Goodman and Kruskal's tau measure of categorical association is advanced as a replacement for conventional measures of effect size for r x c contingency tables. Goodman and Kruskal's tau is an asymmetric measure of categorical association which is based entirely on the observed data and possesses a clear interpretation in terms of proportional reduction in error. Comparisons with conventional measures of effect size based on chi-squared such as Pearson's phi2, Tschuprow's T2, and Cramer's V2 demonstrate the advantages of employing tau as a measure of effect size.