Some Methodological Considerations on the Use of Multimedia Q-Sample Items

Abstract

The design, selection, production and administering of two multimedia Q
samples are described in a Q study designed to explore sensory
orientations in media and arts preferences. The precedents for nonverbal
stimulus items provide a basis for the multimedia samples. One Q sample
includes slides of print news media, and audiotapes and videotapes of
broadcast news media. The second Q sample contains slides of literature
and visual art items, and audio and videotapes of music, television,
movies and games. The multimedia items were coupled with typed
references in a two-stage sorting process. Pretesting, subject responses
and reliability testing suggest that multimedia Q samples can be
effectively administered with interpretable factor results.