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.

Psycho-socio-cultural Hispanic research

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.

African-Americans express optimism as millennium approaches

JRH Marketing used focus groups to investigate current attitudes and opinions about lifestyles and personal goals among a cross-section of African-Americans nationwide.

Finding profitable business markets in the inner city

Businesses of all sizes searching for new markets are finding the most lucrative opportunities in their own backyards. Using the example of Chicago-based Shorebucks Corporation’s Neighborhood Markets Framework, this article discusses helping businesses profit in the untapped market in the inner city.

Hispanic buying power

While buying power is a measure used to decide whether to market to a particular group, talking about buying power for the Hispanic market as a whole is improper because of the variance within the market. This article explores the actual buying power of the Hispanic market segments and the differences in what Latinos buy with their buying power as compared to the general market.

Do you know where your data came from?

Drawing from his experience gathering data in far-flung and often remote locales, the author offers several guidelines and tips for making sure that the contractors and subcontractors you work with for overseas data collection employ rigorous and verifiable data collection methods.

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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.