Social graph theories – an alternative to traditional population sampling methods

Has the monopoly of traditional population segmentation criteria and sampling methods come to an end? Can demographics (employment, age, sex, ethnicity, etc) or behavioural consumption and cultural habits be replaced by new 'community membership' criteria? Based on the findings of linkfluence, a social web research institute, this paper offers a variety of perspectives on these issues.

Social graph theories – an alternative to traditional population sampling methods

Guilhem Fouetillou and Anthony Hamellertgi and linkfluence, France

FOREWORD

This paper offers a synthetic view of several academic fields that usually require stand-alone lengthy developments: sociology, social psychology and graph theories. The purpose thereof is not to deep dive into each field. Rather, it tries to unfold theories, concepts and arguments which explain the articulations between these fields and the opportunities that the world wide web embodies, notably with respect to research approaches that rely on the three fields at once.

The final part of the...

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