1. Social Network AnalysisPresentation byScott Gomer RES610, Summer 2012

2. Social Network Analysis1. Description of the assignment andchoices made to fulfill requirements2. Literature Review3. Data Collection4. Data Analysis - Sociograms5. SLP Examples6. Conclusion 3. Social Network AnalysisThe Assignment:- Explore an advanced researchmethod (Marketing area)The Challenge:- No student of Dr. Shackman hadever studied this method before 4. Social Network AnalysisThe Assignment- Select an appropriate technique- Explain its capabilities- Explain its limitations- Explain its data requirements- Explain its applications 5. Social Network AnalysisLiterature Review: Scott (1988) Trend Report Social Network AnalysisScott, J. (1988). Social Network Analysis. Sociology,22(1), 109-127.doi:10.1177/0038038588022001007. 6. Social Network AnalysisLiterature Review:Scott (1988)- SNA as tool for analysis of socialstructure 7. Social Network AnalysisLiterature Review:Scott (1988)- SNA as tool for analysis of socialstructure- Social Network Models 8. Social Network AnalysisLiterature Review:Scott (1988) 9. Social Network AnalysisLiterature Review: Haythornthwaite (1996) Social Network Analysis:An Approach and Technique forthe Study ofInformation ExchangeHaythornthwaite, C. (1996). Social networkanalysis: An approach and technique for the studyof information exchange. Library & InformationScience Research, 18(4), 323-342. 10. Social Network AnalysisLiterature Review:Haythornthwaite (1996)Three Attributes of SNA Relationships- Content- Direction- Strength 11. Social Network AnalysisLiterature Review:Haythornthwaite (1996)Two Types of Social Networks - Egocentric; all of the connections related to individual actors - Whole Networks; all connections within a single environment 12. Social Network AnalysisLiterature Review: Weber & Morrison (2004)Network Analysis in MarketingWebster, C.M. & Morrison, P.D. (2004). NetworkAnalysis in Marketing, Australasian MarketingJournal (AMJ), 12(2), 2004, 8-18. 13. Social Network AnalysisLiterature Review: Weber & Morrison (2004)SNA to Examine: - Networks of relations - Influence of these networks on behavior 14. Social Network AnalysisLiterature Review: Weber & Morrison (2004)General Avoidance of SNA for Marketing:- Special data requirements- Terminology used- Cumbersome computer programs(those initially used) 15. Social Network AnalysisLiterature Review:Contractor, Wasserman & Faust (2006) Testing Multitheoretical, MultilevelHypotheses about Organizational Networks: An Analytic Framework and Empirical ExampleContractor, N. S., Wasserman, S., & Faust, K. (2006). TestingMultitheoretical, Multilevel Hypotheses aboutOrganizational Networks: An Analytic Framework andEmpirical Example. Academy Of Management Review,31(3), 681-703. 16. Social Network AnalysisLiterature Review:Contractor, Wasserman & Faust (2006)Key Advantage of SNA:- Ability to collect, collate, studydata at various levels of analysis 17. Social Network AnalysisLiterature Review:Contractor, Wasserman & Faust (2006)Hypothesis Testing: - Null hypothesis is that all ties are independent with equal probability 18. Social Network AnalysisSNA Capabilities- Key relationships- Visual representation- Identify influencers- Marketing research 19. Social Network AnalysisSNA Limitations- Network size- No hypothesis testing- Complexity/Topographylimitations 20. Social Network AnalysisSNA Data Requirements- Simple binary data- One-mode network- Two-mode network 21. Social Network AnalysisSNA Applications- Uncover informal or hiddennetworks- Design effective marketingcampaigns 22. Social Network AnalysisData Collection- Using typical methods- Recorded in a matrix- Often collects data from theentire network population ratherthan a sample 23. Social Network AnalysisData Analysis - Sociograms- Visual representation of thenodes, the edges (connections), andthe direction of the relationships. 24. Social Network AnalysisData Analysis - Sociograms 25. Social Network AnalysisSLP Examples 26. Social Network AnalysisSLP Examples 27. Social Network AnalysisSLP Examples 28. Social Network AnalysisSLP Examples 29. Social Network AnalysisConclusion- SNA is primarily qualitative- SNA is a useful tool for studyingrelationships- SNA results in sociogram- SNA can provide valuableinsights for Marketing research 30. Social Network AnalysisQuestions? scott.gomer@my.trident.edu