What the eye does not see: visualizations strategies for the data collection of personal networks

Abstract The graphic representation of relational data is one of the central elements of social network analysis. In this paper, the author describe the use of visualization in interview-based data collection procedures designed to obtain personal networks information, exploring four main contributions. First, the author shows a procedure by which the visualization is integrated with traditional name generators to facilitate obtaining information and reducing the burden of the interview process. Second, the author describes the reactions and qualitative interpretation of the interviewees when they are presented with an analytical visualization of their personal network. The most frequent strategies consist in identifying the key individuals, dividing the personal network in groups and classifying alters in concentric circles of relative importance. Next, the author explores how the visualization of groups in personal networks facilitates the enumeration of the communities in which individuals participate. This allows the author to reflect on the role of social circles in determining the structure of personal networks. Finally, the author compares the graphic representation obtained through spontaneous, hand-drawn sociograms with the analytical visualizations elicited through software tools. This allows the author to demonstrate that analytical procedures reveal aspects of the structure of personal networks that respondents are not aware of, as well as the advantages and disadvantages of using both modes of data collection. For this, the author presents findings from a study of highly skilled migrants living in Spain (n = 95) through which the author illustrates the challenges, in terms of data reliability, validity and burden on both the researcher and the participants.