I. SEARCH ANALYSTS AS SUCCESSFUL REFERENCE LIBRARIANS

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I. SEARCH ANALYSTS AS SUCCESSFULREFERENCE LIBRARIANSMary M. Hammer MLS aa Reference Librarian and Online Search Analyst, HollandLibrary, Washington State University, Pullman, WA, 99164Published online: 18 Oct 2008.

To cite this article: Mary M. Hammer MLS (1982) I. SEARCH ANALYSTS AS SUCCESSFULREFERENCE LIBRARIANS, Behavioral & Social Sciences Librarian, 2:2-3, 21-29

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TWO THEORETICAL VIEWS OF THE ONLINE REFERENCE INTER VLE W

I. SEARCH ANALYSTS AS SUCCESSFUL REFERENCE LIBRARIANS

Mary M. Hammer, MLS

ABSTRACT. In most academic libraries, reference librarians are con- fronted with increasing patron demands for online database searching. Since this type of service requires unique skills and expertise, there is also demand for librarians who can provide traditional reference service integrated with online searching. This article will examine five critical factors which must be considered for successful functioning of search analysts as reference librarians: professional training, background knowledge and working experience in reference services, personality characteristics and interpersonal skills, the marketing of online services, and patron evaluations supplemented by postsearch reference assistance.

Reference librarians have always been challenged to satisfy patron needs. Now that online database searching has exploded the availability of information covering most areas of knowledge, many academic librarians are facing the need to successfully inte- grate traditional reference service with patron demand for computer-produced bibliographies of resources. With the tremendous growth of scientific technology, the question is no longer whether or not traditional reference service should be supplemented by online searching, but rather how, when, and how much.

In spite of patron demand, many reference librarians have not yet integrated online database searching with general reference service. ~ a r d n e r l has found much conflict and diversity of opin- ion about the kind of reference service that many tax-supported li-

Mary M. Hammer is Reference Librarian and Online Search Analyst at Holland Library, Washington State University, Pullman, WA 99164.

Behavioral & Social Sciences Librarian, Vol. 2 (2/3), Winter 1981/Spring 1982 @ 1982 by The Haworth Press, Inc. All rights resewed. 21

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22 BEHAVIORAL & SOCIAL SCIENCES LIBRARIAN

braries offer and the kind of reference sewice that has evolved for patrons who can pay for online bibliographic searches. &rickey2 and ~ h e r a 3 have both documented the resistance and hostility which many librarians feel towards computers. According to James Kusack, "the actual use of on-line bibliographic sebvching systems is growing at a rapid rate but, regrettably, many librarians see them as a special and exotic service only tangentidly related to the reference p roce~s . "~ However, attitudes are changing as online searching becomes more prevalent in libraries. For example, a poll in 1976 revealed that about 80% of the members of the Associa- tion of Research Libraries provided online computer-based bibliographic searches for usem5 Today, most academic libraries and a great many public and special libraries provide such services.

The Search Analyst

The availability of online bibliographic searching has created demand for librarians with new skills and expertise. "In fact, an entirely new type of librarian is emerging: professionals who specialize in providing information services through mmachine- readable data base^."^ These librarians have various titles such as information specialist, data services librarian, online search con- sultant, or computer search analyst. This article will examine factors which are critical for successful functioning of search analysts as reference librarians: (a) professional training as online searchers, (b) training and experience as reference librarians, (c) interpersonal and communication skills, (dl assertive promotion, marketing, and staff education, and (e) patron evaluation, feedback, and postsearch assistance.

Formal and Informal Training of Search Analysts

Numerous publications have been written on the professional education, training, and continuing education needs of online searchers, especially in formal educational settings such as library schools. For example, Knapp and Gavryck provide ;a thorough account of their program at the School of Libraey and Informma- tion Science, SUNY, ~lbany . ' Bellardo, Jackson, m d Pikoff have recently published a useful bibliography.8 D o h and Krernin even advocate that search analysts be certified by library schools as ppart

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Mary M. Hammer 23

of a quality control program.g In addition, private consultants, database producers, and online system vendors (Lockheed, SDC, BRS, etc.) also provide valuable training on the mechanics of system language as well as techniques pertaining to specific databases.

Unfortunately, such training "leaves serious gaps because producers and vendors are usually unaware of one another's products. Combination sessions by both producer and vendor offer more in- depth education, but these are too little and too late for most new searchers."1° In reality, formal training can only go so far. Search analysts are usually forced to learn a great deal about all aspects of online searching on their own through self-study of database guides, thesauri, newsletters from vendors, and search system manuals. In addition, new professional journals have recently emerged to satisfy the need of active online searchers to stay abreast of current developments.ll Participating in online users' groups, attending professional library meetings and workshops, and seeking assistance from more experienced colleagues also contribute to the development of expertise.

Knowledge and Experience as Reference Librarians

After being formally trained in specific online searching skills, the search analyst needs a strong background of reference knowledge and working experience to provide individualized reference service tailored to patron needs. Ideally, the reference function and the on-line searching function should be integrated in libraries. This philosophy is strongly advocated by ICusack:

Knowledgeable librarians who can work equally well in both modes of bibliographic retrieval induce a kind of syn- ergetic symbiosis. The on-line service supplements and im- proves the reference service while the reference librarians, by explaining the capabilities and limitations of on-line searching, get the greatest advantage of that service.12

Integrating formal training with reference skills, the search analyst must use background knowledge of subject areas as well as familiarity with printed reference resources to determine whether or not an online search is necessary. Benefits and limitations need to be weighed according to the patron's need because "the

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manual search is still quite valid, sometimes better m d more eco- nomical than a computer search."l3 According to Knapp:

Very narrow subject searches may be easily accomplished in printed indexes which use KWIC title words for subject retrieval, such as the Permuterm Index of the Social Sciences Citation Index. Subjects which are described by a number of different synonyms and/or variant spellings of the same terms, however, are more easily searched by computer in such title-word indexes.l

Other types of subject searches which are more easily and effi- ciently done by computer include those which (a) involve newly coined terms or phrases which are not yet available through descriptors in printed indexes, (b) involve only the most recently published literature (mot yet available through printed indexes), and (c) involve coordination between two or more topics. An example of this last type of search is described in the newest Thesarus of ERIC ~ e s c r i p t o r s . ~ ~ To retrieve a subject such as "Adult Education Programs," a searcher must look under two main topics: "Adult Education" and "Adult Programs." Obviously, an online search would greatly benefit the patron, considering the quantity of resources retrievable under both topics.

If online searching would best meet the patron's information needs, then the search analyst must determine the most appropriate database for a particular topic. Contrary to novice expecta- tions, this is not always easy task, as noted by CaldweU and Ellingson :

The recent proliferation of databases that are complementary or overlapping in subject coverage creates a dilemma for searchers, especially those who work in the public sector where part or all of the costs of database searching are borne by the end user. It is very appealing for the sake of compre- hensiveness and ease of access to have so many different databases on-line; yet,. . .where does this multitude of databases leave the end user with limited financial resources? For how much duplication of references among databases is an end user willing to pay?16

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Mary M. Hammer 25

In fact, there are no cut-and-dried, correct answers to the pre- vious questions. The search analyst must make a decision considering the patron's needs and ability to pay as well as knowledge of database content, journal coverage, and database overlap. Unfor- tunately, this type of decision cannot be easily taught because it is based on prior training, reference experience, the unique characteristics of the search topic, and subjective online knowledge gained through trial-and-error.

Communication and Interpersonal Skills

In addition to training, expertise, and reference skills, a good search analyst needs certain personality characteristics and unique interpersonal skills for successful online searching. Judith Wanger describes these skills as an undefinable "IT" which includes "the ability to relate to people, to listen, to read (and hear) between the lines, to make some fairly abstract connections, to feel con- fident about entering another person's world of interest and expertise, and to begin relating a search problem to the world of information. "17

According to Ann Van Camp, specific qualities which a search analyst must possess are self-confidence, a logical mind, people- oriented communication skills, knowledge in subject areas, good public relations skills, a retentive memory, training in the art of searching, efficient work habits, as well as perserverance, patience, and a sense of humor.18 Dolan and Kremin elaborate on other characteristics including the ability to analyze concepts, to think in synonyms, to anticipate variant word forms, and to look at a problem in more than one way at the same time, i.e., flexibility in thinking.19 In summary, Atherton and Christian state their philosophy:

Information services librarians should be selected on the basis of their personality and intellectual power as well as their reference or subject matter backgrounds. . . .Particularly important is the ability to relate to and communicate well with other specialists. Searchers should also have a strong service orientation, for they should see themselves as aduo- cates of clientele needing information, not as keepers of the keys to the terminal.20

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I t is not sufficient for a search analyst merely to possess these personality traits and interpersonal skills. "The semcbanalyst's primary functions are analysis based on understanding and the reconstruction, in an abstracted form, of the essential parameters of the user's need."2l In other words, the search analyst must now apply hislher skills, knowledge, and training by actively co'mmunicating with the patron so that the information need can be clearly understood and precisely defined. This process, usually accomplished during a reference interview, is critical for successful online searching.

Numerous publications stress the importance of the reference interview to patron service in libraries.22 Arleen Somerville succinctly describes the interview process for search analysts in an academic librany, including: determining if an online search is needed, explaining the overall process (techniques, logic, costs, time, etc.) to the patron, discussing and understanding the particular subject topic, determining the search strategy, planning alter- native strategies and identifying potential problems, choosing the most appropriate databases, describing online procedures and print formats, executing the search at the terminal, and providing reference assistance at the conclusion.23 Taking a slightly different approach, Knapp stresses the importance of actively involving the patron:

User and analyst negotiate search strategy and the user's needs. . . .It is the feedback from both patron and system, combined with the patron-toanalyst interview prior to signing on but continuing throughout the process, which mit- igates the disadvantages of the delegated search and takes advantage of the expertise of both search analyst and user.24

The success of the reference interview is the joint responsibility of both the search analyst and the patron. Empathy, rapport, open-ended questions, skillful listening, and perseverance are traits which search analysts find invaluable. According to 1.7. L. Saunders, human factors must always be considered. "The sensitive handling and selection of what is appropriate for a pakticular purpose at a particular time will be a major criterion of operational effective- ness."25

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Mary M . Hammer

Promotion and Marketing of Online Services

Like any other product or service in our free-enterprise eco- nomy, searching will not be valued or utilized unless patrons are aware that i t exists and that it can satisfy their information needs. Assertive prdmotion and marketing focuses on the needs of the buyers (the patrons) rather than on the needs of the search analysts or librarians. According to Douglas Ferguson, successful marketing strategy should consider five questions:

(1) Who am I trying to reach? (2) What are their interests? (3) What can 1 create to serve these interests? (4) Under what conditions can I offer services and products? and ( 5 ) How can I communicate with my natural audiences and how can they communicate their needs to me?26

Always keeping the patrons' needs foremost, Ferguson elabor- ates on specific products: brochures, leaflets, signs, radio-TV- newspaper advertising, posters, personalized letters, demonstra- tions, and regularly scheduled mass rnailicgs to particular depart- ments, Although a variety of advertising methods can be used, Van Camp emphasizes:

One of the best methods of marketing the search service is to cultivate satisfied end-users. Explaining the capabilities and limitations of the system, producing high quality searches, and encouraging feedback from the users should help assure satigfied customers. These users will return then for additional searches and will recommend the service to their colleagues.27

Search analysts need assistance ftom other reference librarians and library staff to consistently provide this type of reference service. Ideally, "the entire reference staff should consider themselves to be on-line retrieval personnel, even though all may not perform on-line searches."2* The search analyst needs to orient librarians not actually engaged in searching so that they can deal with patrons' initial requests for general information. These librarians should be aware of the capabilities or limitations of the

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service and alerted to new databases and other relevant developments. Other library staff may need training on related tasks such as referring phone requests, scheduling appointments, handling billing procedures, or collecting fees from patrons.

Patron Evahation and Conclusion

The entire online searching process is not completely finished when the patron picks up the computer printout or offline prints. Instead, the search analyst frequently provides further reference assistance in a postsearch conference:

During these sessions the librarian also apprises the patron of what full-text materials are available in that library or else- where, and integrates the computer output with the other library resources. For example, it might be appropriate to pursue the topic further back in the time through printed indexing and abstracting media, which might cover older material than that available on-line. Similarly, arrangements can be made during the interview to acquire full-text copies of the more important cited material, perhaps via photocopy or interlibrary loan.29

Although few research reports have been published, many search analysts informally request verbal feedback from the patron or seek brief written comments regarding the quality of usefulness of the online retrieval service. Searchers, being human beings, occasionally make mistakes or become aware that a different approach might have been more appropriate for the patron's information needs. Patron feedback is essential for the searcher's continuing professional development.

In conclusion, it should be obvious that online database searching has tremendous potential for meeting patrons' information needs. However, this potential can never be completely achieved because the search analyst must constantly strive to produce high-quality, cost-efficient, online searches. Each search is a unique challenge to meet the ultimate god of patron satisfaction.

REFERENCES

1. Trudy A. Gardner, "Effect o f On-Line Data Bases on Reference ~ o k y , " RQ 19 (Fall 1979): 70-74.

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Mary M. Hammer 29

2. A. Vickery. "The Clash of Interests in Computer Information Services," information Processing and Managemen t 14 (1978): 37-43.

3. Jesse Shera, "Librarians against Machines," Science 156 (May 1967): 746-750.

4. James M. Kusack. "Integration of On-Line Reference Service," RQ 19 (Fall 1979): 64-69.

5. Jeffrey J. Gardner and David M. Wax, "OnlineBibliographic Services," Library Journal (15 September 1976), pp. 1827-1832.

6. Pauline Atherton and Roeer W. Christian. Librarians and Online Seru- ices (Ncw York. Knowledge lndustry ~ublicatiotk, Inc., 1977).

7. Sara D. Knapp and Jacquelyn A. Gavryck, "Computer Based Reference Service-A Course Taught by Practitioners," Online 2 (April 1978): 65-76.

8. Trudi ESellardo, M. Virginia Jackson, and Howard Pikoff, "Education and Training for On-Line Searching: A Bibliography," RQ 19 (Winter 1979): 137-142.

9. Donna R. Dolan and Michael C. Kremin, "The Quality Control of Search Analysts, Online 3 (April 1979): 8-16.

10. Ibid., p. 8. 11. Consult the following article for a list of journals and addresses:

Sara D. Knapp, "On-Line Searching in the Behavioral and Social Sciences," Behavioral & Social Sciences Librarian 1 (Fall 1979): 23-36.

12. Kusack, "Integration of On-Line Reference Service," pp. 66-67. 13. Anne G. Lipow, "User Education and Publicity for On-Line Services,"

in On-Line Bibliographic Services; Where We Are, Where We're Going, ed. Peter G. Watson (Chicago: American Library Association, Reference and Adult Services Division, 1977), p. 70.

14. Knapp, "Online Searching in the Behavioral and Social Sciences," p. 24.

15. Thesaurus of ERIC Descriptors, (Phoenix: Oryx Press. 1980). p. xvii. 16. Jane Caldwell and Celia Ellingson "A Comparison of Overlap: ERIC

and Psychological Abstracts," Database 2 (June 1979): 62-67. 17. Judith Wanger, "Multiple Database Use: The Challenge of the Database

Selection Process." Online 1 (October 1977): 35-41. 18. Ann Van Camp, "Effective Search Analysts," Online 3 (April 1979):

18-20. 19. Dolan and Kremin, "The Quality Control of Search Analyst.," p. 9. 20. Atherton and Christian, Librarians and Online Seruices, pp. 46-47. 21. Sara D. Knapp, "The Reference Interview in the Computer-Based

Setting," RQ 17 (Summer 1978): 320-324. 22. William A. Katz, Introduction to Reference Work, Vol. 2 (New York:

McGraw-Hill, 1978). pp. 61-80. 23. Arleen N. Somewille, "The Place of the Reference Interview in

Computer Searching," Online 1 (October 1977): 14-23. 24. Knapp, "The Reference Interview," pp, 320-321. 25. W. L. Saunders, "Human Resources," in Information in the 1980's, ed.

L. J. Anthony (London: ASLIB, 1976), p. 55. 26. Douglas Ferguson, "Marketing Online Sewices in the University,"

Online 1 (July 1977): 15-23. 27. Van Camp, "Effective Search Analysts," p. 19. 28. Kusack, "Integration of On-Line Reference Service," p. 67. 29. Atherton and Christian, Librarians and Online Services, p. 24.

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I. SEARCH ANALYSTS AS SUCCESSFUL REFERENCE LIBRARIANS