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.



Citation:

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.

Authors

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



Volume

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



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