"Advantages: 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: 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. People could portray themselves as being “knowledgeable and important advisors” to others when it comes to making purchase decisions. It is also difficult to assess the outcome of the informal communication in terms of knowledge and advice. While a person may report that he provides information and advice, and helps people make purchase decisions, it may not be essential that the receivers may be actually using this information and advice. Thus, success of the technique would depend on the objectivity with which a respondent can identify, assess and report his personal influence. Source: http://in.docsity.com/en-docs/Opinion_Leadership_-_Consumer_Behavior_-_Solved_Quiz_"
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