This book had a big influence on me. I highly recommend it. I read both the first and second editions.

It is very clearly written, full of practical examples (with code), and doesn't assume heavy math knowledge.

This section from the preface sums up the intended audience:

"The principle audience is researchers in the natural and social sciences, whether new PhD students or seasoned professionals, who have had a basic course on regression but nevertheless remain uneasy about statistical modeling. This audience accepts that there is something vaguely wrong about typical statistical practice in the early twenty-first century, dominated as it is by p-values and a confusing menagerie of testing procedures. They see alternative methods in journals and books. But these people are not sure where to go to learn about these methods."