Subjective Study of Communication based on Blood types

Abstract

Background/Objectives: The purpose of the study was to identify the perceptions of blood types using Q methodology and explore a direction for application of blood type marketing in daily life.

Methods/Statistical analysis: We used subjective analysis for this purpose and examined 1) what are the types of blood perceptions?  2) what are the homogeneous characteristics and implications between each type? We composed a Q concourse through interviews with university students to write Q statements, selected a P sample, and used Q-sort obtained from the sorting process to analyze it through Q-factor analysis in the PC QUANL program.

Findings: Q methodology was used to examine the subjective tendency of blood types. As a result, if quantitative empirical studies and comprehensive comparisons, as well as more in-depth results could be gained to improve perception and improve the policy direction of the study.

As a result of the analysis, two types were identified.

1) Type 1 (N=7): communication type, 2) Type 2 (N=5): care type.

Improvements/Applications:  Q methodology revealed two types of communication perceptions including communication type and care type.