Big Deal - Dutch Advertising in Depth - A BBQ Profile Analysis

Nina Binnendijk and Marten Brouwer

This is a quantitative analysis of the advertising philosophy of ten prominent people in Dutch advertising - five from big commercial firms, e.g.

Big Deal – Dutch Advertising in Depth – A BBQ Profile Analysis

Marten Brouwer andNina Binnendijk   University of Amsterdam, The Netherlands

1. METHODOLOGICAL BASIS

The most elementary particle of social science data may well be found in the particular statement provided by an individual respondent (mostly as a reaction to a question, a stimulus etc.). In usual survey methodology, such statements are then correlated against each other over a sample of respondents. In Q methodology, however, respondents are correlated against each other over a sample of statements. It was 60 years ago that Godfrey...

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