Volume 5, No. 2, Art. 34 – May 2004

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

Florian H. Müller & Elisabeth Kals (Germany)

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.

Key words: Q-sort technique, Q-methodology, Q-factor analysis, single case studies, psychographic clusters, operant subjectivity, qualitative research, marketing research, media research

This contribution is only available as a full text in the German language. German text

Volume 5, No. 2   Table of Contents

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© 2004 Forum Qualitative Sozialforschung / Forum: Qualitative Social Research
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