Counting in Qualitative Research: Why to Conduct it, When to Avoid it, and When to Closet it

In this essay we discuss the issue of counting: the process of assigning numbers to data that are in nonnumerical form. We review why counting is a controversial issue in qualitative research, and explain how this controversy creates what we call the “multiple audience problem” for qualitative researchers. We then identify the purposes that can be served by four different types of counting, explore when counting should be avoided entirely, and discuss when the results of counting should be concealed, or as Sutton put it, kept in the closet.