Seeking Synchronicity: Evaluating Virtual Reference

Transcripts

Presented by Marie L. Radford

andLynn Silipigni Connaway

2006 ALISE Conference San Antonio, TX, January 16-19, 2006

Presenters

Marie L. Radford, Ph.D.Associate Professor,Rutgers University, SCILSEmail: mradford@scils.rutgers.eduwww.scils.rutgers.edu/~mradford

Lynn Silipigni Connaway, Ph.D.Consulting Research ScientistEmail: connawal@oclc.orgwww.oclc.org/research/staff/connaway.htm

Interpersonal Dimensions of Chat Research Stream

S.S. Green Award 44 transcripts (courtesy LSSI)

Maryland AskUsNow! 245 transcripts (courtesy Maryland AskUsNow! Statewide Consortium)

Library Lawline 113 transcripts (courtesy NELLCO Regional Consortium)

Seeking Synchronicity IMLS Grant Rutgers & OCLCToday’s presentation 300 transcripts (24/7, National & International)Additional 1000+ transcripts (QuestionPoint & 24/7)

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

3 Analyses• Type of Questions

• Katz/Kaske Classification

• Subject of Questions

• Interpersonal Communication • Radford Classification• Manual and NVivo coding

6%0%

25%

2%

30%

37%

Holdings

Inappropriate

Procedural

Research

ReadyReferenceSpecific Search

Types of Questions

Combined 1st and 2nd Questionsn=273 questions

Subjects of Questions64

3530

27

2015

11 11 11 9 9 8

0

10

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70

1

ProceduralLawGeneral/MultidiscilinaryScienceHistoryBusinessEducationLiteratureBiographySocial ScienceRecreationGeography

Combined 1st and 2nd Questionsn=273 questions

Classification Methodology

• Qualitative Analysis

• Development/refinement of category scheme

• Careful reading/analysis

• Identification of patterns

Time intensive, but reveals complexity

Research QuestionsInterpersonal 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?

•Relational FacilitatorsInterpersonal aspects of the chat conversation that have a positive impact on the librarian-client interaction and that enhance communication.

•Relational BarriersInterpersonal aspects of the chat conversation that have a negative impact on the librarian-client interaction and that impede communication.

Results Interpersonal Communication Analysis

2 Major Themes

Manual Coding Results

• 200 Transcripts– 177 Usable Transcripts

Librarian Relational Factors (1-200)

Librarian Relational Facilitators:Manual Analysis

132

8674 64

41

0

20

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200

LF 1 RapportBuilding

LF 2 Deference LF 5 ClosingRitual

LF 4 GreetingRitual

LF 3 Rep. OfNon-Verbal

Cues

n=177 transcripts

121102

6240

27

0

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CF 1 Deference CF 2 RapportBuilding

CF 3 ClosingRitual

CF 4 Rep. OfNon-Verbal

Cues

CF 5 GreetingRitual

Client Relational Facilitators:Manual Analysis

n=177 transcripts

Comparison Relational Facilitators: Manual Analysis

132

86

4164 74

102121

4027

62

020

406080

100

120140160

180200

RapportBuilding

Deference Rep. Of NVCues

Greeting Ritual Closing Ritual

Librarians Clients

n=177 transcripts

3425

0

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LB 1 Relational Disconnect LB 2 Negative Closure

Librarian Relational Barriers: Manual Analysis

n=177 transcripts

78

33

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CB 1 Closing Problems CB 2 Relational Disconnect

Client Relational Barriers: Manual Analysis

n=177 transcripts

34 3325

78

0

20

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120

140

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180

200

Librarians Clients

Relational Disconnect Negative Closure

Comparison of Relational Barriers: Manual Analysis

n=177 transcripts

NVivo Coding

• 100 Transcripts– 79 Usable Transcripts

Librarian Relational Facilitators:NVivo Analysis

n=79 transcripts

3832

63

37

26

0

10

20

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70

LF1 RapportBuilding

LF2 Deference LF3 NonverbalCues

LF4 GreetingRitual

LF5 ClosingRitual

Relational Facilitators

Num

ber o

f Tra

nscr

ipts

Client Relational Facilitators:NVivo Analysis

n=79 transcripts

51

11 9

56

25

0

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CF1 Deference CF2 RapportBuilding

CF3 ClosingRitual

CF5 GreetingRitual

CF4 NonverbalCues

Relational Facilitators

Num

ber o

f Tra

nscr

ipts

Comparison Relational Facilitators: NVivo Analysis

n=79 transcripts

63

38 3732

26

5156

9 11

25

0

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70

RapportBuilding

Deference Nonverbal Cues Greeting Ritual Closing Ritual

Relational Facilitators

Num

ber o

f Tra

nscr

ipts

Librarian Client

Librarian Relational Barriers: NVivo Analysis

n=79 transcripts

2122

0

5

10

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20

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45

LB2 Negative Closure LB1 Relational DisconnectRelational Barriers

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ber o

f Tra

nscr

ipts

Client Relational Barriers: NVivo Analysis

n=79 transcripts

40

10

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CB1 Closing Problems CB2 Relational DisconnectRelational Barriers

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ber o

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ipts

Comparison Relational Barriers: NVivo Analysis

n=79 transcripts

22 21

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Negative Closure/Closing Problems Relational DisconnectRelational Barriers

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Librarian Client

NVivo Search Totals

Word Total Percentsorry 20 25.32thank you 51 64.56thanks 34 43.04thank u 3 3.80

n=79 transcriptsIncludes words in scripts

NVivo Search TotalsWord Total Percentsorry 20 25.32thank you 51 64.56thanks 34 43.04thank u 3 3.80thanx 0 0.00TY 0 0.00ty 0 0.00

n=79 transcriptsIncludes words in scripts

NVivo Search TotalsPerson Word Total PercentLibrarian sorry 14 17.72Client sorry 7 8.86Librarian thank you 36 45.57Librarian thanks 18 22.78Client thank you 28 35.44Client thanks 24 30.38Client thank u 3 3.80

n=79 transcriptsIncludes words in scripts

NVivo 2.0: Advantages• Advantages

– Move subnodes between nodes at any time• Ability to create a hierarchical classification

scheme– Proximity and Boolean searching– Group documents and nodes into sets for use

in searching and analysis– Programmatically calculate descriptive

statistics after coding

NVivo 2.0: Disadvantages• Disadvantages

– User interface does not match standard Microsoft application

• Cannot double click on a document or node to open• Cannot scroll through a document using the mouse scroll

wheel

– Cannot import nodes– Cannot set certain tools to always appear

• Must manually display the Coder bar and coding strips each time for every document/transcript

• NVivo 7 to be released in Feb. 2006– May alleviate disadvantages

End Notes• This is one of the outcomes from the project

Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives.

• Funded by IMLS, Rutgers University and OCLC, Online Computer Library Center.

• Project web site: http://www.oclc.org/research/projects/synchronicity/