Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Marketing Research Articles Related to Researching the Hispanic Market

Marketing Research Articles Related to Researching the Hispanic Market

Showing items 1-20 of 66.

Go

Sort

Refine Search

Date

* Login required for most articles published within the last three years

A complete recipe

Published
April 2004
Author
Diego Bonardi
Abstract
It’s not enough for ads targeting the Hispanic market to simply have Hispanic faces or content in them. They must be part of an overall strategy and follow guidelines, which the author explains in detail, such as tell a simple story, educate the U.S. Hispanic audience, and communicate and repeat only one or two key benefits.

* A revised paradigm for Hispanic acculturation

Published
February 2012
Authors
Miguel Martinez-Baco and Brett Simpson
Abstract
To effectively understand Hispanic consumers, you must go beyond language and incorporate a range of cultural influences, the authors argue.

* A successful research community requires a mix of strategies

Published
April 2012
Author
Manila Austin
Abstract
Communispace’s Manila Austin draws from the firm’s research-on-research studies to offer tips on keeping community respondents engaged.

Acculturation vs. assimilation among U.S. Hispanics: e-mail self-reports

Published
November 1999
Author
Felipe Korzenny
Abstract
U.S. marketers struggle to understand the U.S. Hispanic market. This article presents and discusses the results of an e-mail survey conducted with U.S. Hispanics, the goal of which is to understand key issues in the process by which U.S. Hispanics adapt to U.S. culture.

Acculturation, value orientation and media usage in the U.S. Hispanic market

Published
April 1997
Author
M. Isabel Valdes
Abstract
The tremendous growth in the U.S. Hispanic market in the past 20 years is expected to continue. To target this lucrative market - the wealthiest in the Latin American world - companies will need research. This article presents a language-based segmentation developed by Hispanic Market Connections Inc.

Acculturation: conceptualization and measurement

Published
April 1998
Authors
Felipe Korzenny and Rebecca Abravanel
Abstract
Market researchers are frequently asked about the assimilation of Hispanics into the U.S. culture and if Hispanics are becoming part of the general market, a question that deserves careful consideration. This article discusses the conceptualization and measurement of acculturation.

Addressing many, speaking to one

Published
June 2003
Authors
Steve Appel and Barbara Bird
Abstract
AIDS Institute used focus groups and Perception Analyzers in its development of a multimedia campaign to convince more women to get prenatal care.

Avoiding pitfalls in conducting Hispanic focus groups

Published
December 2000
Author
Jim Loretta
Abstract
If you are seriously looking to expand your bottom line, the Hispanic market is probably a good bet. This article discusses conducting qualitative research in the Hispanic market. Specifically, the author addresses three critical areas research must address in order to succeed in Hispanic qualitative or focus group research: screening, recruiting and moderating.

Beyond the usual

Published
April 2004
Author
Claire Rose
Abstract
With so many distinct segments (due to differences in age, country of origin, acculturation and language, etc.), the Hispanic market requires a host of different research techniques. In some instances, for example, online research can work. In others, on-the-street intercepts are called for.

Bilingual, bicultural and more

Published
June 2005
Author
Mary Baroutakis
Abstract
The author profiles Hispanic teens, based on her experience researching them, and offers their outlooks on food, language, media and technology.

Community-based methods for multicultural research

Published
January 1994
Authors
Sharon Wolf, Debra Griffith, P. Rafael Hernandez, Kathryn Kuo and Hy Mariampolski
Abstract
Conventional qualitative research methods often do not work effectively with ethnic research studies. This article discusses community-based methods as a valuable alternative for conducting research with different ethnic groups.

* Conducting ethnographic research with Hispanic consumers

Published
February 2012
Authors
Pablo Flores and Jennifer Karsh
Abstract
Through tips and a case study example, the authors explain the value of using ethnographic research methods to better understand the Hispanic market.

Consider your audience

Published
July 2001
Author
J.P. Theberge
Abstract
DeCompras.com used qualitative research with Hispanic consumers in the United States to help with Web site development and improve sales.

Cultural adaptation of research procedures and instruments in Hispanic and other cultures

Published
January 1994
Authors
Felipe Korzenny and Betty Ann Korzenny
Abstract
There are many perils lurking in the shadows of cultural diversity for the unaware researcher. The researcher must be able to adapt instruments and procedures to the cultural groups being researched. This article discusses cultural relevance and adaptation, noting the difference between a cultural interpreter and a translator.

* Cultural insights in clothes: three ways to understand Latino culture through the way Latinas dress

Published
March 2011
Author
Maria Gracia Inglessis
Abstract
Latina women hold themselves to a different social code than traditional American women, and what they wear and how they present themselves can provide researchers with deeper insights into Hispanic culture and the consumer.

* Data privacy and social media: a look at attitudes by demographics

Published
June 2012
Author
Dinaz Kachhi-Jiwani
Abstract
The author provides an overview of some of the key debates about data privacy in marketing research and addresses findings from three uSamp studies on privacy concerns.

* Data Use: Culture-based scale response bias among Hispanics

Published
February 2011
Author
Jim Starks
Abstract
The author reports on findings from a test of six studies to examine scale usage by Hispanic respondents.

* Data Use: Reconciling Hispanic product evaluation ratings

Published
December 2011
Author
Jeffry N. Savitz
Abstract
This article looks at a method for measuring the cultural component imbedded in Hispanic product ratings and how to combine survey data from Hispanics and non-Hispanics.

Dreams and obstacles

Published
April 2002
Author
Theresa Gubler
Abstract
Marketers cannot ignore the fact that 34 million Latinos call the United States home. This article discusses what was learned through the research study “Dreams & Obstacles, Understanding Latinas.”

Dynamic travel trends in new markets: Asians and Latinos

Published
January 1994
Author
Andrew Erlich
Abstract
We are living in an exciting in-between time of profound demographic and cultural change. This article discusses Asian and Latino travel trends and how this change is an opportunity for market researchers to explore new avenues domestically and internationally.

<< Previous Page   Next Page >>