Through the eyes of children

This paper describes findings and practical applications of a 1998 quantitative study conducted in six countries including Argentina, Brazil and Mexico by Nickelodeon, Just Kid Inc., and Research International.

Through the Eyes of Children

Bruce FriendNickelodeon, U.S.A.,andMark StapyltonSmithResearch International, U.S.A.

INTRODUCTION

This paper describes some of the learning from and applications of the Global Kids Study, and why we conducted it. After describing the background, history, objectives and methodology behind the Global Kids Study, this paper will focus on a few of the many areas covered in the study.

The paper then discusses some crosscountry comparisons of kids attitudes and behaviors, and focuses on one particular category to illustrate how Nickelodeon can use the study to 'drill down' into a category of interest to them...

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