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Q-Sort in Communication

Q-sort is the data-collection technique at the heart of Q methodology, in which participants rank-order a set of statements or stimuli along a forced distribution (typically from 'most agree' to 'most disagree') to express their subjective point of view. In communication research it is used to uncover the shared patterns of opinion, framing, or media interpretation that exist within an audience, by factor-analyzing how people sort rather than how they score isolated items.

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Q-Sort Methodology for Audience and Communication Research

Registre de mètode taxonòmic · process-pipeline / communication

Krippendorff, K. (2004). Content Analysis: An Introduction to Its Methodology (2nd ed.). Thousand Oaks, CA: Sage. · ISBN 9780761915454
Watts, S., & Stenner, P. (2012). Doing Q Methodological Research: Theory, Method and Interpretation. London: Sage. · ISBN 9781849204156

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