How People Think about a TV Program: A Q-methodology Approach

摘要

This paper identifies four viewpoints about a TV program by making use of Q-method. Based on a factor analysis, 35 participants of this study are classified into four groups that each one creates a viewpoint towards the TV program. Each viewpoint is interpreted carefully by using 48 statements representing possible opinions about the TV program. The paper emphasizes that usual research methods like surveys are not as effective as the Q-method for this purpose. This method can help researchers to understand those angles of peopleu27s opinions that remain hidden by using a questionnaire or scale.