On the Use of Q Methodology in Research on the Subjective Perceptions of Election Campaign Advertising

Abstract

The purpose of this study is to understand the utility of election campaign advertising by applying Q methodology that draw upon schematic model in subjectivity study. A survey was carried out among college students to classify the 16 selected Q-statements into a normal distribution using a 7 point scale. The collected data was analyzed using QUANL program, and principal component analysis using varimax rotation was used to identify the types of perceived utility of election campaign advertising. Type I can be categorized by a strong concern for the advertising technique improvement, Type II can be categorized by advocating for interest induction and Type III can be categorized by the truth inducement. The use of Q methodology provides insights into audience perceptions on the utility of election campaign advertising that would not be available through traditional methodologies and offers a foundation for audience involvement to address and overcome concerns about the utility of advertising for election campaign.■ keyword :|Election Campaign|Advertising|Audience Perception|Q Methodology|Subjectivity Study|