Zastosowanie techniki Q-sort w obszarze marketingu

Mariusz Łapczyński; Bernadetta Zawilińska

doi:10.18290/rns2026.0021

Published : 2026-05-14

No. Online First

Application of the Q-sort Technique in Marketing

Mariusz Łapczyński

https://orcid.org/0000-0002-4508-7264

Bernadetta Zawilińska

https://orcid.org/0000-0002-4291-4519

DOI: https://doi.org/10.18290/rns2026.0021

Abstract

The Q-sort technique, developed by William Stephenson, has found wide application in qualitative-quantitative research, where capturing respondents’ subjective opinions, beliefs, and attitudes is of particular importance. In this literature review, thirty research studies representing various areas of marketing were analyzed. These were primarily studies in which this methodology played a central role in customer segmentation based on attitudes, perceived customer value, or the assessment of marketing communication credibility. The purpose of this study is to describe the Q sort method and to demonstrate which areas of marketing activity have been examined using this approach, and how the intensity of its application in marketing and consumer research evolved between 1968 and 2024.

Keywords:

Q-sort, Q methodology, marketing, value for customer, attitudes towards advertising, marketing communication

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Łapczyński, M., & Zawilińska, B. (2026). Application of the Q-sort Technique in Marketing. Roczniki Nauk Społecznych, (Online First). https://doi.org/10.18290/rns2026.0021

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