COGNITIVE MAPPING AND REPERTORY GRIDS FOR QUALITATIVE SURVEY RESEARCH: SOME COMPARATIVE OBSERVATIONS

A study of business strategy was carried out in 86 organizations in the crop protection industry. A multi-operational approach was used to enable validation of data by triangulation, including cognitive mapping used in an unusual way. This provided an unintended opportunity to conduct a comparative evaluation of interactive investigational methods in a relatively controlled, if unsophisticated manner. Results were interesting enough to suggest that further investigation is needed into the impact of various subject-generated factors such as face validity on methodological effectivness, as well as more traditional criteria such as construct validity of particular methods. Accordingly, process issues affecting repertory grids, cognitive mapping and software for the analysis of cognitive maps (COPE) are described and discussed. Recommendations are made for improvements to mapping and software and further studies suggested.