Making kids online research work

Abstract

Explores various alternative methods of online research with children: adult panels with access to children, schools access panels and platforms, and commercial secure platforms; discusses the pros and cons each of these methods in turn. Move on to maximising the cost effectiveness of online research, and here the four main areas for consideration are: questions, waves, size, and territories: all of these show the cost advantages of online research. Concludes that online research has a key role in many marketing decisions: very large numbers of questions can lead to further cost savings, but children’s engagement will be affected even with stimulating and “kidified” content, while international multi‐wave studies of large numbers of respondents allow offsetting of fieldwork and setup costs.

Citation

Malhotra, R. (2003), "Making kids online research work", Young Consumers, Vol. 4 No. 2, pp. 17-24. https://doi.org/10.1108/17473610310813762