The Net Generation: Research Findings from the Fast Lane!

Abstract

The Youth Research Group (YoRG) is into its second year of running the UK's largest Internet research site. Over 21,000 7–16 year olds participate in the survey annually and the research is conducted in schools nationally. One of the main drawbacks with continuous research is that it takes a long time to complete — results can take months, even more than a year to deliver to the client sector. Internet research provides the exception with reporting conducted at weekly or fortnightly intervals. This means that for the first time, thanks to the power of the Internet, data can be used pro‐actively rather than retrospectively by the client sector.

Citation

Woolley, A. (2000), "The Net Generation: Research Findings from the Fast Lane!", International Journal of Advertising and Marketing to Children, Vol. 2 No. 1, pp. 9-13. https://doi.org/10.1108/eb027629