Download Social Network Analysis in Evaluation of

Social Network Analysis in
Evaluation of Research Programs
American Evaluation Association
The Research, Technology, and Development Evaluation TIG
Portland, Oregon
November 2, 2006
John H. Reed
Session Chair
Innovologie, LLC
[email protected]
1
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”
2
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
3
A Quick History of Networks - II
• Homans 1950 — Rearranged Yankee
City data in matrix format to show social
groupings
• Whyte 1954 — Purchase of airconditioners followed community ties
• Rogers 1962 — Broadcast and
contagion
4
The distribution of air conditioners in
Philadelphia row houses is not random
but associated with social networks
5
It’s the economy network, stupid!
Late
majority
Broadcast
Laggards
Contagion
Early
majority
Innovators
Early
adopters
6
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
7
The strength of weak ties: why
we are separated by “six” links
G
F
I
D
B
8
A
A
G
H
C
J
I
E
D
F
H
J
E
B
A
B
C
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.
9
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.
10
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.
11
Bibliography
Rosen, Emanuel, The Anatomy of Buzz: How to Create
Word of Mouth Marketing, New York: DoubledayCurrency, 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.
12
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.
13
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.)
14