What is Q Methodology?

Q Methodology combines qualitative and quantitative techniques to study ‘subjectivity’. Using Q techniques, researchers can uncover and interpret shared views, perspectives, opinions, values and beliefs. Those shared viewpoints can then be described in rich detail.

The main steps in a Q study involve the rank ordering of a collection of items, typically statements of opinion printed on cards, onto a grid. This ranking of the cards is known as a Q sort, and analysis examines the similarity between Q sorts. Factor analysis is used to identify clusters of similar Q sorts. The identified shared views (or factors) are represented by a unique ordering of the cards for each factor. These idealised Q sorts, calculated as a weighted average of similar Q sorts for a given factor, are then interpreted and described.

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