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.
Action Research, Marketing Inquiry, Consumption, Interpretive Method, Qualitative Methodology
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Recommended APA Citation
Eng, S., & Dholakia, N. (2019). Action Research: A Review and Proposal for Application in Marketing Inquiry. The Qualitative Report, 24(4), 754-763. https://doi.org/10.46743/2160-3715/2019.3553