An Evaluation of Research Replication with Q Method and Its Utility in Market Segmentation.

Autor/in	Adams, R. C.
Institution	California State Univ., Fresno.
Titel	An Evaluation of Research Replication with Q Method and Its Utility in Market Segmentation.
Quelle	(1981), (131 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Monographie
Schlagwörter	Audiences; Factor Analysis; Followup Studies; Q Methodology; Research Methodology; Television Research; Television Viewing + Suchen Sie Ihr Suchwort? Spectator; Zuschauer; Faktorenanalyse; Follow-up studies; Kontaktstudium; Research method; Forschungsmethode; Fernsehkonsum
Abstract	Precipitated by questions of using Q methodology in television market segmentation and of the replicability of such research, this paper reports on both a reexamination of 1968 research by Joseph M. Foley and an attempt to replicate Foley's study. By undertaking a reanalysis of the Foley data, the question of replication in Q method is addressed. By replicating the Foley work--with recommended modifications--in a different market and holding analytic methodology constant, the replication question is further explored; and by examining the results from Foley's two studies and from the present study in the context of the nature of Q method and its prior uses, comment is offered on the market segmentation question. Detailed discussions of the reanalysis and the replication demonstrate how Foley's Q sort was a potentially useful approach to audience segmentation within a uses and gratifications framework, although the progress of more than a decade has, to some degree, bypassed the tool and some of the ideas underlying it. Concluding remarks indicate that the Q method retains considerable utility for further investigation of audiences by segments. (RL)
Erfasst von	ERIC (Education Resources Information Center), Washington, DC