All Papers/Social Work Research (2022-23)/Q4
Q4
5 Marks

Part A (Q4): What is Perceptual Mapping? Support your answer with suitable diagram.

Expert Answer

Perceptual Mapping is a visual representation technique used to understand how individuals or groups perceive different concepts, services, organizations, or problems relative to one another. It typically plots these perceptions on a two-dimensional graph based on specific attributes.

Use in Social Work Research: It helps researchers understand the lived reality of clients, which often differs from administrative data. For example, a government might claim a local health clinic is highly effective, but perceptual mapping with the community might reveal they perceive it as inaccessible and unhelpful.

Suitable Diagram Example:

Imagine a 2D graph mapping community perceptions of local NGOs.

  • Y-Axis: Helpful (Top) to Unhelpful (Bottom)

  • X-Axis: Accessible/Friendly (Right) to Inaccessible/Bureaucratic (Left)

  • NGO 'A' might be plotted in the Top-Right quadrant (Highly Helpful and Accessible) - meaning the community trusts and uses them.

  • NGO 'B' might be plotted in the Top-Left quadrant (Helpful but Inaccessible) - meaning they offer good services but the paperwork is too hard for the community to navigate.

  • NGO 'C' might be plotted in the Bottom-Left quadrant (Unhelpful and Inaccessible) - a complete failure in the eyes of the community.