ructure within the data making it easy to understand. This method is used by psychologists, sociologists, anthropologists, economists, and educational researchers (Kruskal & Wish, Series/Number 07-001).
Uses of social network analysis are multiple. Examples demonstrate its use for organizational analysis, crime analysis, and analysis for health and social interventions. Michael and Massey (1997) used social network analysis to demonstrate the communication network at a sawmill. Groups of employees were found to communicate with each other in a manner that determined networks and it was important to understand the structure of these networks to ensure the success of the products produced. Social network analysis was used to make a quantified and graphic representation of the networks. Data consisted of a list of employees and management personnel and directions to indicate levels of communications with each. Findings showed that there were particular persons assigned as gatekeepers for information flows between and among functional areas and different gatekeepers for information between management and production. Recognition of these gatekeepers was important to ensure effective diffusion of information.
Pieters, Bottschen, and Thelen (1998) presented an analysis of hierarchical relations to show customers' desire expectations regarding service employees along with the motivations for the expectations. Data was collected among 231 customers to determine their desires regarding service employees of clothing stores. Data was gathered from a questionnaire asking for a recall of a recent purchase and the details of the experience. Next, boxes were filled out to demonstrate a sequence of desired expectations. Findings showed three orientations in customer desire expectations (process, outcome, and relational aspects). The most central variable was "Feel good" functions, which was determined by "Friendly," "Give advice," "...