hen dealing with family units. With the structure of a modern-day family unit it is essential to market researchers now consider that many factors have changed, such as equal role dominance, power purchase now in children and an increase in same-sex relationships. With this in mind, both personal and telephone interview questions must be reviewed and altered to limit any assumptions or offensive questions being made.
             It is essential that market researchers limit any sexiest language and to give credit to equal purchase power in both males and females. New modern questions are also helpful when questioning a family unit, which concludes whether the relationship of the parents is heterosexual, or same-sex relationship, and do their children (if any) have a high amount of purchase power. Market researches are now also conscientious that children can be a great market research tool, and are receiving more responsibility for making the family unit purchases.
             For market research to be successful when interviewing a modern family unit, changes to the family structure and allocation of purchase power must be considered. As stated by Neal (1999, Chap. 14.2) "Marketers need to understand the emerging change in household characteristics and behavior patterns, in order to target their communications and position their products effectively"
             A change in gender roles has emerged with today's modern business world; both men and women are now considered equal. A woman's changing gender role as explained by Redman (2003, p.113)
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