This
methodology is defined by Goldman (1999) as research methodology that permits the systematic study of
subjectivity and the communicability of subjective perceptions in a discourse on a specific topic. The main
advantage of this method is segmentation of respondents into groups with a similar attitude to the issue. Qmethodology
has two distinctive characteristics: it concerns with viewpoint of a certain groups of people and it uses
the statistical technique of factor analysis to determine the range of discourses of the particular group (Barry and
Proops, 2000).