Visitors and Residents: What
Motivates Engagement with the
Digital Information Environment?
Lynn Silipigni Connaway, Ph.D.
Senior Research Scientist, OCLC
4th International Conference
on QQML
Limerick, Ireland
May 24, 2012
David White
Co-manager, Technology Assisted Lifelong
Learning, University of Oxford
Donna Lanclos, Ph.D.
Associate Professor for Anthropological
Research, University of North Carolina,
Charlotte
Alison Le Cornu, Ph.D.
Independent Consultant, University of Oxford
Introduction
• Many information options
• Library resources not the
first choice
• Convenience rules
• Must understand users’
engagement with digital
environment to develop
effective library systems &
services
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Triangulation of Data
• Several methods:
• Semi-structured interviews (qualitative)
• Diaries (qualitative)
• Online survey (quantitative)
• Enables triangulation of data
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Ethnography
•
•
•
•
Rapport
Observations
Conversations
Diaries
Ethnography enables us to establish
rapport with target communities &
become immersed in other
people’s existence
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Diaries
• Ethnographic data
collection technique
• Get people to describe
what has happened
• Center on defined events
or moments
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Interviews
• Allows for probing,
clarification, new questions,
focused questions, exploring
• Enables data collection for
extended period of time
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Surveys/Questionnaires
• Encourages frank answers
• Eliminates variation in the
question process
• Can collect large amount of
data in short period of time
• Delivery
• In-person
• Telephone
• Mail
• Email
• Online
• Point of contact
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Visitors and Residents:
What motivates engagement with the digital
information environment?
• Funded by
• JISC
• OCLC
• Lynn Silipigni Connaway, Ph.D.
• Oxford University
• David White & Alison Le Cornu, Ph.D
• University of North Carolina, Charlotte
• Donna Lanclos, Ph.D.
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Residents
• Significant online presence
& usage
• Collaborative activity online
• Contribute online
• Mobile device dependence
• >10 hours online/week
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Visitors
• Functional use of technology
• Formal need
• Passive online presence
• Favor FtF interactions
• <6 hours online/week
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Project Phases
• Phase 1:
• Interviewed Emerging educational stage
individuals
• Last year of secondary/high school & first year of
university
• Majority of students aged 18 & 19 with a few
outliers
• Phase 2:
• Interviewed individuals in
• Establishing (second/third year
undergraduate),
• Embedding (postgraduates, PhD students), &
• Experienced (Scholars) stages
• Some Phase 1 participants agreed to submit
monthly diaries
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Project Phases, cont.
• Phase 3
• In-depth survey
• 50 participants from each educational stage in both US & UK
•
Code, analyze, & compare data
• Phase 4
•
Interview a second group of 6 students in the Emerging stage
4
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Phase 1
• Emerging educational stage
• 30 participants
• 15 US
• 15 UK
• Quantitative data:
• Demographics, number of
occurrences of technologies,
sources, & behaviours
• Qualitative data:
• Themes & direct quotes
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Phase I Participant Demographics
• 30 participants
•
•
•
•
•
•
•
•
•
15 secondary students
15 university students
19 females
11 males
21 Caucasian
3 African-American
1 Caucasian-Thai
1 Hispanic
4 unidentified
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US vs. UK Participant Ages
8
7
6
5
4
US
7
3
UK
6
5
2
4
3
1
0
2
0
1
1
16 years old 17 years old 18 years old 19 years old
Visitors and Residents
1
0
0
20-30 years 30+ years old
old
16
US vs. UK Participant University Majors
US (9 of 16)
UK (7 of 16)
• 5 Engineering
• 3 Teaching
• 1 Political Science
• 1 Chemical Biology
• 1 Pre-Business
• 1 Chemistry
• 2 Undeclared
• 1 History
• 1 Languages
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Participant Interview Questions
1. Describe the things you enjoy doing
with technology and the web each
week.
2. Think of the ways you have used
technology and the web for your
studies. Describe a typical week.
3. Think about the next stage of your
education. Tell me what you think
this will be like.
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Participant Interview Questions, cont.
4. Think of a time when you had a situation where you
needed answers or solutions and you did a quick
search and made do with it. You knew there were
other sources but you decided not to use them.
Please include sources such as friends, family,
teachers, coaches, etc.
5. Have there been times when you were told to use a
library or virtual learning environment (or learning
platform), and used other source(s) instead?
6. If you had a magic wand, what would your ideal way
of getting information be? How would you go about
using the systems and services? When? Where? How?
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Codebook
I.
Place
II.
Sources
III. Tools
IV. Agency
V.
Situation/context
VI. Quotes
VII. Contact
VIII. Technology Ownership
IX. Network used
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Codebook
I. Place
A. Internet
1. Search engine
a. Google
b. Yahoo
2. Social Media
a. FaceBook
b. Twitter
c. You Tube
d. Flickr/image sharing
e. Blogging
B. Library
1. Academic
2. Public
3. School (K-12)
C. Home
D. School, classroom, computer lab
E. Other
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Nvivo 9
•
•
•
•
•
•
•
Qualitative research software
Upload documents, PDFs, & videos
Create nodes & code transcripts
Merge files
Queries
Reports
Models
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Diaries
•14 diarists
• 8 US & 6 UK emerging stage students agreed to be diarists
• 3 US & 3 UK completed diaries
•Share information-seeking situations each month
•Communicate in any format
diary
videos
phone
video chat
instant messenger
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Diaries
All except one selected EMAIL
Why?
“It’s for formal communication”
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USU12 Video Diary
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Preliminary Findings
• Wikipedia
• Widely used
• Guilt
• Some changes occur
transitioning between stages
• Information evaluation
• Popular = correct
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“I just type it into Google and see what
comes up.” (UKS2)
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“I always stick with the first
thing that comes up on
Google because I think that’s
the most popular site which
means that’s the most
correct.” (USS1)
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“I knew that the
internet wouldn’t
give me a wrong
answer.” (UKS4)
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“I simply just type it into
Google and just see what
comes up.” (UKS4)
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“Google doesn’t
judge me” (UKF3)
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Phase 2
Continued interviews
• Establishing (2nd-3rd year undergraduates)
• Embedding (postgraduates, PhD students)
• Experienced (scholars)
• Began data analysis
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Phase 2
• 30 participants
-15 in the US
-15 in the UK
-10 Establishing (5 US, 5 UK)
-10 Embedding (5 US, 5 UK)
-10 Experienced (5 US, 5 UK)
• Diary submissions via Google Docs
• Video-diary submissions via Vimeo
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Sources
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Contact
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Agency
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People
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Conclusion
• Understanding users’ motivation
• Inform librarians of users’ expectations of services & systems
• Enable educators & service providers to make informed
decisions
• Position the role of the library within the workflows &
information-seeking patterns of students & faculty
• Influence design & delivery of digital platforms & services
• Investigate & describe user-owned digital literacies
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Selected Readings
Beetham, Helen, Lou McGill, and Allison Littlejohn. 2009. Thriving in the 21st century: Learning
literacies for the digital age (LLiDA Project). Glasgow: The Caledonian Academy, Glasgow
Caledonian University. http://www.academy.gcal.ac.uk/llida/LLiDAReportJune2009.pdf.
Bullen, Mark, Tannis Morgan, and Adnan Qayyum. 2011. Digital learners in higher education:
Generation is not the issue. Canadian Journal of Learning and Technology 37, no. 1 (Spring),
http://www.cjlt.ca/index.php/cjlt/article/view/550/298.
Centre for Information Behaviour and the Evaluation of Research. 2008. Information behaviour of
the researcher of the future: A CIBER briefing paper. London: CIBER.
http://www.jisc.ac.uk/media/documents/programmemes/reppres/gg_final_keynote_11012008.p
df.
Connaway, Lynn Silipigni, and Timothy J. Dickey. 2010. The digital information seeker: Report of
the findings from selected OCLC, RIN, and JISC user behaviour projects.
http://www.jisc.ac.uk/media/documents/publications/reports/2010/digitalinformationseekerrep
ort.pdf.
Connaway, Lynn Silipigni, Timothy J. Dickey, and Marie L. Radford. 2011. “If it is too inconvenient
I’m not going after it:” Convenience as a critical factor in information-seeking behaviors.
Library & Information Science Research 33, no. 3: 179-90.
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Selected Readings
Connaway, Lynn Silipigni, Donna Lanclos, David White, Alison Le Cornu, and Erin M. Hood.
Forthcoming. User-centered decision making: A new model for developing academic library
services and systems. IFLA 2012 Conference Proceedings, August 11-17, 2012, Helsinki, Finland.
Connaway, Lynn Silipigni, and Ronald R. Powell. 2010.Basic Research Methods for Librarians. Santa
Barbara, CA: Libraries Unlimited.
Connaway, Lynn Silipigni, and Marie L. Radford. Seeking Synchronicity: Revelations and
Recommendations for Virtual Reference. Dublin, OH: OCLC Research, 2011.
http://www.oclc.org/reports/synchronicity/full.pdf.
Dempsey, Lorcan. 2010. 3 switches. Lorcan Dempsey’s Weblog (blog), June 13, 2010.
http://orweblog.oclc.org/archives/002104.html.
Geertz, Clifford. 1973. The interpretation of cultures: Selected essays. New York: Basic Books, 6.
Glaser, Barney G., and Anselm L. Strauss. 1967. The discovery of grounded theory; strategies for
qualitative research. Chicago: Aldine, 273.
Institute for Museums and Library Services Research Grant. Seeking Synchronicity: Evaluating
Virtual Reference Services from User, Non-User, and Librarian Perspectives. Lynn Silipigni
Connaway and Marie L. Radford, Rutgers University. Co-Principal Investigators. 2005-2007.
http://www.oclc.org/research/activities/synchronicity/default.htm.
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Selected Readings
Institute for Museums and Library Services Research Grant. Sense-making the Information
Confluence: The Hows and the Whys of College and University User Satisficing of Information
Needs. Brenda Dervin, Ohio State University, Principal Investigator; Lynn Silipigni Connaway and
Chandra Prabha, Co-Investigators. 2003-2005.
Kvale, Steinar. 1996. InterViews: An introduction to qualitative research interviewing. Thousand
Oaks, CA: Sage Publications, 133-135.
White, David and, Connaway, Lynn Silipigni. 2011. Visitors and Residents: What Motivates
Engagement with the Digital Information Environment. Funded by JISC, OCLC, and Oxford
University. http://www.oclc.org/research/activities/vandr/.
Whyte, William F. 1979. On making the most of participant observation. The American Sociologist
14: 56-66. http://www.oclc.org/research/activities/past/orprojects/imls/default.htm.
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The researchers would like to thank Erin Hood for
her assistance in keeping the team organized,
analyzing the data, and disseminating the results.
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Picture Credits
Introduction
http://www.vedupro.com/our_services.php
Ethnography
http://www.flickr.com/photos/insomnia90/3875374318/
Interviews
http://www.flickr.com/photos/myxi/4327438430/
Phase 1 Pilot stage: Months 1-6
http://www.flickr.com/photos/orangeacid/252090910
Phase I Participant Demographics
http://www.flickr.com/photos/doug88888/4570566630/
US vs. UK Participant University Majors
http://www.flickr.com/photos/kkoshy/2927378663/
Codebook
http://www.flickr.com/photos/themadguru/3546619930/
Diaries
http://www.flickr.com/photos/smemon/5167671844/
Phase 1 Data (Residents)
http://www.flickr.com/photos/nicocavallotto/363251198/
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Picture Credits, cont.
Phase 1 Data, cont. (Guilty dog)
http:[email protected]/61264743/
Phase 2 Data (Google docs)
http://sites.fcps.org/trt/google_docs
Phase 2 Data (Vimeo)
http://filmfwd.com/tag/vimeo/
“I just type it into Google and see what comes up.” (UKS2)
http://www.flickr.com/photos/flod/26083507/
“I always stick with the first...” (USS1)
http://www.flickr.com/photos/pinksherbet/2001899627/
“I knew that the internet wouldn’t give me a wrong answer.” (UKS4)
http://www.flickr.com/photos/ravages/236981527/
“I simply just type it into Google and just see what comes up.” (UKS4)
http://www.flickr.com/photos/ana_cotta/2532911186/
“Google doesn’t judge me” (UKF3)
http://www.flickr.com/photos/cubmundo/6184306158/
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