Cognitive maps

It is useful to have displays that show us the complexities of the person. People's minds are not always organised hierarchically, as we just saw in the taxonomies. They can be well represented in non-hierarchical network form: a collection of nodes attached by links. Cognitive maps display the person's representations of concepts about a particular domain, showing the relationships among them.

For example, the cognitive map in Figure 11.5 shows that the respondent thinks a wristwatch needs to be fashionable and how this need to be fashionable is reflected in such things as a good-quality leather strap, having sports features and having a case made from gold or stainless steel.

Online Survey Champion

Online Survey Champion

There are people all over the world trying to find ways to make money online. From stay at home moms looking to make a few extra dollars to college students and entrepreneurs, the allure of making your own hours and working from home or from the local coffee shop is very appealing.

Get My Free Ebook

Post a comment