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Once we make a plan for the actions, we need to execute them, and we need to execute them correctly and efficiently and with a lot of respect to the host organization—our context. In this chapter, we explore the types of actions in action research in software engineering. We look deeper into what it means to execute these specific actions. We also describe how to prepare before action taking, e.g., what data to collect and how to collect the data for the later usage in the evaluation phase. We focus on actions taken in the company with the focus on company’s employees, and we explore customer experiment systems, i.e., when customer data is involved.
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