@article{Müller_Kals_2004, title={Q-Sort Technique and Q-Methodology—Innovative Methods for Examining Attitudes and Opinions}, volume={5}, url={https://www.qualitative-research.net/index.php/fqs/article/view/600}, DOI={10.17169/fqs-5.2.600}, abstractNote={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}, number={2}, journal={Forum Qualitative Sozialforschung / Forum: Qualitative Social Research}, author={Müller, Florian H. and Kals, Elisabeth}, year={2004}, month={May} }