Data analyses involves the use of some statistical methods. Q methodology or Q factor analysis as it is named in the foreign literature, is a relatively new tool not only as approach but particularly following the quite recent rediscovery of its usefulness in those fields where psychometric knowledge of individuals have thorough implications. For marketing, consumers’ preferences, opinions, attitudes are subjective and this is the reason for which a Q factor analysis outlines subjective structures or even subjectivity itself. The purpose of Q factor analysis is to identify factors and based on them, several individuals can be compared, wherein variables are not grouped but respondents are discriminated among them. The paper shows the technical and methodological aspects of the Q factor analysis

Q - methodology, data analyses, subjectivity