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 67.

Go

Sort

Refine Search

Date

Login required for most articles published within the last three years

A guide to planning qualitative research among Hispanic consumers

Published
May 2006
Author
Martha C. Rivera
Abstract
Hispanic consumer research needs to be designed and conducted using vastly different criteria than those used for general-market research. The author discusses relevant factors involved in planning Hispanic qualitative research studies.

A new perspective on Hispanic media planning

Published
June 2005
Author
Felipe Korzenny
Abstract
The role of language - Spanish and English - and language’s impact on media consumption is discussed, as are the implications for marketing research.

A primer on Hispanic teens

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.

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.

Ads targeting Hispanic consumers can’t rely solely on cultural nuances

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.

Are out-of-the-box qualitative approaches needed to reach the Hispanic market?

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.

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.

Avon researchers find that normal rules don't apply when testing among Hispanic women

Published
June 1990
Authors
Maisie Wong, Ayn Gelinas and Phyllis Rocha
Abstract
Before implementing its actual study, Avon conducted a pilot study to learn how to overcome some of the cultural barriers when involving the Hispanic population. This article summarizes the pilot study’s results, providing guidelines for screening and interviewing, study location and timing, questionnaire construction and incentive structures.

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.

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.

Dos and don’ts in ethnic marketing and market research

Published
April 2004
Author
Deborah Alessandro
Abstract
Multicultural marketing is like any other part of the marketing plan. You must know your brand and your consumers and figure out the best way to reach them. Demographic factors and culture-specific marketing pitfalls are discussed.