Institute of Health and Society, Newcastle University, Newcastle upon Tyne, UK.
Addiction. 2014 Nov;109(11):1833-44. doi: 10.1111/add.12663. Epub 2014 Jul 21.
To identify shared patterns of views in young people relating to the influence of industry-driven alcohol marketing (price, promotion, product and place of purchase/consumption) on their reported drinking behaviour.
Q methodology harnessed qualitative and quantitative data to generate distinct clusters of opinions as follows: 39 opinion statements were derived from earlier in-depth qualitative interviews with 31 young people; by-person factor analysis was carried out on 28 participants' (six previous interviewees and 22 new recruits) rank orderings of these statements (most-to-least agreement); interpretation of the factor arrays was aided by 10-15-minute debriefing interviews held immediately following each Q-sort.
Northeast England
Young people aged 14-17 years purposively recruited from high schools, higher education colleges, youth centres and youth offending teams.
Centroid factor extraction and varimax rotation of factors generated three distinct accounts: factor one ('autonomous, sophisticated consumers') illustrated a self-defined sense of individuality and autonomy in alcohol choices; factor two ('price-driven consumers') appeared price-led, choosing to drink what was most accessible or cheapest; and factor three ('context-focused consumers') described drinking practices where products were chosen to serve specific functions such as being easy to carry while dancing.
Considering young people's views on alcohol marketing, different perspectives can be identified. These include perceived imperviousness to maketing, responsiveness to price and affordability and responsiveness to marketing focusing on youth lifestyles.
确定年轻人对行业驱动的酒精营销（价格、促销、产品和购买/消费地点）对其报告饮酒行为影响的看法的共同模式。
Q 方法利用定性和定量数据生成以下不同观点的集群：39 个观点陈述源自之前对 31 名年轻人的深入定性访谈；对 28 名参与者（6 名之前的受访者和 22 名新招募者）对这些陈述的排序（从最同意到最不同意）进行了个人因素分析；通过对每个 Q 分类后立即进行的 10-15 分钟汇报访谈，对因素数组进行解释。
英格兰东北部
从高中、高等教育学院、青年中心和青少年犯罪小组有目的地招募 14-17 岁的年轻人。
中心点因素提取和方差极大旋转因子生成了三个不同的账户：第一个因素（“自主、成熟的消费者”）说明了在酒精选择方面自我定义的个性和自主性；第二个因素（“价格驱动的消费者”）似乎是价格导向的，选择饮用最容易获得或最便宜的；第三个因素（“以环境为中心的消费者”）描述了根据特定功能选择饮用产品的饮酒习惯，例如在跳舞时易于携带。
考虑到年轻人对酒精营销的看法，可以确定不同的观点。这些观点包括对营销的不可渗透性、对价格和可负担性的反应以及对关注青年生活方式的营销的反应。
