Multi-mode research (specifically, research that involves multiple interviewing modes, often with different sampling frames and sampling methods) and data linkage (conceived broadly as the act of
combining different surveys, projects, products, datasets and information systems, preferably through proactive design) are promising approaches that are likely to grow in importance with time. The aim here is to offer theoretical and practical advice on these approaches so as to inform science and society, and to improve research quality. Although the advice is directed primarily to market researchers, others might find it useful as well. It is intended to cross geographic boundaries, political and other jurisdictions, industry sectors, and academic disciplines.