Q Methodology and Creation of Advertising Message: An Example of Coffee

Abstract

The purpose of this study is to use the Q Model (Kim, 1993) to determine consumers' overall attitudes toward a specific product, namely coffee. This model is applied to gauge consumers' attitudes and feelings and to use these data to construct the most effective and advertising campaign that is. It is our goal to determine exactly what the status of our product is in the mind of the consumer. This study explores how the product is perceived and discovers precisely what the segmentation for our product really is. Finally, a creative concept for the market will be developed with these attitudes in mind.