Action Research - Social Impact of E-Commerce - Coursework Example

Action Research: Social Impact of E-Commerce Introduction In the advent of the information technology, more and more companies are now venturing intothe world of e-commerce. The World Wide Web has created quite an impact that it has transcended traditional marketing channels and techniques across the globe. Since web-based companies are fast-tracking in the market scene, brick-and-mortar companies are also acknowledging such changes in the way people buy and sell goods. Nowadays, they are now investing their money and reputation to digitised global ventures at such an alarming rate, in the hope of outsmarting their competitors. 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 organisation, 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 utilised in the fast-tracked e-commerce, but its significance could not be over-emphasised. 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 utilised 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 has plagued action research but allows readers to be informed and critical on the principles presented. Action Research: Definition, Origins and Approaches Definition According to Curry (2005), action research ‘is focused on problem solving through inquiry into human problems in a real context.’ It is also called applied research, as it involves the community at all stages. As further reiterated by Stringer (1999), action research is a ‘collaborative approach to inquiry or investigation that provides people with the means to take systematic action to resolve specific problems.’ Unlike laboratory research, this type of research method follows consensual and participatory procedures that allows the research participants to: (a) systematically investigate the organisation’s problems and issues, (b) formulate the necessary situational analysis and (c) devise methodologies and procedures that will deal with the issue at hand. This basic premise of action research is also reiterated by Shani et al. (2004), as action research is: …viewed as an emergent inquiry process embedded in partnership between researchers and organizational members for the purpose of addressing organizational issues (or problem) and simultaneously generating scientific knowledge…. Action research is a philosophical view that encompasses the need for the generation of new knowledge in organizational settings and the desire for ongoing organizational renewal. In action research, one must take action and generate knowledge and information that would resolve the issues surrounding the aforementioned particular action. Unlike traditional research methodologies which only generate and educate knowledge, action research entails the cyclical process of consciously and intentionally planning, taking action (implementation), evaluation, further planning and so on. While traditional research requires the involvement of those parameters that are directly involved in the research, action research requires the participation of all members of the system, regardless of direct or indirect relationship to the research being conducted. Origin of Action Research The origins of action research are rooted back during the late 1940s by Kurt Lewin at the Research Centre for Group Dynamics, University of Michigan (Dash, 1999). Lewin was able to successfully establish his research projects by requiring a feedback mechanism for any theories developed or generated into the research project, implement the said theory ad establish a much closer relationship, not only within the test subjects, but as well as with the researchers. Furthermore, Lewin was also able to value action research as a manner of educating ones’ self about an organisation, a bridge towards changing them and make them more receptive in the needs of the actors within the organisation (Curry, 2005). From World War II, action research has continued to spread its reach, particularly in European areas. In the early 1950s work of the London Tavistock Institute, they immediately saw the need for an employee-centred research prior to the introduction of new technologies within the work environment. New technologies were not the only means towards the success of an organisation, the improvement of working conditions, particularly in the British assembly lines, and the overall welfare of the workers were critical in providing high quality outputs in the work environment. Approaches to Action Research As the likes of Cassell and Johnson (2006) coined action research as an ‘umbrella term,’ it only goes to show that it can very well conform to the different philosophical commitments within a particular mode of engagement. There are different approaches to action research, namely: a) experimental; b) inductive; c) participatory action research and d) participatory. Experimental. This approach goes back during the time of Kurt Lewin, as social science researchers follow the correct methodological procedures from natural sciences and neutrally collect data from an independent social reality so that empirical test causal predictions could be made. Inductive. In this approach, theory is generated from the data. It concerns the development of description of patterns that have subjective meanings. These very patterns are utilised by organisational actors so as to make sense of their worlds, rather than testing the hypothesis from a theory. Participatory Action Research. Unlike most research practices that only involves the participation of those involve in the experiment, participatory action research requires the participation of all the people in the organisation or community being investigated, starting from the research design, and up to the implementation and adoption of strategies. This is commonly utilised in community development and organisational diagnosis. Participatory Research. As compared to PAR, participatory research is commonly associated in addressing the perceived needs of a particular community as a whole, as defined in their own terms. Participatory research is initiated and motivated by the needs of a community for ameliorating the living conditions of the people. In this regard, a democratic research process is highly encouraged. E-commerce Admittedly, there has not been much development on the definition of e-commerce, as it was only recently conceived during the late 1990s. However, Kalkota and Whinston (1997) defined e-commerce as ‘the buying of selling of information, products and services via computer networks.’ Computer networks imply the use of the Internet, most especially the World Wide Web. Various research methodologies have been devised in order to analyse the technological, economic and marketing impacts of e-commerce in today’s world market. But not much has been said about its social implications, primarily with its end users. The Essence of Action Research in E-commerce This method is deemed essential in analysing the social impacts of e-commerce due to the following reasons: 1. The cyclical process of action research would allow e-commerce companies to get immediate feedback from its end-users, thus immediately determining the problems, areas for improvement and the strengths and weaknesses of the organisation. 2. Through the cyclical process, current strategies of organisations could be continuously improved until such time that it has perfected those areas for improvement. 3. From the name itself, e-commerce not only involves computer software and hardware, it also involves the people who work behind these technologies. Action research commands the involvement and cooperation of the members of the organisation, involved as “co-researchers,” as well as those customers who patronise their products and services. This research methodology encourages the collaborative effort of research and active participants in the organisation. Cyclic process and research partnership are two criteria of action research that are inextricably linked with one another. These two criteria are essential in qualitatively and quantitatively identifying the key problem areas within the organisation, as well as proposing the necessary solutions for these problems. Application of the Principles of Action Research in E-commerce Despite having various types of action research, its importance in the field of e-commerce could be well-defined, explained and the circumstances to which it can be used is described in the six key principles of action research (Winter, 1989): 1. Reflexive Critique – This aspect makes use of transcripts, official documents and verbal or written account of situations that will prove the authenticity of various issues within the organisation. Reflexive critique ensures that people would be able to reflect on issues and processes upon which judgement are made. Customer surveys and employee performance appraisals could also be utilised in assessing the current situation and performance of the organisation. This is exemplified in the case of Google, the leading search engine and advertising engine the world, when it saw the need for its employees to have a comfortable working environment to relieved stress from work activities. The management immediately saw this need as employee performance improved drastically when they introduced free food, recreational areas, lava lamps and other perks for its employees. On the other hand, customer surveys conducted by Amazon pave way for more product offerings from the company, from books to clothes, accessories and the like. 2. Dialectical Critique – Social reality is consensually validated and shared through language. This aspect is required so as to critically understand and comprehend the set of relationships both between the phenomenon and its context, and between the elements constituting the phenomenon. Although e-commerce requires the utilisation of computer applications and software, and most especially the use of the Internet, the ability of various e-commerce establishments in being able to provide a common language for its English-speaking clients, as well as being able to localise languages among different parts of the region increases their reach to various clientele. Google offers different languages that are easily configured by detecting the IP address of the user. Corporations like Continental Temic, Nokia, Yahoo!, HP among others offer different language options to its web browsers, thus they are able to easily reach out and create the necessary changes. 3. Collaborative Resource – Participants in an action research project are considered as co-researchers. Each and every person’s idea involved in the organisation is equally significant as a potential resource for analysis and improvement. By involving the customers in decision-making, which can be done through surveys, customer feedbacks and reactions, a company like Amazon and E-bay could easily determine what are the problems of their services, how they could improve it and how they could expand their operations. 4. Risk – This principle is used to dispel or alleviate any doubts from the participants, thus assuring that whatever outcome may arise, learning will surely take place. Inherent in e-commerce organisations, risk is something any business establishment do in any endeavour they choose. 5. Plural Structure – Research involves the multiplicity of views, commentaries and critiques, enabling numerous possible actions and interpretations. The plural structure of inquiry entails plural commentaries which may possibly contradict with one another. Reports that an organisation may receive shall act as a support for ongoing discussion among the participants involved and not as a final conclusion of fact. This aspect has been continuously being done by e-commerce organisations. 6. Theory, Practice, Transformation – Action research involves that theories educate practice, practice refines theories, and transformation is continuously carried out. Although some e-commerce firms require less room for error, its social impact could only be realised if errors are taken as rooms for improvement. In this manner, its social implications could be turned into a more positive light. Reasons for Choosing Action Research In the 48 studies conducted by Waterman et. al. (2001), the common reasons for choosing action research were as follows (Table 1): Table 1. Reasons for choosing action research as an approach towards organisational change. Action Research was chosen because it: Number (%) of studies, from a total of 48 in which included Encourages participation 36 (75) Results in change (of some sort) 33 (69) Has a cyclic process, involving feedback 30 (63) Contributes to understanding knowledge and theory 28 (58) Solves practical/concrete/ material problems 21 (44) Educates 14 (29) Acknowledges complex contexts 12 (25) Embraces a variety of research methods 11 (23) Evaluates change 8 (17) Empowers and supports participants 7 (15) As previously mentioned, it is critical for an organisation, in this case e-commerce organisation, to have a ‘participative and collaborative effort’ in effectively effecting change. In the case of MySpace, its initial release garnered a not so positive social response from various critiques due to the alleged malicious practice of the said website. But as its users are allowed to take part in a collaborative effort, the company may be able to make a complete turnaround from its original social impact. Change may not be easily realised in action research, but once established, there is always a room for change no matter what the social setting is. Its feedback mechanism is essential in instituting change, as well as determining the strengths and weaknesses of the organisation. Social implications could not be determined if not for the continued feedbacks being sent out by its end-users, the customers. And as the cyclical process continues, it will constantly solve practical, concrete or material problems, educate society, acknowledge complex situations, continuously evaluate change and empower and support members of society in bringing about change in the ever competitive world of e-commerce. Strengths and Weaknesses of Action Research Aside from the previously mentioned strengths of action research, those researchers who supported this methodology perceived it as an important tool in studying people and organisations at various levels of society. Furthermore, action research: a) promotes understanding of the context of the study; b) allows for problem identification by participants; c) develops appropriate, relevant and feasible innovations and strategies for change, leading to sustainable change; d) makes use of available resources of knowledge and experience; e) provides educational opportunities through sharing of experience, knowledge and ideas; f) generates interest in the organisation or project; g) increases or develops willingness to participates and to change; h) overcomes barriers to change; i) promotes ownership of change; j) allows for rapid uptake of change; k) provides support; and l) saves time Those who rejected action research criticise that action research has the following perceived negative aspects: a) disrupts existing boundaries of decision making and strategic planning; b) initiates shifts in existing relationships; c) requires energy to maintain; d) provides opportunity for domination of projects by more powerful participants; e) encourages feedback on performance of participants which may be viewed as a threat; f) takes time; g) creates resistance to change; and h) creates negative feelings if changes are not implemented Methodology There are various ways in which action research is implemented. The very basic methodology in implementing this tool is through the following steps or five phases of inquiry (Figure 1): 1. Identification of problem area – In this case, the problem area that needs to be ascertained is the social impacts of e-commerce. 2. Collection and organisation of data – This can be done through surveys from customers, interviews, field notes, memos, performance appraisals, focused group discussions among employees and other feedback mechanisms. 3. Interpretation of data – Data is interpreted by means of delineating the quantifiable from the non-quantifiable data. In the case of determining the social impacts of e-commerce, data, opinions, attitudes and the like can be processed in a summarised table format. 4. Action based on data – A plan of action must be devised, based from the data collected and review of literature researched. If the social impacts of e-commerce are already identified, devise one action plan per impact to see if there are any changes that occurred. 5. Reflection – Based from the action plan implemented, assess whether or not there have been any changes that occurred in the e-commerce setting. These steps are continuously being done so as to ensure that change is being brought about. On the other hand, a similar, but more complicated action research process had been devised by Lewin (1948) and was also used by Robertson (1995) in his coaching research studies (Figure 2). Conclusion Action research is a complex, yet holistic process that is interpreted and practised in a variety of ways. Its application in the e-commerce setting may also entail some conflicts and positive feedbacks, but with a carefully planned implementation system, action research is deemed beneficial. Despite being branded by other researchers as ‘unscientific’ and ‘time-consuming,’ nevertheless, action research is here to stay and may play a significant role in assessing and changing the current status of e-commerce in today’s global market. Although not much research has been given on the social impacts of e-commerce, it is never too late for organisations to start considering the potential of action research in their daily operations. Works Cited Daniel, E. and Wilson, H. 2004, ‘Action Research in Turbulent Environments: An example of e-commerce prioritisation,’ European Journal of Marketing Vol 38 No. 3/4. Cassell, C. and Johnson, P. 2006, ‘Action Research: Explaining the Diversity.’ The Tavistock Institute, Volume 59(6):783-814, SAGE Publications, London. Curry, A. 2005, ‘Action Research in Action: Transforming Self, Society, and Scientific Inquiry,’ World Library and Information Congress: 7th IFLA General Conference and Council. Oslo, Norway. Kalakota, R. and Whinston, A. 1997, Electronic Commerce: A Manager’s Guide, Addison Lewin, K. 1948, Resolving social conflicts: Selected papers on group dynamics. Harper & Row, New York. Robertson, J. M. 1995, Principals partnerships: An action research study on the professional development of New Zealand school leaders. A doctoral thesis. The University of Waikato, Hamilton. Stringer, Ernest. 1999, Action Research 2nd ed, Sage Publications, London. Torbert, W. 1991, The Power of Balance: Transforming Self, Society, and Scientific Inquiry. Waterman, H., Tillen, D., Dickson, R., de Koning, K. 2001, ‘Action Research: A systematic view and guidance for assessment,’ Health Technology Assessment Vol. 5: No. 23. Wesley, Reading, MA. Winter, Richard. 1987, Action-Research and the Nature of Social Inquiry: Professional Innovation and Educational Work, Gower Publishing Company, Aldershot, England. Read More