ABSTRACT
This chapter shows how mapping helps in presenting public relation research results, and examines the differences between cognitive and perceptual mapping. Cognitive maps help process and record the mental paths that people follow when they think about some idea or other phenomenon, especially when they are storing information to be recalled at some later time. It is a process of coding and later decoding information. Cognitive maps are often used in marketing and management to keep track of processes. Similar to cognitive mapping, perceptual maps use visual presentations to show the ideas of respondents and, in keeping with the name of the technique, of the perceptions on the part of customers. As with product or service positioning, perceptual mapping presents the positions of various brands, products, or firms as they relate to one another in consumers' minds. Both cognitive mapping and perceptual mapping help present information in an easy-to-use visual format that shows relationships, comparative evaluations, and relative attributes.
