Southeastern University FireScholars College of Education Spring 2019 GOOGLE TRENDS DATA AS A PROXY FOR INTEREST IN LEADERSHIP Finley W. Walker Southeastern University - Lakeland Follow this and additional works at: https://firescholars.seu.edu/coe Part of the Databases and Information Systems Commons, Educational Leadership Commons, and the Leadership Studies Commons Recommended Citation Walker, Finley W., "GOOGLE TRENDS DATA AS A PROXY FOR INTEREST IN LEADERSHIP" (2019). College of Education. 30. https://firescholars.seu.edu/coe/30 This Dissertation is brought to you for free and open access by FireScholars. It has been accepted for inclusion in College of Education by an authorized administrator of FireScholars. For more information, please contact [email protected]. GOOGLE TRENDS DATA AS A PROXY FOR INTEREST IN LEADERSHIP By FINLEY W. WALKER A doctoral dissertation submitted to the College of Education in partial fulfillment of the requirements for the degree Doctor of Education in Organizational Leadership Southeastern University February, 2019 GOOGLE TRENDS DAT A AS A PROXY FOR INTEREST IN LEADERSHIP by FINLEY W. WALKER Dissertation Approved: ~ nChair Q as J. Goll~ Committe o~ oth, Ed.D ., Committee Member Ja1 es A. Anderson , Ph.D. , Dean , College of Education 11 DEDICATION This dissertation is dedicated to my King, Jesus, who leads me; to the love of my life, Carmen, who gives me the courage and inspiration to lead; and to all those who pursue that noble calling to lead. iii ACKNOWLEDGMENTS No dissertation belongs to just one person. The following study does not really address why someone pursues leadership. I cannot say for certain why someone else is interested in leadership, but I can say why I am interested in leadership: it is because of those that I acknowledge here, the ones who have inspired me. I am a dwarf standing on the shoulders of giants—nanos gigantum humeris insidentes. I would like to thank Dr. Henderson for being my guide through this long journey. I could not have navigated the course successfully without a proper captain. I would like to thank Dr. Gollery for his humble expertise in methodology. He helped hone the direction of my research questions and analysis when the point of all this research was unclear. I would like to thank Dr. Roth for being there from the beginning until the end and for being a role model of excellence. It seems fitting to celebrate the closure of my doctoral studies with the professor I first began with at orientation years ago. I would like to thank Dr. Campbell for her diligence and patience in helping me to edit and revise my dissertation. If anything to follow is intelligible, it is due to her. Finally, I would like to thank all my professors and peers who have contributed to making my doctoral journey such a blessed one. It has been a pleasure to be in the midst of a cohort so brilliant and passionate. I thank Southeastern University for crafting a culture of servant leadership and for giving me the opportunity to pursue something more. All remaining errors are my own. iv ABSTRACT The purpose of this quantitative study was to investigate the observable patterns of online search behavior in the topic of leadership using Google Trends data. Institutions have had a historically difficult time predicting good leadership candidates. Better predictions can be made by using the big data offered by groups such as Google to learn who, where, and when people are interested in leadership. The study utilized descriptive, comparative, and correlative methodologies to study Google users’ interest in leadership from 2004 to 2017. Society has placed great value into leadership throughout history, and though overall interest remains strong, it appears that the expression of that interest may have changed over time. Key findings revealed that interest in leadership often peaks during the spring and fall seasons while dipping during the summer and the winter holiday seasons. Leadership interest also appears to be more concentrated in geographic locations that home certain universities and political arenas. Keywords: predicting leadership, leadership interest, leadership profile, big data, Google Trends v TABLE OF CONTENTS Dedication ................................................................................................................................ iii Acknowledgments ................................................................................................................... iv Abstract ..................................................................................................................................... v Table of Contents ..................................................................................................................... vi List of Tables ............................................................................................................................ ix List of Figures .......................................................................................................................... xi Chapter Page I. INTRODUCTION ............................................................................................................... 12 Background of the Study ........................................................................................................ 13 Societal Factors ................................................................................................................. 14 Intellectual Factors ............................................................................................................ 15 Professional Factors .......................................................................................................... 15 Research Factors ............................................................................................................... 16 Overview of the Literature ...................................................................................................... 17 Theoretical Foundations and Conceptual Framework ............................................................ 18 Need for the Study .................................................................................................................. 19 Problem Statement .................................................................................................................. 20 Purpose of the Study ............................................................................................................... 21 Research Questions ........................................................................................................... 21 Research Hypotheses ........................................................................................................ 22 Professional Significance of the Study ................................................................................... 24 Overview of the Methodology ................................................................................................ 25 Overview of Analysis .............................................................................................................. 26 Limitations and Delimitations of the Study ............................................................................ 27 Limitations ........................................................................................................................ 27 Delimitations ..................................................................................................................... 27 Cautions ............................................................................................................................ 28 Assumptions of the Study ................................................................................................. 29 Definitions of Key Terms ........................................................................................................ 30 Summary ................................................................................................................................. 31 II. REVIEW OF LITERATURE ............................................................................................. 33 Overview of the Chapter’s Organization ................................................................................ 33 Literature Using Google Data ................................................................................................. 34 Theoretical Foundations ......................................................................................................... 48 vi Conceptual Framework ........................................................................................................... 50 Biopsychosocial – Internal and External Influences ......................................................... 53 Biological Factors – Innate and Acquired Abilities ................................................................ 55 Psychological Factors – Personality Profile ........................................................................... 63 Sociological Factors – Culture ................................................................................................ 73 Ecological Factors – Environment and Opportunities ............................................................ 81 Summary ................................................................................................................................. 90 III. METHODOLOGY ..........................................................................................................