*Systematic approach to qualitative design: maximizes confidence in study results through the use of quality standards. *Roller is expert at explaining qualitative techniques in clear language for students or clients; Lavrakas is an internationally known survey guru. *Unique topics include how to evaluate the appropriate number of interviews, focus groups or observations; online ethnography; and pros and cons of online discussion groups. *Many student-friendly features, including summary tables, research examples, and discussion topics. *Includes guidelines for writing, reviewing, and evaluating qualitative research proposals, dissertations, and grants.