摘要：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.
关键词：action research, pedagogy, active learning, experiential learning
