Design and Methodology

Walter Meneses, President, Meneses Research

The presentation will focus on important issues to consider when dealing with Hispanic projects

Study Design:
Clear definition of the objectives of the study.  Determine if the study is regional or national in scope.  Identify the respondents to your survey – What are the specifications of the project and what is the incidence level. Gather secondary research data from publications on the Hispanic consumer.

Language:  Translation vs. adaptation.  Determining the appropriate level of Spanish when translating the questionnaire - keep the level of Spanish at a more elementary level.  Keep it simple.  A direct translation from English to Spanish using dictionaries WILL NOT WORK.  Use professionals.

Methodologies: 

Quantitative: 
a.- Telephone, what are the pros and cons of conducting telephone interviews among Hispanics.  What issues should be handled differently when conducting a telephone interview among Hispanics – Always remember the Female Head of Household is the key keeper of the house – go through her first, especially to interview men.  

b.-  Personal Interviews: Door to door. Similar recommendation as telephone interviews in order to reduce rejection.  Intercept, how to approach the potential respondent.

c.- Internet: Incidence on home computer and email addresses are lower than the general market.  Apply quality control to verify the identity of the final respondent of the survey.

d. Panel.  Methodology of the future.  

Recruitment for Qualitative Studies:
a. Tips on how to effectively recruit Hispanic consumers

b. Facilities: offer “extra service” when dealing with Hispanic projects.  This should include items that clients appreciate seeing during their project. (progress reports, spread sheet updating recruiting, re-screening at the facility, etc).  Offer to apply the Level of Acculturation questionnaire for best results – it is only 6 closed ended questions.