Process
Group concept mapping involves a structured multi-step process, including brainstorming, sorting and rating, multidimensional scaling and cluster analysis, and the generation and interpretation of multiple maps. The first step requires participants to brainstorm a large set of statements relevant to the topic of interest, usually in response to a focus prompt. Participants are then asked to individually sort those statements into categories based on their perceived similarity and rate each statement on one or more scales, such as importance or feasibility.
The data is then analyzed using The Concept System® software, which creates a series of interrelated maps using multidimensional scaling (MDS) of the sort data, hierarchical cluster analysis of the MDS coordinates applying Ward’s method, and the computation of average ratings for each statement and cluster of statements. The resulting maps display the individual statements in two-dimensional space with more similar statements located closer to each other, and grouped into clusters that partition the space on the map. The Concept System® software also creates other maps that show the statements in each cluster rated on one or more scales, and absolute or relative cluster ratings between two cluster sets. As a last step in the process, participants are led through a structured interpretation session to better understand and label all the maps.
Read more about this topic: Structured Concept Mapping
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