“What s the Strategy! I want to know that: Using the Subjective Study

전략! 그것을 알고 싶다: 주관성 연구를 활용하여

Purpose - This study started with how we think about strategy which is frequently used and called by us in everyday life. The Q methodology, which is a qualitative research method, is used for the analysis. Specially, this study suggests exploratory process for the later empirical study through setting up a hypothesis of the perception on the Strategy as Q methodology that is the qualitative methodology. Research design, data, and methodology &#8211; For the analysis, 34 strategies related words were obtained and the strategy was typed in 30 respondents P samples. So, 34 Q statements were sampled from the Q-concourse, a 34 Q statements were sorted by 30 people called P-samples or P-sorters. Results - As a result of analysis, four types were defined as follows. <Type I> indicates the distribution of the standard scores with the highest marketing mix , and is named marketing mix type . <Type II> has a high standard score such as securing competitive advantage and strengthening core competency , so it is named competitive advantage type . <Type III> emphasizes realizing customer impressions and named it customer impressive realization type . <Type Ⅳ> emphasizes securing competitive advantage and establishing long-term goal , thus naming it as long-term goal-setting type . In addition, we show the usefulness of hypothesis abductive approach by suggesting the process of discovering hypotheses for future research. Conclusions - The qualitative study is an interpretational paradigm to complicated reality, social phenomenon, object, and people as it is , and identify its inherent property after looking over a various. And from what s heard and seen there, restructuring each event or language. And I expect the new paradigm to be more utilized by improving the availability of the Q methodology interlinking qualitative with quantitative information. So, the perception on the strategies is different from the peoples characters and we can see the usefulness of Q methodology as the abductive study for empirical study.