Resolving issues in children’s research

Discusses ethical and practical considerations in conducting market research with children. Outlines some relevant differences between children and adults which pose challenges to research: children are often shy and inarticulate, physically unable to perform some tasks, are concrete and egocentric in their thinking with short attention spans, have difficulty when asked to put experiences in a time frame or quantify them, and lack a strong sense of responsibility. Relates this to the fact that children’s memories, reading skills and vocabulary are limited compared with adults’, and also that they develop at different rates; this has important implications for marketing as well as research. Adds that there are often regulations affecting communication with children, so that parents are often interviewed instead, although parents’ involvement can create bias. Outlines new electronic devices, like Arbitron’s Personal People Meter, MindSet, and online studies, which all make it easier for children to take part in research. Concludes with the use of qualitative techniques for studying children, such as focus groups, and observational research using video and still photographs.