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Mapping


 

mapping

Mapping is an ethnographic method whereby the respondent is asked to illustrate a geographic area or a certain social relationship. 


 

SELECTION OF METHOD

mapping

The method can be used during face-to-face, in-depth interviews and in focus groups. A mental map of a person’s school, workplace or local area will naturally differ somewhat from reality. Respondents who never use a certain area will have a tendency to tone it down in their mental map and draw it further away and with less detail.

Conversely, areas that are deemed important will take up more space and be more detailed. In addition to mapping the mental relationships with a physical area, this type of study enables interviewers to ask respondents about their underlying reasoning.

A mental map is, like a walk-along, a method for making an otherwise abstract topic more tangible. Being able to ‘show and tell’ gives the respondent a better opportunity to create images and remember feelings and episodes associated with the physical object.

EXAMPLE

Mapping can, for example, be used to assess the benefits of a certain treatment model for young addicts. By mapping the young people’s social relationships at the start and end of the treatment process, it is possible to show how those relationships have changed. 


 

SOCIAL RELATIONSHIPS

Mapping is especially useful in connection with urban and local planning, workplace surveys, image surveys and product consumption. The method is also used to map social relationships by having the respondent illustrate their relationship and thus give them the opportunity to reflect on their connection to their social network. This can be particularly informative when the question relates to social relationships in the workplace or family context.


 

why choose megafon?

solid and extensive experience

MEGAFON houses solid and extensive experience regarding consulting and research for private as well as public sector companies and organisations. We provide individual counselling and through close collaboration with you, our consultants identify the research design best fitted to your problem fields and needs. 
 

renowned and reliable 

MEGAFON is one of the most renowned research institutes in Denmark, known for providing high quality and reliability. Choosing MEGAFON immediately signals a high level of reliability to the targeted recipients: Management, politicians, journalist and opinion formers. Choosing an acknowledged partner makes your work easier at all levels.
 

independent results and high response rates

It is a good idea to have your research carried out by an independent institute, ensuring that the work is unbiased. Additionally, respondents participate more willingly in studies when they are initially contacted by a well-known and respectable company. When MEGAFON is your provider, you get independent, serious and valid research based on high response rates securing the best quality.
 


 

Julie Perch

Qualitative Consultant
(on maternity leave)

Contact Julie
+45 77 414144
jp@megafon.dk

MEGAFON

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Telephone • +45 77 41 41 41
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