Abstract
We propose a new method of semi-structured interview, called “Corkboard Image Mapping,” to visualize pluralistic values behind the stories of individuals and to quantitatively analyze them. The proposed procedure was as follows: 1) extracting main items from stories, 2) mapping to corkboard (Corkboard map) and interpreting it, 3) making an image map based on Multi Dimensional Scaling (MDS map) and interpreting it, 4) comparing the Corkboard map with the MDS map. Interpretation of the maps was made by the interview with each participant. The result of experiment using the proposed method indicated that values were extracted from each stories. It was also suggested that interpretation of axes and mapping enables quantitative analysis of value structure and that comparison between a Corkboard map and a MDS map make it possible to quantitatively discriminate individual mapping strategy. This study demonstrated that common base or dissonance of discussion in a society could be explored, using the proposed method and describing the features of value structures behind stories.
