West Brom regained their pride but were plunged closer to the Barclaycard Premiership relegation trapdoor as a Shaun Bartlett goal earned victory for Charlton at The Hawthorns.

Megson had described his side's performance in the FA Cup defeat at Watford as the worst for two-and-a-half years and he certainly obtained a positive response from his players.

The Baggies dominated proceedings in terms of possession and striker Jason Roberts was a constant menace with his pace and aggression upfront.

But all season they have lacked the quality to provide the right sort of ammunition for the front players and that lack of creativity - despite the promptings of Jason Koumas - again proved costly.

All the determination and endeavour in the world will only count for so much at top flight level and a smash and grab raid led to Bartlett pinching the points for Alan Curbishley's side.

It leaves Albion bottom of the table following West Ham's defeat of Blackburn - four points adrift of fourth from bottom Bolton.

Charlton were far from inspiring but hard to break down with centre-backs Richard Rufus and Mark Fish standing firm despite the efforts of Roberts.

Megson had read the riot act to his players after their "unforgivable" performance at Vicarage Road and there was certainly more purpose and commitment from his side in the opening 45 minutes.

Albion, with only one win in their previous 17 league matches, dominated the opening 45 minutes in terms of possession.

Jason Koumas again looked the most likely player to find a way to prise open the Addicks defence but Megson's side created only one chance worthy of the name in the first half.

That came after 36 minutes when Ronnie Wallwork - operating in his preferred midfield role after a spell at wing-back - was first to react to a Koumas centre.

His header from six yards out contained plenty of power but Charlton goalkeeper Dean Kiely was equal to the task and managed to parry his effort.

That aside, Albion huffed and puffed with little end product with Charlton, smarting after their own FA Cup mauling at Fulham, in no mood to capitulate.

Kiely comfortably held onto a rising 30-yard effort from the pacy Jason Roberts and the lively Koumas sent a first time effort just wide from the edge of the area - and that was the sum of Albion's first half threat.

Charlton made little impact as an attacking force although skipper Sean Gregan headed away a powerful 30-yard free-kick from Claus Jensen which Russell Hoult looked to have covered.

They had optimistic appeals for a penalty rejected after a challenge between Albion defender Darren Moore and Kevin Lisbie.

Megson appeared to be upset when referee Andy D'Urso turned down Albion appeals for a spot-kick after a collision between Roberts and Richard Rufus and he went on to the pitch to confront the official at half-time.

Play followed a similar pattern at the start of the second period with Albion doing most of the probing but they were forced into a reshuffle after 50 minutes with Moore limping out of the action to be replaced by Derek McInnes.

Roberts was constantly winning free-kicks at Rufus' expense and Koumas sent one effort just over the bar.

But after 59 minutes the home fans were stunned when Bartlett met a free-kick from Jensen and his header appeared to take a deflection before finding its way past Hoult.

Albion tried to retaliate and D'Urso again rejected penalty appeals after a tackle by Fish on Roberts, who then turned in the area and tested Kiely with a volley.

Charlton substitute Scott Parker became the first player to be yellow carded after 70 minutes for a challenge on McInnes.

Albion fans were off their feet when they thought Wallwork had levelled with a header from a Koumas corner - but his effort had gone into the sidenetting.

But it was clearly not going to be Albion's day when a flick header from substitute Scott Dobie hit the post following a cross from Adam Chambers and rebounded into the hands of Kiely.

Then in injury-time Andy Johnson ballooned his close range effort over the crossbar from yet another Koumas centre as Charlton survived.

Teams:

West Brom: Hoult, Moore (McInnes 52), Gilchrist, Gregan, Adam Chambers, Udeze, Johnson, Wallwork, Koumas, Dichio (Dobie 77), Roberts.

Subs Not Used: Murphy, Clement, Sigurdsson.

Charlton: Kiely, Rufus, Fish, Fortune, Kishishev, Powell, Parker, Euell, Jensen (Konchesky 79), Bartlett, Lisbie (Johansson 85).

Subs Not Used: Rachubka, Bart-Williams, El Khalej.

Booked: Parker, Powell.

Goals: Bartlett 60.

Att: 26,113

Ref: A D'Urso (Essex).