Ethnic And Multicultural Market Research

We've grouped together all the information our site contains on multicultural and ethnic market research to help you quickly and easily find research-related articles, suppliers, events, jobs, associations, glossary definitions and more.

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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.

Brazilian hair care firm Beleza Natural thrives by keeping close to its roots: On-site visits help researchers understand the icons and ideals used by a Brazilian hair care firm to both inspire and form a bond with its working-class customers.
By the Numbers: Make your international phone interviews successful in any language: When conducting international telephone interviews, choose your vendor carefully, the author says. Look for experience, native-speaking interviewers, flexibility, attention to detail and the use of in-language monitoring.
Considerations in quantitative data collection in China: Conducting commercial quantitative research in China presents methodological and cultural issues that either don’t exist or that have already been solved in Western society. Researchers must take heed in this relatively-virgin territory and adapt their strategies to cater to China’s unique circumstances.
No offense: Do Hispanics rate products higher because they're Hispanic?
Latinos are going cellular. Can we?: The industry faces a number of obstacles in attempting to conduct cell phone research with Latino consumers. Despite these hurdles, the decline in landline phone usage may force researchers to develop cell phone-based research programs to keep a growing and important market segment accessible for research.

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There are 85 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Taking care of America's new majority
Fed up with focus groups?: Citing examples from museums to Hispanic women shoppers, the author explores how ethnography can uncover insights that other forms of qualitative can’t.
Getting the most from African-American respondents: Cultural differences require variance in marketing research. This article illustrates one firm’s research projects that required a different approach to designing and executing research among African-Americans.
Qualitatively Speaking: The effects of 9/11 on Hispanic research: The terrorist attacks on September 11 were seen and felt by all segments of the American society, including the Hispanic community. This article discusses the effects of September 11 on Hispanic research and offers suggestions in increasing respondent cooperation in focus groups that have helped many who work in the Hispanic research market.
The world is not enough: The Cartoon Network used brainstorming with in-house client groups, followed by 250 focus groups in more than 10 countries and face-to-face interviews in Latin America in its quest to be experts on kids and maintain the “think globally, act locally” approach.

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Related Glossary Terms

Ethnic research: Research which is focused on a group set apart from others because of its race which includes common language, history, geography, kinship, national origin, skin color and/or distinctive cultural patterns.

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Related Associations

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Related Events

THE LIFE STAGE MARKETING SUMMIT: May 10-12, 2010; IIR will hold an event, themed 'The Life Stage Marketing Summit,' on May 10-12 at the Hotel Sax Chicago in Chicago.
ESOMAR LATIN AMERICAN CONFERENCE: May 23-25, 2010; ESOMAR will hold its annual Latin America conference on May 23-25 in Cartagena, Colombia.

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