Ethnic Market Research

We've grouped together all the information our site contains on ethnic marketing research to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more. This includes resources for conducting research on African-Americans, Native Americans, Asians, Hispanics and those from the Middle East.

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.

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.
In Case You Missed It... October 2007: News and notes on marketing and research: Procter & Gamble; Jimmy Dean; Nike; Whole Foods
Bridging the multicultural gap: Research, particularly qualitative, can play an important role in improving health care for ethnic groups by uncovering cultural and other barriers that prevent some group members from seeking the care they need or from following their prescribed course of care.
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.
Let’s forget about William Hung: Conversations with Asian-American youth helped the author develop a list of dos and don’ts for marketers who are considering targeting this growing and under-served group.

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There are 72 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Imagery in cross-cultural research: 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.
Using decision criteria anchors to measure importance among Hispanics: When measuring attribute importance and brand performance among Hispanics, a frequent problem researchers encounter is the tendency for Hispanics to use only the upper end of the rating scale. This article discusses using decision criteria anchors to reduce the number of high ratings often found when testing with Hispanics.
Understanding Hispanic culture: a case for ethnographic research: As the Hispanic market expands, companies are increasing their research of this market. This article examines the ethnographic study and illustrates how it can be used to enrich Hispanic research.
Taking care of America's new majority
A world of unique challenges: For international marketing researchers, there is really no such thing as a typical week. This article discusses one researcher’s experiences conducting car research in India.

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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

CASRO WORKSHOP FOR PROJECT DIRECTORS AND ANALYSTS: May 15-16, 2008; The Council of American Survey Research Organizations will hold a workshop designed for project directors and analysts on May 15-16 in New York. For more information visit www.casro.org.
AMA MARKETING RESEARCH BOOT CAMP: May 22-23, 2008; The American Marketing Association will hold its Marketing Research Boot Camp on May 22-23 at the Embassy Suites in Chicago. For more information visit www.marketingpower.com.

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