This book would suit a student, researcher or professional who quickly needed to grasp or refresh themselves on the fundamentals of research and statistics. If you are someone who does not have an aptitude for processing data but has to understand it, then you will probably be better off buying this book than many others. Those who have already been taught key aspects of research methods and statistics might not find much new in this, but it could become a handy reference source for them. Out of several books on the subject, this one does the best job of explaining the ideas (especially quantitative research) so that you appreciate the underlying concepts. The writing style is similar to Malcolm Gladwell (Blink), Tim Harford (The Undercover Economist) or Steven Levitt & Stephen Dubner (Freakonomics) - the author uses humour and everyday examples to keep you interested. If you don't really want to read a book on research and statistics but you have to, if you need the basic ideas explained without complication, then I recommend you buy this.