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The first and second hypotheses are based on this logic:. H1: Channels that allow an individual to unidentifiably seek information about a target will be more frequently used when targets are lesser-known by the information seeker than will channels that do not allow for unidentifiable information seeking. H2: Channels that require a seeker to be identifiable to a target will more frequently used when targets are better-known by the information seeker than will channels that do allow for unidentifiable information seeking.
Although some channels allow for only one type of communication, more recent technological developments have greatly blurred the lines between mass and interpersonal media. For example, online social networking sites such as Facebook.
Thus, these channels would be used heavily to learn information about both lesser known and more well known others. Thus, hypothesis three is offered:. H3: Channels that combine mass and interpersonal media qualities will be useful for learning information about both lesser and better-known targets.
A sample of undergraduate students enrolled in introductory communication courses at a large Midwestern US university responded to a survey in return for course credit. Of these participants, 79 One hundred and forty-five participants Of the respondents, College students were utilized in this study for two reasons. First, they generally have a relatively high degree of technological ability, and thus are presumed to be familiar with the necessary skills to use a wide variety of methods for information seeking.
Eighteen to year-olds have grown-up using computers and are the largest demographic to use computers either at home, work, or school www. Second, they are presumably at a stage in their lives where the Internet is likely to be a salient method of information seeking.
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This seems to be a particularly potent reason because universities generally require students to keep up on their coursework by way of a university provided email account. Additionally, access to the Internet and its wealth of information is relatively easily accessible for most students. Although the ability to seek information on the Internet is not particularly unique to college students, it is certainly a method of information seeking to which they are accustomed.
In short, although college students were chosen for this sample in part because of their convenience, they are a reasonable choice because of these aforementioned characteristics. Participants were scheduled in groups of 7 to 25 to report to the test site, complete an informed consent form followed by the survey. Each participant was allotted 30 minutes to complete the survey, although no participant required the full time allotted. The survey posed questions that asked respondents to rate the likelihood of using various communication technologies in situations where they were going to seek information about a variety of potential targets.
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Participants indicated their likelihood of using particular communication technologies measured by a 5-point Likert-type scale with 1 being very unlikely that they would use certain media to seek information about another person. Higher scores indicated that a specific media type was more likely to be utilized in seeking information about a specific other person. These targets were chosen in order to address the different choices made in seeking information about people that are less known and more known. These channels were not explicitly defined for participants.
These channels were chosen for several reasons. First, the inclusion of multiple channels was done to better reflect the real life ability for people to use multiple channels for uncertainty reduction goals. Second, these channels were chosen because they represented channels that seemed especially likely to be utilized by the sample chosen. Third, and most importantly, these channels offer an array of possibilities for hypothesis testing.
Sending an e-mail, IM, or a text message fall into the category of text-capable or interpersonal channels, as do FtF communication with a target, writing a letter and a phone call; for these channels identifiability is almost unavoidable. Social networking sites were included as an option that combines both mass and interpersonal qualities as one could seek information either anonymously, or make oneself identifiable.
Additionally, within these relational categories, composite variables were computed for both identifiable FtF, email, instant messenger, phone, text-message, and letter unidentifiable another person, personal weblog and mixed social networking site channels by calculating a mean likelihood of channel use score. Hypothesis tests Hypothesis one predicted that channels that allow an individual to unidentifiably seek information about a target will be more frequently used when targets are lesser-known by the information seeker than will channels that do not allow for unidentifiable information seeking.
Thus, the data are consistent with hypothesis one. Hypothesis two predicted that channels that require a seeker to be identifiable to a target will more frequently used when targets are better-known by the information seeker than will channels that do allow for unidentifiable information seeking. Thus, the data were also consistent with hypothesis two. Hypothesis three predicted that channels that combine mass and interpersonal media qualities will be useful for learning information about both lesser and better-known targets.
In the present research one such channel—a social networking site—was identified. Two separate one-sample t-tests were used to determine whether participants rated this mixed-identifiability channel to be likely to be used for both well and less-known targets. Thus, the data were consistent with hypothesis three.
Post-hoc analyses Although comparing the likelihood of use between identifiable and unidentifiable channels allows for tests of hypotheses derived from Stephens , this procedure does not allow for claims to be made about how likely individual channels are to be used. For example, although a group of channels is statistically significantly more likely to be used than another group, it is possible that one or all channels in that group are not practically likely to be used.
In order to analyze the data with regard to the likelihood of individual channel use within relationship type, descriptive statistics for the likelihood of use of each medium across relationship to target were calculated. Means and standard deviations can be found in Table 1.
Utilizing a data-analytical method similar to the one Miller, Boster, Roloff, and Seibold used to examine likelihood-to-use specific compliance gaining strategies in various situations, we report how relationship of target influences the likelihood of media use for information seeking see Table 3.
This data analytic method was chosen because of the descriptive goal of this analysis. Channels were considered to be likely if the mean likelihood of use score was greater than 3. These cutoffs were chosen as decision rules for media choice likelihood because they were the points which fell at plus and minus one standard deviation from the mean likelihood of use score. Mean likelihood of use also fell at approximately the midpoint of the 5-point scale. Notes: Negative t-values represent greater likelihood of using a channel for well-known targets.
Based on the results presented in Table 3 , there appear to be three distinct patterns of media use that emerge from these data. In order to categorize the data, sources were selected which were never rated as likely to be used in information seeking regardless of the relationship type.
Text messaging, letters, and blogs were never categorized as likely to be useful for information seeking no matter the target. No matter the target, instant messaging and asking another person were not reported as unlikely to be useful. Finally, people considered phone calls, FtF, and e-mail as either likely or unlikely to be useful depending on the relationship between target and seeker.
For this final category, phone calls were unlikely to be used for information seeking about classmates or strangers, but they were more likely to be used for other relationship types. Face-to-face communication was unlikely to be used with a stranger and only slightly more likely to be used with a classmate—otherwise, face-to-face interaction was likely to be used.
Email was unlikely to be used to seek information about a stranger but was likely to be used to seek information about or from a family member see Table 3. This study was designed to be an initial examination of how people use the variety of tools they have at their disposal to seek information about other people. This was an important question to study as previous research has not thoroughly examined this area and it has been recognized as a shortcoming in the literature Ramirez et al.
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The data were consistent with the three hypotheses offered. This study found that individuals are more likely to use channels which allow them to maintain anonymity to seek information about less known targets. However, when seeking information about more well-known targets, individuals are more likely utilize channels in which they are identifiable as seekers of information.
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