Interviewing Children and Young People

INTERVIEWING CHILDREN AND YOUNG PEOPLE

ESOMAR WORLD RESEARCH CODES & GUIDELINES INTERVIEWING CHILDREN AND YOUNG PEOPLE

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ESOMAR WORLD RESEARCH CODES & GUIDELINES INTERVIEWING CHILDREN AND YOUNG PEOPLE

CONTENTS

Introduction 2

Requirements 3

ESOMAR WORLD RESEARCH CODES & GUIDELINES INTERVIEWING CHILDREN AND YOUNG PEOPLE

INTRODUCTION

A considerable amount of survey • the authorities, and the public research is carried out among children generally, must be confident that all and young people for both economic research carried out with children and and sociological purposes. This is a young people is conducted to the highest legitimate and valuable form of research ethical standards and that there can be but, as the ICC/ESOMAR International no question of any possible abuse of Code points out, it calls for special the children or young people involved. care and precautions on the part of the researcher. This Guideline specifies in One difficulty is that at present there is more detail what such “special care” no common international definition of involves. It concentrates on the ethical “child”, “young person” etc. Even within issues involved and does not deal a single country the definition may vary with the technical problems of such with the activity under consideration. research. Because it would be very difficult to agree any general definition based on In carrying out such research: factors such as the child’s cognitive powers, to fulfil the objectives outlined • the welfare of the children and above, this Guideline takes a straight- young people themselves is the over- forward, practical approach to the riding consideration - they must not be issue. The following procedure should disturbed or harmed by the experience therefore be adopted when carrying out of being interviewed research among children and young • the parents or anyone acting as the people: guardian of any child or young person taking part in a research project must 1. The researcher must conform to be confident that the latter’s safety, any relevant definitions incorporated in rights and interests are being fully any National Code of Conduct Practice safeguarded and/or in national legislation. • the interviewers and other 2. Where no such specific national researchers involved in the project definitions exist, a “child” is to be must be protected against any misun- defined as “under the age of 14”, and a derstandings or possible allegations of “young person” as “aged 14-17”. misconduct arising from their dealings with the children or young people tak- It does not appear practicable to try ing part in that project to set out in detail different rules for

ESOMAR WORLD RESEARCH CODES & GUIDELINES INTERVIEWING CHILDREN AND YOUNG PEOPLE

different age groups. Although a child REQUIREMENTS of 7 and a child of 13 often cannot sensibly be asked the same questions (a) In the case of children or about identical topics, this issue under 14 is usually more a matter of common sense and good research practice 1. Where a survey is being carried out rather than one of ethics. However, within a “protected environment” - i.e. researchers must be alert to situations a location such as a school or leisure where the sensitive nature of the centre where some person in authority research or the circumstances of has overall responsibility for the protection the interview mean that exceptional of the child - then the permission of the care is called for in interviews with relevant adult overseeing that location children and young people from any (such as a teacher) must be obtained age-group. A key criterion must always before conducting any interview. be that when the parent or other person responsible for the child hears 2. In any other environment - e.g. about the content or circumstances of in the home, or in the street or some the interview, no reasonable person other public place - the permission would expect him or her to be upset or of a parent, guardian or other person disturbed. on whom the parent has conferred responsibility for the child (e.g. a In addition, the interviewing of children child-minder, au pair or neighbour) and young people must in all respects must be obtained before the child is conform to the general Rules set out approached for an interview. A child in the main ICC/ESOMAR International must not under any circumstances be Code, as well as to the requirements approached for an interview unless he of data protection and other relevant or she is accompanied by an adult. legislation and to any National Code of Research Practice. 3. When requesting permission to carry out an interview, sufficient infor- mation must be given to the person responsible for the child for him or her to reach an adequately considered decision about giving such permission. Where it is not practicable for

ESOMAR WORLD RESEARCH CODES & GUIDELINES INTERVIEWING CHILDREN AND YOUNG PEOPLE

that person to see or hear the actual • that these are safe to consume questions to be asked, the subject and (e.g. foods, confectionery) or to handle general nature of the interview must be (e.g. toys). The researcher must explained, together with an explanation confirm this (normally in writing) with of any potentially sensitive or embar- the supplier of the product even though rassing questions etc. The identity of the latter may be legally liable for any the person giving the permission for adverse effects caused by the product; the interview should be noted but it is • that the child or young person does normally unnecessary for the permis- not suffer from any relevant allergy sion to be obtained in writing. (e.g. to products containing nuts); • that children and young people 4. When carrying out interviews with do not become involved in any illegal children it is normally desirable that action (e.g. the under-age consumption some responsible adult (apart from of alcoholic products); the interviewer) remains close at hand • wherever practicable the views of while the interview is carried out. This parents or guardians about products is especially important in the case of they would not wish the child or young in-home interviews. However it is not person to try are also complied with. necessary that this person is actually present in the same room - this may be 7. The researcher must take into undesirable in certain cases for meth- account the degree of maturity of the odological reasons, e.g. where it might child or young person involved when introduce some bias in the responses. considering what subjects may or may not be safely dealt with in an interview. 5. If the child is to be asked to test any While it may be imperative to avoid product, the responsible person must certain subjects when interviewing be allowed to see this and (if they wish) children (e.g. a topic which might to try it themselves. frighten the child), the same subject might quite safely be covered with (b) In the case of ALL children young people if the appropriate precau- and young people tions are taken. This again is a question of good research practice as much as 6. In cases involving the testing of of ethics. Examples of topics where any products the researcher must take special care is needed when interviewing special care to check: children and young people are ones

ESOMAR WORLD RESEARCH CODES & GUIDELINES INTERVIEWING CHILDREN AND YOUNG PEOPLE

which could disturb or worry them, such clearly be such as to inspire confidence as their relationships with others in their and not suspicion among the public. peer group, or ones which risk creating Whether working full-time or part-time tensions between them and their parents. the interviewers should be given special training for such work, including, in 8. There are sometimes valid and particular, the precautions to be taken, the important reasons (e.g. in helping correct methods of obtaining permission, to guide social policies) for covering the special steps needed to establish good research topics of the kinds where rapport with children, etc. Interviewers special care is needed as referred to must be familiar with, and conform to, in point 7. When this is the case it is the requirements of both this Guideline essential both that a full explanation of and the main ICC/ESOMAR International this is given to the responsible person Code, and any national code of conduct (certainly in the case of a child, and if or guideline on interviewing children and possible even in the case of a young young people. person aged 14-17) and their agreement obtained; and also that steps are taken 10. In the case of telephone - and even to ensure that the child or young person more, Internet - surveys it may often is not worried, confused or misled by be more difficult to establish the age of the questioning. the respondent when making the first contact and also to obtain the neces- 9. It is not generally necessary to use sary permission for an interview from special types of interviewers for sur- the appropriate responsible person. veys among children and young people. However, despite these difficulties the Many experienced interviewers are researcher should still try to follow the quite capable of being trained for such principles set out in this Guideline. This work. However, it is very important that may mean that certain types of surveys anyone who is going to carry out such should not be undertaken; if in doubt interviewing is carefully screened for - or in the rare cases where some their suitability for this responsibility, alternative procedure might seem more given the growing concern of parents appropriate - the researcher should and the general public about the protec- consult the ESOMAR Professional tion of young people and especially of Standards Committee or the national children. The manner and behaviour research society. of interviewers vis-à-vis children must

ESOMAR WORLD RESEARCH CODES & GUIDELINES INTERVIEWING CHILDREN AND YOUNG PEOPLE

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ESOMAR WORLD RESEARCH CODES & GUIDELINES INTERVIEWING CHILDREN AND YOUNG PEOPLE

ESOMAR is the world organisation for enabling better research into markets, consumers and societies. With 5000 members in over 100 countries, ESOMAR’s aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making. To facilitate this ongoing dialogue, ESOMAR creates and manages a comprehensive programme of industry-specific and thematic events, publications and communications, as well as actively advocating self-regulation and the worldwide code of practice.

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ESOMAR WORLD RESEARCH CODES & GUIDELINES