|A collection of Latino opinions by Ricardo A. López|
It is often a challenge to conduct quantitative research in the U.S. Hispanic market, however, Hispanic Research Inc. has the know-how!
Why is it a challenge? Quantitative research is often too structured for the way Latinos prefer to communicate. New Latinos immigrants are also unfamiliar with survey research or opinion polls because these methodologies are less common in their country of origin. As a result, many Hispanics approach surveys as if they were an exam or a government form and proceed to look for a right answer to the survey questions. For an in-depth review of common issues faced in Latino survey research please access the article Validity Concerns in Latino Survey Research.
We use experienced bilingual interviewers that have been trained to ensure that they take every precaution necessary to avoid the concerns inherent in conducting Latino survey research. Hispanic Research Inc. has developed a way of conducting quantitative surveys that ensures the following:
Hispanic quantitative research should never be conducted through self administered questionnaires. Hispanics are not accustomed to the structure of a written questionnaire and many Latinos, who prefer to speak Spanish, cannot read it well because of a lack of education or because they grew up in this country and the Spanish language was never taught to them in school. The most effective way to conduct quantitative research is through a telephone interview or through an in-person interview. While in-person is often considered the best approach, it is often too expensive because there are very few locations where an “intercept” study can be conducted (many Hispanics live in urban centers like New York and Chicago where there are few malls to conduct intercept interviews). Hispanic Research Inc. often recommends a telephone interview with a questionnaire that is specifically designed to accurately assess the Latino opinions.
Our analysts can also manage your advanced research needs. Some advanced techniques include: