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Research papers

Brand preference in adolescence - Brand loyalty as adults?

Trying an outlook, this clearly indicates, that it is very much worthwhile to communicate with adolescents as well as with adults, because this is on every promising way to ensure a goods hare of the market for the future by investing in the future...

Catalogue: New Monograph Series Vol.9: Researching Youth
Authors: Astrid V. Middelmann-Motz, Brigitte Melzer-Lena
August 1, 2000

Research papers

Research among children

This chapter is intended to help understand the intricacies of what market research in the specific population of children and youth means and implies, and to give guidance in choosing and applying appropriate research techniques.

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Authors: Brigitte Melzer-Lena, Astrid V. Middelmann-Motz
September 1, 1998

Research papers

Media reality of kids

This paper discusses findings of the most extensive research on the media usage of kids aged from 8 to 15 years ever carried out in Germany. To provide as complete a picture as possible, media usage habits were studied in a 1600 case representative...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Authors: Brigitte Melzer-Lena, Olaf Hansen, Christoph Blum, Axel Dammler
Company: iconkids & youth international research GmbH
October 22, 1997