This document provides an overview of Q-methodology, which analyzes subjective viewpoints in a group. It involves having participants sort statements about a topic from least to most like their view. Factor analysis of the sorted statements reveals common perspectives. The document outlines the steps, including developing statements, having participants sort them, interviewing about their sorts, and analyzing the results. Q-methodology originated in the 1930s and has grown with over 335 peer-reviewed articles in the last 20 years. Questions are welcomed.

1. T O
Introduction
Ignacio Cruz – ignacioc@usc.edu

2. Overview
1. What is Q-Method?
2. How to do it
3. Usage and implications
4. Questions

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. 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. 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. Q-Grid RQ: What is social media?

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

9. “…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.

10. Continued growth
• 335 peer-reviewed articles in the past 20 years
• 196 articles since between 2006-2011

11. 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

12. Q&A

13. 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