The module introduces you to key elements of the qualitative methodologies for social research. It is aimed at students with an existing, UG-level understanding of qualitative methodologies, and with some experience of qualitative research methods and techniques, or at those who need a subject refresher. The module builds around two segments: (1) understanding qualitative research; (2) mastering advanced qualitative methods and techniques. The first part of the module will focus on:• The premise of where, how, and why to use qualitative evidence for understanding social worlds and social inequalities.• Benefits and shortcomings of using qualitative tools to inform social policy and impact initiatives in the third sector, public administration, art and culture, academic research and business sectors. • Theoretical and epistemological bases for using qualitative evidence in social research.• The value of alternative evaluation parameters, such as authenticity, credibility, and plausibility, alongside ‘traditional? evaluations of reliability, validity, or generalizability.• The role and impact of the internet, digital technologies, and social media on qualitative research, and how to research with, and on/about, them. The second part of the module will consist of:• Focus on interviews, focus groups, and ethnographies as the popular qualitative methods in social research.• Sampling and the logics of ‘sample representation? of populations in qualitative work. • Core functionality of NVivo (or similar) software used in the analysis of qualitative data.• Key concepts and analytical strategies such as: content analysis, thematic analysis, discourse analysis, representation, coding, fieldwork, aide-memoir, and others.• Participatory research and other novel, advanced methods in qualitative research.