APPLYING SOCIAL NETWORK ANALYSIS TO PRODUCTION DEVELOPMENT OF LOCAL HAND-WOVEN GROUP IN THAILAND

Abstract

The objectives of this research were to study social network analysis for production development of Hand-Woven Group in material procurement, production, product development, and marketing. This research was carried out by using mixed-methods methodology which focused on a sequential explanatory design. Data were collected through social network questionnaires, observation, and in-depth interview.  Quantitative data were analyzed by social network analysis program (Uci.net and Netdraw), and qualitative data were analyzed by qualitative data analysis software respectively (Atlas.ti).     

Research results indicated that the structure of weaving process involved the preparation of warp and weft cotton, making Ikat cotton, dyeing, winding the warp threads, and waving process.   Social network analysis on material procurement also found that there were 2 groups involved in this activity. For the network analysis of production activity, there were 2 persons who participated in this process.  However, the research result demonstrated that there were 4 people took part in product development step. Lastly, for the marketing activity, the result of social network analysis exhibited on 2 people joined in this activity.