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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Key Internet Sources
Action Research: provides research and behaviour change solutions based upon social marketing principles to a range of public agencies, non-profit organizations, and private companies who are seeking to promote positive behaviours in their communities, workplaces, and environments: http://action3630.com/
infed: this is a free-to-access not-for-profit site provided by the YMCA George Williams College: http://infed.org/mobi/action-research/
Institute of Development Studies: is based at the University of Sussex: http://www.ids.ac.uk/publication/action-research-for-development-and-social-change
Key Readings
McGill, I., & Brockbank, A. (2003). The Action Learning Handbook: Powerful Techniques for Education, Professional Development and Training. London: Routledge Falmer
Greenwood, D. J., & Levin, M. (2007). Introduction to Action Research: Social Research for Social Change, (2nd Ed.). Thousand Oaks, CA: Sage.
Kapoor, D., & Jordan, S. (2009). Education, Participatory Action Research, and Social Change: International Perspectives (Eds.). New York: Palgrave Macmillan.
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Skinner, H. (2017). Action Research. In: Kubacki, K., Rundle-Thiele, S. (eds) Formative Research in Social Marketing. Springer, Singapore. https://doi.org/10.1007/978-981-10-1829-9_2
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DOI: https://doi.org/10.1007/978-981-10-1829-9_2
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