McGraw-Hill conducted extensive market research with over 4,000 students to gain insight into their studying and buying behavior. Students told us they wanted more portable texts with innovative visual appeal and content that is designed according to the way they learn. We also surveyed instructors, and they told us they wanted a way to engage their students without compromising on high quality content. "SOC," updated annually, offers instructors scholarly content and unmatched currency in a succinct magazine format that engages students. "SOC" consistently encourages students to foster their sociological imagination and encourages them to get involved and make a difference in the world around them. The 2010 edition offers updated statistics and research discoveries in sociology and coverage of the sociological effects of the recent economic downturn.