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This popular textbook provides a balanced treatment of qualitative and quantitative methods, integrating substantive and compelling examples and research techniques throughout. It is written in a less formal style than many comparable texts, complete with practical examples drawn from everyday experience. The book has an Interactive eBook version with links to relevant video content, SAGE journal articles, interactive exercises and more. New to this Edition: New chapter on unobtrusive measures New 'Research in the News' boxes New 'Careers and Research' boxes Increased coverage of mixed methods, and the use of technology and web-based research Interactive eBook updated with new functionality for assessments and new videos