This fully updated fourth edition provides students and researchers with the tools they need to perform critically engaged, theoretically informed research using methods that include interviewing, focus groups, historical research, oral histories, textual analysis, ethnography and participant observation, and digital ethnography and netnography. Each chapter features step-by-step instructions that integrate theory with practice, as well as a case study drawn from published research demonstrating best practices for media scholars. Readers will also find in-depth discussions of the challenges and ethical issues that may confront researchers using a qualitative approach. With new case studies and examples throughout, this fourth edition also includes updated and expanded material on performing data analysis, how to analyze and understand research findings, performing social media research, and the use of big data and Artificial Intelligence (A.I.). This includes a brand-new chapter on generative A.I., which examines recent advancements and technological developments, and considers ways qualitative researchers can use it for their research. A comprehensive and accessible guide for those hoping to explore this rich vein of research methodology, this book provides students and scholars with all the tools they need to be able to work with in today's convergent media environment.