Chapter 1.

Introducing the Three

Steps of Action Research:
A Tool for Complex
Times and Situations
Action research (AR) and its counterpart, par-
ticipatory action research (PAR), are powerful
tools for people in business, nonprofits, and public
administration who seek to create change in complex
situations for the sake of sustainable improvement. In
this chapter, we introduce the process, discuss why it
is important, and explain how you might use it and
what strategies you can employ to ensure your success.

We write this book making a few assumptions about

you, our reader: Probably you are or have recently
been in graduate school. You are an early to midcareer I believe quite simply
professional in business, nonprofit, or public admin- that the small company
istration. You are more than likely taking a class that
requires this book, but it may be that you saw it on of the future will be
the bookshelf or while surfing a bookseller’s website as much a research
and decided to purchase it. You may be intending organization as it
to work as a lone researcher (with support from the
is a manufacturing
outside such as faculty and other students) or with
a team (PAR) as you complete the AR process, and company.
throughout, we will discuss both options. —Edwin Herbert Land
Because AR and PAR solve complex problems and
complexity describes much of our world, it makes
sense that we have seen a rise in its use. Similar in

Introducing the Three Steps of Action Research 1

 many ways to strategic planning, this process should
seem familiar, yet many planning sessions often
do not end with solid results measured over time.
When we add the rigor of research, it becomes
powerful. There are two reasons for this:

1. It transforms you, the researcher, as you grow

in understanding of the issue(s) you study
(Cunliffe, 2004, 2005; James, 2005, 2006a,
2009; Schön, 1983, 1987).

2. Data-driven decisions have increased power

to influence stakeholders, and AR Research
protocols insist that you gather data.

This chapter will address several questions:

• What is AR, and where did it come from?

• What are other methodologies that are

similar to AR?

• What are the steps in the AR process?

• How does AR methodology use quantitative,

qualitative, and mixed methods?

• Why is AR a methodology for complex times?

• How can I ensure success? Study failure!

Reflective Questions
✦ What strategic planning efforts We end each section with questions designed to
have you been involved with? help you drill deeper into the concepts in the
✦ What were the outcomes reading, using this question mark to signal your
of those plans? reflection.

2 Action Research for Business, Nonprofit, and

Public Administration
What Is Action Research, and
Where Did It Come From?
AR is, in the most basic sense, a type of research that
creates and measures change in a cyclical manner with
the intention of overall positive growth through-
out the process. This type of research is generally
conducted in a collaborative manner by an individual
person or team of people who are interested not only
in studying a particular problem but also in creating
solutions. When a team-based approach is used, this
is generally referred to as PAR, and the stakeholders
involved all share equally in the democratic research
process. Although some collaboration is needed in all
AR projects, a single researcher can go through the
research process alone if chosen. Either approach has
the aim of supporting actions that lead to satisfactory
results for all those involved. Researchers and stake-
holders define a problem, collect relevant information
about the problem, take action, measure it using
various research methods, and finally interpret the
results. These steps, which are discussed in more detail If you want truly to
later in this chapter and throughout the book, are understand something,
continuously repeated to create the AR process. The
desired end result of AR is always focused on positive try to change it.
change and solutions to benefit all those involved. —Kurt Lewin

The history of AR and its ultimate origins are often

debated in the literature; however, most agree that Kurt
Lewin was one of the founding fathers of this research
methodology. Lewin, a social psychologist, fled Nazi
Germany for the United States during World War
II. He went on to conduct various research projects,
which were all aimed at creating some sort of social

Introducing the Three Steps of Action Research 3

 change. Lewin’s research was different from typical
social research because it went against the idea of the
researcher as an objective outsider who merely observes
and records. His vision included the active participa-
tion of the researcher with the aim of achieving a
particular goal. Lewin also believed in the inclusion of
a variety of everyday people as practitioners, and his
research was conducted in real-life situations. However,
as noted by Greenwood and Levin (2007), Lewin’s
original view of AR as a short-term intervention was
limiting, and eventually the focus of AR moved toward
a more continuous and long-term process. In spite of
this change, Lewin’s work is commonly referred to as
the basis of modern AR.

Bradbury, Mirvis, Neilsen, and Pamore (2008)

continue this discussion of Lewin’s early work with
his students in manufacturing. They point out that,
in 1948, Coch and French showed that participation
in AR experiments proved to be a “unique means to
reduce resistance to change” (in Reason & Bradbury,
2008, p. 78). In times of frequent and often dramatic
change (such as the kind faced around the world
today), AR has proven itself time and again to help
alleviate the stress by engaging the mind in discovery
of new ideas, data gathering about actions taken, and
reflecting by the practitioners involved.

What Are Other Methodologies

That Are Similar to Action
Research?
Academia is not known for its easy adoption of
new ideas. Thus, AR, action science (AS), and all
their participatory cousins (variations or similar

4 Action Research for Business, Nonprofit, and

Public Administration
methodologies built on similar premises) were born
over the last 50 years and more and have struggled
to prove their legitimacy. During this time, different
champions rose to defend action in research (Reason
& Bradbury, 2008). Many of these saw what they did
as distinct and called it by a different name. We will
discuss several of the well-known and emerging AR
cousins: AS, PAR, community-based participatory
research (CBPR), action learning (AL), appreciative
inquiry (AI), living theory, and participatory action
leadership action research (PALAR). They follow
similar processes for work, but each has a slightly
different outlook. Remember, this is not intended to
offer enough detail for you as a researcher to use only
these materials on which to build the theoretical base
for your work. If one resonates with you, you will
want to use part of your discovery time looking into
it. As with all cousins, there are similarities and differ-
ences in outlook, specifics of the cyclic nature of the
methodology, and philosophical direction for each.

Action Science
The work of Chris Argyris (1990, 2002a, 2002b) is
closely linked to AS in the organizational develop-
ment world. His best-known work may be that on A student wanted to bring change to
defensiveness in organizations, and thus AS is aimed the way the union and management
at helping an organization grow past toxic behaviors. in his organization dealt with personal
AS is currently supported by an active network on family leave. He used AR to learn
http://www.actionscience.com/ (Network, 2011), more about the options, discuss
which states: the issues with key personnel, and
propose options. The final outcome
Action science is a strategy for designing situations that at the end of a 10-week class
foster effective stewardship of any type of organization. was that the stakeholders were
It is a framework for learning how to be more effective in meeting to discuss the issues.

Introducing the Three Steps of Action Research 5

 groups. It aims to help individuals, groups, and organiza-
tions to develop a readiness and ability to change to
meet the needs of an often changing environment.

To help individuals in groups to learn how to overcome

barriers to organizational change, action science does not
simply focus on improving the participants’ problem-
solving or decision-making skills. It also does not look only
at making incremental changes (e.g., identifying opportuni-
ties; finding, correcting, reducing, or eliminating threats)
in the external environment. Without eschewing these
concerns, action science focuses on looking inward, learning
new frameworks, and establishing new routines.

Friedman and Rogers (2008) conceptualize

the process in the following way. First, using a
community of inquiry (a community of practice
focused on using the scientific practices of building
theory and then testing them), they develop theories
of action. These are causal theories about why we do
the things we do, and in them, we make assumptions
that our behavior is driven at least to some extent
by our ideals. Frames are designed that elaborate on
the logic or make sense of the circumstances we are
studying—then we test the frame. In other words,
by objectifying the ideas, actions and drives into a
hypothetical frame, we can “balance advocacy with
inquiry” (p. 255). Advocacy is defined as advancing
our ideas about the situation, and inquiry is our test
of those ideas.

Because AS has been used actively as a methodology

for more than 50 years, it too has developed cousins

6 Action Research for Business, Nonprofit, and

Public Administration
or offshoots. Key in these are action design, learn-
ing pathways, debriefing with good judgment, and
learning from success. Two other major streams of Knowledge is always
actionable theories have their bases in AS. Argyris
(1990, 2002a, 2002b), as an example, developed gained through action
deep understanding on the ways and means in which and for action. From
defensiveness plays into our frames of behavior. this starting point, to
question the validity
In the field of organizational development, sense-
making has grown in recent years to encompass and of social knowledge is
expand upon many of these ideas, with the work to question, not how
of Weick (1969, 1979, 1995, 2001, 2009) standing to develop a reflective
out. Similar to working with frames, “sensemaking
involves the ongoing retrospective development of science about action,
plausible images that rationalize what people are but how to develop
doing” (Weick, Sutcliffe, & Obstfeld, 2005). Beyond genuinely well-informed
Weick’s writing, you will find additional readings
action—how to conduct
included at the end of each chapter. Several are
examples of similar issues as AR practitioners work an action science.
with knowledge development in organizations. —Bill Torbert
Participatory Action Research
PAR brings the power of diverse voices to bear on
the issue under study and will be discussed through-
out this book because AR often branches into PAR
issues that are suited to group or team exploration
or where the voice of all stakeholders is needed in
a more democratizing, egalitarian format. PAR has
within its structure the likelihood of transformation
and emancipation as researchers and participatory
partners question reality as currently experienced
with an eye on how to improve it. These elements
arise in business, nonprofit, or public administration

Introducing the Three Steps of Action Research 7

 as researchers work in cross-cultural or international
teams, confronting the differences of viewpoints
among participants.

Herr and Anderson (2005) point out that the

philosophical belief in development through
inclusion of people who normally would be seen
as being served (the clients, the lower classes, or
the customers, depending on your context) rather
than as managers, designers, or researchers was
largely galvanized in the United States by the work
of Paolo Friere. In his Pedagogy of the Oppressed,
Friere (2000) developed the theme of individuals
becoming truly human through their inquiry and
cooperation to pursue the best in life and for their
worlds.

Participatory work revolutionized research starting

in the 1970s (Herr & Anderson, 2005). However
it is employed, facilitating PAR means that you, as
researcher, are one voice among equals in the team
that conducts the research. You may come up against
or struggle with issues of community empowerment,
policy change, or the development of sustainable
assets or capacities. All are issues about which strong
opinions emerge.

During the 1980s and 1990s, the federal grant struc-

ture for nonprofits working with at-risk populations
and the disabled insisted that the voices in collabora-
tive work include a democratic representation of
the stakeholders, including clients. For your study,
you will have to decide the depth and practicality
of how you will engage your constituents or clients,

8 Action Research for Business, Nonprofit, and

Public Administration
how much time your project can devote to gather-
ing desperate voices, and how you will report your
findings so that others may have access to disagree.

Challenges within PAR are that, strictly speaking,

all voices need to agree on the analysis and results at
the end of the project and have consensus on what
will be published or how. For any researcher want-
ing to include diverse points of view and work as a
group, but for whom publishing considerations may
need to held in abeyance, we suggest calling it AR
and having an advisory team of diverse voices with
whom you interact as with equals.

Community-Based
Participatory Research
Starting in the 1970s, practitioners in education,
health care, and public administration began to
question when and to what extent they should
involve the people who would be subject to the ideas
of research in the research process.

Used primarily to address disparities between

research and action in health, welfare, and
environmental issues, community-based participa-
tory research (CBPR) brings community stakehold-
ers into the discussion of how to reach constituents
with healthful messages and to help change their
behavior. As a participatory research, CBPR is a
very close cousin to PAR, with groups of citizens
acting as equal partners with research scientists. This
builds on the model within public administration
for citizens to be asked to sit in on panels or review
boards and take a full step further. With CBPR,

Introducing the Three Steps of Action Research 9

 they become active researchers with equal rights
with the rest of the team. Widely sponsored by
various National Institutes of Health initiatives, in a
recent report on CBPR, they say:

CBPR is a collaborative research approach that is

designed to ensure and establish structures for participa-
tion by communities affected by the issue being studied,
representatives of organizations, and researchers in
all aspects of the research process to improve health
and well-being through taking action, including social
change. The goal is improving health and well-being of
members of the community, however defined for a given
research project, by means of taking actions that bring
about intended change and minimize negative conse-
quences of such change. (Viswanathan, et al., 2004)

Hughes (2008) adds to the discussion of AR in

health care, which is not exclusively CBPR, by
pointing out things that are, in our view, similar to
when and how we adopt AR in any circumstance.
He lists six reasons that people would adopt one of
these methodologies:

• belief that employment of the methodology

will be helpful

• the requirement that research tie to past

literature or research

• increased levels of communication and

knowledge about your organization

• time required to share ideas and opinions with

your peers and perhaps your clients

10 Action Research for Business, Nonprofit, and

Public Administration
• the development of data on which to base
future plans

• growth in economic efficiencies

He goes on to discuss the relevance for these meth-

ods in complex situations, such as health care (but
we would expand this discussion to any organiza-
tional arena and education). Because complexity
science has taught us to look at large numbers of
autonomous agents or situations, each adapting to
stimuli in their personal contexts, yet who play off of
each other as part of the greater system, practitioners
require methodology that is likewise flexible in order
to capture overarching patterns as well as specifics.
Hughes makes a good case that it is the insider
nature of most AR (see more in Chapter 2) that
allows a greater potential for understanding both
the wider organizational patterns and the specific
contexts that drive complex change.

Action Learning
Action learning (AL) sits somewhere in the middle
of the theoretical spectrum between AR and AI,
although others would argue with us that this anal-
ogy is soft and that the continuum of philosophies
that drive these methodological ideas is not straight-
forward. Still, we mention it here due to its historical
significance as a link between individual and orga-
nizational learning, particularly relevant in today’s
world of “learning organizations.” Since the advent
of postmodernistic ideas and critical theories, AL
has grown in its push to critically analyze the learn-
ing within a situation through the use of protocols
that enhance inquiry (Pedler & Burgoyne, 2008).

Introducing the Three Steps of Action Research 11

 This call for critical analysis will be addressed again
in Chapter 8 as we develop a call to action for those
working with these methodologies.

There is a variety of AL: action learning action

research (ALAR). An interesting format, researchers
manage the project while they study it (Coghlan &
Coughlan, 2006; Greenwood & Levin, 2007).

Appreciative Inquiry
Developed by David Cooperrider and Sursh
Srivastva in the 1980s, appreciative inquiry is based
on the idea that whatever you measure will grow;
therefore, if you want an organization to grow in a
positive light, you should measure what is already
positive and set up actions to increase those things.
Cooperrider and Whitney (2005) say:

Appreciative Inquiry is about the co-evolutionary

search for the best in people, their organizations, and
the relevant world around them. In its broadest focus,
it involves systematic discovery of what gives “life” to a
living system when it is most alive, most effective, and
most constructively capable in economic, ecological, and
human terms. AI involves, in a central way, the art and
A student wanted to look into stress practice of asking questions that strengthen a system’s
in the workplace and determine what capacity to apprehend, anticipate, and heighten positive
could be done at his company. The potential. It centrally involves the mobilization of
discovery section led him to the ethical inquiry through the crafting of the “unconditional posi-
issues of treating people as objects. tive question” often involving hundreds or sometimes
He measured the similarities between thousands of people.
responses to his survey in the United
States and abroad and concluded that AI is systematized into the five Ds: define, discover,
these issues are international in scope. dream, design, destiny. In the definition stage,

12 Action Research for Business, Nonprofit, and

Public Administration
people come to an awareness that change is needed,
then during discovery, they talk about when the
organization is at its best. The dream section is
similar to brainstorming in a strategic planning
session, with everyone envisioning the best for the
organization. Design teams are then empowered
to help bring back practical steps to achieve those
dreams, and finally, in the destiny step, those designs
are placed in action.

In Reason and Bradbury (2008), Zandee and

Cooperrider (2008) overview their two decades
of AI work by pointing out these benefits to an AI
approach, saying it “illuminates the miracle of life . . .
questions attributes taken for granted . . . envisions
new potential . . . creates knowledge embedded in
relationships . . . and enables just and sustainable
co-existence” (pp. 193–195). Ludema and Fry
(2008) go on to say it has created a “positive
revolution in change” (p. 281).
I do not separate my
Living Theory
scientific inquiry from
Living theory is a theoretical construct of Jack
Whitehead and Jean McNiff (2006), and all my life. For me it is
their students and people they have worked with really a quest for life, to
over the years. It suggests that the highest form of understand life and to
our work is toward our ideals and that AR practice,
run in an infinite number of cycles and throughout create what I call living
our lifetimes, increases our natural transformation knowledge—knowledge
into practitioners who live those ideals. Living which is valid for the
theory is primarily applied to educational practice,
people with whom
but we feel that people involved in business, non-
profits, and public administration will benefit from I work and for myself.
these ideas as well. —Marja-Liisa Swantz

Introducing the Three Steps of Action Research 13

 Participatory Action Learning
and Action Research
Being developed by Ortun Zuber-Skerritt (2011),
Reflective Questions who is perhaps best known for her work on AR as
✦ Can you see both the similarities professional development, PALAR merges
and differences across the variety the “importance of self-directed learning and
of AR and its close counterparts? development to the very diverse constituencies in
✦ Given the issue you want to face the fields of action research, and leadership and
and on which you wish to develop organization development.” PALAR emphasizes
positive change, is there any one new integrated concepts of AL, PAR, and the
particular type of AR that you basic tenets of AR. With its discussion focused on
might want to look into more? leadership, PALAR is

actively creative, innovative, collaborative, shared and

self-developed in partnership with others. It involves
taking responsibility for, not control over, people
through networking, and orchestrating human energy
towards a holistic vision and an outcome that best serves
the common interest. A good PALAR process is one in
which action leadership can emerge from anywhere in
the group; and leaders and followers are often changing
places if all are to learn. Action leaders are passionate;
they inspire, and help an idea to cascade to other people
like a spark taking flame, as depicted in the ancient
Chinese saying that launches this chapter: “A single
spark can start a prairie fire.” (Zuber-Skerritt, 2011, 7)

What Are the Steps in the

Action Research Process?
We anticipate that upper most in your mind right
now is, “What will I be doing?”

It all starts with a question you want to answer that

relates to a problem you want to solve. This problem

14 Action Research for Business, Nonprofit, and

Public Administration
may develop in any number of ways from your
environment. For instance, you may have clients or
constituents who need answers, a new law may create
new requirements for the way you do business, budget
cuts may be affecting your operation or staff morale,
and the future may seem uncertain. Whether in
business, nonprofit organizations, or public adminis-
tration offices, what we do is influenced by the greater
context in which we work.

This is what makes AR significantly different from

other forms of research. In most methodologies, you
start with a question you want to answer—here, you
have questions, but your burning desire is to make
a difference to the situation as well as measure it.
Because our ideas of what we want to accomplish
are also determined by our individual contexts and
worldviews, AR forces us to be inclusive of other
ways of thinking and acting through its requirement
on an initial discovery process. Finally, you will
discover that the actions you take evolve quickly
because of AR’s requirement to measure outcomes
and adjust during the process.

Throughout this book, you will find that we assist you

through highlighting examples of student work in
action. For the purpose of this early section, we will use
the story of one of our students. He managed small,
rural health clinics and was concerned about increasing
the level of safety compliance.

The diagram in Figure 1.1 draws out the three steps

he took. AR developed with the conceptualization
of the process in four steps. Over years of facilitating

Introducing the Three Steps of Action Research 15

 Alan Bucknam ¦ Notchcode ¦ 2011

Figure 1.1

the process, it became clear to us that people broke

down in two major ways: Either they never moved
from data gathering (took no real actions), or they
did not adequately measure the actions they did
take. For this reason, we reformatted the steps, merg-
ing two of them into what we now call measurable
action. As shown in Figure 1.1, we suggest you
conceptualize AR cycles in three steps:

16 Action Research for Business, Nonprofit, and

Public Administration
Discovery
First, you have to discover what is true now then
investigate what others have done about the problem
you wish to improve when in similar circumstances.
For instance, you might look into data your com-
pany has collected, or you might search on the web
or talk with colleagues in different parts of the world
looking for success stories about people who com-
pleted the changes you are seeking.

Our student was involved with a team using PAR.

In their discovery process, they did three things:

a. They investigated the areas in which they fell

short of the standards for safety (this required
looking at what we call archival data—back
reports from safety officials).

b. They researched on the web how others had

been successful in turning the same issues
around in their practices.

c. They diligently watched what was going on

to be able to better classify where the real
problems lay.

They asked themselves who was more responsible:

new hires who might not understand the procedures
or older employees who might have fallen into lazy
habits, or perhaps a mixture.

From discovery, you (with AR) or your team (with Somewhere, something
PAR) will go on to decide what steps you might take incredible is waiting
toward your goal. You will also have to discover what
research methodologies and methods you can use to to be known.
measure the outcomes of those actions—this is Step 2. —Carl Sagan

Introducing the Three Steps of Action Research 17

 Measurable Action
This step has evolved in our teaching from two (first
action then measurement) to one. When concep-
tualized as measurable action, we find beginning
researchers are less inclined to run right into taking
an action step without seriously considering how they
will measure the outcomes of their actions. Evaluation
techniques have a lot to teach us here as they insist
that we first gather baseline data from which we can
measure change. We will say more about the links
between evaluation and measurement in Chapter 3.

In our example from the rural health agency, the PAR

team found that, rather than a human resource issue as
they thought, it appeared that people were most likely
to forget the use of sterile latex gloves in certain areas
of the clinic, thus diminishing their procedure versus
use-of-glove ratio. They decided to see if the use of signs
to remind people of the need for safety would help.

First, they had to establish baseline data. This resulted

in their asking everyone to log their activities in the
room (giving them the number of activities), and from
that data, they could compare the number of tests being
run versus the number of used gloves. The result was
X. Would putting up signs help everyone remember to
wear gloves? They continued to monitor the use of the
A student manager in a fire room against the number of gloves—things improved,
department looked into how to but did not reach 100%.
improve morale and efficiency within
his department. Using PAR, he In their next team meeting, they convened with
discovered that some shifts had lower their data to reflect on their first cycle of research.
morale than others, thus allowing him
to isolate conditions. A major outcome Reflection
included increased team solidarity and This is the third step. It is said that the importance
plans to implement future trainings. of being a reflective practitioner in any field makes

18 Action Research for Business, Nonprofit, and

Public Administration
the difference between evolving to become an
expert or staying as a moderately good practitioner.
Involved in the reflection step in AR is an implied
willingness to delve deeply into both what is
working and what is not working in your research
process.

Our rural health team looked at the data and saw

improvement but not as much as they would have
liked. They needed everyone to participate 100% in
safety standards. It was not a failure; they did not
need to start over, but they did need to build on
this success. In their reflection, they noticed that
the signs had also impacted employee attitudes,
calling attention to their focus on the health and
safety of everyone. They asked themselves how they Reflective Question
could build on this beginning. That led them into ✦ What questions do you have
their next discovery cycle, but we will leave them about the specifics of the AR
there for now. cycle that remain unanswered?

A full discussion of these steps, with examples of

success and failures within each, is in Chapter 3.

How Does Action

Research Methodology Use
Quantitative, Qualitative,
and Mixed Methods?
Merriam-Webster defines methodology as “a particu-
lar procedure or set of procedures,” while the same
source defines methods as “a systematic procedure
or mode of inquiry or a systematic plan.” AR is a
methodology, a set of procedures, and we typically
use qualitative and quantitative methods to mea-
sure the results of our actions. As businesspeople,
nonprofit managers, or public servants, we might

Introducing the Three Steps of Action Research 19

 be able to employ AR with less-than-rigorous
measurement or methods. However, once we step
into the academic world, we need to also meet those
standards.

Chapter 4 examines methodologies in more depth,

but as we have found that beginning student re-
searchers often get lost in the terminology, a little
overview is appropriate here. Building upon the
definitions of Merriam-Webster, AR as a methodol-
ogy gives you both the process of your work and its
theoretical basis as research. This strength comes
Follow effective from its history, the thousands of researchers who
have preceded you, and the academic rigor to which
action with quiet AR has been subjected, to stand out as a methodol-
reflection. From the ogy that can be considered viable. You need to
quiet reflection will understand AR well enough to discuss it in the
methodology section of your proposal and your final
come even more
paper. You need to understand its process (the three
effective action. steps as we employ them) and how each step relates
—Peter F. Drucker to your work.

Let’s start with how you reason issues through.

We induce (use inductive reasoning or logic) to
construct an idea out of parts. AR is inductive, and
this means that we use qualitative data collection
methods most of the time, but not exclusively.
Inductive reasoning allows us to deepen our
understanding of our lived experience, apply the
expanded view to new contexts, and study the
results, always building on our base of knowledge
as we grow. Deductive reasoning attempts to show
that a conclusion follows (is sound) from a set of
hypotheses. Quantitative methods are used here.

20 Action Research for Business, Nonprofit, and

Public Administration
Deductive studies ask that if something is true,
than can we also not deduce these other factors
to be true also? Many AR studies have reasons to
employ both types of reasoning.

You will employ either qualitative, quantitative,

or mixed methods as you measure the distance
from your baseline toward your desired outcome.
Qualitative methods ask people questions and
elicit data from them in the form of words.
Quantitative methods ask questions that are
translated into numbers, and those numbers are
analyzed using statistical means. Mixed methods
use the qualitative and quantitative to reinforce
or repudiate data collected perhaps over a period
of time. Generally, qualitative methods are good
for small populations as you gain a lot of informa-
tion from a few people and can drill deep into the
human factors in the subject you are studying.
Quantitative methods are needed when studying a
large population across a specific range of variables.
On a practical level, qualitative research is easier
to implement but takes a long time to analyze.
Quantitative research takes longer to specifically
design and test the instrument, but once the data
is collected, it can be organized and analyzed It takes a trained and
using statistical tools and software in a relatively
short time. To do mixed methods well, you need discerning researcher to
to understand the challenges of both methods and keep the goal in sight,
what it takes to overcome these concerns. and to detect evidence
of the creeping
AR and PAR are usually concerned with organi-
zational development, community empowerment, progress toward it.
or issues of policy change, but in your role as the —John C. Polanyi

Introducing the Three Steps of Action Research 21

Table 1.1

Participatory Action Pure Knowledge

Action Research Research Research

Role of Researcher Project manager— Equal part of a group In charge—collecting

Learning and imple- that is studying and and analyzing data.
menting new ideas or improving practice
solutions
Application Development of new Developing, applying, Developing new
solutions to issues, and testing new pro- knowledge
professional cesses, procedures, or
development contextual relationships

researcher, the specifics of the application may be

different and are decidedly different within your
role when conducting standard research. Because
these intricacies can seem somewhat confusing, we
offer Table 1.1.

Creswell (2009) reminds us that the methods

we choose all are intricately dependent upon the
purpose of our research. Because AR’s purpose
is to make a difference in some aspect of life, as a
researcher, you would ordinarily include qualitative
methods. At the same time, there may be the need
to double check or triangulate what you think you
Reflective Questions learned from interviews or focus groups by check-
✦ You may find yourself naturally ing with the wider population. In this case, you
drawn to gathering data in one may decide to develop the survey and ask a broader
or another particular manner— population of people to either verify or dispute their
do your ideas fit the general initial understanding.
discussion of when you might use
either qualitative or quantitative Chapter 4 reviews the methods we have seen stu-
methods as described above? dent researchers employ most often, the basics of

22 Action Research for Business, Nonprofit, and

Public Administration
qualitative coding, as well as a few common issues
and practices with quantitative methods.

Why Is Action Research

a Methodology for
Complex Times?
The last two decades have seen an increase in people’s
understanding of complexity. Coming from the Latin
word complexus, or entwined, complexity is much like
threads in a Celtic knot, where by looking, it becomes
difficult if not impossible to say where one stops and
another begins. In a scientific sense, it may be defined
as properties that make a situation or set of relation-
ships difficult to discuss accurately, even when given
almost complete information about its component
parts and their interrelatedness.

This greater understanding of how many realms in

our lives are complex has led to significant impacts for
both research and strategic outcomes. Much research
is conducted in laboratories because they can limit
the number of variables impacting the outcomes of
their studies. Life comes with unlimited variables and
therefore is complex, especially when we choose to
vary some aspect of it in order to build sustainable,
long-term change. We argue that AR is perfect for
practitioners making these types of changes (and data
from around the world backs us up) because it sets
a holding environment through which to manage
change. Holding environment is the phrase used by
Heifetz (2000) to address the fact that formal leaders
in authority need to set a space where others can do
their work, relieving some of the entwined aspects of

Introducing the Three Steps of Action Research 23

 [We] become reflective the work to allow for focus on the issue, or the com-
researchers in situations plex issues become daunting. Our previous research
(James, 2005, 2006a) has shown that AR and PAR
of uncertainty, create just such a holding environment.
instability, uniqueness,
and conflict. Was the rural health team facing a complex prob-
lem? Were a number of situations and motivations
—Donald Schön
entwined to create what might look like a simple
problem of people not reacting properly to health
and safety regulations? How many reasons would
people have for avoiding the proper use of gloves in
the clinic? What influence did the working relation-
ships within the office, the budget for materials, the
management practices, and so on, have on this issue?
Perhaps the employees:

• Had not received training.

• Were tired and forgetful.

• Did not eat lunch and were thinking

more about being hungry (or any other
complaint) than about safety.

• Conveyed the attitude that health and

safety regulations did not matter.

• Were upset by budget cuts, and low morale

influenced them to cut corners at work.

• Were out of gloves and chose not to go get more

(perhaps they needed test results in a hurry).

• Were engaged in conversations that took

their attention away from safety.

24 Action Research for Business, Nonprofit, and

Public Administration
Each of these problems would have a different
potential solution. We hope that this demonstrates
how even a seemingly simple question may have
complex issues that need to be faced before it
is solved. We will tease out issues of complexity
throughout the book.

Complex situations cause people to shut down as

they are afraid of the difficulties of facing them. Say
you wanted to solve world hunger, where would you
start? How convinced would you be of your ability
to create meaningful change? Similarly (and to use
problems we have seen students tackle), employees
faced with budget crises, risk management directors
trying to stop unsafe practices, program managers
trying to bring success to inner-city kids, public
administration offices working to improve policy on
human trafficking or human resource issues, people
interested in making a workplace more friendly to Reflective Questions
diverse populations, or doctoral students trying to ✦ What situation are you
decide on their dissertation topics, all are complex considering for this research,
problems. It follows then that part of why this and what positive change
methodology is important is the very human reason would you hope to make?
that it makes us feel more secure when we tackle ✦ Can you list the ways in which
the seemingly impossible task of change in complex complexities may influence
situations. working on this issue?

How Can I Ensure Success?

Study Failure!
Success means that you have achieved the goals
or outcomes you set for your project. Depending
on your context, these may range from a definite
organizational change to a smaller beginning

Introducing the Three Steps of Action Research 25

 implementation of a new process or perhaps
answering a question about procedures. Before we
talk about success, we should know a little about
failure. Two sources of failure spring to mind:
power issues within the organization (discussed
in Chapter 5) or people who don’t want to or are
unable to change. Argyris (2002a) discusses people
who don’t change in terms of defensive reasoning
and the doom loop. The high expectations people
have of themselves and their fear and lack of under-
standing about failure lead them to react defensively
when challenged by change. These reactions are
characterized by lack of data, vague responses, and
general avoidance. The way out, as Argyris saw it,
was through reflexive double loop learning—in
other words, we need to be trained in new reason-
ing skills, ones that objectively look at data and
reflect on it to derive meaning. This is very similar
to the AR process.

The topic of failure and how we avoid it or learn

from it are threads throughout this book. Because
of the multiple cycles in AR and its reflective
portion, we hope to find the failures early and
correct them.

Dietrich Dorner’s (1996) work in cognitive behav-

ior involved teams of people working with plan-
ning games (computer simulations) in the 1980s.
His subjects included economists, managers, and
designers who worked in a simulated environment
where they manage the fate of a South African tribe.
The tribe had a finite number of people, water,
crops, and cattle. Their purpose was to increase the

26 Action Research for Business, Nonprofit, and

Public Administration
quality of life for the people. What consistently
happened instead was that entire tribes died out.
Dorner’s work shows us the common threads of
rational thought that consistently lead to failure. He
points out that “failure does not strike like a bolt
from the blue; it develops gradually according to its
own logic” (p. 10).

We introduce failure in this chapter with a short

discussion on a few of Dorner’s findings and how
AR and PAR help individuals overcome their
likelihood due to the requirements of each step in
the process.

1. Dorner’s teams suffered from “failure to antici-

pate side effects and long-term repercussions”
(p. 15). AR’s cycle-by-cycle review of what
is transpiring in a long-term process makes
this far less likely. PAR makes use of a team
structure, where many people can address
the potential of each action long term. For
instance, with the rural health example, a team
member pointed out studies indicating that the
effectiveness of signage is relatively short term.
The signs become part of the background and
are forgotten.

2. “The participants established their modus

operandi in the first few sessions and did not
alter it much later” (p .17). Because AR is a
multicycle research process, there is continu-
ous readjustment. The forced reflective cycle
encourages the consideration of changes to
heighten results.

Introducing the Three Steps of Action Research 27

 3. “Helplessness generates cynicism” (p. 18) with
the implication here that decisions made from
a cynical point of view tend to be reactionary
rather than growth producing. AR is an inher-
ently optimistic research methodology based
on belief in creating and measuring positive
change.
4. Finally and perhaps most importantly, Dorner
A student investigated best practices found that failure stems from, “over involve-
for minority business leaders in an ment in projects which blind line managers
economic downturn. She developed a to the emerging needs and changes within
measurement tool and began to survey the situation” (p. 18). Because PAR requires
businesses as to how they adapt and consistent focus on the issue at hand, the ten-
survive. The results were inspirational dency to be distracted by other things within
to her entire PAR team, surviving to the organization is lessened. This is part of the
help them keep a positive outlook. holding environment that was discussed in the
last section.

Dorner’s work is important not only in that it

shows the reasons people frequently fail in complex
situations but also because part of his work helps
us understand what people do that increases the
Reflective Questions likelihood of avoiding failure.
✦ Think about situations you
were involved in or know of Throughout the book, we will come back to Dorner
where outcomes were less and the implications of his work on our discussion
than expected—do aspects of of PAR.
them fit Dorner’s findings?
✦ What steps does Dorner’s work We hope that this brief discussion of the AR
suggest in order for you to process has made you anxious to get started. But,
ensure the success of your AR? before actual actions can take place or meetings can
happen, we need to discuss the ethics of research

28 Action Research for Business, Nonprofit, and

Public Administration
and (if you are considering PAR) what to think of in
building a participatory team.

Conclusion
This chapter has introduced AR and discussed
the steps in the cycle. Hopefully, we have whetted
your appetite and given you some ideas for projects
that you might want to undertake. In the next two
chapters, we focus on your proposal and your appli-
cation to an internal review board (IRB) and give
you a more detailed explanation with stories
of how the three steps go together in your research.

Take Action
So, where do you go from here? We suggest you start
by writing a list of possible topics for your AR. To
do that, think in terms of what situations in your
life you would like to help change. Depending on
the requirement of your university, these might be
situations in your business, nonprofit, or public
administration office. Equally, they might be situ-
ations in your community or home life. We have
seen graduate students undertake excellent AR on a
variety of topics both personal and professional.

Additional Readings
Bate, P. (2000). Synthesizing research and practice:
Using the action research approach in health care
settings. Social Policy & Administration, 34(4),
478–493.

Introducing the Three Steps of Action Research 29