CONTENTS Introduction and Structure of the Book vii Acknowledgementsxii Guided Tour xiii Part OneStarting Your Research 1 1 Getting Started: Theory, Research Question 3 and Research Design 2Being Ethical 29 3Literature Searching and Reviewing 54 4Theory and Research: Quality and Quantity 74 Part TwoData Collection Strategies 99 5Introduction to the Process of Qualitative Research 101 6Qualitative Interviewing 118 7Focus Groups 131 8Ethnography 146 9Case Study Research 165 10 Collecting Textual and Visual Data: Public and Private 179 11 Grounded Theory as an Abductive Approach 190 to Data Collection 12Introduction to Quantitative Research Design 203 13Hypotheses, Operationali/.ation and Variables 215 14Sampling 225 15Survey Design 239 16 Collecting and Coding Quantitative Data 271 17 Methodological Innovations: Mixing Methods and e-Research 293 Part ThreeData Analysis 317 18 Introduction to Qualitative Data Analysis 319 19 Coding Qualitative Data: Qualitative Content Analysis 338 20 Semiotic and Narrative Forms of Discourse Analysis, and Doing 361 Conversation Analysis 21 Using Computer Software: Working with 388 22 Visual Analysis 423 23 Introduction to Quantitative Data Entry 445 24 Quantitative Data Analysis: Describing Single Variables 468 25 Describing and Exploring Relationships between Two Variables 507 26 Inferential Statistics and Hypothesis Testing 529 27 Data Management Techniques 559 Part FourPresenting Research 577 28 Presenting Research Findings 579 Glossary 604 References 641 Index655