Q & A: What is Concept Mapping?

Shuzo Katsumoto

This page is designed to provide an audience with no prior research knowledge with basic ideas of Concept Mapping. For the purposes of simplicity and clarity, the text is presented in Q & A form. This tutorial can be followed from beginning to end, or you can use the table of contents to jump to specific questions unknown to you.

Table of Contents

What is concept mapping?

Concept mapping is a general method with which you can clarify and describe people's ideas about some topic in a graphical form. By mapping out concepts in pictorial form, you can get a better understanding of the relationships among them.

What sort of ideas are to be dealt with in concept mapping?

For example, in a planning process, major goals, needs, available resources and capabilities, externalities, and any other dimensions constituting a plan can be represented in a concept map. In evaluating social research projects, such dimensions as programs, samples, settings, measures and outcomes would be included in the process of concept mapping.

Why is concept mapping useful?

In a planning or evaluation project, it is often very difficult for people involved in the project to make the situation clear and recognizable and to have a common idea of the project among them. This is because things are usually tangible and complex with lots of different environmental and human factors involved in a project. Concept mapping encourages the participant group to stay on task, and the conceptual framework is expressed in the language of the participants rather than in that of the planner or evaluator. With its pictorial representation and its participant-oriented features concept mapping can be a powerful method to organize complex problems.

When is concept mapping useful?

As stated above, concept mapping is a general method for conceptualization, and it is utilized for many projects. Project formulation, strategic planning, product development, market analysis, decision making, and measurement development are probably the main ones.

Are there several different types of concept mapping?

Yes. Experts in planning and evaluation such as Trochim, W., Novak, J.D, Rico, G.L., Chen, H.T., and Rossi, P.H. suggest concept mapping as a useful method for developing a conceptual framework. All of these concept mappings are similar in that they result in a graphic representation, but their approaches or emphases are different. Here, I can tell you about the one developed by Professor Trochim, W., at Cornell University.

What are the features of the concept mapping developed by Prof. Trochim?

There are several significant features: First, it stresses a group process. So it is especially useful when some stakeholder groups get involved in certain work. Second, it takes a structured facilitated approach. It basically consists of six steps, and a trained facilitator is expected to manage the process. Third, it uses multivariate statistical methods. These effectively analyze the input from participants and depict the results in a pictorial form. And fourth, it takes advantages of specialized computer programs. These efficiently handle the data and accomplish the procedures.

What steps are involved in concept mapping?

OK. Here is an overview of the concept mapping process. Let me explain them step by step:

Step 1: Preparation

Prior to commencement of the actual group process, two major things have to be done. First, the facilitator works with people involved to decide on who will participate in the concept mapping process. It is good to encompass a broad range of relevant people in order to insure that a wide variety of viewpoints are taken into consideration.

What is a facilitator?

A facilitator manages and guides the concept mapping process. The facilitator could be an outside person or an internal member of the group responsible for the project. Because a group process is stressed, it is the entire group that determines the content, interpretation, and utilization of the concept map.

How can a facilitator select participants?

Usually we use some random sampling method to select participants from a broader defined population, since it raises generalizability of the resulting concept map.

Is there any limit on the number of participants?

No. There is no strict limit on the number of people. However, a relatively small group of between 10 to 20 people typically seems to be workable enough.

The Second thing that should be done by the facilitator in the preparation step is to work with the participants to develop the focus for the project. There are two major aspects which should be focused: the focus for brainstorming and rating. The focuses for these two are worded as statements, and participants are expected to agree to them in advance.

What should be the focus of a brainstorming?

For example, participants may focus on the goals of organization, the program or treatment, or the outcomes they expect to see as a result of the program or treatment.

How do we decide by what criteria we will rate brainstormed items?

The stakeholder group needs to think what kind of information will be most important or useful for them or their project. For instance, the facilitator may ask the participants to rate how important each brainstormed item is, or how much each outcome is likely to be affected by the program.

Step 2: Generation of Statements

After the participants and focus statements have been decided, the participants develop a large set of statements describing the focus from a number of different aspects. Although an array of methods such as brainstorming, brainwriting, and nominal group techniques are available to generate statements, brainstorming is typically used. In the brainstorming session, participants are encouraged to express what they want to say as well as to ask for clarification of any unfamiliar terms so that all participants understand well the meanings of the statements.

What is the facilitator's role when statements are being generated?

The facilitator usually records the statements by writing them on a blackboard, on sheets of newsprint, or directly entering them into a computer so that all participants can see the set of statements as they generate. Also, the facilitator is expected to take care of participants who are reluctant to state publicly their ideas for various reasons. The facilitator in this case may give them anonymous comment sheets.

Is there a limit to the number of statements that will be generated?

No. There is no limit theoretically. But in practice, a hundred or less are desired. If more than a hundred of statements are generated, it is advisable to reduce the set by examining for redundancies, selecting representative statements, or taking other means.

Step 3: Structuring of Statements

Once the statements of the issue have been generated, the participants organize the statements to see how they are related to each other. They do two things here: sorting and rating of the statements. First, each participant is encouraged to sort the statements into piles of similar ones according to their own judgments, usually using a deck of cards that has one statement on each card. Then, the results of all participants will be combined and examined carefully. Second, the participants rate each of the statements on some dimension, whose focus should be decided in the preparation step. For instance, a rating may be accomplished by using a 1-to-5 scale to show their priorities, where 1 indicates the lowest priority and 5 stands for the highest priority.

Is there a unique correct answer in the arrangement of the statements in the sorting procedures?

No. The participants are instructed to pile the cards of the statements in any way that they think makes sense. In other words, any arrangements the participants make are regarded and treated as sensible ones. But, note that there are some restrictions on this procedure. Each statement can only be placed in one pile. Also, all statements cannot be put into a single pile. In addition, all statements cannot be placed in their own pile.

Is there any limit on the number of piles in the sorting procedures?

No. The participants can have as few or as many piles as they want. Each pile is labeled with some short descriptive name.

Step 4: Representation of Statements

Once the sorting and rating of the statements have been done, the stakeholder group is ready to make a concept map. Two major statistical analyses are used here: multidimensional scaling and cluster analysis. By the first analysis, multidimensional scaling, each statement is represented as a single separate point on the map, and statements which are piled together by more participants are put closer to each other on the map. This means that distance between points (statements) on the map stands for the degree of interrelationships among the statements, namely, the closer the distance is, the more interrelated to each other the statements are. By the second analysis, cluster analysis, the outcomes of the multidimensional scaling (the points on the map) are partitioned into groups or clusters. Statements which seem to be strongly interrelated to each other, or to reflect similar ideas and concepts, are grouped into a cluster. Therefore, we can say a cluster represents some conceptual domain. By the way, the picture shown at the top of this Web page stands for figures of clusters.

Is there any good reference for studying multidimensional scaling?

Here are two good works on multidimensional scaling:

Kruskal, J.B. and Wish, M. (1978). Multidimensional Scaling. Beverly Hills, CA: Sage Publication.

Davidson, M.T. (1983). Multidimensional Scaling. New York, NY: John Wiley and Sons.

Is there any desirable or appropriate number of clusters?

It is a hard task to decide how many clusters into which the statements should be partitioned. There is no strict criteria, but assuming there are a hundred or fewer statements, the cluster solution usually falls in between 20 to 3 clusters. For further information, see the references below:

Anderberg, M.R. (1973). Cluster Analysis for Application. New York, NY: Academic Press.

Everitt, B. (1980). Cluster Analysis (2nd Edition). New York, NY: Halsted Press, A David of John Wiley and Sons.

Step 5: Interpretation of Maps

In the step of interpretation of the conceptualization established in map form, several materials are to be used. There are two lists and fours maps:

1) The Statement List: The initial list of statements generated by brainstorming. Each of which is identified with an number.

2) The Cluster List: The list of clusters grouped by the cluster analysis.

3) The Point Map: The map on which the statements are shown as numbered points. They are placed by multidimensional scaling.

4) The Cluster Map: The map showing the clusters partitioned by the cluster analysis.

5) The Point Rating Map: The numbered point map with average statement ratings overlayed.

6) The Cluster Rating Map: The cluster map with average cluster ratings overlayed.

Using these materials, the facilitator works with the participants to help them understand the various maps.

Which of the four maps is the concept map?

Actually, we can say all of them are concept maps!!! Each of them emphasizes a different aspect of the conceptual information, and is related to each other. If someone says "concept map" without specifying the type of the map, then usually the cluster map (4) is on the discussion topic, because it is most directly interpretable among the four types of the map.

What is the main point in interpreting the concept map?

The main point of interpretation of the map is that all participants come to figure out well the interrelationships among the clustered statements. It is aimed that everyone in the stakeholder group has a clear picture of the project through the visual devise, or the concept map. Furthermore, it is essential that everybody shares the sense that the concept map is their own product as a result of their collaboration-- it is an achievement based on statements that they generated in their own words and that they grouped, and the labels on the map were named by them all.

Step 6: Utilization of Maps

The final step is the utilization of maps. The stakeholder group uses the concept map to address their original focus. The concept map is useful in both planning and evaluation in a wide variety of ways: In planning, for instance, the map may show you action plans, planning group structure, needs assessment, or program development. In evaluation, it may display the basis for developing measures, sampling, or outcome assessment.

What is important in utilizing the concept map?

Note that the uses of the concept map are all up to the people who use it. That is, it is indispensable that the people who use the concept map have strong creativity and motivation. Concept mapping is a method to clarify and describe the complex situation and people's ideas. Concept mapping is a tool to think effectively. And, it is people who use the method or tool.

The flow chart below summarizes the six steps of concept mapping:

What computer programs are able to accomplish the process of concept mapping?

There are essentially two options: combination of standard general-purpose word processing and statistics packages, or The Concept System which was designed by Prof. Trochim specifically for concept mapping. In the former option, your computer programs must meet several requirements, and you may encounter some inconvenience. If you are interested in the latter option, you can ask for further information by contacting him directly. You can get a more detailed sense here .
Is there any other effect of concept mapping than the conceptualization?

Yes. Finally, I should not forget to tell you one of the major effects of the concept mapping that I did not mention so far. It appears that the process of concept mapping increases group cohesiveness and morale. So, we can say concept mapping is effective in the group itself, in addition to in the conceptualization I have explained all above.

Further Information

Trochim's Knowledge Base

You can find more detailed information on concept mapping in Professor Trochim's Knowledge Base. For a very basic introduction to concept mapping, you can see Concept Mapping. If you need more detailed description, An Introduction to Concept Mapping for Planning and Evaluation will provide you with a neat material. Concept Mapping: Soft Science or Hard Art? illustrates twelty examples of final concept maps from a variety of subject areas such as University Health Services, Student Life, Employment, Senior Citizens, and Music and Arts in Daycare. In addition, Using Concept Mapping to Develop a Conceptual Framework of Staff's Views of a Supporte Employment Program for Persons with Severe Mental Illness gives you an in-depth sense of the actual use of concept mapping.


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created in May, 1997