Q‐methodology in communication science: An introduction

Q‐methodology, traditionally a tool for phenomenological analysis, single‐subject or small sample research, and typological analysis, has potential for research in human communication. Unfortunately, q‐techniques have often been neglected or misunderstood by main‐stream social scientists. This article presents basic information regarding the construction of q‐sorts, discusses methods for analyzing q‐sort data in a variety of research contexts, and identifies resources which may be consulted by those wishing to learn more about the method.