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More than just “snap, crackle, and pop”:: “draw, write, and tell”: an innovative research method with young children

More than just “snap, crackle, and pop”:: “draw, write, and tell”: an innovative research method with young children
More than just “snap, crackle, and pop”:: “draw, write, and tell”: an innovative research method with young children
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.
0021-8499
377-390
Angell, Robert
ca8389e4-2a83-43a8-b331-c262eda37674
Angell, Catherine
7519bfea-6877-47f5-a191-c547d6ceeac9
Angell, Robert
ca8389e4-2a83-43a8-b331-c262eda37674
Angell, Catherine
7519bfea-6877-47f5-a191-c547d6ceeac9

Angell, Robert and Angell, Catherine (2013) More than just “snap, crackle, and pop”:: “draw, write, and tell”: an innovative research method with young children. Journal of Advertising Research, 53 (4), 377-390. (doi:10.2501/JAR-53-4-377-390).

Record type: Article

Abstract

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.

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Published date: 1 December 2013

Identifiers

Local EPrints ID: 426010
URI: http://eprints.soton.ac.uk/id/eprint/426010
ISSN: 0021-8499
PURE UUID: 883ad580-5748-49c9-8caa-dac50814354f

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Date deposited: 09 Nov 2018 17:30
Last modified: 09 Nov 2018 17:30

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