Successful Qualitative Research: A Practical Guide for Beginners is an accessible, practical guide to doing qualitative research. It sidesteps detailed theoretical discussion and focuses on the core commonalities, providing you with a toolkit of methods, explains why and when each method is used, and demonstrates how they are used. For clarity and consistence, the authors use the same dataset - reproduced in full - to apply the different processes and outcomes of the analytical methods they cover. Additional data-sets and audio interviews to support the textbook are available online at www.sagepub.co.uk/braunandclarke. Key features of this textbook: - A very practical book organised around the process of doing qualitative research successfully from start to finish. Theoretical debates are downplayed in favour strategies, tips and skills for starting and completing effectively. Theoretical principles are then 'grounded' through this process. - Adopts a unique 'patterns framework' to qualitative data analysis, also known as 'thematic analysis'. The authors walk you through a basic thematic approach, and compare and contrast this with other approaches, where relevant.- Skills-based, utilising a range of pedagogical features to encourage students to actually apply particular techniques and learn from their experience. These include tips on how to conduct interview and focus groups successfully (for the nervous student, not just beginner), how to design and report properly and how to see comparisons of analytical approaches by applying the same dataset in the data analysis section. - Additional data-sets and audio interviews to support the textbook online. This textbook will be an essential textbook for undergraduates and postgraduates taking a course in qualitative research or using qualitative approaches in a research project.