The Investigation of Social Networks in Qualitative Settings:Problems and Issues

This description of the evolution of data collection methods highlights the potential value of augmenting traditional methods with innovative, interpretivist approaches. Our research considers the importance of social networks in consumer decision making and problems associated with researching them. Traditionally research that articulates and analyses networks has tended to be survey-based and highly quantitative. Such methods are shown to be ineffective in focus groups. Described is the development of methods which increase the recall of names of network participants and, combined with new methods for the informant’s participation in the visualization of their network, improve information quality.


Louise Young, Melissa Donald, Lynne Freeman, and Suzanne Benn (2011) ,"The Investigation of Social Networks in Qualitative Settings:Problems and Issues", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 300-301.


Louise Young, University of Western Sydney, Australia
Melissa Donald, University of Western Sydney, Australia
Lynne Freeman, University of Technology, Sydney, Australia
Suzanne Benn, Macquarie University, Australia


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


Q2. Why do Kids Love Watching Unboxing Videos? Understanding The Motivations of Children to Consume Unboxing Toy Videos

Teresa Trevino, Universidad de Monterrey
Mariela Coronel, UDEM
Valeria Martínez, UDEM
Ivanna Martínez, UDEM
Daniela Kuri, UDEM

Read More


Finding Happiness in Meaning and Meaning in Happiness: Where, When, and For Whom Happiness and Meaning Converge

Rhia Catapano, Stanford University, USA
Jordi Quoidbach, ESADE Business School, Spain
Cassie Mogilner, University of California Los Angeles, USA
Jennifer Aaker, Stanford University, USA

Read More


Compatibility Theory

Ioannis Evangelidis, Bocconi University, Italy
Stijn M. J. van Osselaer, Cornell University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.