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| Author: | Ballantyne, D. |
| Title: | Action research reviewed : a market-oriented approach |
| Journal: | European Journal of Marketing
2004 : VOL. 38:3-4 p. 321-337 |
| Index terms: | ACTION LEARNING AUSTRALIA KNOWLEDGE MANAGEMENT MARKET ORIENTATION RELATIONSHIP MARKETING |
| Language: | eng |
| Abstract: | This article is an overview account of action research project and a customer service improvement at one major retail banks in Australia. The aim of this article is to create understanding of the methodology of action research especially in a marketing context. The author tries to seek anwers to following questions : "what is the intent of an action research strategy", "why are participation and emancipation related", "what is the status of knowledge claims" and "is there an ethical conflict in action research". |
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