Open AccessAction Research: A Review and Proposal for Application in Marketing Inquiry
Author(s) -
Sereikhuoch Eng,
Nikhilesh Dholakia
Publication year - 2019
Publication title -
the qualitative report
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.335
H-Index - 35
ISSN - 2160-3715
DOI - 10.46743/2160-3715/2019.3553
Subject(s) - action research , action (physics) , marketing research , qualitative marketing research , sociology , management science , engineering ethics , marketing , epistemology , computer science , quantitative marketing research , business , engineering , pedagogy , business marketing , philosophy , physics , quantum mechanics
Action research has a very limited track record in marketing. We take an applied and practical approach and begin with a review of action research as a method, then turn to a more focused review of action research in marketing contexts, discussing the plausible constraints and advantages. Based on these reviews, we offer a conceptual framework and several application areas for marketing action research. We summarize case study examples from three market locations that have used action research as a method of inquiry to illustrate and encourage researchers and practitioners to further integrate action research in their research endeavors. We conclude with discussions on future research directions.