Introduction: How to Use this Book, Abigail Parrish (Bishop Grosseteste University, UK) and Ghazal Shaikh (University of Sindh, Pakistan) Part I: Commonly Used Methods 1. Interviews, Ghazal Shaikh (University of Sindh, Pakistan) 2. Focus groups, Elizabeth Bailey (University of Lincoln, UK) 3. Questionnaires, Abigail Parrish (Bishop Grosseteste University, UK) 4. Observations, Géraldine Bengsch (King's College London, UK) Part II: Further Qualitative Methods 5. Document Analysis, Sheikha Al Sheyadi (Oman Tourism College, Oman) 6. Discourse Analysis, Asadullah Lashari (University of Sindh, Pakistan) 7. Ethnography, Ambreen Shahriar and Asadullah Lashari (University of Sindh, Pakistan) 8.

Netnography, Kevin McLaughlin (Bishop Grosseteste University, UK) 9. Visual Data, Jayme Scally (University of Hawai'i at Manoa, USA) 10. Think-aloud Protocols Hassan Syed (Sukkur IBA University, Pakistan) Part III: Further Quantitative Methods 11. Reaction time Methods, Jelena O'Reilly (University of York, UK) 12. Experimental Designs, Verónica García Castro (University of Costa Rica , Costa Rica) References Index.