Subjectivity – a central concept in Q methodology • Discourse and communication • Techniques for measuring mental models • Cognitive maps • Q-sort as a data collection technique • “The Metaphysical Club” and the law of errors • The research universe: sampling participants in Q studies • Advantages and limitations of Q-sort • Q-type factor analysis as a data analysis technique • Interpreting the meaning of factors • Narrative aspects of factor interpretation • Personality psychodiagnosis and the California Q-set • Q in organizational diagnosis • Q methodology in marketing and advertising research • Attitude segmentation regarding advertising • Reader segmentation in media research • Q methodology in political research and political marketing • The issue of political obligation • Segmentation of political expectations

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