Consumer panel with children and young people

Date of publication: June 15, 1980

Company: GfK

Author: Joachim G. Baum

Abstract:

The importance of children and young people as autonomous consumers has increased rapidly during the recent decade. In some markets they are responsible for most of total turnover and in others they are in an important segment now. To avoid lack of market transparence, it is necessary, that consumer research deals with this problem, so that research in this population group is going to be more and more normal practice instead of occasional special events. To establish a Children's Panel multiplies the difficulties of panel research and the well known difficulties of research in children, taking in mind recruiting, motivation and regularly cooperation. A basic survey in order to define the universe of the panel was carried out.

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