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Marketing Research Articles Related to Researching the Hispanic Market

Marketing Research Articles Related to Researching the Hispanic Market

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Stroh's Hispanic research 'Is Spoken Here'

Published
May 1987
Author
Quirk's Staff
Abstract
Beer company Stroh's tested three Spanish-language television ads to tap into the Hispanic marketplace. Telephone surveys were used with Spanish-speaking interviewers to achieve the best results.

Hispanic telephone research or waiting for Godot to call

Published
May 1988
Author
Dale Dauten
Abstract
This article explores whether telephone or door-to-door research methodologies are more accurate when conducting marketing research to reach Hispanic consumers. The author states that choosing a telephone method ignores much of the unassimilated population, potentially skewing the results of a study.

Trade Talk: Survey segments U.S. Hispanic market

Published
November 1989
Author
Quirk's Staff
Abstract
This article details some results of a recent survey by Strategic Directions Group of the U.S. Hispanic market.

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.

Psycho-socio-cultural Hispanic research

Published
February 1992
Authors
Felipe Korzenny and Betty Ann Korzenny
Abstract
Psycho-socio-cultural research is considers psychological, sociological and cultural theory when addressing market problems across cultures. It merges what is known about people, societies and cultures with empirically-gathered data about specific attitudes, behaviors and beliefs. This article addresses the importance of considering psycho-sociocultural variables in the design and interpretation of quantitative and qualitative research involving Hispanic groups.

Pros and cons of telephone vs. door-to-door interviewing of Hispanics

Published
May 1992
Author
Lee Slurzberg
Abstract
The growing interest in niche marketing means more advertisers are concerned about the Hispanic market. Based upon a firm’s two decades of interviewing Hispanics, this article discusses the pros and cons of telephone vs. door-to-door interviewing of this group.

When a Hispanic is not a Hispanic: issues in conducting Hispanic qualitative research

Published
November 1992
Authors
Felipe Korzenny and Betty Ann Korzenny
Abstract
This article addresses the intricacies of identifying Hispanic respondents for qualitative research and continues with suggestions for culturally appropriate recruitment, facilities and language interpretation.

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.

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.

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.

Trade Talk: Book reviews: Market segmentation and other fun topics

Published
June 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
A review of four books that cover topics including focus groups, segmentation, marketing to women and multicultural research.

Spend your money wisely!

Published
January 1995
Authors
Roger S. Sennott, Ph.D. and David H. Taber
Abstract
Companies often throw away their opportunity to gather information to guide Hispanic marketing efforts. Market Development researched the differences among the various sample sources in terms of respondent profiles and dialing productivity. Results suggest that for most standard Hispanic studies, the least expensive sampling alternative is more than satisfactory.

Market research & measurement in Mexico: key guideposts

Published
January 1995
Author
Loretta H. Adams
Abstract
The marketing environment in Mexico has changed considerably since the late 1980s. Increased competition will require companies to launch sophisticated marketing strategies that will require primary market research. This article discusses how to conduct market research and measurement in Mexico, including using approaches that differ from those used in U.S. markets, cultural characteristics and timeliness.

Key incidence issues when conducting research among Hispanics

Published
May 1995
Authors
David H. Taber and Doug Spaulding
Abstract
A good field supplier should ask a number of questions before quoting a price for any study. This article discusses special considerations for conducting Hispanic studies, particularly those conducted in Spanish.

Trade Talk: They wrote the book on the Hispanic market

Published
May 1995
Author
Joseph Rydholm, Quirk's Editor
Abstract
This column reviews the Hispanic Market Handbook by M. Isabel Valdés and Marta Seoane.

The myths of ethnic marketing research

Published
January 1996
Author
Kent I. Phillips
Abstract
The author debunks four ethnic marketing research myths demonstrated by companies that market themselves nationally.

Spanish-language advertising boosts loyalty

Published
January 1996
Authors
Adrien Lopez Lanusse, Felipe Korzenny, Betty Ann Korzenny and Rebecca Abravanel
Abstract
Based on findings from 900 telephone inter­views with randomly-selected Spanish-dominant female shoppers, this article discusses the success of Span­ish-language advertising efforts in the U.S. and opportunities for expansion.

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.

Understanding Hispanic culture: a case for ethnographic research

Published
April 1997
Author
Roberta Maso-Fleischman
Abstract
As the Hispanic market expands, companies are increasing their research of this market. This article examines the ethnographic study and illustrates how it can be used to enrich Hispanic research.

Research uncovers Hispanic advertising impact

Published
April 1997
Authors
Felipe Korzenny, Rebecca Abravanel and Adrien Lopez Lanusse
Abstract
It may seem logical to believe that Spanish-dominant Hispanics are influenced more by Spanish-language television ads than by English-language television ads, but this is not the case. This article discusses the telephone research conducted with women heads of household in the San Francisco-San Jose area who indicated speaking Spanish at home most of the time and being most comfortable communicating in Spanish.

 

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