It is an observational probing technique for the researcher as they have set the pre-defined criteria for categorizing different words into clusters. Chances of identifying criticalities are higher.ĭifferent participants may cluster response words differently which can add complexity when consolidating findings.Ĭontrolled (Participants can categorize associations based on pre-defined categories set by the researcher, pre-defined synonyms or to pre-defined terms).Ĭontrolled association assumes that the researcher knows the categories or contexts that matter to the participants and/or to the research project.This can be understood in the table below: Methodįree (Participants can categorize associations as they please).įree associations allow for participant-driven discoveries, limiting any preconceived barriers by the designer. The participants are shown the stimulus words just once (discrete) or a multiple number of times (continuous). Word Concept Association can be of four types – The respondents may be allowed to associate freely (free association) or responses may be limited to specific categories, to particular synonyms, to terms within a certain context, or to choose among alternatives (controlled association). What are the various types of Word concept association? Word Concept Association is also used in psychology to reveal the personal world of individuals. Here, concepts can be ideas, products or services – expose the participants to these, test their verbal memories and deduce the most memorable features, ideas, offering through clustering. In design, Word Concept Association is used to determine user acceptance with a design concept.
Through Word Concept Association, the researcher is able to understand how the respondent’s mind works, what is their thought process, their recall, among other things. The participants respond with the first word that comes to their mind. In this method, disconnected concepts or ideas are shown to the participants either in the form of visuals or words, using flash cards or expressed through words spoken out loud.
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