%
6%
13%
1%
90%
7%
6%
7%
3%
Primary Library Public (b) Primary Library University (a) Total
Q1210 How do you access question & answer sites?Base: Use question & answer sites: Total (n=1281), Primary Library University (n=96), Primary Library Public (n=701)
b
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Reasons For Using Question & Answer Sites Instead of a Library
One-half of those who use a fee-based service to access Q&A sites use them instead of a library because they get answers quicker.
© Harris Interactive 12
I get answers faster using this site
This site has more answers to questions
This site has more users who answer questions
I use this site in addition to using the library
I did not consider the library as an option for this service
Other
50%
29%
26%
17%
12%
35%
20%
0%
34%
10%
44%
36%
50%
41%
51%
20%
9%
18%
Primary Library Public (b) Primary Library University (a) Total
Q1260 Why do you decide to use question & answer sites instead of using a library? Base: Use a fee-based service to access question & answer sites: Total (n=75), Primary Library University (n=6), Primary Library Public (n=34)
Note: Small sample size(s)
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0%
10%
20%
30%
40%
50%
60%
70%
56%
45%
42% 42%
36%
22%
4%
61%
52%
44%47%
40%
15%
4%
65%
52%
64%
54%
35%
11%
4%
Factors Influencing Using Library Services vs. Comparable Services Elsewhere
by Primary Library Type
Total Public Academic (College Students)
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Extremely likely Very likely Likely Somewhat likely Not at all likely0%
5%
10%
15%
20%
25%
30%
35%
40%
4%
7%
17%
33%
38%
5%
8%
16%
36%
34%
3%
8%
30%
35%
24%
Likelihood of Linking to Librarian for Assistance in Q&A Sitesby Primary Library Type
Total Public Academic (College Students)
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I could get instant "live" help and faster
response
I might get more complete information
from the librarian
To supplement other answers; the more the
better
I trust librarians more than other sites or
other users
Other0%
10%
20%
30%
40%
50%
60%
53%52%
44%
24%
2%
50%49%
45%
22%
1%
53% 54%
48%
37%
5%
Reasons for Linking to Librarian for Assistance in Q&A Sitesby Primary Library Type
Base: Respondents who would be likely to link to a librarian for assistance.
Total Public Academic (College Students)
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0%
10%
20%
30%
40%
50%
60%
70%
80%
61%
58%
54%
46%
29%
2%
59% 60%
55%
42%
23%
2%
67%
52%
62%
53%
48%
5%
Services Expected from the Librarian (Q&A Sites)by Student/ProfessorType
Base: Respondents who would be likely to link to a librarian for assistance.
Total Public Academic (College Students)
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Not sure
Other
Less than once a year
Once a year
Several times a year
Monthly
Weekly
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
9%
0%
14%
14%
46%
13%
4%
14%
1%
20%
16%
38%
7%
3%
14%
1%
20%
16%
38%
8%
3%
Frequency of Using the Librarian Assistance Service (Q&A Sites)by Primary Library Type
Base: Respondents who would be likely to link to a librarian for assistance.
Total Public
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Never
Several times a year
Monthly
Weekly
Daily
Several times a day
0% 5% 10% 15% 20% 25% 30%
20%
22%
25%
26%
5%
2%
26%
21%
19%
21%
10%
3%
28%
21%
19%
21%
8%
3%
Frequency of Using Question & Answer Sitesby Primary Library Type
Total Public Academic (College Students)
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I don't typically use Q&A sites
It would just add more time to the process of getting my
answer
The answers on the site would be good enough for
my purposes
Other0%
10%
20%
30%
40%
50%
60%
53%
32%
27%
12%
48%
38%
33%
12%
53%
37%
29%
12%
Reasons for Not Likely to Link to Librarian for Assistance (Q&A Sites)
by Primary Library TypeBase: Respondents who would not be likely to link to a li-brarian for assistance. (Note: Small base size for acdemic)
Total Public Academic (College Students)
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Yahoo!Answers UK knowledge partner
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Why a national service?
• Easier to promote• Embed in partner sites• Subject expert referral networks• Save costs
• Do national services work?
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Enquire: UK public libraries
• 2004 – present (successor to email service)• Steady increase in statistics due to emphasis on
local services chat• Nationwide service but only slightly over half (80
authorities) contribute funding and staffing
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National services in the U.S.
• CDRS [now QuestionPoint Global Reference Network]
• Internet Public Library• 24/7 Reference Cooperative• My Info Quest• Digital Public Library of America
– strategies for improving public access to comprehensive online resources
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AskNow (AU): 2002 - 2010
– Decline in usage (58% from 2004 to 2010)– Disproportionately used for “homework help”– Staffing is too resource intensive
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Models
A. Promote “Ask” [like “Read”]B. Intelligent re-direct to existing services
based on IP, geolocation, etc– Plug-in; apps (google scholar)
C. Triage: • National “Ask” handles “easier” questions• Referral to local or subject experts for more complex
D. Allow/encourage end-user participationE. Other
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A: “Ask” campaign
• What organization will take this on?• What is being promoted?
– E.g., Got questions? Ask at your library!
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B. Re-direct
• What method to use?• What if anything should be asked of user
before re-direct: zip code? State? • What if there is no virtual reference service at
the user’s local library?• WorldCat “Find in a library” concept?• Platform issues?
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C. Triage•Collaborative answering of “simple” questions, referral to subject/local expert for harder questions•Who/which group does initial sorting?•Quality Review
•policies and procedures•Follow through on questions•Session Review•Reference training
•Reports/statistics: how to get buy-in•Platform issues?
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D. End User Participation
• Popularity of consumer Q&A sites• Collaborative benefits• More sustainable?• Librarian expertise: valued by users?