This introductory textbook presents research methods and data analysis tools in non-technical language. It explains the research process and the basics of qualitative and quantitative data analysis, including procedures and methods, analysis, interpretation, and applications using hands-on data examples in QDA Miner Lite and IBM SPSS Statistics software. The book is divided into four parts that address study and research design, data collection, qualitative methods and surveys, statistical methods, including hypothesis testing, regression, cluster and factor analysis, and reporting. The intended audience is business and social science students learning scientific research methods, however, given its business context, the book will be equally useful for decision-makers in businesses and organizations.