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- Publisher
- Oxford University Press
- Copyright
- © 2008 by JOURNAL OF CONSUMER RESEARCH, Inc.
- ISSN
- 0093-5301
- eISSN
- 1537-5277
- DOI
- 10.1086/586911
- Publisher site
- See Article on Publisher Site
Abstract
The goal of improving consumer welfare can subtly or dramatically shape the research process, the methods used, and the theories developed. This article introduces the participatory action research paradigm, which is based upon the goal of helping people and employs methodologies that are different from traditional consumer research. Exemplars of action research are analyzed to reveal applications for researchers who want to engage in transformative consumer research. The obstacles and opportunities for doing action research are examined.
Journal
Journal of Consumer Research – Oxford University Press
Published: Oct 1, 2008
Keywords: Consumer Welfare/Quality of Life; Critical Theory; Ethnography; Philosophy of Science; Public Policy Issues