Title: Advancing understanding: the contribution of multi-method action research-based approaches to knowledge creation

Authors: Victoria J. Little, Judy Motion, Roderick J. Brodie

Addresses: Department of Marketing, University of Auckland, Private Bag 92 019, Auckland, New Zealand. ' Waikato Management School, University of Waikato, Private Bag 3105, Hamilton, New Zealand. ' Department of Marketing, University of Auckland, Auckland, New Zealand

Abstract: We argue for a multi-method action research approach that is primarily qualitatively based. We draw on the results of a staged multi-method study of customer value, and demonstrate how such an approach can illuminate complex change and learning oriented phenomena. The method is discussed, and knowledge creation considered in relation to efficacy of the methodological approach. In general, multi-method multi-stage action research projects are complex and difficult to manage, however can result in rich contributions to knowledge and improved management practice. Furthermore, we argue that qualitatively based action research can build bridges between academe and the business community.

Keywords: research methodology; action research; multi-methods; customer value; change; learning; knowledge creation; qualitative research.

DOI: 10.1504/IJLC.2006.009689

International Journal of Learning and Change, 2006 Vol.1 No.2, pp.217 - 228

Published online: 04 May 2006 *

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