ABSTRACT
This chapter examines the discipline of categorical or qualitative research, setting the parameters and giving a couple of examples of how it is done and what processes may be employed. Based on the somewhat simplistic distinction, quantitative was considered the most authoritative because it was based on responses, questions or statements that were rated on scales and therefore easily quantified and easy to put into statistical tools for manipulation and comparisons. In the world of the social sciences, which is where communications and public relations exist, communications professionals are dealing with humans and all their marvelous quirks, foibles, mind changes and unknown influences. Qualitative research was seen as more reflective of opinions and feelings and was not as reliable and subject to bias, either from the interpretation of researchers or from the point of view of the respondents. Neither the qualitative nor quantitative point of view or approach is unassailable.
