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Marie L. Radford, Ph.D., Rutgers University mradford@scils.rutgers

CSI Cyberspace: A Multiple Case Study Investigation of the Untimely Demise of Seven Virtual Reference Services. Marie L. Radford, Ph.D., Rutgers University mradford@scils.rutgers.edu M. Kathleen Kern, MLS, University of Illinois at Urbana-Champaign katkern@uiuc.edu New Reference Research:

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Marie L. Radford, Ph.D., Rutgers University mradford@scils.rutgers

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  1. CSI Cyberspace: A Multiple Case Study Investigation of the Untimely Demise of Seven Virtual Reference Services Marie L. Radford, Ph.D., Rutgers University mradford@scils.rutgers.edu M. Kathleen Kern, MLS, University of Illinois at Urbana-Champaign katkern@uiuc.edu New Reference Research: 11th Annual Reference Research Forum, ALA, Chicago June 25, 2005

  2. Problem Statement • Number of chat reference services growing • 3000+ chat & IM (Coffman & Arret, 2004) • Alive & Clicking! • Many services are successful and viewed as integral • Clicked the Bucket! • However, a number of chat services have died untimely deaths. • Why?

  3. Research Questions • What were the deciding factors for ending these services? • Who was involved in making the decision to end the services? • How could these failures/false starts have been prevented? • What has been the impact of discontinuing these services? • What are the similarities and differences among the cases? • What lessons can be learned to ensure the success of existing services or newly developing services?

  4. Modus Operandi - Method • Multiple Case Study Method • Selection of Cases & Informants • 7 Cases • Data Collection • Email Surveys • Telephone Interviews • Examination of Documents

  5. Method Continued • Analysis of Results • Case Descriptions of Each Case • Comparison of Cross – Case Findings • Similarities • Differences • Iterative Process • Examination of Documents

  6. Results • Despite our original & advertised title we had 7 cases not 6. • 5 Academic • 1 Public • 1 Consortium • One surprise, all 7 agreed to be interviewed & share their experiences. • Another surprise – Most (5-7) had no grant funding!

  7. Starting & Operating the Service – Common Themes • No additional staff hired. • Broad target audience – same as for in-person service. • Distance education students a focus. • Limited hours of operation. • Average 22.4 hours per week • User response positive.

  8. Postmortem - 5 Major Reasons for Discontinuing Services • Funding – Budget Cuts • Low Use • Staffing • Technical Problems • Institutional Culture

  9. Reasons for Discontinuing Service Note: Totals to 8 since Case B listed 2 primary factors (Technical Problems and Low Use).

  10. Reasons for Discontinuing Service

  11. CSI Cyberspace Mystery • Why did these services have such low volume?

  12. Exhibit A - Volume

  13. Exhibit B – Marketing of Service

  14. Exhibit C – Marketing of Service –Low Vol.

  15. Exhibit D – Hours of Service

  16. Exhibit E – Length of ServiceGiving VR a Fair Trial

  17. Giving VR a Fair Trial … • Shortest services ran 6 months (2 services) • Longest run was 26 months • Average of 17 months

  18. Exhibit F – Service Evaluation

  19. Impact of Closing Services • Common Trends • Demise had limited impact. • Users did not notice. • Email reference (phone service) more promotion, more use. • Unique Responses • Staff relieved, less pressure.

  20. Lessons Learned • If doing a multiple case study, don’t put a number in your title for conference papers. • Consortium necessities: • Full-time coordinator • Variety of libraries • Some reference questions are better answered by email.

  21. More Lessons Learned… • Critical factors: • Staff training & enough volume for staff to stay primed, comfortable staffing patterns • User needs assessment • What hours for service? • What software? • User evaluation • Marketing • Design prominent & easily identifiable link

  22. The Mystery Remains UnsolvedOngoing Investigation… Season 2? Future Research Directions • Low volume, what are critical factors? • Have identified 3 additional cases. • Perhaps more will be identified today. • More rigorous examination of documents. • Research on successful services – what factors ensured their success? • User expectations of service – what hours, days? More on users. • More research on non-users

  23. Future Directions for Services • Investigate free & simpler software • IM or refTracker • Consortia • Share Cost • Share Staff • Continue to scan landscape

  24. There’s Hope…Future Directions for Cases

  25. Conclusion PPT slides will be posted at: RUSA Reference & Statistics Committee Site http://www.ala.org/RUSA Thanks & Questions??? Marie L. Radford, Ph.D., Rutgers University mradford@scils.rutgers.edu M. Kathleen Kern, MLS, University of Illinois at Urbana-Champaign katkern@uiuc.edu

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