This paper identifies four viewpoints about a TV program by making use of Q-method. Based on a factor analysis, 35 participants of this study are classified into four groups that each one creates a viewpoint towards the TV program. Each viewpoint is interpreted carefully by using 48 statements representing possible opinions about the TV program. The paper emphasizes that usual research methods like surveys are not as effective as the Q-method for this purpose. This method can help researchers to understand those angles of people's opinions that remain hidden by using a questionnaire or scale.


Concourse, Factor Analysis, Television, Questionnaire, Subjectivity, and Survey


I would like to express my gratitude to all those who helped me to do this research and to prepare this paper especially my colleagues in the Research Center of IRIB, the Editor-in-chief and his colleagues.

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