Q-Sort Technique and Q-Methodology—Innovative Methods for Examining Attitudes and Opinions
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.
Q-sort technique; Q-methodology; Q-factor analysis; single case studies; psychographic clusters; operant subjectivity; qualitative research; marketing research; media research