Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.13/920535

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Title
Group think or effective data collection? Conducting survey research with children
Author/Creator
Baxter, Stacey
Institution
The University of Newcastle. Faculty of Business & Law, Newcastle Business School
Description
Marketers are interested in the knowledge, opinions, attitudes and behaviours of today’s young consumers. This paper explores the nature of child-oriented survey research by means of an unstructured observational study. A total of 376 children between the ages of seven and twelve participated in a study which examined consumer knowledge and behaviour. Participant’s behaviour was observed during the questionnaire administration process with four primary issues being noted: group management, peer interaction, the ability to maintain interest and a desire to alter responses. It is suggested that researchers should limit the number of children completing a survey at one time, limit the number of items contained in the questionnaire and collect questionnaires soon after completion.
Relation
Australian and New Zealand Marketing Academy Conference 2009 (ANZMAC 2009). Proceedings of the Australian and New Zealand Marketing Academy Conference 2009 (Melbourne 30 November - 2 December, 2009)
Relation
http://www.duplication.net.au/ANZMAC09/Menu.html
Date
2009
Publisher
Australian and New Zealand Marketing Academy (ANZMAC)
Keyword(s)
children;  methodology;  unstructured observation;  survey administration
Resource Type
conference paper
Identifier
http://hdl.handle.net/1959.13/920535
Identifier
ISBN:1863081585
Reviewed
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Subject
"Group think or effective data collection? Conducting survey research with children"
 
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