An Evaluation of Research Replication with Q Method and Its Utility in Market Segmentation [microform] / R. C. Adams
- Bib ID:
- 5395817
- Format:
- Book and Microform
- Author:
- Adams, R. C
- Online Version:
- https://eric.ed.gov/?id=ED199771
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- Description:
-
- [Washington, D.C.] : Distributed by ERIC Clearinghouse, 1981
- 131 p.
- Summary:
-
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)
- Notes:
- May also be available online. Address as at 14/8/18: https://eric.ed.gov/
- Reproduction:
- Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive.
- Subject:
- Genre/Form:
- Reports, Research
- Other authors/contributors:
- California State Univ., Fresno
- Available From:
- ERIC
- Copyright:
-
In Copyright
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Copyright status was determined using the following information:
- Material type:
- Literary, dramatic or musical work
- Published status:
- Published
- Publication date:
- 1981
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