Comparing two image research instruments: The Q-sort method versus the Likert attitude questionnaire

Klooster ten, Peter M. and Visser, Martijn and Jong de, Menno D.T. (2008) Comparing two image research instruments: The Q-sort method versus the Likert attitude questionnaire. Food Quality and Preference, 19 (5). pp. 511-518. ISSN 0950-3293

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Abstract:	Despite the attention for corporate, brand and product images, only few studies focus on methodological comparisons of image research methods. This article presents a comparison of two current instruments: the Q-sort method and a Likert attitude questionnaire. The study applies both methods to measure the image of beef, using the same assertions in similar samples of consumers. The two methods produce consistent results, but differ in the possibilities of data analysis and interpretation. An advantage of the Q-sort method is that it offers straightforward insights in the underlying structure of image within audience segments. On the other hand, the Q-sort method does not give overall indications of an image, and limits occur for analyzing the relationships between image and other variables.
Item Type:	Article
Copyright:	© 2008 Elsevier Science
Faculty:	Behavioural Sciences (BS)
Research Group:	Psychology, Health & Technology (PHT) Technical and Professional Communication (TPC)
Link to this item:	http://purl.utwente.nl/publications/61614
Official URL:	http://dx.doi.org/10.1016/j.foodqual.2008.02.007
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