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Social Network Analysis for Research Program Evaluation

Explore the role of social network analysis in evaluating research programs. This session delves into historical perspectives and modern applications, showcasing how networks influence innovation diffusion. Discover key studies and methodologies that guide understanding. Dive into case studies and learn practical strategies for leveraging social networks to enhance program evaluation efforts.

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Social Network Analysis for Research Program Evaluation

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  1. Social Network Analysis in Evaluation of Research ProgramsAmerican Evaluation AssociationThe Research, Technology, and Development Evaluation TIGPortland, OregonNovember 2, 2006 John H. Reed Session Chair Innovologie, LLC jreed@innvologie.com

  2. Two papers • Steve Montague and George Teather, Performance Management Network, Inc. “Evaluation of Multideparment (Horizontal) Science & Technology (S&T) Programs” • Jonathon Mote, UofMD, Gretchen Jordan, Sandia National Laboratories, Jerry Hage, UofMD. “New Directions in the Use of Network Analysis in Research and Development”

  3. A Quick History of Networks - I • Mayo • Studies of the Western Electric Hawthorne Works • Used socio-grams to describe relations (Roethlisberger and Dickson, 1939) • Warner and Lunt — Yankee City Series Newburyport 1941 • Families integrated through cliques as well as formal economic and political ties

  4. A Quick History of Networks - II • Homans 1950 — Rearranged Yankee City data in matrix format to show social groupings • Whyte 1954 — Purchase of air-conditioners followed community ties • Rogers 1962 — Broadcast and contagion

  5. The distribution of air conditioners in Philadelphia row houses is not random but associated with social networks

  6. It’s the economy network, stupid! Late majority Broadcast Laggards Contagion Early majority Innovators Early adopters

  7. A Quick History of Networks - III • Milgram (1967) — Six degrees of separation • Bass (1969) and Mahajan (1986) — S-curves • Granovetter (1973-1974) — The strength of weak ties • Watts and Strogatz (1988) — Six degrees: The Science of a Connected Age

  8. The strength of weak ties: why we are separated by “six” links

  9. Bibliography Barabasi, Albert-Laszlo, Linked: The New Science of Networks. Cambridge: Perseus Publishing, 2002. Bass, F. M. “A new product growth model for consumer durables,” Management Science 15: 215-227. Borgatti, Everett, and Freeman, UCINET 6 for Windows: Software for Network Analysis. Harvard, MA: Analytic Technologies, 1999. Granovetter, Mark, Getting a Job, Cambridge, MA: Harvard University Press, 1974. Granovetter, Mark, “The strength of weak ties,” American Journal of Sociology, 1973, Vol. 78.

  10. Bibliography George C. Homans, The Human Group, New York: Harcourt, Brace and World, 1950. Johnson, Steven. Emergence: The Connected Lives of Ants, Brains, Cities, and Software. New York: Touchtone, 2001. Klovdahl, Alden S., “Social Networks and the Spread of Infectious Diseases: The AIDS Example,” Social Science Medicine, 1985, 21 (11): 1203-1216. Mahajan, Vijay, and Robert A. Peterson, Models of Innovation Diffusion, Sage Publications: Newbury Park, CA, 1985.

  11. Bibliography Milgram, Stanley, “The Small World Problem.” Psychology Today May 1967, 60-67. PAJEK: Program for Large Network Analysis, http://vlado.fmf.uni-lj.si/pub/networks/pajek/ Rheingold, Howard, Smart Mobs: The Next Social Revolution. Cambridge, Ma.: Persus Books, 2002. Roethlisberger, F. J. and Dickson, W. J., Management and the Worker, Cambridge, MA: Harvard University Press, 1939. Rogers, Everett. Diffusion of Innovations. 4th ed. New York: Free Press, 1995.

  12. Bibliography Rosen, Emanuel, The Anatomy of Buzz: How to Create Word of Mouth Marketing, New York: Doubleday-Currency, 2000. Ryan, Bryce and Neal C. Gross “The Diffusion of Hybrid Seed Corn in Two Iowa Communities,” Rural Sociology, 1943, vol. 8, pp. 15-24. Scott, John. Social Network Analysis: A Handbook. 2nd ed. London: Sage Publications, 1991, 2000. Taylor, Mark C., The Moment of Complexity: Emerging Network Culture. Chicago: Chicago University Press, 2001.

  13. Bibliography Warner, W. L. and P. S. Lunt, The Social Life of a Modern Community. New Haven, CT: Yale University Press, 1941. Watts, Duncan J., and Steven Stogratz, Collective dynamics of ‘small-world’ networks. Nature, 1998, 393, 440-442. Watts, Duncan J., Six Degrees: The Science of a Connected Age. New York: Norton, 2003. Whyte, William H., Jr., “The Web of Word-of-Mouth,” Fortune, November 1954.

  14. For more recent applications oriented material see: http://www.cs.cornell.edu/home/kleinber/ ･ L. Backstrom, D. Huttenlocher, J. Kleinberg, X. Lan. Group Formation in Large Social Networks: Membership, Growth, and Evolution. Proc. 12th ACM SIGKDD Intl. Conf. on Knowledge Discovery and Data Mining, 2006. ･ J. Leskovec, A. Singh, J. Kleinberg. Patterns of Influence in a Recommendation Network. Proc. Pacific-Asia Conference on Knowledge Discovery and Data Mining (PAKDD), 2006. ･ D. Kempe, J. Kleinberg, E. Tardos. Influential Nodes in a Diffusion Model for Social Networks. Proc. 32nd International Colloquium on Automata, Languages and Programming (ICALP), 2005 ･ D. Kempe, J. Kleinberg, E. Tardos. Maximizing the Spread of Influence through a Social Network. Proc. 9th ACM SIGKDD Intl. Conf. on Knowledge Discovery and Data Mining, 2003. (In PDF.)

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