Using Q Methods for Communication Research: Design and Evaluation of a European Comparative Project

Abstract

This article presents the methodological design of an ongoing research project conducted across Europe about the media consumption as a democratic resource. By means of a combination of in-depth interviews, questionnaires and Q methods, a critical evaluation of the benefits and limitations that these methodological innovations could bring to Communication Research is completed. The dialogue established between teams of thirteen different countries fosters a necessary discussion about the challenges imposed by comparative research at international scale. Moreover, the incorporation of Q methods as a central part of the methodological strategy turns into an opportunity to learn and explore the connections between quantitative and qualitative approaches to Social Sciences. The detailed explanation of the decisions taken by the research team during more than two years are offered as an invitation to public discussion and to the application of these techniques during both the data collection and data analysis phases.