1 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

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! Early adopters Innovators Early majority Late majority Laggards Broadcast Contagion

7 A Quick History of Networks - III Milgram (1967) — Six degrees of separation Bass (1969) and Mahajan (1986) — S-curves Granovetter ( ) — 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, Bass, F. M. “A new product growth model for consumer durables,” Management Science 15: Borgatti, Everett, and Freeman, UCINET 6 for Windows: Software for Network Analysis. Harvard, MA: Analytic Technologies, Granovetter, Mark, Getting a Job, Cambridge, MA: Harvard University Press, 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, Johnson, Steven. Emergence: The Connected Lives of Ants, Brains, Cities, and Software. New York: Touchtone, Klovdahl, Alden S., “Social Networks and the Spread of Infectious Diseases: The AIDS Example,” Social Science Medicine, 1985, 21 (11): 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, PAJEK: Program for Large Network Analysis, Rheingold, Howard, Smart Mobs: The Next Social Revolution. Cambridge, Ma.: Persus Books, Roethlisberger, F. J. and Dickson, W. J., Management and the Worker, Cambridge, MA: Harvard University Press, Rogers, Everett. Diffusion of Innovations. 4 th 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, Ryan, Bryce and Neal C. Gross “The Diffusion of Hybrid Seed Corn in Two Iowa Communities,” Rural Sociology, 1943, vol. 8, pp Scott, John. Social Network Analysis: A Handbook. 2 nd ed. London: Sage Publications, 1991, 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, Watts, Duncan J., and Steven Stogratz, Collective dynamics of ‘small-world’ networks. Nature, 1998, 393, Watts, Duncan J., Six Degrees: The Science of a Connected Age. New York: Norton, Whyte, William H., Jr., “The Web of Word-of-Mouth,” Fortune, November 1954.

14 For more recent applications oriented material see: ･ 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.Group Formation in Large Social Networks: Membership, Growth, and Evolution. ･ 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.Patterns of Influence in a Recommendation Network. ･ 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), 2005Influential Nodes in a Diffusion Model for Social Networks. ･ 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, (In PDF.)Maximizing the Spread of Influence through a Social Network.PDF.