Self-designating techniques, The self-designating technique asks respondents to
ID: 100952 • Letter: S
Question
Self-designating techniques, The self-designating technique asks respondents to indicate the degree to which others in the system regard them as influential "Individuals select themselves to be peer leaders" (Valente and Davis, 1999). A typical self-designating question is "Do you think people come to you for information or advice more often than to others?" The self-designating method depends upon the accuracy with which respondents can identify and report their images. This measure of opinion leadership is especially appropriate when interrogating a random sample of respondents in a system, a sampling design that precludes effective use of sociometric methods.Explanation / Answer
The ever evolving knowledge library within the marketing discipline, and particularly within the consumer behavior area, has been rather overly concerned with generating data and a method for generating data is the opinion leadership method.
Opinion leadership is usually viewed as the extent to which an individual provides information and advice to others. There are presently three principal approaches to measuring opinion leadership of which one is the self designation technique.
Self-designation: The respondent gauges the extent to which he/she perceives himself/herself to be an opinion leader, usually on the basis of a limited number of items forming a self-designation scale.
Answer:
Opinion Leaders like to give product news, provide expert advice and also love to share their experiences with others. As they possess knowledge, expertise and experience with a product category, they feel important and powerful when people approach them for information and advice. It confers upon them a sense of superiority or special status over others.
Many factors are involved in the creation of an opinion leader in the self designation technique and they are:
Advantages of using self designation technique: It is easy to include and apply in market research questionnaires. It helps measure an individual’s perception and assessment about his/her actual Opinion Leadership and related capacities.
Disadvantages of using this technique: As the technique is based on self assessment and evaluation, it could be to lead to over-estimation of self and thus, suffer from bias.
Thus consdering all the above reasoning you maybe able to frame an answer regarding why you believe in self desination techniques.
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