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Cognitive Mapping

A visualization technique that reveals how people process and make sense of their experience

  • Cognitive maps are most effective when used to structure complex problems.
  • It is designed specifically as a decision-making tool that can inform strategic direction.
  • Unlike concept maps or mind maps, the format and structure require no central focus of visualization.
  • Nodes of a cognitive map are made up of the exact words and phrases spoken by participants.
  • Each node can have as many incoming and outgoing associations as necessary and are read as causal pathways: for example, node x may imply node y.
  • Cognitive mapping can facilitate the note-taking process during interviews and when transcribing text-based qualitative data.

See alsoConcept Mapping • Content Analysis • Mind Mapping

Cognitive maps reveal people’s underlying agendas and decision-making criteria. This map is based on a questionnaire for employees considering leaving a company headquarters.

Low professional satisfaction . . . . High professional satisfaction Leave the company headquarters in Rio Search for a better quality of life . . . . Not to search for lower quality of life Prospect of an increase in salary . . . . No prospect of an increase in salary Low salary for life in Rio . . . . Good salary for life in Rio Bad working conditions . . . . Good working conditions To do frustrating tasks . . . . To do relevant tasks Have health problems . . . . Have no health problems Bad social environment . . . . Good social environment Difficulty adaptating to life in Rio . . . . No difficulty adapting to life in Rio High cost of living in Rio . . . . Low cost of living in Rio Be far from family . . . . Be close to family Have low managerial competence . . . . Have high managerial competence = "may lead to" or "may imply" . . . . = "instead of

Cognitive Map courtesy of Luiz Flávio Autran Monteiro Gomes, Luís Alberto Duncan Rangel, and Rogério Lúcio Jerônimo

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