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Presentation at the NISO usage data forum 2007
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Usage Statistics &
Information Behaviors: Understanding User Behavior with
Quantitative Indicators
John McDonaldAssistant Director for User Services & Technology
InnovationThe Libraries of the Claremont Colleges
November 2, 2007NISO Usage Data Forum
Correlation: Boba Fett and Ladybugs
We have the data, now what do we do?What we have done:
Cancel journals Inform purchase decisions
What we should do: Understand usage behaviors Guide our decision making processes Understand our impact on our patrons
Information Usage Behaviors
StartingBrowsingAccessingChainingDifferentiatingExtracting
Ellis (1993), Ellis & Haugan (1997) & Meho & Tibbo (2003), McDonald (2007)
VerifyingNetworkingMonitoringManagingManipulatingTeachingEnding
Accessing
Managing & Ending
Chaining & Differentiating
Accessing & Browsing
How do we observe & measure?
Pose a QuestionHow will a new service affect our users?
Develop a Theory Explain what you think happened.
Test the TheoryDevelop metrics, collect data, analyze.
Example 1: Starting & Accessing
Question: How will a new service affect our users?
Theory: If we improve the user’s ability to identify relevant material (starting) and retrieve it (accessing), we either save them time or effort and allow them to access more material.
Test: There will be a significant increase in the usage of material.
Starting & Accessing: Use Before & After OpenURL
*significant at .05 level **significant at .01 level
Publisher Use 2000
Publisher Use 2001
Publisher Use 2002
Wilcoxon Signed-rank Test
Subjects Journals Mean SD Mean SD Mean SD z P>z
Astronomy 1 347 0 813 0 1408 0 -1.00 0.32
Biology 104 638 1625 847 2079 957 2351 -5.88 0.00**
Chemistry 42 1388 3248 1553 3889 2542 7294 -4.85 0.00**
Comp. Sci. 14 197 429 224 490 175 239 -1.63 0.10
Engineering 20 92 200 164 310 174 312 -2.41 0.02*
Gen. Sci. 3 16243 15571 20938 20345 26553 26506 -1.39 0.17
Geology 22 46 183 44 143 144 374 -3.10 0.00**
Mathematics 29 59 155 80 153 121 182 -3.68 0.00**
Physics 28 198 313 1081 2107 1526 2933 -4.00 0.00**
Total 263 701 2730 975 3527 1301 4953 -10.39 0.00**
Example 2: Differentiating
Question: Do our choices affect our users ability to differentiate between resources?
Theory: If we group resources together, we allow users to identify relevant resources and provide efficient methods to differentiate between resources.
Test: There will be a significant increase in searches across common resource groupings.
Differentiating: Federated Search Statistics
Database Searches
Web of Science 3823OPAC 3314WorldCat 3267PubMed 238INSPEC 233MathSciNet 183Faculty of 1000 Biology 176Compendex 132
Differentiating: OPAC Searches (2005 v. 2006)
Differentiating: WorldCat Searches
Example 3: Chaining
Question: Do our users move from one information resource to another?
Theory: If users are moving from resource to resource, usage of resources in the same environment (one provider) and results of that usage (citations) will increase.
Test: There will be a significant increase in the usage and/or results of usage of a resource’s material.
Chaining: JSTOR Citations (2000 v. 2004)
Example 4: Managing, Teaching
Question: Are our users managing or utilizing content differently?
Theory: A stable online archive allows users to re-access or re-use content more efficiently (utility usage or virtual vertical file), or utilize it for instructional purposes in different ways (virtual syllabus).
Test: There will be a significant increase in the systematic re-use of current, locally produced content.
Managing, Teaching: Use of local content
Example 5: Service Effects
Question: How do our choices in libraries affect user behavior?Theory: When we change the display options (e.g. cataloging) for journals, did that affect either publisher usage or SFX usage?
Test: Changing cataloging results in decreased local journal usage as measured by the publisher and SFX.
Service Effects: Usage of Journals (2005 v. 2006)
Service Effects: SFX Clickthrough Rate (Local v. Shared)
Example 5: Services Related BehaviorsWhat else do users want or need?
Are there services related behaviors that we can observe? Providing content is one option, but how are researchers using associated information services?
If we provide them the article they want in fulltext, we see that sometimes they ask for other types of things.
Can we match these things to those user behaviors?
Services Related Behaviors
Information Service Requests
Order Article via Document Delivery 951
See References for this Article 790
Search Library Catalog 580
Read Abstract 283
Search Article Title on the Web 170
Send Feedback to Library 15
See Articles citing this Article 11
What else could we be studying?
Monitoring Many information providers have e-alerts, repeat saved searches, etc.
Networking Users may want to email a citation to a colleague or another student.
Extracting Passing the bibliographic information to another database to search.
Analyzing Including user behavior information in the statistical measurement tools.
Questions?
John McDonaldNovember 2, 2007
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