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ADVERTISINGADVERTISINGRESEARCHRESEARCH

CHAPTER 20:

Q-METHODOLOGY

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What Is Q-What Is Q-

Methodology?Methodology?

Research techniques that fall in thecenter of the qualitative-quantitative

research continuum A Research technique whose sole

purpose is to make explicit the

internal structure of consumersattitudes and beliefs.

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CHARACTERISTICSCHARACTERISTICS

To acquire insights into consumers attitudesand beliefs towards themselves, brand andproduct users, brand and product

categories, advertisers and advertisingpractice.

To present an individual with a set ofstatements that he/she sorts along acontinuum according to a specifiedcriterion

Different patterns of statements revealed are

used to identify underlying structure of

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STEPS IN CONDUCTING Q-STEPS IN CONDUCTING Q-METHODOLOGY RESEARCHMETHODOLOGY RESEARCH

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1.1.Develop And EditDevelop And EditStatementsStatements

Statements can be developed usingvariety of resources Prior Q-Methodology research projects

Prior Survey Research

Response to open-ended, in-depthinterview questions

Volunteered comments in focus groups Response to project stimuli such as

sentence completion and pictureprojection

Brainstorming or idea generation

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Continuation..Continuation..

All statements are merged into a singleset that represents the totalpopulation of statements(TPOS)

TPOS is examined and edited withrespect to item appropriateness, itemclarity, item independence, range of

statements presented in totalpopulation and grammatical form.

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Continuation..Continuation..

a)Item Appropriateness: is therelationship between the statementand the operationally definedconcept to which it relates.i. Statements should have face validity

ii.Statements without face validity areeliminated

b)Item Clarity: is the statementcomprehensibility.i. Vague, hard to understand or ambiguous

statements are eliminated

ii.Statements that express more than one

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Continuation..Continuation..

c)Item independence: is the thoughtexpressed by each statement in thepopulation

i. Identical wording, sentiment, and/orideas are paired and only exemplar isselected

ii.Statements expressing an identicalthought are eliminated.

d)Range of Statements: is the

characteristics of statementsremainin in the o ulation.

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Continuation..Continuation..

-If all statements relate to only oneoperationally defined concept, thenthere should be equal number of

statements; positive, negative andneutral.

-With several operationally definedconcepts in population, there shouldbe equal number of statements for

each concept and within each conceptthere should be and equal number ofstatements; positive, negative andneutral

ii.All statements should be written in same

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Select Q-SortSelect Q-Sort

StatementsStatements

Selected statements from thepopulation are used in Q-sort

Number of Statements required for anyparticular Q-methodology varies as afunction of the complexity of theattitudes being examined and the

number of operationally definedconcepts

Set of statements used is called Q-

Sample which represents a large

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Continuation..Continuation..

Three approaches to selectiontechniques can be used:

a)A census: when population ofstatements is small and when entirepopulation of statements is to beexamined during the Q-sort

b)Random Sampling: when population ishomogenous and when allstatements in population relates toone operationally defined concept

then random sampling should result

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Continuation..Continuation..

c)Stratified Random Sampling: whenpopulation of statements is

heterogeneous and reflects a numberof related but different operationallydefined concepts. This should resultin a set of statements reflective of

the broader population

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Select Type of Q-SortSelect Type of Q-Sort

There are two types:

a)Forced Procedure: Requires arespondent to place a predeterminednumber of index cards at each point

on the continuum. For e.g., Most like Me Least Like me

-:3 4 7 10 13 16 13 10 7 4 3

b)Unforced Procedure: Specifies thenumber of points on continuum andallows a respondent to placestatements at any point in the

continuum . Thus. A respondent is

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Determine Q-SampleDetermine Q-SampleCharacteristicsCharacteristics

They are similar to those used insurvey research

Sample size tend to be small andtypically reflects

The number of population variablesbelieved to be important and

influential

The number of required replications percombination of identified variables.

( See for e.g. table 20.1 pg 493)

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Create Appropriate Q-Create Appropriate Q-Sort InstructionsSort Instructions

These explain the task that eachrespondent needs to perform

There are two parts: Sorting Criterionand sorting procedures

a)Sorting criterion: is a respondentsguide for sorting Q-sample

statements, can either be simplerequest for agreements ordisagreements or a more elaboratescenario

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Continuation..Continuation..

b)Sorting Procedure: Sorting criteria arepresented within context of moregeneral instructions that explain

sorting procedures explaining;characteristics of statements in theQ-Sample, the nature of the sortingtask, and any special conditions that

control the sort. ( For e.g. see pg 494)

d i i dAd i i t A d

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Administer AndAdminister And

Record SortRecord Sort

At completion of a successful Q-sort,the interviewer record the placementof each statement using a form( e.g.pg 495)

Item number of each card is recordedin the appropriate column to

represent its assignment to aparticular place on the continuum.

The values are then assigned to each

card for data analysis.

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Analyze Q-Sort DataAnalyze Q-Sort Data

Analyzing data is different than traditionalsurvey data.

Variables are the individuals performing the

Q-sort, not the individual Q-samplestatements.

It uses Factor analysis

Loading indicates the degree of associationbetween a persons individual Q-sort andthe underlying composite attitude orperspective of the factor

Positive loading indicates shared attitudes andbeliefs with others having high loading on

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Apply Findings toApply Findings toDecision MakingDecision Making

The final step is similar to all otheradvertising research i.e. the

application of the results to thedecision-making process.