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Q-Methodology

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This deck gives an introduction to Q-methodolody-- a powerful qualitative/quantitative research tool that you can use. Q-method allows for researchers to gain perspectives/points-of-views about a specific population around a topic. More resources can be found within the slide deck.

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Q-Methodology

  1. 1. T O Introduction Ignacio Cruz – ignacioc@usc.edu
  2. 2. Overview 1. What is Q-Method? 2. How to do it 3. Usage and implications 4. Questions
  3. 3. Method/SortQ ‘QUALI-quantological’ analysis of subjective matters, by revealing the key first-person viewpoints in any given group of participants (Bullock, Muddiman, & Phillips, TASME Conference, 201
  4. 4. Origins  Developed by William Stephenson, 1930’s  General purpose: “the aim of Q is to utilize subjective views, opinions, and perceptions to capture general responses to a phenomenon” (Bang & Montgomery, 2013, p. 346).  A Q sort is a ranking of variables or statements by a “sorter” that allows researchers to understand subjective descriptions of a phenomenon.
  5. 5. How to Do It STEP 1: Develop a series of statements, or “concourse” • Literature, interviews, theory • Representative of your topic (sorted/categorized) • Around 40-60 statement STEP 2: Utilize participants to sort through cards • Focused on subjectivities of a particular group • Quality, not quantity= 20-40 participants LEAST like my view (~14 statements here) MOST like my view (~14 statements here) Neutral view about this statement (~14 statements here)
  6. 6. Q-Grid RQ: What is social media?
  7. 7. How to Do It STEP 3: Follow up with interview to explain sort STEP 4: Factor analyze to reveal emergent themes • Correlated with other Q-sorts and FA begins • Shows similar order of ranking among others
  8. 8. “…a way for people to connect.” “…a way for people to connect online.” “…a forum for individuals to connect and communicate through technology.” “…a way of sharing information and connecting with others online…” “…the way in which people can connect with other people and businesses through the Internet.” Social Media is… Treem, Social Media & Orgs, 2014 CONNECTIONS INTERACTIONS SHARE INFO.
  9. 9. Continued growth • 335 peer-reviewed articles in the past 20 years • 196 articles since between 2006-2011
  10. 10. Need help? Online resources • Qmethod.org • Qassessor.com • Qualtrics | PQ Method McKeown, B., & Thomas, D. B. (2013). Q methodology (Vol. 66). Sage Publications. International Society for the Scientific Study of Subjectivity Annual Q-Method Conference
  11. 11. Q&A
  12. 12. References Herrington, N., & Coogan, J. (2011). Q methodology: An overview. Research in Secondary Teacher Education, 1(2), 24-28. McKeown, B., & Thomas, D. B. (2013). Q methodology (Vol. 66). Sage Publications. Stephen, T. D. (1985). Q‐methodology in communication science: An introduction. Communication Quarterly, 33(3), 193-208. Contact Ignacio Cruz USC Annnenberg ignacioc [at] usc [dot] edu www.ignaciocruz.com

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