Reference guide for data collection: Qualitative social network interviews

Humans are embedded in a thick web of social interactions, which form patterns of social networks. The study of social networks—both quantitatively and qualitatively— has emerged as a powerful approach for studying how interpersonal connections influence a person’s attitudes and behaviors. The primary concern of all network analysis studies is social relationships and how these relationships are structured. Rather than focusing exclusively on traits of individuals, network studies include an expanded focus to capture the social context in which individuals are embedded, patterns of social interaction, and the extent to which these interactions can influence preferences, adherence to norms, and decisionmaking. It is through social interactions that two key processes occur: social learning (learning the social norms in particular contexts) and social influence (enforcement of the norms through positive or negative sanctions). Patterns of influence may vary based on factors such as strength of social ties, hierarchies of authority, and social status and roles.