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Experiments in Market Research Read chapter Read first chapter

2022 | OriginalPaper | Chapter

Social Network Analysis

Authors : Hans Risselada, Jeroen van den Ochtend

Published in: Handbook of Market Research

Publisher: Springer International Publishing

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Abstract

The increased awareness about the presence of social effects in consumer networks has inspired marketers to better understand and address the needs of their consumers through network analyses. In this chapter we consider network analyses as a set of techniques which allows researchers to analyze how the social structure of relationships around consumers affects their attitudes and behavior, and vice versa, how attitudes and behavior may affect the social structure. We focus on the types of network analyses that are currently most prominent within the field of marketing. We provide basic network theory and notation with references to key publications in the field. We also provide suggestions for software (packages) and useful functions including code snippets to support researchers and practitioners in setting up their first social network analyses. At the end of the chapter we discuss several more advanced network analysis methods and list several resources that might be useful to the interested reader.

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Metadata
Title
Social Network Analysis
Authors
Hans Risselada
Jeroen van den Ochtend
Copyright Year
2022
Book
Handbook of Market Research

Print ISBN: 978-3-319-57411-0

Electronic ISBN: 978-3-319-57413-4

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-319-57413-4_27