his volume advocates the broad use of qualitative methods in assessment across American higher education: campus cultures, academic success and retention programs, student experiences and learning, and teaching effectiveness. The chapter authors suggest that responses to demands for increased accountability will be insufficient if researchers continue to rely almost exclusively on statistical analyses to assess institutional effectiveness. Instead, they recommend a variety of qualitative approaches that can produce rich and instructive data to guide institutional decision-making and action. In addition, they dispel common myths and misconceptions regarding the use of qualitative methods in assessment.