This practical text introduces students to all the principal data collection methods and data analyses used in social psychology. This is a student-friendly introduction to the data collection methods and data analyses used in social psychology. It describes the principal research methods and shows how they can be applied to particular research questions. Each chapter is written by a psychologist well known for using the method they describe. Methods presented include conducting surveys, constructing questionnaires, facilitating focus groups, running interviews, and using archival recordings. Topics used to illustrate these methods include identity processes, attribution, stereotyping, attitude change, social influence, communication, and group dynamics. The book also includes step-by-step exercises for students and notes for course leaders.