Social Influence and Methodology Research Proposal

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This scoring model is specifically used for managing the representativeness of the sample. In conjunction with this quantitative approach, Harris Interactives' researchers (Eccleston, Griseri, 2008) also relied on focus groups to further validate their hypotheses from a qualitative standpoint as well. The result was that each of the three groups was statistically proven to be significant in both online and offline interactions.

Assessment of Methodology Effectiveness

Harris Interactives approach to stratifying their online panels by role requires an intensive level of psychographic analysis (Eccleston, Griseri, 2008) in addition to a research design that controls for sampling error. For the research team the control of extraneous effects on the study also included the timeframe, choice of online questionnaire approach and random sampling as defined by Harris' proprietary propensity score weighting methodology required a phased approach to completing the study. The use of iterative sampling is inherent in the Harris Interactive methodology and was used in this analysis.

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Using focus groups for further validation of the results also provided a measure of research reliability and clarification to the findings.

Conclusion

The ambitious task of attempting to validate the three dominant groups of social influence as defined in the Tipping Point further illustrates how critical a solid methodology is, and one that is also capable of being segmented by more than just demographic variables. The defining of segments psychographically was essential to gain insights into these three influencer groups. In conclusion, this methodology sought to control extraneous effects including sampling error to capture the most effective approach to capturing the most accurate state of these three influencer groups and their interaction on their broader environments.

Reference:

Derek Eccleston, Luca Griseri. (2008). How does Web 2.0 stretch traditional influencing patterns? International Journal of….....

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