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.

Firms are going multi-platform to get their messages out to multicultural youth: Using examples from brands like Hot Pockets, McDonald’s and Dr. Pepper, the author shows how some marketers are seizing on Web- and mobile-based methods to target Hispanic and African-American youths.
How to boost your multicultural intelligence: David Morse offers several ways - many of them free - for firms to increase their knowledge of and familiarity with the needs and buying habits of multicultural consumers.
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.

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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.

Market research & measurement in Mexico: key guideposts: 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.
Qualitatively Speaking: Ten tips for using interpreters in international research: How to maximize the effectiveness of your interpreter, including advice on topics such as eye contact, where and when to pause and how to prepare yourself and the interpreter.
Unleash the power of the Hispanic market by avoiding these pitfalls: Marketers encounter numerous pitfalls when advertising to the Hispanic market. This article addresses three pitfalls the author sees as most frequent: overusing Hispanic traits, cloning the general market and inordinate caution.
Cultural adaptation of research procedures and instruments in Hispanic and other cultures: 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.
Trade Talk: This book is worth its weight: This article offers reviews of several new books: Business - The Ultimate Resource, Why People Buy Things They Don’t Need and Marketing to American Latinos - Part 2.

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Related Events

ESOMAR WM3 CONFERENCE: October 19-21, 2010; ESOMAR will hold WM3, a conference on worldwide multimedia measurement, on October 19-21 in Berlin, Germany.
MULTICULTURAL MARKETING SUMMIT: October 27-29, 2010; Geoscape will hold its annual multicultural marketing summit on October 27-29 in Miami.