- Title
- Group think or effective data collection? Conducting survey research with children
- Creator
- Baxter, Stacey
- 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
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Resource Type
- conference paper
- Date
- 2009
- 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.
- Subject
- children; methodology; unstructured observation; survey administration
- Identifier
- uon:9176
- Identifier
- http://hdl.handle.net/1959.13/920535
- Identifier
- ISBN:1863081585
- Full Text
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | ATTACHMENT01 | Publisher version (open access) | 62 KB | Adobe Acrobat PDF | View Details Download |