Research methods


Because we want to both explore meaning of using media and map the strength of news preferences we are looking for a strong methodology that can combine words and numbers in an integrated analysis of data. Q methodology is a tool that can do this.


We are thus moving beyond the strait jacket of quantitative logic aswell as the loose opague qualitative framework of interpretation, because we put them to work together jointly.


We want to map meaning on peoples' own inner scale not the predefined ones



We want to compare the complex subjectivity of people in a relative complex manner. This is because meaning has to do with valuing things relative to other things.


You can try this online Q sort interview HERE.

When data is downloaded from your server, the next step is running a Q sort factor analysis


For more about how to analyze Q sort data please look HERE