Approaches to group research with children

descriptionPublicationkeyboard_double_arrow_right Article 01 Sep 1982 English Publisher:Springer Science and Business Media LLCJournal:Journal of the Academy of Marketing Science, volume 10, pages 490-499 (issn: 0092-0703, eissn: 1552-7824,

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Authors: W. J. McDonald;

doi: 10.1007/bf02729349 , 10.1177/009207038201000410

Approaches to group research with children

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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.

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University of Illinois at Chicago
United States
University of Illinois at Chicago
United States

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