Action Research

Realtors can now sell real estate via email, advertisements, and websites. On the other hand, various retailers can have less risk of inventory and logistics as they sell their goods through commercial websites such as E-bay, Amazon, and the like. And as more people and more people rely on the internet for their basic needs, the more the world has become smaller with each passing day. Individuals across different continents can easily send and receive letters through electronic mails (emails) provided by Yahoo!, MSN, Gmail to name only a few of those companies who rely on advertisements to run their free services.Despite the tremendous impact of the internet on commerce, thus the term e-commerce was born, there is yet to have a comprehensive analysis on the conditions and effects of e-commerce on various forms of social actions within the organization, from planning, implementation, assessment and evaluation, and most especially with its end clients.Action research and its principles may only be one of the few research methodologies that could be utilized in fast-tracked e-commerce, but its significance could not be over-emphasized. Known to be used in educational, agricultural, and in some business practices, action research questions the validity of knowledge so that it can develop a genuinely well-informed action (Torbert, 2001). There are various forms of action research that can be utilized for this paper. For purposes of discussion, this paper shall only be limited in discussing the principles of action research, its strengths, and weaknesses, as well as the application of its general principles using e-commerce as an example. This paper does not attempt to resolve or unravel any issues that have plagued action research but allow readers to be informed and critical on the principles presented.According to Curry (2005), action research ‘is focused on problem-solving through inquiry into human problems in a real context.’