Towards rigour in action research: a case study in marketing planning

A research study is described exploring the potential of decision support systems to improve marketing planning practice, using a combination of project action research and case research approaches. The paper focuses on solutions to two practical methodological problems: how to analyse action research data in as rigorous a way as possible; and how to minimise the biases which can arise from the action researcher's dual role as participant and observer. In particular, the paper describes an adaptation of the research design termed analytic induction to the complex, multi‐propositional theory common in action research, and indeed in much qualitative management research. The findings of the study itself are also reported briefly.