Exploring children's attitudes towards research participation

Marketing researchers are interested in the consumption-related knowledge, attitudes and behaviours of children.

Exploring children’s attitudes towards research participation

Stacey Baxter

University of Newcastle

Introduction

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...

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