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| Author: | Wilson, H. N. |
| Title: | Towards rigour in action research : a case study in marketing planning |
| Journal: | European Journal of Marketing
2004 : VOL 38:3-4 p. 378-400 |
| Index terms: | ACTION LEARNING DATA ANALYSIS DECISION SUPPORT SYSTEMS MARKETING PLANNING |
| Language: | eng |
| Abstract: | This article examines methodological issues arising from an action research study into the efficiency of decision support systems for marketing planning. The article also introduces how to analyse action research data in as strict way as possible and how to minimise the prejudices which can arise from the action researcher´s dual role as participant and monitor. |
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