Qualitative Research: An Alternative to Quantitative Research in Communication

Abstract

The authors consider the proposition that the lack of research in communication could resuLt from research apprehension on the part of communication teachers, but conclude that a different "mind-set" toward research, not apprehension, might explain the paucity of research. They advance qualitative research as an alternative to (not a replacement for) quantitative research techniques in communication, define qualitative research and researchers, and propose a model of the interaction between the two types of research.