Abstract:

The subject of this paper is the application of research in the child and youth markets as a speciality within the sphere of marketing research as a whole. The main thrust of the paper concerns the application of one particular discipline - in this case research in the youth market - to the problems of changing market conditions.It is our view that the prediction of trends in tomorrow's markets can be greatly facilitated by a proper understanding of tomorrow's adults: they are now today's children and are currently forming the views, attitudes and opinions they will bring to later life.