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Question $1$

$8$ pts

Methods for Measuring Opinion Leadership

As you learned in the Session $4,$ there are four main methods that have been used to measure opinion leadership. While several individuals in a social system might have some level of influence, only a few individuals receive a great deal of opinion leadership. These most influential individuals are whom we want to target in a diffusion campaign.

Reflecting on your reading $("$Summary of Rogers' Diffusion of Innovation Theory," Shanahan, $2020),$ match the description to the appropriate method.

Asking members of a social system who they go to for advice and information about an idea.

$[$ Choose $]$

Self$-$designating method Informants' ratings Sociometric method Observation

Asking subjectively selected key informants who are especially

$[$CTrouse$]$

knowledgeable about a social system to identify the opinion leaders. $*$

Asking respondents to indicate the degree to which others in the social system regard them as an opinion leader.

The researcher identifies and records the communication behavior in a system.