Summary of the ESOMAR guideline on interviewing minors
Abstract:
A considerable amount of market research is carried out among minors (respondents aged under 18 years) for both commercial and sociological purposes. This is a legitimate and valuable form of research but, as the ICC/ESOMAR International Code of Marketing and Social Research Practice points out, special care and precautions on the part of the researcher are required. For this reason ESOMAR has developed a guideline which establishes the principles to be taken into account in market research among minors. In this concise overview the main principles and elements of the guideline explained.
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