Research with Hispanic Populations

This well-written book can provide a very useful insight into the issues, problems, difficulties, and realities of conducting market and/or consumer research with Hispanic populations. I strongly recommend it as mandatory reading for researchers who have limited or no experience in research with Hispanic subjects in the U.S. and are interested in doing such studies. Furthermore, even experienced researchers in marketing or consumer behavior would find valuable content that would likely enhance their research activities. . . . This book is also timely. Because of the current interest in investigating the roles of culture and/or ethnicity in marketing strategies as well as consumption behaviors, the contribution of this book could be significant. . . The first of the six chapters in the book is labeled 'Hispanics: Who Are They?' and is a particularly valuable one, both in its content and in its references to helpful literature. . . . The second chapter, 'Issues in Identifying Hispanics,' covers three important topics. . . . Chapters 4 and 5 . . . are excellent contributions. . . . Just as important, if not more so, is Chapter 5, 'Translation of Data Collection Instruments.'. . . In my opinion, even fully bilingual researchers would benefit from the discussion and references available in this chapter. The difficulties of appropriate translation of research instruments cannot be overstated. The authors provide very good insight and suggestions on how to minimize problems. . . . This chapter on translation techniques would be of value to researchers considering cross-cultural research in more than one language. . . Research With Hispanic Populations is a well-done, concise, to-the-point, richly referenced book. I strongly recommend that marketing and consumer researchers in this area read it before beginning their next research project. --Journal of Marketing Research "The book represents a valuable first step in fulfilling the indicated need. . . . Research on Hispanics is important not only because of their increasing numbers but also to inform public policy and practice relevant to problems arising from low socioeconomic status and cultural margination. . . . The chapter on translations is succinct, knowledgeable, and appropriately qualified. . . . The book's recommendations . . . are well worth considering. They represent a first step in what, I hope, will become a continuing effort to improve the cultural sensitivity of the accumulating research on Hispanics." --Contemporary Psychology "This book provides an introduction to many basic concerns in the design of research on human populations. Most of the authors' suggestions seem as important for research with non-Hispanics as for research with Hispanics. The writing is clear, and the examples, mainly drawn from the authors' own research, are compelling. The level of presentation seems appropriate for introductory courses in sociology or cross-cultural psychology." --Journal of Official Stat...