This text uses hands-on activities and real-life examples to provide the most comprehensive and straightforward coverage of doing qualitative research on the market. The author's central purpose is to show inexperienced researchers how to design, collect, and analyze data and then present their results to the scientific community, while stressing the importance of ethics in research and taking the time to properly design and think through any research endeavor.An assortment of hands-on activities, such as "Trying It Out" exercises at the end of each chapter, give students an opportunity to experience qualitative research first-hand. Describes focus group interviewing, one of the fastest growing styles of data collection, in detail (Ch. 5). Includes numerous, concrete examples to ensure that students understand the various procedures and concepts. Explains the importance of researcher reflexivity and researcher voice and discusses them in detail throughout. Provides resources for further study in the extensive references after each chapter to encourage independent learning