Metodološki aspekti istraživanja ponašanja dece kao potrošača
Methodological Aspects of Children’s Consumer Behaviour Research
Apstrakt
Dečije tržište svakodnevno raste po svojoj kupovnoj moći, pa su kompanije sve spremnije da ulože u istraživanje stavova i ponašanja pripadnika ovog tržišnog segmenta. Iako u većini slučajeva istraživači primenjuju iste tehnike i metode koje koriste i za istraživanje ostalih starosnih segmenata, ovde se u obzir moraju uzeti brojna ograničenja, koja su vezana za etiku, dostupnost ispitanika, zakonsku regulativu i stepen emotivnog i kognitivnog razvoja dece. U radu su razmotrene osnovne kvalitativne i kvantitativne metode koje se koriste pri istraživanju dece.
Abstract
The children market gains in its economic potential constantly. Therefore, companies are more ready to invest their resources in research of children’s consumer behaviour and attitudes. Even though the resarchers mostly use methods and techniques that have been developed for research of consumer behaviour of adults, when researching it applied on children, some specifics and limitations of researching this age cohort must be taken into consideration. Those limitations are mostly related to ethics, accessibility of respondents, legal regulation and the stage of the children’s emotional and cognitive development. Some qualitative and quantitive methods are also taken into account in this paper.
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