Q-Sort Technique and Q-Methodology—Innovative Methods for Examining Attitudes and Opinions
Keywords:Q-sort technique, Q-methodology, Q-factor analysis, single case studies, psychographic clusters, operant subjectivity, qualitative research, marketing research, media research
AbstractIn 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
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Copyright (c) 2004 Florian H. Müller, Elisabeth Kals
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