Action Research for Professional Selling, Farnham, Gower Publications (2014)

Peter McDonnell and Jean McNiff

(From the back cover)

Action Research for Professional Selling by Peter McDonnell and Jean McNiff is for people working, or hoping to work, in sales, who wish to improve their capacity for selling, and who may be involved in providing or participating in a structured sales training programme. It provides a basis for professional selling that connects the sales process to different philosophical models for understanding human interactions, and contains much practical advice for selling in a tough economic environment.

Action research is used across the professions as a powerful methodology for improving performance and outcomes and will enable sales practitioners to generate their practical theories of selling. The book answers calls for evidence-based practice in sales education, placing special emphasis on the strength of a values-based approach over the outmoded manipulative models of the past (many of which are still in evidence). It is essential to develop your understanding of what you are doing, and be able to explain it, and the book shows you how to do this through researching your practice in action. It focuses seriously on selling as a field of research offering an innovative, practical approach to selling, underpinned by strong theoretical and philosophical frameworks.

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If you would like further information on our consultancy services in sales education and training, please contact Jean through this website. 


                           Action Research: Principles and Practice (third edition), Abingdon, Routledge. Available February 2013. 

Since its first publication, Action Research: Principles and Practice has become a key text in its field. This new updated edition clearly describes and explains the practices of action research and its underlying values, and introduces important new ideas, including:


  • all professionals should be reflective practitioners;
  • they should produce their personal theories of practice to show how they are holding themselves accountable for their educational influences in learning;
  • the stories they produce become a new people’s history of action research, with potential for influencing new futures.

This new edition has expanded in scope, to contribute to diverse fields including professional development across the sectors and the disciplines. It considers the current field, including its problems as well as its considerable hopes and prospects for new thinking and practices. Now fully updated, this book contains:

  • A wealth of case-study material
  • New chapters on the educational significance of action research
  • An overview of methodological and ethical discussion

The book is a valuable addition to the literature on research methods in education and nursing and healthcare, and professional education, and contributes to contemporary debates about the generation and dissemination of knowledge and its potential influence for wider social and environmental contexts.

Practitioners across the professions who are planning action research in their own work settings will find this book a helpful introduction to the subject while those studying on higher degree courses will find it an indispensable resource.


book cover
Action Research: Living Theory, Jack Whitehead and Jean McNiff (2006), London, Sage Publications
Book cover - AR for teachers

Action Research for Teachers: A Practical Guide with Jack Whitehead (2005)

London, David Fulton Publisher

Book cover - all you need to know about action research

All you need to know about action research, with Jack Whitehead (2005)

London, Sage Publications

Book cover
You and Your Action Research Project, 2nd edition, (with Jack Whitehead) (2003), London, Routledge.
Book cover - action research principles and practice

Action Research: Principles and Practice, Second Edition (2002), London, Routledge.


Book cover - action research in Ireland
Action Research in Ireland (edited with Gerry McNamara and Diarmuid Leonard) (2000), Dorset, September Books.
Book cover - action research in organisations
Action Research in Organisations (2000), London, Routledge.
Book cover - rethinking pastoral care
Rethinking Pastoral Care (edited with Úna M. Collins) (1999), London, Routledge.
Book cover -
You and Your Action Research Project (with Pam Lomax and Jack Whitehead) (1996), London, Routledge.
Book cover
Teaching as Learning: an action research approach (1993), London, Routledge.
Action Research: Principles and Practice, First Edition (1988/1992), London, Routledge.


Action Research for Professional Development
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