Market Research Methodologies: Multi-Method and Qualitative Approaches

Human inquiry has served as the impetus for a number of developments throughout history. Seeking new knowledge about the world around us helps to drive our progress and push us to discover innovative improvements. This drive lends itself to the development of qualitative research. Market Research Methodologies: Multi-Method and Qualitative Approaches brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations. Focusing on vital concepts such as data validity, triangulation, and reliability, this book is a fundamental reference source for PhD students, graduate students, and academics within the business field who wish to understand how these methods can be employed to extract data from particular environments.

Amandeep Takhar-Lail is a senior lecturer in marketing at the University of Bedfordshire in the UK. She holds a PhD, MSc and BSc in Marketing. Her research interests focus on aspects of contemporary consumption, ethnicity, identity construction and qualitative research methodology. Her work focuses largely on adopting an interpretive approach to explore social, cultural and familial factors that influence everyday consumption experiences. She has published in internationally recognised journals such as the Journal of Marketing Management, Advances in Consumer Research and Journal of Macromarketing. She has also presented papers at key international conferences such as Advances in Consumer Research, European Advances in Consumer Research and the Consumer Culture Theory conference. She has also contributed to special issues of Journals and books and recently published two books within the field of consumer research. Dr. Takhar-Lail is also a Fellow of the Higher Education Academy (UK), Academy of Marketing and Association of Consumer Research (ACR).

Dr. Ali Ghorbani is an assistant professor of business administration in Payame Noor University (PNU), IRI. He holds PhD, M.Sc and B.Sc degrees in business administration from PNU. Ghorbani has published more than 35 manuscript and presented several papers in international and national journals and conference about e-commerce, e-business, e-banking, e-entrepreneurship, IT application in organizations and marketing strategies. In addition to he has attained the first rank at MCs Examination of Islamic Azad University, he has won third rank award in 6th Scientific Congress of Payame Noor University Students. Now, he is member of editorial board of several international journals. He has contributed in several special issues of journals and books as a member of editorial board.