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1.Introductorycomments
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middleoftheredarea,withyellows,greens,bluesandpurplesfromleftto
right,butforimmediatepurposesitcanbeefectedatanycolumn.
Thearraycanbemanipulatedinthatitconsistsofindividualchipsandso
mayberandomizedandde-randomizedatwill.
1.2Interviews
Ininterviews,MacLauryrequiredhisinformanttoapplythreekindsofpro-
cedure:naming,focusselectionandmapping.Intheprocedureofnaming,an
informantisshowneachofthechipsinisolationandaskedtoprovideits
name.Thechipsareshownonebyone,inrandomorderandagainstagrey
background,soastoreducetheinfluenceofcontext.Thenamesarerecorded
andthechipsarethenarrangedintothefullarray,whichshowstheranges
ofeachcolourcategory.Inthenextstep,theinformantisaskedtochoosethe
bestexampleorthefocusofeachcategoryhe/shehasusedinthenamingtask.
Finally,inmapping,theinformantisshownthearrangedsetandaskedtoput
agrainofriceoneverychiphe/shewouldnameX.Thisproceedsinstages:
whenfinished,theinterviewerrepeatsthesamerequestuntiltheinformant
insiststhatnomorechipscanbesonamed.Theboundariesofcategoryrange
(brokendownintostages)arerecordedandthenexttermiscoveredinthe
sameway.
Ascrutinyofthedatathusobtainedyieldsrathersurprisingresults.For
example,thenamingandmappingrangesofacategoryneednotcoincide,the
focusofaparticulartermmayfallontheareanamedwithanothertermor
twotermscanbeusedinreferencetothesamecategorybythesamespeaker
duringasingleinterview.Theseandotherobservations(thefulllistofahun-
dredregularitiescanbefoundinMacLaury1997,AppendixVII,pp.449-457)
ledMacLaurytoconcludethatconceptualizersviewandtalkaboutacategory
fromdiferentpointsofview.Inotherwords,theyconstructdiferentarrange-
mentsofcognitivecoordinates.Hefurtherproposedthatthemanipulationof
thecoordinatesisperformedbyanalogytowhathumansdoinspatio-temporal
orientation,theideaofwhichweturntobelow.