Participatory Action Research

Journal of Consumer Research

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.