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2. Homophily vs. Heterophily
3. Opinion Leadership Table 8-1. Advantages and Limitations of Four Methods of Measuring Opinion Leadership and Diffusion Networks -Obtrusive -High validity None Identify and record communication network links as they occur. Observation -dependent upon the accuracy with which respondents can identify and report their self images -measures the individuals perceptions of her/his opinion leadership Are you a leader in this system? Ask each respondent a series of questions to determine the degree to which he/she perceives himself/herself to be an opinion leader. Self-designating method -informants must be familiar with the system -cost saving method -time-saving method Who are leaders in this system? Ask subjectively selected key informants in a system to designate opinion leaders Informants ratings -complex -requires a large number of respondents -easy to administer-adaptable to different types of settings and issues-highest validly Who is your leader? Ask system members to whom they go for advice and information about an idea Sociometric method Limitations Advantages Questions Description Measurement 4. Characteristics of Opinion Leaders
5. Critical Mass
critical mass http://www.cirpa-acpri.ca/images/toronto97/97_proceedings/geoghegan.html 6. Important Terms
7. Important Terms (continued)
8. Generalizations