Eventually, when more sophisticated research methods were used in communication research, doubt was cast in the hypodermic needle model. This survey research was directly by Paul F. Lazarsfeld of Columbia University, a pioneering mass communication scholar (Rogers, 1994). The hypodermic needle model was based primarily on intuitive theorizing form unique historical events and was too simple, too mechanistic, and too gross to give an accurate account of media effects. It ignored the role of opinion leaders.