This unit covers the basics of major applied qualitative research methods and will take the reader through the process of collecting their data. The unit covers case study, focus group, depth interviews, ethnography (including a discussion of the importance of research conducted in natural settings), and participant observation. Further detail is provided on interview structures (semi-structured, unstructured, and fully-structured) as well as the continuum from complete observer to complete participant. Voices From Industry, Research in Depth, and Steps to Success entries provide further exploration of focus groups and interviews, in particular. Finally, activities at the end of the unit provide an opportunity for application of concepts from the unit.