Abstract
The children market gains in its economic potential constantly. Therefore, companies are more ready to invest their resources in research of children's consumer behaviour and attitudes. Even though the researchers mostly use methods and techniques that have been developed for research of consumer behaviour of adults, when researching it applied on children, some specifics and limitations of researching this age cohort must be taken into consideration. Those limitations are mostly related to ethics, accessibility of respondents, legal regulation and the stage of the children's emotional and cognitive development. Some qualitative and quantitative methods are also taken into account in this paper. .
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