- The multicultural world of social media marketing
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June 2009
The authors present findings from a survey of social media usage among ethnic groups and argue that as these outlets become more and more a part of multicultural consumers’ lives, companies that incorporate them into their marketing plans will earn the loyalty of these segments.
- Taking the pulse of their market
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April 2006
The authors surveyed a number of Hispanic ad agencies to determine their views on the current market, their clients, and the increasing role and power of Hispanic consumers in the U.S. marketplace.
- Your language, their language, or both?
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June 2005
The role of language - Spanish and English - and language’s impact on media consumption is discussed, as are the implications for marketing research.
- Hispanic marketing Q&A
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April 2004
The author presents, in question-and-answer style, an examination of a number of issues related to Hispanic marketing, including how Hispanic consumers experience grocery shopping, the effectiveness of a culture-specific communication approach, and the role of corporate responsibility in Hispanic marketing.
- Establishing a bond
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April 2002
Marketing to culturally-diverse targets is a discipline that has grown in sophistication during the past 20 years in the United States. This article discusses Spanish-language marketing and marketing research, noting how understanding the role of language will aid the practitioner in establishing an emotional bond.
- Acculturation vs. assimilation among U.S. Hispanics: e-mail self-reports
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November 1999
U.S. marketers struggle to understand the U.S. Hispanic market. This article presents and discusses the results of an e-mail survey conducted with U.S. Hispanics, the goal of which is to understand key issues in the process by which U.S. Hispanics adapt to U.S. culture.
- Acculturation: conceptualization and measurement
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April 1998
Market researchers are frequently asked about the assimilation of Hispanics into the U.S. culture and if Hispanics are becoming part of the general market, a question that deserves careful consideration. This article discusses the conceptualization and measurement of acculturation.
- Trends in Hispanic research
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February 1998
The Hispanic market has been growing and will be a key component to many companies' success. This article discusses trends in Hispanic qualitative marketing research.
- Research uncovers Hispanic advertising impact
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April 1997
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.
- Imagery in cross-cultural research
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January 1995
Imagery investigation has become an important part of marketing research, particularly with U.S. consumers. However, the method is complicated when used across cultures. This article discusses the use of imagery in cross-cultural research, including different approaches, language and the paradox of equivalence.
- Cultural adaptation of research procedures and instruments in Hispanic and other cultures
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January 1994
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.
- When a Hispanic is not a Hispanic: issues in conducting Hispanic qualitative research
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November 1992
This article addresses the intricacies of identifying Hispanic respondents for qualitative research and continues with suggestions for culturally appropriate recruitment, facilities and language interpretation.
- Psycho-socio-cultural Hispanic research
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February 1992
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.
