More than just "snap, crackle, and pop". "draw, write, and tell": : An innovative research method with young children.

• Autores: Robert J. Angell, Catherine Angell
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 53, Nº 4, 2013, págs. 377-390
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The current study introduces "Draw, Write, and Tell" (DWT), a creative method suitable for research with younger children between the ages of 5 and 11 years. A case study using an advertisement promoting Kellogg's Rice Krispies cereal illustrated how DWT can be implemented in practice. The researchers concluded that the method offers several benefits. Data quality was high as a result of participant and stakeholder buy-in, the application of visualization methods, and the possibility of data triangulation through its multi-method design. Advertisers can use the results for evaluating children's responses to advertising material. What is more, enhanced creativity provides an opportunity for the modification of communications. Limitations of DWT with directions for its future development also are considered. INSET: Management Slant. [ABSTRACT FROM AUTHOR]