Social Research Methods: Qualitative and Quantitative Approaches

Part I: Background to Research
Chapter 1. About Social Science
Chapter 2. The Foundations of Social Research
Chapter 3. Preparing for Research
Part II: Research Design
Chapter 4. Research Design: Experiments and Experimental Thinking
Chapter 5. Sampling: The Basics
Chapter 6. Sampling Theory
Chapter 7. Nonprobability Sampling
Part III: Data Collection
Chapter 8. Interviewing I: Unstructured and Semistructured
Chapter 9. Interviewing II: Questionnaires
Chapter 10. Interviewing III: Relational Data - Domains and Networks
Chapter 11. Scales and Scaling
Chapter 12: Participant Observation
Chapter 13. Field Notes and Database Management
Chapter 14: Direct and Indirect Observation
Part IV Data Analysis
Chapter 15: Introduction to Qualitative and Quantitative Analysis
Chapter 16: Analyzing Cultural Domains and Proximity Matrices
Chapter 17. Analyzing Qualitative Data I: Applying Logic to Text
Chapter 18. Analyzing Qualitative Data II: Grammar Beyond the Sentence
Chapter 19. Analyzing Qualitative Data III: Grounded Theory and Content Analysis
Chapter 20. Univariate Analysis
Chapter 21. Bivariate Analysis: Testing Relations
Chapter 22. Multivariate Analysis
Appendix A: Table of Areas under a Normal Curve
Appendix B: Student's t Distribution
Appendix C: Chi-Square Distribution Table
Appendix D: F Table for the .05 Level of Significance
Appendix E: Resources for Social Researchers

H. Russell Bernard is Professor of Anthropology, Emeritus at the University of Florida. He served as editor of the American Anthropologist and Human Organization. He is co-founder (with Pertti Pelto and Stephen Borgatti) of the Cultural Anthropology Methods journal (1989), which became Field Methods in 1999. The five editions of his methods text Research Methods in Anthropology (AltaMira 2006) and his general research methods text Social Research Methods (Sage 2012), have been used by tens of thousands of students. Bernard co-founded (with Pelto) and co-directed (with Pelto and Borgatti) the National Science Foundation's Institute on Research Methods in Cultural Anthropology and has done fieldwork in Greece, Mexico, and the U.S.A. His publications include (with Jesús Salinas Pedraza) Native Ethnography: A Otomí Indian Describes His Culture (Sage, 1989). Bernard is known as well for his work, with Peter Killworth, Eugene Johnsen, Christopher McCarty, and Gene A. Shelley, on network analysis, including work on the network scale-up method for estimating hard-to-count populations. In 2010, Bernard was elected to the National Academy of Sciences.

"The depth of detailed descriptions (foundations of social research; interviewing, participant observation, field notes, and data analysis) go beyond other texts that I'm aware of, and the organization is superb. The text contains strong descriptions of positivist versus humanistic traditions and splits in social research. It also includes great detail on how to successfully operationalize research variables. The discussion on theory as a "mechanism" and how to choose problems is easily understood and effective. Moreover, the author's emphasis on making personal interest a high priority in choosing a research topic is critical and primary."