More than Just “Snap, Crackle, and Pop”: “Draw, Write, and Tell”: An Innovative Research Method with Young Children
Robert J. Angell
Cardiff University
Catherine Angell
Bournemouth University
Management slant
- Conducting marketing and advertising research to elicit the opinions and perceptions of younger children, using traditional methods such as questionnaires, focus groups, observation, and depth interviews, may lack validity and reliability.
- "Draw, Write, and Tell" (DWT) represents a creative method that maximizes validity and reliability by triangulating three constituent stages of data collection to form a single analytical commentary. Children interpret their own creative data, thus limiting the prevalent issue of...