Participatory Action Research As Engaged Practice: Implications For Transformative Consumer Research

Julie Ozanne, Virginia Tech, USA
Bige Saatcioglu, Virginia Tech, USA
Canan Corus, Virginia Tech, USA
Participatory action research (PAR) arose in reaction to the failure of traditional methods to deal with the research realities facing researchers confronted with tremendous social inequities in their fieldwork in developing countries. Like transformative consumer research, this research seeks to solve social problems and improve the lives of the people studied. While many forms of PAR exist, they share some common themes. The research process occurs in a bottom-up process and involves collaboration between the researcher and the locals. Moreover, local knowledge is integrated with scientific and theoretical to form knowledge with a practical intent. A commitment exists to a democratic and inclusive research process because it is assumed that when people are given ownership of both the research process and output then they will be more invested in its use and implementation. PAR offers a rich set of problems and solutions that arise when doing research aimed at social change and can inform current debates on transformative consumer research.
[ to cite ]:
Julie Ozanne, Bige Saatcioglu, and Canan Corus (2007) ,"Participatory Action Research As Engaged Practice: Implications For Transformative Consumer Research", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 20-22.