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Applying Q-Methodology to Investigate People’ Preferences for Multivariate Stimuli

This article serves as a step-by-step guide of a new application of Q-methodology to investigate people’s preferences for multivariate stimuli. Q-methodology has been widely applied in fields such as sociology, education and political sciences but, despite its numerous advantages, it has not yet gai...

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Detalles Bibliográficos
Autores principales: Gao, Jie, Soranzo, Alessandro
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7758491/
https://www.ncbi.nlm.nih.gov/pubmed/33362621
http://dx.doi.org/10.3389/fpsyg.2020.556509
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author Gao, Jie
Soranzo, Alessandro
author_facet Gao, Jie
Soranzo, Alessandro
author_sort Gao, Jie
collection PubMed
description This article serves as a step-by-step guide of a new application of Q-methodology to investigate people’s preferences for multivariate stimuli. Q-methodology has been widely applied in fields such as sociology, education and political sciences but, despite its numerous advantages, it has not yet gained much attention from experimental psychologists. This may be due to the fact that psychologists examining preferences, often adopt stimuli resulting from a combination of characteristics from multiple variables, and in repeated measure designs. At present, Q methodology has not been adapted to accommodate. We therefore developed a novel analysis procedure allowing Q-methodology to handle these conditions. We propose a protocol requiring five analyses of a decision process to estimate: (1) the preference of stimuli, (2) the dominance of variables, (3) the individual differences, (4) the interaction between individual differences and preference, and (5) the interaction between individual differences and dominance. The guide comes with a script developed in R (R Core Team, 2020) to run the five analyses; furthermore, we provide a case study with a detailed description of the procedure and corresponding results. This guide is particularly beneficial to conduct and analyze experiments in any research on people’s preferences, such as experimental aesthetics, prototype testing, visual perception (e.g., judgments of similarity/dissimilarity to a model), etc.
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spelling pubmed-77584912020-12-25 Applying Q-Methodology to Investigate People’ Preferences for Multivariate Stimuli Gao, Jie Soranzo, Alessandro Front Psychol Psychology This article serves as a step-by-step guide of a new application of Q-methodology to investigate people’s preferences for multivariate stimuli. Q-methodology has been widely applied in fields such as sociology, education and political sciences but, despite its numerous advantages, it has not yet gained much attention from experimental psychologists. This may be due to the fact that psychologists examining preferences, often adopt stimuli resulting from a combination of characteristics from multiple variables, and in repeated measure designs. At present, Q methodology has not been adapted to accommodate. We therefore developed a novel analysis procedure allowing Q-methodology to handle these conditions. We propose a protocol requiring five analyses of a decision process to estimate: (1) the preference of stimuli, (2) the dominance of variables, (3) the individual differences, (4) the interaction between individual differences and preference, and (5) the interaction between individual differences and dominance. The guide comes with a script developed in R (R Core Team, 2020) to run the five analyses; furthermore, we provide a case study with a detailed description of the procedure and corresponding results. This guide is particularly beneficial to conduct and analyze experiments in any research on people’s preferences, such as experimental aesthetics, prototype testing, visual perception (e.g., judgments of similarity/dissimilarity to a model), etc. Frontiers Media S.A. 2020-12-10 /pmc/articles/PMC7758491/ /pubmed/33362621 http://dx.doi.org/10.3389/fpsyg.2020.556509 Text en Copyright © 2020 Gao and Soranzo. http://creativecommons.org/licenses/by/4.0/ This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Gao, Jie
Soranzo, Alessandro
Applying Q-Methodology to Investigate People’ Preferences for Multivariate Stimuli
title Applying Q-Methodology to Investigate People’ Preferences for Multivariate Stimuli
title_full Applying Q-Methodology to Investigate People’ Preferences for Multivariate Stimuli
title_fullStr Applying Q-Methodology to Investigate People’ Preferences for Multivariate Stimuli
title_full_unstemmed Applying Q-Methodology to Investigate People’ Preferences for Multivariate Stimuli
title_short Applying Q-Methodology to Investigate People’ Preferences for Multivariate Stimuli
title_sort applying q-methodology to investigate people’ preferences for multivariate stimuli
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7758491/
https://www.ncbi.nlm.nih.gov/pubmed/33362621
http://dx.doi.org/10.3389/fpsyg.2020.556509
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