Young consumers as respondents : methodological implications

Bibliogr. s. 152-153

The active participation of young consumers in buying goods and the development of child’s business created a growing demand for information connected with the needs of young buyers. That is why there appeared a necessity to work out a set of rules which would help to adjust the research methodology to the specific character of a young buyer. The author writes about this issue and characterizes the basic development stages of young consumers, pointing out the implications within the research methodology. The author shows specific stages of conducting marketing research and discusses them in the context of adjustment to the research among young respondents.