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2017 | OriginalPaper | Buchkapitel

Action Research

verfasst von : Heather Skinner

Erschienen in: Formative Research in Social Marketing

Verlag: Springer Singapore

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Abstract

Action research is applied, problem-based research, which usually involves the researcher as an active participant in an interactive, collaborative, and iterative process. The action research process is usually designed not only to generate knowledge, but also to employ that knowledge. In this context, the knowledge that is generated through the research process would be applied to design, adapt, re-design or improve social marketing initiatives. Action research is one of the formative research methods that tends to require and demonstrate one of the highest levels of researcher involvement. Thus, this chapter will include a consideration of the role of the researcher involved in formative action research, along with a consideration of the uses of this method in social marketing settings. The case study included in this chapter will highlight a real-world action research project that was used to design and deliver changes to a UK-based program offering supported housing to homeless street drinkers. Other examples provided in this chapter will be drawn from real-world social marketing experiences across a range of health, fitness, and social care settings.

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Titel: Action Research
verfasst von: Heather Skinner
Verlag: Springer Singapore
Buch: Formative Research in Social Marketing
Print ISBN: 978-981-10-1827-5

Electronic ISBN: 978-981-10-1829-9

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-981-10-1829-9_2