Opinion Leadership in the Research of Lazarsfeld, Merton, and Others (Excerpt)

Paul Lazarsfeld

Abstract: The article describes the four main studies dealing with the concept of opinion leadership: the studies People’s Choice, Rovere, Decatur and Elmira. Out of these four, three were authored or co-authored by Paul Lazarsfeld.

In the first part of the article, the People's Choice study is described. Thanks to this study, three other were carried out, focusing on opinion leaders and leadership with more detail. These three studies are also described and their main goals and contributions are presented.

The full text of the article is available in Slovak.


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