Social Research Methods: Qualitative and Quantitative Approaches

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SAGE, 2000 - Social Science - 659 pages
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H Russell Bernard, author of the bestselling textbook Research Methods in Anthropology and a world figure in the social sciences, brings to the researcher and the student, the excitement of the research act as never before.

The author follows two chapters on the fundamentals of social science and social research by three on preparation, two on interviewing, one on scaling, and two on relative advantages and methods of participative, direct and indirect observation.

Six further chapters take the student from the basics of analysis by way of methods for analyzing qualitative data to those for quantitative data analysis, culminating in multivariate analysis, which the author identifies as the key to the most interesting social research of all.

Each chapter concludes with key concepts, a summary, exercises and further readings.

 

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Contents

About Social Science
3
The Foundations of Social Research
29
Preparing for Research
65
RESEARCH DESIQN
103
Sampling
143
Unstructured and Semistructured
189
Structured Interviewing
227
Scales and Scaling
285
Text Analysis
437
Models and Matrices
473
Univariate Analysis
501
Testing Relations
545
Multivariate Analysis
613
Table of Random Numbers
661
Table of Areas under a Normal Curve
667
Resources for Research
674

Participant Observation
317
Direct and Indirect Observation
375
Introduction to Qualitative and Quantitative Analysis
417
Index 11
101
About the Author
125
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About the author (2000)

H. Russell Bernard is Professor of Anthropology 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 three editions of his methods text Research Methods in Anthropology (AltaMira 2002) and his general research methods text Social Research Methods (Sage 2000), 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 USA. His publications include (with Jesús Salinas Pedraza) Native Ethnography: A Otomí Indian Describes His Culture (Sage, 1989) which won special mention in the Chicago Folklore Prize. In 2010, Dr. Bernard was elected to the National Academy of Sciences.

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