Online Meeting Market Research by gri78055

VIEWS: 6 PAGES: 34

More Info
									   OCLC        Online catalogs: What users
Data Quality   and librarians want
 Research
               A review of market research data
   2008



               Karen Calhoun
               Janet Hawk
               Prepared for PCC Participants Meeting
               ALA Midwinter, Denver CO
               25 January 2009
                                          With thanks to
                                          Joanne Cantrell,
                                          OCLC Market Research
                                          Analyst
                                          Peggy Gallagher,
                                          OCLC Market Analysis Manager




Photo by allw3ndy
http://flickr.com/photos/allw3ndy/2757149584/
Where does the library profession‘s
definition of ―catalog quality‖ come from?




      Charles A. Cutter. Rules for a dictionary catalog.
 30-second summary of online
 catalog user studies

   Keyword searching reigns

   The default search is chosen most often

   Number of terms in a query: 1 to 3

   Search failure rate (zero hits) is very high: 20 to 40 percent



The latest study:
Moulaison, Heather L. 2008. “OPAC queries at a medium-sized academic library: a
Transaction log analysis.” LRTS 52 (4): 230-237.
Will Google Books usurp
the library catalog?




Ludwig, Mark J. and Margaret R. Wells. “Google Books vs. BISON.” Library
Journal, July 15, 2008. http://www.libraryjournal.com/article/CA6566451.html
      Assumptions and mindsets: Where do
      subject-rich index terms come from?




                                                                   LCSH: from 3 to 7 words
                                                                   per record



Markey, Karen and Karen Calhoun.1987. “Unique words contributed by MARC records with summary and/or
contents notes.” Proceedings of the 50 th ASIS Annual Meeting (Medford NJ: Learned Information), p. 153–162.
What factors influence an end user‘s
definition of ―catalog quality‖ today?


 ―Dewey arranged books by subject, but
  Amazon tries to find every way we might
  want to get from the A of a book we know
  to the B, C, and Z of books we don‘t know,
  including the fact that lots of other people
  bought Z.‖
 --David Weinberger, Everything is Miscellaneous, p. 62.
Assumptions and mindsets:
What is ―full‖?

                                      Product
                                      description
                                      and purchase
                                      information;
                                      ‘More like this’

                                      Editorial
                                      reviews and
                                      author info
                   Bibliographic
Bibliographic      information        ‘Inside the
information                           book’ tags,
                   Library holdings   ratings,
Australian         Details            customer
library holdings   Subjects           reviews,
                   Editions           lists and more
                                                         + 3 more screens
                   Reviews

With thanks to David Lankes:
http://quartz.syr.edu/rdlankes/Presentations/2007/ALCTS.pdf
 ―You need more book descriptions. Telling me the
 author name and book title does not tell me what a
                  book is about.”
               -High school student-

 ―I would like to preview
  actual pages from the
books. This would greatly
                             ―Please link me to the item
help me educate myself on
    the subject matter            i'm searching for.‖
presented and get a sense         -Graduate student-
 of what the book actually
          offers.”
     -College student-
Objectives of our metadata
quality research

•Start over with a blank page
•Identify and compare metadata expectations
        • End users
        • Librarians

•Compare expectations of types of librarians
•Determine end-user satisfaction with WorldCat.org
•Define a new WorldCat quality program
 •Considering the perspectives of all constituencies of WorldCat
        • End users (and subgroups of end users)
        • Librarians (and subgroups of librarians)
How did we conduct the research?
Research methodologies

 • Focus groups
     • Conducted by Blue Bear, LLC

 • Pop-up survey on WorldCat.org
     • Conducted by ForeSee Results

 • Librarian survey
     • Conducted by Marketing Backup
End-user focus groups


 • Three focus groups:
    • College students, ages 18–24

    • General public, ages 25–59

    • Scholars, including academic faculty and graduate students

 • Format:
    • Individual usability tests: captured comments on-screen

    • Facilitator-led, group discussion
What did we learn?
End-user focus group results

Key observations:
• Delivery is as important, if not more important, than discovery.
   • Seamless, easy flow from discovery through delivery is critical.

• Improved search relevance is necessary.
Pop-up survey

• Live on WorldCat.org: May 12, 2008

• 11,151 responses through July 9, 2008

• 7,583 were from end users (68%)

• Evaluates the metadata most helpful in identifying
  a needed item
End user respondents

Students:                 28%
                                Types of students:
Teacher/professor:        22%
                                •Grad/post-grad: 54%
Business professionals:   19%
Retired:                  9%    •Undergrad:       30%

Other:                    21%   •High school:     10%

                                •Other:            6%
End-user country:
USA:              56%
                                End-user age:
                                •18 & younger:    5%
Canada:              4%         •19–30:          24%
                                •31-40:          17%
Mexico:              3%
                                •41-50:          20%
United Kingdom:      3%         •51-60:          20%
                                •61+:            13%
  What did we learn?
  Pop-up survey results
 Information most essential in identifying the item needed?
                                                      End users (n=7535)

                 List of libraries that own it                                           24%         Delivery
Ability to see what is immediately available                                 14%                     Delivery
                                      Author                           12%
                                                                                                     Discovery
                                 Item details               7%
                                                                                                     Discovery
           Links to online content/full text                7%
                                                                                                     Delivery
                                    Citations
                                                                                                     Discovery
                                                           5%



                          Summary/abstract             5%
                                                                                                     Discovery
                                                 0%   5%         10%    15%        20%   25%   30%
‗Item details‘ in WorldCat.org

            The World Is Flat


                                 Lots of detail




       Not Quite the Diplomat
                                 Not much detail
‗Subject information‘ in WorldCat.org




                           6 subject-rich words:
                           Barack
                           Obama
                           Travel
                           Africa
                           Presidential
                           Candidates
 What did we learn?
 Pop-up survey suggestions
                             Changes to help identify an item?
                                              End users (n=7535)


More links to online content/full text                                         36%


            More subject information                                     32%


            Add summaries/abstracts                        18%


               Add tables of contents                      18%


More information in the "details" tab                   16%


                                         0%          10%           20%   30%         40%   50%
End-user recommendations

 • Improve search relevance

 • Add more links to online full text (and make linking easy)

 • Add more summaries/abstracts: Make summaries more
   prominent

 • Add more details in the search results (e.g., cover art and
   summaries)
Librarian survey


 • In the field September-November 2008 (U.S. and non U.S.)

 • 1,397 responses; North America (64%) and outside North
   America (36%)

 • Evaluates:
    • The metadata most helpful in identifying a needed item

    • Attributes liked most about WorldCat

    • Recommended enhancements to WorldCat
Librarian survey

Current areas of responsibility

Acquisitions:                                    28%

Cataloging :                                     64%

Collection development or selection:             31%

Resource sharing:                                24%

Reference/public service:                        44%

Library director/administration:                 21%


 58% play more than one role in their library.
What did we learn?
Librarian survey results: Reactions to
WorldCat.org—compared to end users
                                         DISCOVERY
                                  Most essential information
 End Users
                   Author                       12%

              Item details                7%

      Summary/abstract               5%


 Librarians

                   Author                                            27%

              ISBN number                             14%

              Item details          4%

                             0%                10%             20%         30%
What did we learn?
Librarian survey results compared to
end-user results
                                       DISCOVERY
                                Recommended enhancements
End Users
                More subject information                             32%

                Add summaries/abstracts                18%

                   Add tables of contents              18%

   More information in the "details" tab          16%


Librarians
                 Merge duplicate records                                               52%

   Add TOCs to the detailed bib record                                         40%

             Add summaries to bib record                           28%

                                Fix typos                          27%

                                            0%   10%         20%         30%     40%    50%   60%
What did we learn?
Librarian survey results
                TOP 5 recommended enhancements to WorldCat
                           Total librarian responses
          Merge duplicate records                                                52%


          Add TOCs to the records                                    40%


        Add summaries to records                             28%


                         Fix typos                       27%


             Upgrade brief records                     25%


           Add cover art to results                    25%


  Make it easier to correct records                    25%


                                      0%   10%   20%     30%       40%     50%         60%
What did we learn?
Librarian survey results
                 Enhancements to WorldCat
         Top 10 cataloger and acquisitions responses
What did we learn?
Librarian survey results
                  Enhancements to WorldCat
     Top 10 library director and public services responses
What did we learn?
Librarian survey results
                      Enhancements for WorldCat
                 TOP 10 responses by academic librarians
What did we learn?
Librarian survey results

            TOP 10 responses inside and outside North America
  What did we learn?
  Librarian survey results


 North American Respondents Top 3      Outside North America Top 3
   Recommended Enhancements            Recommended Enhancements


Merge duplicates        57%         Merge duplicates       46%


Add TOCs                39%         Add TOCs               45%
                                    More records for
                                    non-English
Fix typos               30%                                45%
                                    materials
Recommendations from librarian
survey

• Merge duplicates

• Make it easier to make corrections to records (fix typos; do
  upgrades); ―social cataloging‖ experiment—Wikipedia

• More emphasis on accuracy/currency of library holdings

• Enrichment—TOCs, summaries, cover art—work with
  content suppliers, use APIs, etc.

• Education about what users say they want
A few ideas to discuss

 • Catalogs have many audiences, inside and outside the library
 • With respect to metadata ―quality,‖ librarians‘ and end users‘ definitions
   generally differ
 • Different groups of end users have different priorities, but there are some
   commonalities across groups:
      • The end user‘s delivery experience is as important, if not more important than the
        discovery experience
      • Most important for analog materials: summaries, TOCs, etc.
      • Most important for licensed e- and digital materials: the ability to link easily and
        conveniently to the online content itself

 Different groups of librarians have different priorities, but there are some
    commonalities across groups:
      • Merge duplicate records
      • Add TOCs
Thank You!


• Publication of report expected February 2009

• Download free PDF or purchase printed version

• Many thanks to our reviewers!

• Your comments and suggestions welcome



• Karen Calhoun, calhounk@oclc.org
   • http://community.oclc.org/metalogue

• Janet Hawk, hawkj@oclc.org

								
To top