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Towards rigour in action research : a case study in marketing planning
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Wilson, Hugh N. (2004) Towards rigour in action research : a case study in marketing planning. European Journal of Marketing, 38 (3/4). pp. 378-400. doi:10.1108/03090560410518602 ISSN 0309-0566.
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Official URL: http://dx.doi.org/10.1108/03090560410518602
Abstract
A research study is described exploring the potential of decision support systems to improve marketing planning practice, using a combination of project action research and case research approaches. The paper focuses on solutions to two practical methodological problems: how to analyse action research data in as rigorous a way as possible; and how to minimise the biases which can arise from the action researcher's dual role as participant and observer. In particular, the paper describes an adaptation of the research design termed analytic induction to the complex, multi‐propositional theory common in action research, and indeed in much qualitative management research. The findings of the study itself are also reported briefly.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | European Journal of Marketing | ||||
Publisher: | Emerald Group Publishing Ltd. | ||||
ISSN: | 0309-0566 | ||||
Official Date: | 2004 | ||||
Dates: |
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Volume: | 38 | ||||
Number: | 3/4 | ||||
Page Range: | pp. 378-400 | ||||
DOI: | 10.1108/03090560410518602 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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