Zastosowanie techniki Q-sort w obszarze marketingu

Mariusz Łapczyński; Bernadetta Zawilińska

doi:10.18290/rns2026.0021

Data publikacji : 2026-05-14

Nr Online First

Zastosowanie techniki Q-sort w obszarze marketingu

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

Abstrakt

Technika Q-sort, opracowana przez Williama Stephensona, znajduje szerokie zastosowanie w badaniach jakościowo-ilościowych, w których istotne jest uchwycenie subiektywnych opinii, przekonań i postaw respondentów. W niniejszym przeglądzie literatury poddano analizie trzydzieści prac badawczych reprezentujących różne obszary marketingu. Były to przede wszystkim prace, w których metodologia ta odegrała centralną rolę w segmentacji klientów ze względu na ich postawy, postrzeganie wartości dla klienta czy ocenę wiarygodności komunikacji marketingowej. Głównym celem pracy jest opis metody Q-sort oraz pokazanie, które obszary działalności marketingowej przedsiębiorstw były badane przy jej użyciu oraz jak w latach 1968–2024 zmieniała się intensywność wykorzystania tej techniki w marketingu i badaniach konsumenckich.

Słowa kluczowe:

technika Q-sort, metodologia Q, marketing, wartość dla konsumenta, postawy wobec reklamy, komunikacja marketingowa

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Zasady cytowania

Łapczyński, M., & Zawilińska, B. (2026). Zastosowanie techniki Q-sort w obszarze marketingu. Roczniki Nauk Społecznych, (Online First). https://doi.org/10.18290/rns2026.0021

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Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Użycie niekomercyjne – Bez utworów zależnych 4.0 Międzynarodowe.

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