Conduct a sociometric analysis within your hall of residence or neighbourhood. For a product category such as

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Conduct a sociometric analysis within your hall of residence or neighbourhood.

For a product category such as music or cars, ask each individual to identify other individuals with whom they share information. Systematically trace all of these avenues of communication, and identify opinion leaders by locating individuals who are repeatedly named as providing helpful information.

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Consumer Behaviour A European Perspective

ISBN: 9780273687528

3rd Edition

Authors: Michael R. Solomon, Gary Bamossy, Søren Askegaard, Margaret K. Hogg

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