SBS Metropolitan Youth study
Peter BehrendsSBS Broadcasting, Netherlands
Matthias Steinmann and Knut HackbarthTelecontrol Group, Switzerland
INTRODUCTION
Knowing the behavior and the needs of teenagers is a difficult task for broadcasters. Young people are difficult to attract for participation in research surveys. High incentives have to be paid to recruit a representative sample of teenagers. Additionally, young people are not known to have the best compliance when observing the tasks they have to do for a market research survey (filling in questionnaires, noting daily activities in a diary, following instructions on how to complete certain tasks). Youngsters...