- Title
- Exploring children's attitudes towards research participation
- Creator
- Baxter, Stacey
- Relation
- International Journal of Market Research Vol. 54, Issue 4, p. 455-464
- Publisher Link
- http://dx.doi.org/10.2501/IJMR-54-4-455-464
- Publisher
- World Advertising Research Center
- Resource Type
- journal article
- Date
- 2012
- Description
- With children playing an important role in the consumer environment, it is understandable that many marketers wish to gain a greater understanding of their consumption-related knowledge, attitudes and behaviours (Mallinckrodt & Mizerski 2007; Chaplin & Lowrey 2010 – to name but a few). To investigate child-related marketing issues, researchers are moving beyond parental reports to collect data directly from the population of interest, with children participating in focus groups and interviews and completing questionnaires. To enhance children’s engagement with, and understanding of, research materials, issues surrounding the design of child-orientated research protocols (McDonald 1982; Baxter 2011) and data collection instruments (Borgers & Hox 2001) have been explored in literature. While researchers have focused their attention on ways to aid understanding during the moment of data collection, less attention has been given to children’s understanding of marketing research in a broader sense, that being: ‘Why am I doing this questionnaire?’
- Subject
- children; research participation; consumerism; marketers
- Identifier
- http://hdl.handle.net/1959.13/1311422
- Identifier
- uon:22211
- Identifier
- ISSN:1470-7853
- Language
- eng
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