Market Research Methodologies: Multi-Method and Qualitative Approaches, by Dr Amandeep Takhar aims to qualify readers with a range of the latest techniques in how to collect pioneering market research.

Published by IGI Global, the book looks at how modern researchers can draw on using data sources such as video diaries, photos, as well as traditional sources such as surveys to accumulate market research.

A reference source for PhD students, graduate students, and academics within the business field, it focuses on vital concepts such as data validity, triangulation (when two, or more, methods are used in a study in order to check the results), and reliability.

“There’s a lot of different research methods in the book which aren’t as common as you’d expect,” said Dr Takhar, a Senior Lecturer in Marketing at Bedfordshire, whose research focuses on aspects of contemporary consumption, ethnicity, identity construction and qualitative research methodology.

“These will equip the reader with the knowledge of innovative methods to collect data, which can provide more in-depth results without bias.”

Dr Takhar’s work focuses largely on adopting an interpretive approach to explore social, cultural and familial factors that influence everyday consumption experiences.

Market Research Methodologies: Multi-Method and Qualitative Approaches was written alongside Ali Ghorbani from Payame Noor University in Iran.

It can be purchased on Amazon.com.

For more information, visit www.igi-global.com