Bit by Bit

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 in the era of social media.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

"Winner of the 2019 PROSE Award in Textbook / Social Sciences, Association of American Publishers", "Winner of the AAPOR Book Award, American Association for Public Opinion Research", "Salganik is one of the first natural-born computational social scientists, a sociologist whose doctoral work was one of the early landmark projects in the field. Bit by Bit is 90% textbook, 10% biography, putting into personal context issues that Salganik was among the first to wrestle with. . . . The text is clearly written--even breezy, in parts. It puts the reader in the shoes of the researcher: What decisions were made, why, and were those the best choices? It is suitable for an advanced undergraduate or graduate class in methodology, with a rigorous, mathematical appendix and a range of useful problems at the conclusion of each chapter."---David Lazer, Science, "This is a book to return to time and again. . . . Bit by Bit should be widely read by those engaging in social research, as well as beyond."---Farida Vis, Times Higher Education, "An enticing and important field guide to the new frontier of digital social research that will be of interest whether one is trying to figure out how to do more evidence-based policymaking or simply sell more toothpaste online. Impeccably organized and beautifully written in clear and accessible prose, the book doubles as a methods textbook for university students studying social and data sciences (or any field where research is at the center)."---Beth Noveck, Forbes

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.