Say What? An Analysis of Virtual Reference at the University Libraries
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1) The document discusses virtual reference (VR) at Virginia Tech libraries, including statistics from 2004 and 2010 on questions asked, demographics of users, and response times. 2) It also explores enhancements to VR through new technologies, ways to analyze VR transaction data to understand user needs, and ideas from recent literature on improving VR services. 3) The document provides an overview of the current state of VR at Virginia Tech and opportunities to strengthen services through things like personal awareness, mining transaction data, and concepts from literature.
![“So the first step toward improving VR is for librarians to stop acting like computers.” (Zino, 2009)“You’d think I’d get used to the rush one feels at this point in the transaction…the challenge to get it right quickly.” (Harmeyer, 2008)“Taking into account the differences between an in-person transaction and one done over e-mail, chat, or texting, the big thing missing from those in the latter category is the ability to visually demonstrate during the teaching moments of the transaction.” (Steiner, 2010)“The extent to which [reference services] adapts to Google, WorldCat, Facebook, and other social networking tools, the iPhoneand derivatives of handheld devices will ultimately determine future patterns of service and open up the possibilities.” (Bodner, 2009)Thought provoking quotes from recent literature](https://image.slidesharecdn.com/saywhat-110526161215-phpapp02/85/Say-What-An-Analysis-of-Virtual-Reference-at-the-University-Libraries-7-320.jpg)
Say What? An Analysis of Virtual Reference at the University Libraries
- 1. Rebecca K. MillerRIS Summer Workshops 2011May 25, 2011Say what? AnanalysisDiscussion of virtual reference at the University Libraries
- 2. Why VR?
- 3. A VR training session for operatorsAn evaluation of VR at VTA critical review of VR at VTA comprehensive, statistically valid analysis of VR at VTThis is not…
- 4. A contemplative discussion about virtual reference at Virginia Tech, driven by a few statistics and some literatureA brainstorming session about the issues that impact us and how we can improve VR (and other) serviceA time of reflection about where we’ve beenAdmission: I don’t really know, despite some digging! A time of creative consideration about where we’re going This is…
- 5. Overwhelming amountWith the phrase “virtual reference,” Summon returns around 500journal articles published between January 2008 and May 2011. Library Lit & Info (Wilson) returns 255 articles. Ranges from the practical to the philosophical:Pervasiveness of VRUsage (low?)User expectations related to speed/readily available materialsMarketingUsers and usage statisticsUser perceptionUser satisfactionQuestion depthSpecific tools (Meebo, Second Life, etc.)Service enhancementsReference interview issues/customer serviceInstruction opportunity/informing instructionCore competencies for operatorsRecent Literature
- 6. Take a few minutes and consider:Which of these issues impact us here, at Virginia Tech? What other issues not listed here may impact us?What do you want to know about virtual reference at Virginia Tech?http://tinyurl.com/communityascontextReflection: Community as context
- 7. “So the first step toward improving VR is for librarians to stop acting like computers.” (Zino, 2009)“You’d think I’d get used to the rush one feels at this point in the transaction…the challenge to get it right quickly.” (Harmeyer, 2008)“Taking into account the differences between an in-person transaction and one done over e-mail, chat, or texting, the big thing missing from those in the latter category is the ability to visually demonstrate during the teaching moments of the transaction.” (Steiner, 2010)“The extent to which [reference services] adapts to Google, WorldCat, Facebook, and other social networking tools, the iPhoneand derivatives of handheld devices will ultimately determine future patterns of service and open up the possibilities.” (Bodner, 2009)Thought provoking quotes from recent literature
- 8. In October 2004, Luke Vilelle, Dave Beagle, and Buddy Litchfield analyzed VT’s virtual reference service:1 question per 105 university affiliates1.33 questions per hour48% of questions asked by undergrads30% asked by grads12% asked by faculty/staff10% asked by non-affiliatesLive Ref = 13.87% of total reference questionsWhere we’ve been:2004 statistics
- 9. A review of October 2010statistics (of taken chats) shows:Total: 349 chats started; 86 email tickets received = 435, total, received1 question per 87affiliates(6,866 faculty + 31,006 students): 37,872 total affiliates 0.98 questions per hour (out of 441.5 library open hours)Out of the 343 chat transcripts available:42% of questions asked by undergrads36% asked by grads14% asked by faculty/staff5% asked by non-affiliates 3% asked by alumnus/naVR = 16.75% of total reference questions (total of 1734 + 435)Where we are?2010 statistics
- 10. 2004/2011 Comparison chart*per total open hours of Newman Library, October 2011 Using figure of 435 total questions (email and chat)
- 11. October 2011: Grouped by skillsCompare with in-person (desk) reference*:BHSS: 701 questions Sci/Tech: 754 questionsTorg/Tower: 270 questions *Statistics courtesy of Heather
- 12. Sticking with October 2010—a few averages:ResponseOperator: 40 secondsVisitor: 33 secondsResponse length Operator lines: 10.65Operator words: 114.9Visitor lines: 8.58Visitor words: 87.84Other Interesting details
- 13. Since March 16, 2011, we’ve received 37 texts:March 2011: 11 text messagesApril 2011: 22 text messagesMay (1-22) 2011: 4 text messagesLivePerson doesn’t capture ID statisticsMessage content: Directional, general, quick answer: 28Subject-specific, in-depth answer: 5User rang in, then didn’t respond: 4REF-Texting (Rexting?)
- 14. Enhancement through technologyVideos & images (Screenr, Jing, tutorials on library site)Web annotation (AwesomeHighlighter, SharedCopy)Demo of Screenr and SharedCopyPersonal awarenessLog into LivePerson and review your transcripts
- 15. Review word counts, response times, and other elementsMining the data…Concepts from the literature
- 16. Take a few minutes and consider: What sort of information can VR transactions tell us about library users? What sort of information can VR transactions tell us about library services?What else can VR transcripts tell us about our work and planning for the future?http://tinyurl.com/futureresearchReflection:Future Research
- 17. Bodner, S. (2009). Virtual reference reflections.Journal of Library Administration, 49(7), 675-685. doi:10.1080/01930820903260432DeMars, J. M., & Breitbach, W. (2009). Enhancing virtual reference: Techniques and technologies to engage users and enrich interaction. Internet Reference Services Quarterly, 14(3-4), 82-91. doi:10.1080/10875300903256571Harmeyer, D. (2008). Virtual reference: Less is more.The Reference Librarian, 48(1), 113-116. doi:10.1300/J120v48n99_11Olszewski, L., & Rumbaugh, P. (2010). An international comparison of virtual reference services. Reference & User Services Quarterly, 49(4), 360-368.Steiner, H. M. (2010). Livening virtual reference with screencasting and screen sharing. Library Hi Tech News,27(4/5), 9-11. doi:10.1108/07419051011083172Sullivan, D. (2008). Is the virtual reference interview dead? Incite, 29(12), 13-14.Walton-Sonda, D. (2009). Virtual reference service: From competencies to assessment. Australian Academic & Research Libraries, 40(1), 67-68.Zino, E. (2009). Let's fix virtual reference. Library Journal, 134(2), 94-94Further reading:A (very) small sample