The Q methodology or the Q factor analysis as it is named in foreign literature, it is a relatively new tool not only driven by its approach but especially driven by a recent discovery of its usefulness in those fields for which the psychometric knowledge of individuals have thorough implications. For marketing, consumers’ preferences, opinions, attitudes are subjective and this is the reason why, a Q factor analysis outlines subjective structures or even subjectivity itself. Fields with applicability of the Q factor analysis are many but a better efficiency could be achieved for marketing data as well, where subjectivity plays a major role as a variable that provides important information about consumers.

Q methodology, marketing data, factor analysis, subjectivity