ERIC Number: ED199771
Record Type: Non-Journal
Publication Date: 1981
An Evaluation of Research Replication with Q Method and Its Utility in Market Segmentation.
Adams, R. C.
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)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: California State Univ., Fresno.