European children talk about animated cartoons

This joint research project was conducted by Millward Brown in four European countries (Italy, the United Kingdom, the Netherlands and France) in March 1997 on a total sample of 100 children aged 6 to 12 years, all of whom watch television every day.

European children talk about animated cartoons

Andrea Bielli, Licia Brembti, Daniela Piccone Millward Brown SRL, Italy

INTRODUCTION

The research described in this paper consisted of a qualitative survey conducted in four European countries (Italy, the United Kingdom, the Netherlands and France) in March 1997 on a total sample of 100 children aged 6 to 12 years, all of whom watch television every day (from a minimum of one hour to a maximum of three hours a day). The Kidspeak methodology was used to obtain the data. This methodology calls for:

  • interviews in pairsin the...

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