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Q methodology is a composite of philosophy, concepts, data-gathering procedures, and statistical methods that provides perhaps the most thoroughly elaborated basis for the systematic examination of human subjectivity. Central to this enterprise are the meanings and understandings that individuals bring to their endeavors. This preservation of the person's perspective (rather than submerging it in categorical averaging) has rendered Q methodology attractive to investigators who are partial to qualitative methods. In addition, it takes advantage of the leveraging power of sophisticated statistical procedures that often reveal patterns within subjective perspectives that can be overlooked by even the most sensitive and discerning eye.

Q methodology was invented in 1935 by William Stephenson (1902–1989), who initially received a doctorate in physics and then later in psychology at the University of London while serving as the last graduate assistant to Sir Charles Spearman, inventor of factor analysis. He subsequently served as director of the Institute of Experimental Psychology at Oxford, underwent psychoanalysis with Melanie Klein, and after World War II, accepted a position at the University of Chicago; later he became a distinguished research professor in advertising in the School of Journalism at the University of Missouri. His The Study of Behavior is the most thorough statement concerning his innovation, which has been applied in a wide variety of fields and more recently adopted as a method for qualitative analysis.

Although fortified by the mathematics of factor analysis and often presented as a purely quantitative method, Q methodology was advanced by Stephenson as the basis for the systematic study of subjectivity in which self-referential meaning and interpretation are central. It therefore shares many of the same goals with qualitative analysis and is contrapuntal to R methodology, which is the study of all that is objective.

Phenomena

Central to Q methodology is the concept of concourse, a term denoting the volume of common communicability with regard to any topic. During the Iraq War, for instance, assertions similar to the following were made and were collected from sources such as the media, interviews, and the internet: “The focus should be on Afghanistan rather than on Iraq,” “Saddam Hussein knew how to make weapons of mass destruction and could have passed this information on to terrorists,” “The war in Iraq was the right thing to do,” and so forth repeatedly and all in ordinary language. Or to take another example, consider comments similar to the following made by Koreans in reference to their own national identity and abstracted mainly from English-language books, chapters, and articles: “We are a sentimental and lyrical people,” “Our goal is to establish stability and happiness by first establishing proper relationships in all aspects of life,” the corpus of communicability comprising an ongoing cultural dialogue. Or, consider comments similar to the ones taken from interviews with Uruguayan farmers concerning their participation in a dairy herd improvement program: “I don't believe milk prices are likely to increase, so I don't think I will participate to keep records,” “If we want the producers to participate, we have to help them to become more efficient,” and so on. Or consider possible rumi-nations of a single authoritarian personality in the course of prolonged in-depth interviews: “Some of the old rules help keep us in line,” “It's stuck in my head that homosexuality is wrong,” “There's not enough kindness,” and so forth. Or consider the concourse of communicability attending the quantitative-qualitative debate itself, drawn from the professional literature: “Research is influenced to a great extent by the values of the researcher,” “Quantitative and qualitative paradigms operate under different ontological, epistemological, and axiological assumptions,” “Students should be pragmatic and use both kinds of techniques,” and so forth, each proposition a pristine element in the grand debate and a matter of shared communicability understandable to all attending to it.

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