Q-Sort Technique and Q-Methodology—Innovative Methods for Examining Attitudes and Opinions

Abstract

In the German tradition of social sciences Q-method is not well known. Q-method combines both qualitative and quantitative research and is used to examine complex subjective structures like opinions, attitudes and values. This paper presents an introduction to Q-technique and its underlying methodology. The various applications of the method for a qualitative orientated research in the fields of market, opinion and media are also listed. The significance of the method for single case studies, for exploratory cluster analysis and for a combined application of qualitative and quantitative research strategies is emphasized. URN: urn:nbn:de:0114-fqs0402347

Keywords

• Q-sort technique
• Q-methodology
• Q-factor analysis
• single case studies
• psychographic clusters
• operant subjectivity
• qualitative research
• marketing research
• media research