Approaches to group research with children
Journal of the Academy of Marketing Science · 1982 · Volume 10 · Issue 4
Abstract
Approaches to conducted group discussions with children, those aged six to twelve, are examined in detail. Three approaches, representing alternative expectations about children in group marketing research situations, are identified: the Creative-drama Approach, the Structural Approach, and the Adult-oriented Approach. The Structural Approach is recommended because it better deals with the cognitive skills of children while addressing the need for structure in encouraging and channeling task participation.
Keywords
Group Session, Structural Approach, Product Concept, Marketing Researcher, Research Sponsor
Enable JavaScript for citation tools and additional paper interactions.