Action Research: Enhancing Classroom Practice and Fulfilling Educational Responsibilities

Action Research is an applied scholarly paradigm resulting in action for continuous improvement in our teaching and learning techniques offering faculty immediate classroom payback and providing documentation of meeting our educational responsibilities as required by AACSB standards. This article reviews the iterative action research process of planning, acting, observing, reflecting and revising in which faculty/researchers collaborate, openly communicate, critically analyze, reflect and relate their classroom practice to theory. An innovative experiential learning activity (Bake Sale) designed to teach marketing concepts to Principles of Marketing students is used to illustrate the action research process.