This DVD on qualitative research methods in the social sciences is presented in 4 chapters: 1) Questions of qualitative research, 2) Ethnography, 3) Textual analysis and 4) Application. After stating that social science research is based on studying others so that we can better understand ourselves, the video shows how researchers can construct a symbolic world to explore individual and collective meanings to determine what motivates human behavior and how individuals relate to each other in their environment. Experts Charlton McIlwain, JoEllen Fisherkeller, Erich Dietrich, and Rodney Benson explain this, as well as how this research is used by the media, advertising corporations and governments in their efforts to influence people and their behavior.