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Online Meeting Market Research document sample
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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
