Ethnic And Multicultural Market Research

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

A revised paradigm for Hispanic acculturation

To effectively understand Hispanic consumers, you must go beyond language and incorporate a range of cultural influences, the authors argue.

Conducting ethnographic research with Hispanic consumers

Through tips and a case study example, the authors explain the value of using ethnographic research methods to better understand the Hispanic market.

How to be a good research client

A veteran research vendor offers his advice to clients on working with research firms, including the RFP process, pricing and what each party should expect from the other.

Data Use: Reconciling Hispanic product evaluation ratings

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.

An analysis of the past 20 years of client-side research buying

Two decades’ worth of data from the Quirk’s circulation database is examined to discover what shifts have taken place in the research industry - including the advent of online and the latest economic crisis - and to predict where it might be headed.

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Related Articles

There are 101 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Compare and contrast

A consortium including researcher TNS and a handful of client companies undertook a research-on-research program to compare and contrast results from online and offline studies with multicultural respondents. Included are guidelines for marketers who may be considering conducting research among ethnic groups.

Hispanic cool

For many decades, Hispanics in the United States have felt rejected by the mainstream because of their appearance, lifestyle and language. This article discusses how Hispanics are starting to feel that they don’t have to be ashamed of who they are and where they came from, and that they are seeing that many Hispanic customs, like food and music, are becoming cool for the general market. The article also examines what this change means to market researchers.

Key incidence issues when conducting research among Hispanics

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.

Dynamic travel trends in new markets: Asians and Latinos

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.

Stroh's Hispanic research "Is Spoken Here"

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.

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Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

Specialties

• Ethnic Interviewing
• Ethnic Research Consultation
• Translation/Interpreting Services

Industries

• African-American
• Asians
• Hispanic
• Middle-Eastern
• Native American

Conduct a detailed search of the entire Researcher SourceBook directory

Related Suppliers: Moderators

Click on a category below to see moderators who specialize in the following related industries, markets and audiences

• African-American
• Asians
• Hispanic
• Middle-Eastern
• Native American

Conduct a detailed search of the entire Moderator directory.

Related Suppliers: Research Panels

Click on a category below to see firms offering research panels focusing on the related industry or audience.

Industries

• African-American
• Asians
• Hispanic
• Middle-Eastern
• Native American

Conduct a detailed search of the entire Panel directory.