Covering the general process of data analysis to finding, collecting, organizing, and presenting data, this book offers a complete introduction to the fundamentals of data analysis. Using real-world case studies as illustrations, it helps readers understand theories behind and develop techniques for conducting quantitative, qualitative, and mixed methods data analysis. With an easy-to-follow organization and clear, jargon-free language, it helps readers not only become proficient data analysts, but also develop the critical thinking skills necessary to assess analyses presented by others in both academic research and the popular media. It includes advice on: - Data analysis frameworks - Validity and credibility of data - Sampling techniques - Data management - The big data phenomenon - Data visualisation - Effective data communication Whether you are new to data analysis or looking for a quick-reference guide to key principles of the process, this book will help you uncover nuances, complexities, patterns, and relationships among all types of data.