The Application of Q Methodology in Recreation Research

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The Application of Q Methodology in Recreation Research Q AND YOU: THE APPLICATION OF Q METHODOLOGY IN RECREATION RESEARCH Whitney Ward and viewpoints. Wilson (2005) describes Q methodology Department of Health Education and Recreation this way: Southern Illinois University [email protected] It has been referred to as a bridge between qualitative and quantitative research. It has the Abstract.—Researchers have used various qualitative and same level of mathematical rigor as quantitative quantitative methods to deal with subjectivity in studying methodology, it provides for direct measure, and people’s recreation experiences. Q methodology has been has an interpretive component comparable to the most eff ective approach for analyzing both qualitative that of qualitative methodology. It is designed and quantitative aspects of experience, including attitudes to (a) elicit operant subjectivity and (b) directly or perceptions. Th e method is composed of two main measure the response. It is not about a person. It components—Q sorting and Q factor analysis—and is of a person. (p. 37) allows for the simultaneous study of objective and subjective issues. Th is paper describes Q methods and By combining the strengths of both qualitative and terminology, past uses of Q in various fi elds of research, quantitative research, Q methodology allows for the and the pros and cons of applying Q in research on simultaneous study of objective and subjective issues to recreation experiences. determine an individual’s perceptions and forecast the likelihood of participation (Cross 2005). 1.0 INTRODUCTION Many studies in recreation are concerned with Th e basis of Q methodology is the Q sort technique, perceptions, attitudes, points of view, or opinions followed by Q factor analysis. Q sort is the vehicle of Q regarding variables or theories of interest. Recreation methodology, the means by which the data are collected researchers have used both qualitative and quantitative for factor analysis (Brown 1980). Th is process involves techniques to explore the subjectivity inherent in rank-ordering a set of statements taken from a concourse recreation experiences. Moore and Driver (2005) (the fl ow of communication on a topic; see section 4.0 have criticized the use of traditional methods to study below) (Brown 1980, McKeown and Th omas 1988), the subjective experiences associated with outdoor with responses along a continuum that usually ranges recreation. Brown (1996) discusses the problems with from agree to disagree (Brown 1980, 1993, 1997; Cross the qualitative/quantitative dichotomy in research and 2005). Th e Q sorts are then analyzed using correlation critiques traditional researchers’ need to select and and factor analysis. adhere to either qualitative or quantitative methods. One research methodology that transcends this argument is Q methodology takes advantage of the fact that Q methodology. Because Q is neither fully qualitative individuals “desire to structure and ascribe meaning to nor fully quantitative, Q researchers can draw upon all impinging stimuli and events” (Harvey as quoted components and values of both. Th is paper introduces in Watts and Stenner 2005, p. 76). Th e desire to Q methodology, its value in recreation research, and the structure stimuli, ascribe meaning, or off er a viewpoint integral parts of Q—Q sort and Q factor analysis. with any set of statements provides the strength of Q methodology. It is this desire that gives a Q sample the Q methodology is the systematic study of subjectivity potential to reveal useful results using both the qualitative (Brown 1980, 1993, 1997; Stephenson 1953). It is used and quantitative properties inherent in the methodology. to identify and categorize participants’ attitudes, beliefs, Proceedings of the 2009 Northeastern Recreation Research Symposium GTR-NRS-P-66 75 With all research, the research question(s) and with the quasi-normal distribution based upon select context infl uence the choice of research method(s). conditions of instruction. Q is considered an exploratory technique and is not appropriate for the development and proposal of specifi c It is very rare that participants perform a complete (1 to hypotheses as in traditional positivist methodology n) rank order (Watts and Stenner 2005) but typically (McKeown and Th omas 1988, Watts and Stenner sort according to a quasi-normal forced distribution 2005, Durning and Brown 2007). While the results of that causes every Q sort to have a mean of 0 (Brown a Q study cannot be interpreted to confi rm or reject and Ungs 1970, Brown 1980, and McKeown and hypotheses in terms of a signifi cance level, Q “can, Th omas 1988, Watts and Stenner 2005). Th e distribution however, bring coherence to research questions that of statements has very little eff ect – it is the order of have many, potentially complex and socially contested statements that matters (Brown 1980, 1993, 1997). Tests answers” (Watts and Stenner 2005, p. 75). Th eory of validity are not a concern in the Q sorting process, constructed using a Q sample can be interpreted in since participants simply express their points of view terms of a logical connection or consistency to respond in a formal and explicit manner and there is no outside appropriately to various research questions. Quantitative criterion to validate or invalidate their viewpoints (Brown methods may ask, for example, “What proportion 1980, 1997; Durning and Brown 2007). of users value an outdoor recreation experience?” Q methodology research questions are more exploratory, 3.0 P SET such as, “What are the perceived benefi ts and values of In contrast with other research methods, conducting a participating in an outdoor recreation experience?” Th e census of a population using Q is impossible. Rather than two approaches use diff erent strategies that are useful randomly selecting participants, Q sampling purposefully for diff erent research processes, purposes, contexts, and selects individuals to make sure that certain viewpoints agendas (Robbins 2005). are included based upon the research question (Brown and Ungs 1970). Durning and Brown (2007) state, “Th e Th e ranking of statements by each participant in Q categories may be somewhat imprecise, but this is of methodology can appear to be similar to tests, scales, little concern in Q methodology because these categories, and questionnaires. However, the role of the participant, unlike the demographics in conventional research, are the manner in which the data are collected, and the not typically used for testing purposes” (p. 544). Once interpretation of the data all set it apart from typical the functional categories are established, the number survey research (Brown 1980, 1993, 1997; Van Exel of participants needed for the study can be determined and de Graaf 2005; Watts and Stenner 2005). In based on the research questions. It should be noted that Q, researchers do not suggest or impose meanings a major relationships begin to stabilize with just a few priori, but rather let the participants determine what cases, and they are infl uenced very little when additional is meaningful, valuable, and signifi cant from their observations are included in the study (Brown and Ungs perspectives. 1970). Th e following example illustrates this point. 2.0 Q SORT Q avoids the “numbers games” in a certain Th e Q sort process is an instrument used to capture the sense because it studies qualitative diff erences, subjectivity expressed during the sorting procedure. Q on which quantity has no eff ect. If you wish set statements or stimuli are transferred onto separate to examine the diff erences in color between a cards, randomized, and numbered (Brown 1980, 1993). tub full of green and a tub full of red paint, for Participants are then given conditions of instruction instance, a thimble of each will do and buckets with the statements after which they usually start with full from the same tubs will only provide a preliminary sorting into three categories of agree, redundant information. Similarly, in Q: If disagree, and other (Brown 1980, 1993, 1997). Th ey you are interested in examining the diff erences then sort within their three categories to correspond between the thinking of factor A vs. factor B, Proceedings of the 2009 Northeastern Recreation Research Symposium GTR-NRS-P-66 76 three or four of each will do and buckets full will Accordingly, the concourse is governed by a few simple not advance understanding markedly. (Brown principles. Th e fi rst is that a concourse is approached on 1996, p. 563) a “prima facie” basis that can encompass any statement from the concourse. Th e second is that only statements As such, Q studies generally do not need a large sample that are based on self-reference, or are subjective, of participants (as other methodologies require for should be included. To apply these two principles, the statistical power). Brown (1980, 1993) asserts that no construction of Q samples should be based on Fisher’s more than 40 participants are necessary to represent “balanced block” design, wherein there is a systematic the viewpoints of a population. Watts and Stenner basis in the Q set (Stephenson1953, 1993/1994; (2005) state that most Q studies are eff ective with 40-60 Brown 1980, 1993; McKeown and Th omas 1988). participants, but this is merely a guideline and “highly Fisher’s balanced block design is used to gain a more eff ective Q studies can be carried out with far fewer representative sample of the concourse and to provide participants” (p. 79). structural information, which is a fi rst step in scientifi c experimentation. 4.0 CONCOURSE A collection of attitudes, or subjective communicability, Ideally, the goal of the Q set is to provide the fullest about an event or topic is what is referred to as the range of viewpoints based on the concourse (Karim 2001, “concourse.” Th is collection can be infi nite because it Durning and Brown 2007).
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