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Bit by Bit:
Social Research in the Digital Age
Matthew J. Salganik

Hardcover | December 2017 | $35.00 | £27.95 | ISBN: 9780691158648
448 pp. | 7 x 9 | 21 halftones. 58 line illus. 28 tables. 2 maps.
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eBook | ISBN: 9781400888184 |
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An innovative and accessible guide to doing social research in the digital age

In just the past several years, we have witnessed the birth and rapid spread of social media, mobile phones, and numerous other digital marvels. In addition to changing how we live, these tools enable us to collect and process data about human behavior on a scale never before imaginable, offering entirely new approaches to core questions about social behavior. Bit by Bit is the key to unlocking these powerful methods—a landmark book that will fundamentally change how the next generation of social scientists and data scientists explores the world around us.

Bit by Bit is the essential guide to mastering the key principles of doing social research in this fast-evolving digital age. In this comprehensive yet accessible book, Matthew Salganik explains how the digital revolution is transforming how social scientists observe behavior, ask questions, run experiments, and engage in mass collaborations. He provides a wealth of real-world examples throughout and also lays out a principles-based approach to handling ethical challenges.

Bit by Bit is an invaluable resource for social scientists who want to harness the research potential of big data and a must-read for data scientists interested in applying the lessons of social science to tomorrow’s technologies.

  • Illustrates important ideas with examples of outstanding research
  • Combines ideas from social science and data science in an accessible style and without jargon
  • Goes beyond the analysis of “found” data to discuss the collection of “designed” data such as surveys, experiments, and mass collaboration
  • Features an entire chapter on ethics
  • Includes extensive suggestions for further reading and activities for the classroom or self-study

Matthew J. Salganik is professor of sociology at Princeton University, where he is also affiliated with the Center for Information Technology Policy and the Center for Statistics and Machine Learning. His research has been funded by Microsoft, Facebook, and Google, and has been featured on NPR and in such publications as the New Yorker, the New York Times, and the Wall Street Journal.


"In this engaging book about the evidence base of social scientific discovery, Matthew Salganik takes us on an important journey--from asking people their opinions, to watching and recording what people do, to noticing when the world inadvertently creates research data, to convincing research subjects to collect data for us, and even to recruiting thousands of citizens, citizen-scientists, and social scientists to collaborate in data collection and analysis."--Gary King, Harvard University

"Digital data is transforming social science, driving exciting innovations in methods while also raising difficult questions about reliability, relevance, and ethics. Written by one of the world’s most respected computational social scientists, Bit by Bit addresses the benefits as well as the pitfalls of leveraging digital data for scientific insight. The result is a highly readable yet intellectually rigorous introduction to the brave new world of computational social science."--Duncan Watts, Microsoft Research

"This thoughtful, elegant, and entertaining book will be the how-to manual for doing exciting social science in the digital age. For anyone who wants to do experiments in an ethically sound way, it will be indispensable."--Helen Margetts, director of the Oxford Internet Institute

"A tremendously useful introduction for data scientists to the pressing questions of the social sciences, and for social scientists to the mindset and toolset of data science. With skill and scholarly insight, Salganik addresses the ethical questions that arise at the intersection of data science and social science."--Chris Wiggins, Columbia University

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    File created: 9/18/2017

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